The study tends to describe the profile and its preference-oriented communication behaviors of sports program audience. Using 1998 Social Change Survey data from Academica Sinica and 1999 Television Audience Survey data from Broadcasting Development Fund, sports audience were defined as those who answered sports programs as their most watching program or preferred media content. Analyses showed sports program audience exists in almost every social strata, with active media use behaviors, and heavily using sports content from various media because of their shared interest in sports. It is suggested that such preference-oriented audience should be treated as "preference audience community" instead of defining it in terms of programs or contents.
中文關鍵詞
運動傳播，閱\聽人研究，偏好閱\聽眾群
英文關鍵詞
sports communication，audience analysis，preference audience community