南華大學數位論文

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4 Abstract The study adopts a political economic approach to analyze the privatization of the Broadcasting Corporation of China (BCC). Through examining the frequency management, the programming policy, and the marketing strategy, the study manifests how BCC, in its eighty years of operation, transforms from a KMT-controlled propaganda monopoly, through the era of fierce competition as a result of the government s deregulation policy, to its current status as a privatizing business enterprise facing an unknown future. The study also case-studies BCC s Chia-yi branch to see how privatization impacts the way radio station served as a community broadcaster. Keywords: Broadcasting Corporation of China (BCC), community radio, local radio station, party business enterprise, privatization II

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12 the Scarcity Theory Airwaves as a Public Domain Theory 1925 Fourth National Radio Conference Valuable and Limited Public Resource 5

13 BBC 1922 BBC 1926 BBC public goods publicness

14 7 concentration conglomeration 199 Jone 1998 & Rhinegol1993 Community Radio Girard,1992:ix Girar (Lewis & Boot Public Communication Fairchil2001

15 BBC public-service BBC Scannel Preh CPB, Corporation for Public Broadcasting NPR, National Public Radio1983 American Public Radio NFCB, National Federation of Community Broadcasters1975 NPR N.Jankowsk ,500 Public radio Community radio N.Jankowski N.Jankowsk

16 9 Charles sponsored communicationshabermas1989 nonpublic opinion 1996 Hei & Hochheime

17 Monchretirn de Watteville Hoogvelt,1997:3 critical political economic of communication, CPEC Mosc commodification spatialization structuration agency P. Golding G. Murdock

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19 12 Jurgen Habermas

20 Murdock and Golding Marketization 1 Privatization 2 Liberlization3 Corporatization 4 Moving From Licensing to Auction 5 Reorienting the Regulatory SystemMurdock and Golding,199 (Garnham,1990:105) denationalization liberlization commercializing the public sector Murdock,1990:10-13,2004:184 Murdock and Golding,199 13

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108 A A A A NC wave radio2 D NCC A A A A NCC A A A A NCC A NCC A A Fairchild, C. (2001). Community radio and public culture. New Jersey: Hampton Press, Inc.. Christopherson, S. & Storper, M.(1989). The effects of flexible specialisation on industrial politics and the labour market: the motion picture industry,industrial and labour relations review, Garham, N.(1990). Capitalism and communication. London:Sage. 101

109 Girard, B.(Ed.).(1992). A passion for radio. radio waves and community. Montreal: Black Rose Books. Haggard, Stephan and Tun-jen Cheng.(1987). Economic adjustment in the east Asian newly industrializing countries. Berkeley: Institute of International Studies, University of California. Hein, K.J.(1988). Radio Baha I ecuador: a Baha I development project. Oxford: George Ronald. Hochheimer, J.L.(1991). Organizing community. Based popular radio: coming to terms with some inevitable problem. Paper Presented at the Annual Meeting of the International Communication, 41 st, Chicago, IL.Eric Document Reproduction Service NO.ED Jones, S.G. (Ed.) (1995). CyberSociety: computer-mediated communication and community. Thousand Oasks, CA: Sage. Jones, S.G. (Ed.) (1998). CyberSociety 2.0: revisiting computer-mediated communication and community. Thousand Oasks, CA:Sage. Habermas, J. (1989). The structural transformation of the public sphere: an inquiry into a category of bourgeois society. Cambridge, MA: MIT Press. Lewis, P.M. & Booth, J. (1989). The invisible medium. Public, commercial and community radio. London: Macmillan. Murdock, G. (1990). Redrawing the map of the communications industries: concentration and ownership in the era of privatisation. In M.Ferguson (Ed.), Public communication (pp.1-15). London:Sage. Murdock and Golding (1999). Common markets:corporate ambitions and communication trends in the UK and Europe. The Journal of Media Economics,I2 2, Prehn, O.(1992). From small scale utopianism to large scale pragmatism. In N.Jankowski, O.Prehn, & J.Stappers (Eds.), The people s voice: local radio and television in Europe (pp ). London: Libbey. Rushton, D.(1993). Citizen television. A local dimension to public service broadcasting. London: John Libbey. Scannel, P.(1996). Britain: public service broadcasting, from national culture to multiculturalism. In M. Raboy (Ed.). Public service broadcasting for the 21 st century (pp.23-41). Luton:Libbey

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