Media Image of “Performance Workshop”: Framing Analysis of Newspaper 2008-2015

• Main Authors: Chiu, Chih-Chieh, 邱致潔
• Other Authors: LIU, Huei-Ling
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/37anky

碩士 === 國立臺北藝術大學 === 藝術行政與管理研究所 === 105 === The most common channel for arts groups to build up the brand images is through media and by studying their media images will enhance our understanding of their brand images. Performance Workshop has been established for more than 30 years and has been cited as the most iconic modern theater group in the Chinese-speaking world. For the past 10 years, Performance Workshop has produced and launched plays and events like “Opening Performance for Deaflympics in 2009”, “The Centennial Musical: Dreamers”, and “The 30th Anniversary Series”, etc. and it later received the varied evaluation of brand images casted by media. Performance Workshop hence will be a typical case for observing its media image establishment based on the criteria gathered. Using Performance Workshop as an example, this thesis will analyze the contents of the media reports based on the framing theory and it will take the reports published by United Daily News and The Liberty Times as samples from 2008 to 2015 to induce how news media formed the brand image of Performance Workshop. In order to further understanding the insights of the news contents, this thesis will use qualitative research method as assistance. The major results found in this thesis as follows: A. the news reports on Performance Workshop indicated ‘positive’ evaluation of brand image the most; but turning into ‘negative’ after the “The Centennial Musical: Dreamers” incident. B. the most used framing technique in news contents is the ‘political discussion,’ and United Daily News frequently used the ‘performance promotion’ framing; The Liberty Times frequently used the ‘political discussion’ framing. C. the most cited sources used in reports were people from arts and cultural scene making the aspects of the statements lean to their side and United Daily News frequently cited the statements from the spokesman of Performance Workshop; The Liberty Times frequently cited statements from political sources. D. the news reports of Performance Workshop often appeared on the national page, and affected by “The Centennial Musical: Dreamers” incident, the aspects of the related reports leaned mostly to party politics and election; for United Daily News, mostly leaning the aspects of the reports to cultural events; The Liberty Times leaning to party politics and election. E. when citing the statements of the sources from Performance Workshop, both United Daily News and The Liberty Times used statements by Lai Sheng-Chuan mostly making him as the main brand representative. F. the participants in the reports mostly were from arts and cultural scene; for United Daily News, they were mostly from arts and cultural scene; for The Liberty Times, they were mostly from government officials. G. observing the trend of the framing within the period of times, it is found that brand growth stage is the framing of ‘performance promotion’; brand crisis stage is the framing of ‘political discussion’; the precipitation of brand stage is the framing of ‘performance promotion’. Therefore, it proves that the aspects of the reports are readily affected by the incidents judged from the trend of the reports, framing of news, and transformation of the brand image of the Performance Workshop.