On Both Sides Of The Other Side Of The Digital Age, Knowledge

Since1949, the relationship between China and Taiwan is very complicated. People got known each others’information only through the textbooks and broadcast news. They didn’t have any news exchange until1987. In order to break through the closed status and negative images, both Taiwan and China make great efforts to revere hostilities by communication and cross-strait exchange. In recent decades, with the coming of digital age, the development of information communication technologies (ICT) lets Taiwan and China get more closely.The main idea of this research is that how office workers living in Taiwan and China cognize the living environment from the daily TV news across the strait. Besides, we try to analyze the relationship between the news content and audience cognitions.This research is helpful for people across the strait to amalgamate as soon as possible. Audience constantly construct their pictures in their mind depending on social situations (daily life experience) and symbolic reality (media). The China news in Taiwan and the Taiwan news in China were showed and explored in different considerations and media environments. The paper analyzed how China’s image reappeared in Taiwan, and how Taiwan’s image reappeared in China, in the meanwhile the paper is also focused on audience responses. The key point here is how people cognize and describe across the straits.At first, the research collects60Taiwan daily news reporting from CCTV-4"hai xia lian gan" news program (total:483), and181China daily evening news from TVBS and SET TV stations in Taiwan (total:230). TVBS and SET always have higher audience rations than other TV stations during pm7-9in Taiwan, as well as the ccTV-4"hai xia lian gan" news program. In China, it is the most important daily news program for people to understand Taiwan.Second, this research surveyed the office workers across the strait, which includes "daily media use""the needs of TV news""images and experiences to the other side "and "the cognition frame work to the other side ".The questionnaire surveyed638office workers,300in Taiwan and338in China respectively.The investigation results explored Taiwan and China’s evening news are all focused on political news but each TV station has their own specific position. In addition, TVBS prefers to broadcast China local news and entertainment news but SET TV pay attention to controversial and negative issues about both side. However, CCTV-4mostly reports political (64%) news and life news which introduce straits history and special cross-strait exchange activities.Half of Taiwan office workers have been to China, therefore, not only the media symbolics but also self experiences generated their expressions anddiversity thinking to describe China. On the contrary, in China, only12.1%office workers have been to Taiwan, for this reason, their image to Taiwan are monotonous and dimness.To sum up, in Taiwan, office workers have strongly negative cognitions to China’s living environment. But office workers in China have very positive but indistinct cognitions to Taiwan. On the basis of their opinions, we can also design better messages for our cross-strait exchanges in the future, to make better image to each other.