新興社會運動之媒體策略模式研究 新興社會運動之媒體策略模式研究 新興社會運動之媒體策略模式研究 新興社會運動之媒體策略模式研究：：：：以以以以 2010-2011 年高雄同志遊行為例 年高雄同志遊行為例
Media Strategies Model of the New Social Movement: A Study on “Kaohsiung Gay Parade 2010-2011”
It is the fact that the gay rights movement has blossomed in recent years with public gatherings, social and political activism in Taipei, but it is still a new social movement (NSM) in Kaohsiung. Gay movement groups have been trying to cooperate with mass media to raise awareness of issues affecting LGBT people and to stimulate communication with straights. Kaohsiung Gay Parade Alliance is the group in this case study, and the group is responsible for managing to attract media coverage of gay and lesbian movement events. It is compatible with NSM theories whose insights help to concretize the forms of the media strategies. After examining the case of “Kaohsiung Pride Parade 2010-2011”, this research constructs a competitive symbiotic model to access the process and result of gay rights movement groups’ employment of media strategies in competition with the authorities over the news coverage of this parade, instead of cooperating with the local government.. This model we create highlights the reflexivity and agency of the gay rights activists, which accordingly leads to dynamics, non-linear and non-deterministic assessment of the contests in the news media.
中文關鍵詞
同志運動、同志遊行、媒體報導、媒體策略、高雄
英文關鍵詞
LGBT rights movement, pride parade, media coverage, media strategy, Kaohsiung.