| 摘要: | 本研究以「詩詞吟唱類有聲出版品」為主題，藉傳播理論中與閱聽人研究相關的「使用與滿足理論」作根據，來探討此類出版品的讀者使用與滿足情形，作為瞭解讀者之基礎。研究母體之讀者是一群台北與桃園縣市地區的國民中小學在藝術與人文等領域研習過的教師，將其提供的名單用問卷調查方式得到有效樣本資料共197份，依讀者特性等項進行描述性統計之次數分配、交叉分析，及單一樣本T檢定、相關分析。研究結果顯示讀者男、女性別比例為1比3，年齡層集中在21∼49歲之間，具大學以上學歷超過九成六，所學或教學科目具多元化特質，居住地區以居縣者佔多數。而讀者的主要心理需求因素是「喜愛」、「培養興趣」；使用動機因素是「情境教學」、「獲得知識」、「休閒娛樂」。主要以圖書館和親友「借閱」方式尋求滿足；習慣「在家裡」、「學校課堂」聽詩詞吟唱；較喜歡聽的曲調以「今譜民歌類」為主，其次為「古譜改編類」、「今譜流行歌曲類」；較喜歡聽「國語」的吟唱。讀者認知並使用行為，依主要使用原因、目的和方法，其步驟是：「有詩詞的賞析」(原因)→「為瞭解詩詞吟唱音樂美學特色」(目的)→「藉詩詞賞析明瞭詩詞意涵」(方法)；「歌聲動聽」(原因)→「為用在情境教學上」(目的)→「播放Tape或CD等進行教學活動」(方法)。而最能從「感受到詩詞的韻律情調」因素獲得舒發滿足之感覺，其次是「已達到情境教學效果」。使用行為與獲得滿足情形的多項因素間相關性皆顯著。 以下建議出版人：應加強網路書店行銷和網路之規劃或服務；編輯製作須最注重的是詩詞賞析方面，其次為歌者吟唱技巧；製作成多媒體形式，即用DVD等載體將圖畫、文字、聲音三者並陳，此為未來發展可走的方向。
This paper focuses on the Audio Publications of Chinese Classical Poetry Chanting, and discuses the audiences' (readers') research on using and gratification toward those types of publications based on the Uses and Gratifications Theory, in order to understand the audience behavior. The research population was elementary and high school teachers in arts and humanity field or others in Taipei and Taoyuan County/City. The research tool was questionnaire survey and 197 valid surveys were returned. The data were analyzed with descriptive statistics, frequency distribution, cross tabulation, and one-sample t-test, correlation analysis. The results showed that the audiences are the male to female ratio is 1:3; the age level is 21~49 years old; the ratio of college degree or above is 96%, the education background is diverse; the resident area is Taipei and Taoyuan County. The main psychological need factors of the audiences are ＂favorite＂ and ＂cultivating interest＂; the motives are ＂scenario teaching＂, ＂gaining new knowledge＂, and ＂recreation＂; the borrowing methods are ＂library＂ and ＂friends and family＂ to fulfill the gratifications; the locations of usage are ＂home＂ and ＂classroom＂; the main favored melodies is ＂contemporary folk song＂, followed by ＂revised ancient song＂ and ＂contemporary pop song＂; and favored chanting is ＂Chinese＂. The usage behavior of the audience , in terms of reason, purpose, and method, is ＂appreciating classical poetry＂ (reason) → ＂understanding the features of Classical Poetry Chanting＂ (purpose) → ＂understanding the meaning of the poetry＂ (method); ＂nice singing＂ (cause) → ＂application on scenario teaching＂ (purpose) → ＂playing tape, CD, for teaching＂ (method); the first is that the audiences gain gratifications from ＂the mood of the poetry＂, the second is ＂achieving the effect of scenario teaching＂. The correlation among factors of uses and gratifications is significant. It is suggested to publishers improving the marketing and service of ＂online bookstore and network＂; to production teams improving ＂appreciation of poetry＂, followed by ＂chanting skills of the singer (chanter)＂, and ＂making multi-media format＂ to present picture, text, and voice on DVD or other media. |
