媒體經濟與產業分析
Media Economics and Industries
系（所）級：大眾傳播研究所
課程性質：選修（3 學分）
上課時間：週一9:10~12:00 LF 308
指導教授：陳春富（E-mail: 061328@mail.fju.edu.tw）
Office Hour：週一16:00~18:00（或另預約時間）
課程目標：
本課程探討傳播媒體之經濟結構與市場生態，從中學習傳播產業分析之相關工
具與面向。課程針對當前傳播媒體產業之基礎經濟概念與市場議題進行討論，並
透過相關理論之介紹與產業現況之觀察，來深入了解媒體經濟與產業運作對於公
眾與社會之重要影響。
課程範圍：
本課程內容涵蓋基礎媒體經濟學概念、產業市場分析工具、內容產製與消費、
政治經濟學與政策規範，以及個別傳播產業之經濟與市場分析。相關產業分析包
括廣電媒體、平面與電子出版、電影、網路，以及文化創意產業等，以期對於媒
體經濟與產業具備綜觀性之了解。
授課方式：
Seminar 形式：課堂講授；內容導讀；問題討論；期末報告（書面&口頭）
一、課堂導讀(leading discussion)：
1. 修課同學除了必須確實依課程進度預習指定讀物之外，也將針對所分
配之課程單元主題，輪流進行課堂導讀。
2. 導讀部分視修課人數決定進行方式與次數。
3. 導讀方式：
（1）針對當週指定之readings 內容進行介紹與解說。
（2）主導課堂討論，擬出2~3 個問題與其他同學進行討論。
（3）請預先將導讀內容製作成大綱發給老師與其他同學。
二、期末報告(term paper)：
1. 請於期中指定日期繳交期末報告之題目與大綱。
2. 期末報告請於指定日期前準時繳交。
3. 期末報告為individual project，包含書面與口頭報告。
評分方式：
課堂表現20%：包含上課出席、發問、以及問題討論的參與
單元導讀30%：包含大綱撰寫與課堂導讀
期末報告50%：包含口頭提報與書面報告
課程進度：★必讀◇參考
第一週(2/26)：課程介紹& 導論
第二週(3/5)：媒體經濟學導論
★Doyle, G. (2002). Understanding media economics. London: Sage. Ch.1
★Hoskin, C., McFadyen, S., & Finn, A. (2004). Media economics: Applying
economics to new and traditional media. London: Sage. Ch.1
◇Picard, R. G. (2005). Historical trends and patterns in media economics.
In A. B. Albarran, S. M. Chan-Olmsted, & M. O.Wirth (eds.),
Handbook of media management and economics (pp. 23-36).
Mahwah, NJ: Lawrence Erlbaum Associates.
第三週(3/12)：產業經濟學原理
★Hendriks, P. (1995). Communication policy and industrial dynamics in media
markets: Toward a theoretical framework for analyzing media
industry organization. The Journal of Media Economics, 8(2),
61-76.
◇Picard, R. G. (1989). Media economics: Concepts and issues. Newbury Park,
CA: Sage. Ch.2
★Wirth, M. O., & Bloch, H. (1995). Industrial organization theory and media
industry analysis. The Journal of Media Economics, 8(2), 15-26.
第四週(3/19)：市場—所有權、集中度與競爭
★Gomery, G. (2000). Interpreting media ownership. In B. M. M. Campaine & D.
Gomery (eds.), Who Owns the Media? : Competition and Concentration
in the Mass Media. Mahwah, NJ: Lawrence Erlbaum Associates. Ch.9
◇Litman, B. (1999). The motion picture mega-industry. Boston: Allen & Bacon.
Appendix B
★Park, S. (2006). Competition’s effects on programming diversity of different
program types. The International Journal of Media Management,
7(1), 39-54
第五週(4/9)：媒介消費/使用
◇Chyi, H. (2005). Willingness to pay for online news: An empirical study on
the viability of the subscription model. The Journal of Media
Economics, 18(2), 131-142.
★Hoskin, C., McFadyen, S., & Finn, A. (2004). Media economics: Applying
economics to new and traditional media. London: Sage. Ch.4
★Picard, R. G. (1989). Media economics: Concepts and issues. Newbury Park,
CA: Sage. Ch.3
第六週(4/2)：TBA
第七週(4/9)：政治經濟學觀點
★Graham, P. (2006). Issues in political economy. In A. B. Albarran, S. M.
Chan-Olmsted, & M. O. Wirth (eds.), Handbook of media management and
economics (pp. 493-519). Mahwah, NJ: Lawrence Erlbaum Associates.
★Mosco, V. (1996). The political economy of communication. London: Sage.
Ch.2&3
◇羅世宏（2003）。〈廣電媒體產權再管制論〉，《台灣社會研究季刊》，50，頁1-49。
第八週(4/16)：閱聽人與媒體經濟
◇Buzzard, K. S. F. (2002). The peoplemeter wars: A case study of technological
innovation and diffusion in the ratings industry. The Journal of
Media Economics, 15(4): 273-291.
★Napoli, P. M. (2003). Audience economics: Media institutions and the audience
marketplace. NY: Columbia University Press. Ch.1 & 4
★Yim, J. (2003). Audience concentration in the media: cross-media comparisons
and the introduction of the uncertainty measure. Communication
Monographs, 70(2), 114-128.
第九週(4/23)：廣電產業
◇Bae, H. S. (1999). Product differentiation in cable programming: The case in
the cable national all-news networks. The Journal of Media Economics,
12(4), 265-277.
★Doyle, G. (2002). Understanding media economics. London: Sage.Ch.4 & 5
★Waterman, D. (2005). The economics of media programming. In A. B. Albarran,
S. M. Chan-Olmsted, & M. O.Wirth (eds.), Handbook of media management
and economics (pp.387-416). Mahwah, NJ: Lawrence Erlbaum Associates.
第十週(4/30)：電影產業
★Doyle, G. (2002). Understanding media economics. London: Sage.Ch.6
★Litman, B. (1999). The motion picture mega-industry. Boston: Allen & Bacon.
Ch.10 & 12
◇Oh, J. (2001). International trade in film and the self-sufficiency ratio.
The Journal of Media Economics, 14(1), 31-44.
第十一週(5/7)：平面與電子出版產業
★Cohen, E. L. (2002). Online journalism as market-driven journalism. Journal
of Broadcasting & Electronic Media, 46(4), 532-548.
★Doyle, G. (2002). Understanding media economics. London: Sage.Ch.7
◇Lacy, S. et al. (2002). Competition for readers among U.S. metropolitan daily
, nonmetropolitan daily, and weekly newspaper. The Journal of Media
Economics, 15(1), 21-40.
第十二週(5/14)：文化經濟與創意產業
★Flew, T. (2004). Creativity, cultural studies, and service industries.
Communication and Critical/Cultural Studies, 1(2), 176-193.
◇Garnham, N. (2005). From cultural to creative industries: An analysis of
the implications of the “creative industry”approach to arts and
media policy making in the United Kingdom. International Journal of
Cultural Policy, 11(1), 15-29.
★Hartley, J. (2005). Creative Industry. In J. Hartley (ed.), Creative
Industries (pp.1-40). Blackwell Publishing.
第十三週(5/21)：網路媒介與分享經濟
★Chang, B., Lee, S., & L, Y. (2004). Devising video distribution strategies
via the Internet; Focusing on economic properties of video products.
The International Journal on Media Management, 6(1), 36-45.
◇Doyle, G. (2002). Understanding media economics. London: Sage.Ch.8
★Leyshon, A. (2005). On the reproduction of the musical economy after the
Internet. Media, Culture & Society, 27(2): 177-209.
第十四週(5/28)：市場規範與管制
★Cherry, B. A. (2005). Regulatory and political influences on media management
and economics. In A. B. Albarran, S. M. Chan-Olmsted, & M. O.Wirth
(eds.), Handbook of media management and economics (pp.91-111).
Mahwah, NJ: Lawrence Erlbaum Associates.
★Doyle, G. (2002). Understanding media economics. London: Sage.Ch.9
◇Hoskin, C., McFadyen, S., & Finn, A. (2004). Media economics: Applying
economics to new and traditional media. London: Sage. Ch.13
第十五週(6/4)：期末論文口頭報告& 討論（I）
第十六週(6/11)：期末論文口頭報告& 討論（II）
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「所謂歷史，並不是在過去就完全結束了，它將種下日後的種子，終於有一天
開花結果」-----楊威利 《銀河英雄傳說外傳》
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