從競爭意涵解讀蘋果日報創刊前後國內三大日報在頭版版面上之圖像差異
The front pages ’ visual differences of China Times, United Daily News, and the Liberty Times before and after the publication of Apple Daily News in Taiwan: A competitive implications

周世豐
Chou, Shih Feng

蘋果日報於2003年5月在台發行，這份頗具爭議但風格鮮明的報紙究竟對國內原有三大報產生哪些影響？本研究以內容分析法分析蘋果日報以及三大報的頭版版面，並比較四份報紙在視覺化素材之不同，並試圖將這些差異賦予競爭學理之意義。結果發現，三報在蘋果日報出刊前均採取加大照片及標題的策略，但蘋果日報在視覺上的表現仍優於另外三報；蘋果日報出刊後自由時報仍然仿效蘋果日報的版面風格；而中國時報和聯合報則漸漸恢復過去水準。

Apple Daily News, a controversial but stylish newspaper, have published on May 2 2003. The impact on Taiwan Big Three newspapers is the topic of this study. After sampling and coding these four papers ’ front pages by content analysis, I compared their visual and graphic materials on the front pages each to each and tried to find the similarities and differences between them. The results showed that the visual and graphic materials of Apple Daily News are significantly more than which of other three papers; even they tried to copy the Apple-Style before the day of the publication. Moreover, I found the Liberty Times still kept on redesigning their front pages, and instead, the other two papers recovered to their traditional styles gradually after the day of Apple came to Taiwan.

同形，版面設計，報業，競爭優勢，蘋果日報

isomorphism, front-page design, newspaper industry, competitive advantage, Apple Daily News

2004.06.24

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2004S77.pdf