During the production and consumption process of media content, a certain ‘media externality’ is inevitably created that may benefit or harm the third parties who actually are not present in the market exchange relationship between the producers and their audience. Therefore it’s reasonable to conceive ‘media externality’ as one aspect of communication effects, and as a factor that contributes to market failure,as such, this thesis suggests that we employ ‘media externality’ as a conceptual tool bridging ‘communication research’ and ‘media-policy research’ in a way that both disciplines can contribute to each other.To measure ‘externality’, the author builds and expands upon Edwin Baker’s categorization and proposes my own framework for measuring ‘media externality’. The ‘Next Weekly’ is then subject to a careful investigation and its externality is subsequently assessed. In all, to deal with media externalities, three models with eight variants can be discerned. This thesis ends in a reflection, since by its definition communication policy is bound to step in all the other variants, that evaluates the relationship between public policy and a more healthy media ecology.
中文關鍵詞
傳媒外部性、壹週刊、傳媒政策、庇古津貼、庇古稅、傳播效果。
英文關鍵詞
media externalities, the Next Weekly, media policies,Pigouvian subsidy, Pigouvian tax, communication effects