國立台灣師範大學體育研究所碩士論文 台灣報紙
職業棒球新聞報導內容之分析研究 研究生：廖清海 指
導教授：胡幼偉 博士

85.6 摘 要 本研究之主要目的，在探討
台灣報紙職業棒球新聞報導型態。分 析對象為中國時報、聯合報、民生
報、大成報、中時晚報及自立晚報 等六家報紙，研究時間自八十四年一
月一日至八十四年十二月三十一 日止，採系統抽樣法，共抽取二百一十
六份樣本報紙。本研究採內容 分析法，並針對分析結果與職棒聯盟人員
與職棒記者進行深度訪談， 最後提出以下結論： 一、台灣地區報紙對職
棒新聞報導相當重視。由於地域上的關係，對 台灣職棒更是重視，
之所以會如此，商業考量是最主要的因素之 一。 二、台灣地區報
紙對職棒新聞之報導方式呈現多元化。一般新聞、照 片及圖表等報
導方式是報導重點，而各報有其各自強調的報導方 式。 三、台灣地
區報紙對職棒新聞報導之主題相當廣，幾乎包含所有運動 社會學上
討論議題，職棒可以說是運動社會的縮影。綜合日報、 專業報及晚
報在報導主題上有所區別，日報及專業報的報導主題 較為平均，晚
報則著重在比賽中球員及球隊表現的報導，及做預 測性的分析報導
。而報導主題隨著球季的轉變亦有所不同，其取 向跟著球團的動向
走，動態文字報導內容比靜態文字報導內容多 ，不過相差已不遠。
四、台灣地區報紙對職棒新聞報導之向度偏向中立及正面，某些報紙
會以比較批評的角度來看職棒運動。 五、台灣地區報紙對職棒新聞報導
之對象以球員及教練為主，並強調 個人英雄主義及勝利主義，無論
是各球隊或國籍在報導量上頗為 平衡。 六、專業化的職棒新聞報導
是目前的趨勢。 關鍵詞：職業棒球、新聞、報導、大眾傳播媒體

The Content Analysis of The
Professional Baseball Coverage in Taiwan's
NewspapersMaster's Thesis Liao, Ching-Hai
Abstract 1996.6 The
purpose of this research was to analyze the contents of
the professional baseball in Taiwan's newspapers for one
year (from January to December in 1995). The samples
were chosen from the coverage on China Times News,
United Daily News, Min Sheng Daily, China Times Express,
the Great News, and the Independence EveningPost. The
methods taken in the study were Content Analysis and
Depth Interview. The Conclusion are as follows.1. The
various newspapers in Taiwan area lay great emphasis on
the coverage of the professional baseball. The
commerical consideration is one of the main factors
contributing to such great emphasis on professional
baseball.2. There are a good variety of covering styles
in the professional baseball news, and each
newspapers has its own particular covering style.3.
The professional baseball coverage in Taiwan's newspapers
has a broad range of themes, including almost all
the possible issues in the sports sociology. The
professional baseball can be assumed to be the
miniature of the sports society.4. Most of the newspapers
in Taiwan look at the professional baseball with a
neutral or positive perspective. Some of the newspapers
may look at the professional baseball with a
critical perspective.5. The professional baseball coverage
in Taiwan's newspapers mainly focuses on the players
rather than the couches, owners or administrators.
There is no significant difference in the covering
amount of teams or races among the various newspapers.6.
Professional coverage in Taiwan's professional baseball
news is the current trend.Key Words：Professional
Baseball、News、Coverage、Mass Media
The Content Analysis of The