試擬方言族群媒體的文化行銷模式：以客家廣播頻道為例
To explore the cultural marketing model of ethnic media: Taking Hakka radio stations as examples

黃葳威

在台灣客家族群人口為相對少數、客家話為非主流語言的外在環境下，其先天之市場限制顯而易見，其以傳承客家文化為組織定位，使客家電台在語言使用上相當重視客語的使用與播出；從收聽群來觀察，現有客語頻道的忠實聽眾群仍集中於中壯年、或銀髮族、或婦女聽眾群，不可諱言，收聽群中少有青少年或青年聽眾群，如此服務對象似乎又無法達到跨世代「傳承」的理想。
有鑑於此，研究者擬以中央電台方言網客語組、寶島客家電台、中廣客家頻道為研究個案，研究以下問題：
1、以關懷客家族群為主的客家廣播頻道，其所運用的文化資源有哪些？
2、以關懷客家族群為主的客家廣播頻道，其文化行銷模式如何？
客家電台定位訴求的聽眾群，雖然以客語人士為主，卻因文化認同的差異，在電台經營理念調整時，引發既有聽眾群的不確定感，這反映台灣走向多元文化社會的同時，多元文化究竟意味著類似「燉牛肉」(beef stew)、或「沙拉碗」（salad bowl）的文化呈現方式？

Hakka ethnic group could be regarded as one of the minority groups in Taiwan. The positioning for most Hakka radio stations is to transmit Hakka language and culture. However, a lot of listeners of Hakka radio stations focus on senior and female citizens, which seems not to achieve the goal of transmit Hakka culture through different generations.
This research takes examples such as Central Radio Stations, Chinese Broadcasting Company, and Formosa Hakka Radio Station to discuss the following questtions:
1. What cultural resources are used by Hakka radio staions?
2. How Hakka radio stations operate cultual marketing model?
The positioning for Hakka radio stations is serving Hakka people, but the innovation of management for these radio staions cause the uncertainy of existing listeners. This reflects the trend of carrying out the idea of multicultural society in Taiwan is facing the choice of being a beef stew or salad bowl?

2004.06.25

已授權

2004T22.pdf