廣播節目宣導對學校體育政策推展之研究—以「體育發燒」節目為例

Abstract

為增進社會大眾的了解，進而支持學校體育，形成敦促學生規律運動，增進身心健康的支持性環境，教育部自2003年起委託國立教育廣播電臺製作，國內唯一以學校體育為主軸的「體育發燒」節目。值此媒體眾多、競爭激烈之傳播時期，政策宣導類廣播節目能否獲得聽眾持續收聽，達成宣導效益，有待進一步探討。因此，本研究以「體育發燒」節目2008年7月至2010年12月共130集的節目專訪主題、7位節目製播顧問及一個由8名聽眾組成的焦點團體為研究對象，透過內容分析法將專訪主題，加以分類，解析播出內容，運用深度訪談法探詢製播顧問的製播理念，並藉由焦點團體訪談法了解聽眾對節目訊息的接受程度，期經由科學客觀的分析，提出節目製播建議，作為未來節目之參考。 主要研究結果為：一、「體育發燒」節目政策類內容以及教育部主辦之學生運動賽事與活動佔88%，顯見，「體育發燒」節目克盡傳達政策職責，教育部亦充分運用此傳播管道。二、「體育發燒」節目的內容均為大眾了解學校體育之必要訊息。三、聽眾大都已接收教育部所欲傳達訊息，「體育發燒」節目是協助教育部傳達學校體育政策及所主辦活動之重要傳播管道。四、團隊製播、定位明確、持續行銷，皆為政策宣導廣播節目之製播要件。 基於上述之研究結果，教育政策宣導廣播節目之製作應：合適電臺對準族群；明確定位據以企劃；製播團隊嚴謹規劃；連結網站延續效益；運用資源持續行銷。建議未來可針對訊息傳遞之形式與語彙等作進一步研究，以驗證相關理論。A healthy body and mind is best to be built in school. It is also the prime goal of a nation’s physical education policy. The Ministry of Education (MOE) has sponsored Hit Sports on National Education Radio since 2003, to make its policy known and win the support of the public to urge the young people to regularly take exercise. No academic research has been done on Hit Sports. There are more than 150 radio stations in Taiwan, being the only program centering on school sports activities, it would be requisite to find out whether listeners would tune into it. This study was attempted to analyze the contents of the 130 topics, selected from Hit Sports from July 2008 to December 2010. Interviews were conducted on 7 members of the program’s counseling group, and an 8-member focus group. Content Analysis was employed to analyze the contents of the program while Focus Group Interview was used to review how the message was perceived. And at the same time, the In-depth Interview was introduced to seek out the counselors’ vision of the program. It is hoped this study can offer a guide to radio programs promoting government policies. Major results were as follows: 1. 88% topics of Hit Sports were MOE Physical Education (PE) policies. The MOE has introduced PE policies in this as possible. 2. The contents of Hit Sports were essential information about school PE that must make known to the public. 3. The message has been received. Hit Sports has been the important communication channel between the Ministry and the public. And 4. Team programming, goal specify, and promote continuously are all the requirements of policy promoting radio program. From the analysis the following suggestions can be made: to select a radio station with a potential group of listeners, to program according to specific goal, to execute delicately by the team, to expand influences via internet, and to promote regularly with all resources. Future studies may concentrate on the pattern and vocabulary of such kind of program to examine related theories.