| Summary: | 碩士 === 國立臺北大學 === 經濟學系 === 106 === This thesis attempts to analyze the relation between politics and media by emphasizing on the impact of public opinion support on the news channel ratings. The empirical result shows that even controlling the characteristic of the news stations, the public opinion supports of the president and mayors of the municipality both significantly affect the news ratings.
The sample collected the public opinion support of the president elections in 2012 and 2016 and the mayor of the municipality election in 2014. We collected the news channel ratings, awards records, and punish records of every news stations as controlled variables. This thesis uses three methods for empirical analysis: unit regression analysis, multiple regression analysis and panel data analysis. Three analysis methods discuss the following categories respectively: the same candidates in the presidential elections, different candidates in the presidential elections and mayors of the municipality election to examine the effect of the candidate's public opinion support on the news ratings.
The empirical results show that regardless of the president or mayors of the municipality election, the higher the public opinion support of the candidate, the higher the ratings of the news. In the presidential elections, the television ratings of the channels that tend to support the current ruling party will be higher than those that tend to support the opposition party channel. However, for the mayors of the municipality, the result is different from the presidential elections. In addition, the more political programs a news channel has, the lower the ratings. Ratings are higher during the period closer to the election and for channels who have more award-winning records. The results reveal that the candidate's public opinion support, business performance, and program type are essential indicators of the ratings of news stations.
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