A Research On The Construction Of Publicity Of Taiwanese Media

Since the early of 1980s, Taiwan society has begun to construct the publicity of news media, among which the establishment and expansion of Taiwan’s Public Broadcasting is the principal content and important achievements. And the Public Broadcasting is initially created in the direction of attendant media by the Taiwan official, the essence of which is the official side intends to intervene in the process in the name of publicity. But with the active involvement of civil force, the establishment of Public Broadcasting is transformed to the direction of public media, and is formally launched in 1998 against a lot of setbacks. At this time, the Taiwanese media has completed the first wave of reform which appeals for liberalization when after lifting the martial law in 1987. The result is that with the number of media proliferation and the rapid progress of the media, its degree of commercialization and liberalization reaches advanced world levels. However, its emphasis on being guided by the market results in a chaotic and disorderly competition between the Taiwanese media, and the overall environment of the media is worsening. Taiwan’s Public Broadcasting, oriented towards public interests, for its short established time, small scale and very limited popularization, makes little progress to maintain public interests and to improve the whole environment of the Taiwanese media. In the 21st century, Taiwan society begins to coordinate the development of Public Broadcasting with the movement of withdrawal from the media being done in the Party, the government, the army, and with the publicity movement of wireless TV. Finally, publicity was determined as the theme of the second wave of reform. After overcoming magnitude of pressure, Taiwan Public Broadcasting Television Group is officially organized in 2007. Thus the scale of public broadcasting in Taiwan expanded, but its industrial strength doesn’t enhance and has many difficulties. By surveying the whole history of the construction of Taiwanese news media’s public essence, we can find that the emphasis and expansion of the public interests is the main line in the process which impels Taiwan’s news media to enter the second wave of media reform form the first one; and the second wave of reform which is going on, appealing for publicity, brings some hope to improve the environment of Taiwan’s media.The first chapter of this dissertation introduces the general development of Taiwanese media and its attendant characteristic in the extraordinary periods before 1987. The second chapter describes the development of Taiwanese Newspaper Industry and TV Industry, also the problem of scandal which influences the development of the Mass Media when in the usual periods. The third chapter particularly expresses of the history of the construction of Taiwanese news media’s public essence, which takes the development of the public TV as a main line. The fourth chapter interprets the problems of the construction of Taiwanese news media’s public essence, taking the dilemma of Taiwan’s public TV development for an example. The fifth chapter summarizes the key line of the process of the construction of Taiwanese news media’s public essence, analyses the destructive effect of the political and economic powers in Taiwan society on the construction of news media’s public essence, and reflects on the absence of the official supervision during the first wave of media reform to analyze the basic way to reform the media forward.