中文摘要
傳播媒介數位化使用之於電視製播系統已經成形，但各國數位化科技加諸電視傳輸系統大多仍在試行中。藉由科技的日漸成熟，電視傳輸已可將聲音、影像及資料整合起來，儲存龐大訊息供隨時選取（on demand），並集互動功\能於一身。綜觀科技脈動下之電信、有線電視、衛星、無線及電腦工業的分立，將因匯流（convergence）而成為整合流通系統，經由數位科技的推波助瀾，數位科技使傳輸訊號的模式有了革命性的改變。然而，數位科技的產物在推廣過程，卻因社會接受取向而有所不同，目前各國對數位電視的推展即面臨此一問題，其間的變化似乎在印證貝尼格（J. R. Beniger，1998）所言，是「一種控制革命的自然延續」。不同的是，其影響程序已非如以往，電視產業將由生產而分配再到消費的階段，自動化與虛擬化的「生產模式」同時必須面對全時（always on）消費需求的考驗；其「分配模式」是多向且雙向，從資訊流通的觀點，生產者亦可能是消費者，反之消費者也可能是生產者的情境；而「消費模式」則為具有主動控制的能力，過去所謂的合理化與科層化的面貌將因數位科技產物的引用而有所改觀，往後之電視傳輸數位化過程，必然要在軟體產製、訊號傳輸與接收設備三管齊下運作。
本研究擬以台灣推動電視數位化科技為例，探討傳播媒介藉由數位科技衍化所形構新事物之創新與傳佈的相對思考。就傳佈面向而言，主要探討之焦點含括之企業導向、市場導向與消費導向的意涵，期望藉以建構科技之延伸性；至於，創新面向的思考則焦點於新科技的醞釀過程，如何運用新事物創新之概念，就各電視台如何推動數位化的取向。探討受眾市場對所提供資訊服務的接受度，以及消費者為何不願接受的障礙，思考數位電視科技產物之源起，隨之如何擴散到整體社會體系，而成為眾人所接受的社會過程。期能分析數位電視科技產物在社會體系的傳佈過程中，採用者的態度模式尤其是認知與行為之落差因素。
英文摘要
Concerning to digital technology adopted to television transmission systems, most countries in the world are still in the phase of testing though, it is in the end of the twentieth century that the adoption of media digitalization by television production and broadcasting systems has already shaped. With the popularity of technology, any voice, image and message can be integrated by television transmission skill; providing on demand or interactive service by saving a myriad of information. In view of the convergence fashion, telecommunication, cable television, satellite, wireless and computer industry are to be integrated then change their old time roles to a whole; namely, there has been a drastical change on transmission modes of message under the revolutionary leap of digital technology. However, when it comes to the promotion process of a variety of digital products, many countries encounter plights of all kinds depending on the social acceptable trends and approaches in these countries. Similar to what mentioned above, a country that promotes digital television facing problems like that, which seems to respond to what J.R. Beniger said in 1998: "it is a natural prolongation of controlled revolution." What differs from Beniger ’s viewpoint can be the influential order and process. In old days, the process adopted by television business is from production, distribution to consumption; while automatic and virtual ’production mode ’ encounters tests of always on consumer demands. And from the viewpoint of information flow, its ’distribution mode ’ is two-way or multiple ways- which means a producer may be a consumer at the same time; on the contrary, a consumer may be a producer as well. What shall never be ignored is that ’consumption mode ’ is capable of automatic control; therefore, the so- called reasonable and bureaucratic shape in the old days shall be overtaken under the adoption of digital technology products. It can be forecasted that the television transmission digitalization process in the future gets no choice but to make software production, image transmission and receiver fixture work as a whole without fail.
This thesis is designed to discover a relative thinking in reexamining the theory ’Diffusion of Innovations ’ adopted by communication media through producing digital technology products, and we focus the idea by taking digitalization in Taiwan ’s TV business for example. First, concerning to distribution, the thesis focuses on orientations of enterprises, markets and consumers to build up the prolongation of technology. Second, as to innovation, the thesis concentrates on the building process of technology, such as concepts about making advantage of innovation and novelty, the methods used by television business in promoting digitalization and future trend. In a nutshell, the author manages to discuss the target market ’s accept possibility to the information service offered and figure out the potential plights which stop consumers from using digital products. Furthermore, the thesis discusses the origin of digital technology products, then explores the way they diffuse to the whole social body and become a social process granted by every member in the society. The author manages to analyze the adopters ’ attitude modes in the process through which digital television technology products diffuse in the society, especially the factors resulting in the fault between cognition and behavior.
英文關鍵詞
media digitalization, convergence, diffusion if innovations, uses and gratification, digital divide