台灣民眾的倫理價值觀對新聞專業倫理認知與媒體新聞信任之影響

蘇 蘅／傅 榆／王思勻

本研究旨在探討台灣民眾的倫理價值觀，是否對其新聞專業倫理認知與媒體
新聞表現的信任程度產生影響。以台灣地區（不含金門、馬祖）年滿二十歲以上
的成年人為調查對象，本研究以電話抽樣訪問方式，完成 1,025 個有效樣本。研
究初步結果發現，民眾個人倫理價值觀與新聞倫理認知、新聞信任程度成正相關：
個人倫理觀越傾向相對主義者，越信任新聞，也越可以接受具爭議性的新聞編採
手法。研究更進一步發現，台灣民眾對媒體新聞表現的信任度低，主因應是民眾
對媒體表現期待較高，因此在「民眾高期待，媒體低表現」的情況下，造成民眾
對現今新聞媒體信任程度的日趨低落。

The present study aims to explore whether the ethical values of Taiwanese
people may affect their cognition of professional ethics in journalism and their level
of trust in news media performance. The research was a telephone interview survey
on Taiwanese adults aged above 20 (excluding those in Kinmen and Matsu) and
obtained 1,025 effective samples in the end. The preliminary result showed that the
personal ethical values were positively related to the cognition of journalism ethics
and the level of trust in news, that is, the more inclining to relativism the interviewee
was, the more trust in the news and the higher tolerance for controversial reporting
practices he or she had. Furthermore, the study also suggests that the main reason why
Taiwanese people’s level of trust in the news media remains low lies in their high
expectation for media performances. Due to the discrepancy between expectation and
reality, their level of trust in the news media continues to decline.

倫理價值觀、媒體新聞信任、新聞專業倫理認知

ethical values, trust of news media, cognition of professional ethics in journalism.

2012.07.07

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