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台湾传媒无论平面报刊或广播电视,新闻置入性营销的现象相当普遍,已经模糊、甚至颠覆了新闻与广告之间的界线,出卖新闻给买得起新闻的有权力和财富的人,无异于牺牲专业主义而为有权力和财富的人服务,这对新闻传媒的公信力与舆论监督功能,以及新闻记者的专业主义和职业尊严,产生重大而深远的影响。本文从传媒政策的角度,探讨台湾传媒新闻置入性营销的形成原因及其影响,并尝试寻找可能的改善与解决之道。
The media in Taiwan, irrespective of print newspapers or radio and television, have become quite common in in-market marketing. They have vaguely and even subverted the line between news and advertising, selling the news to those who have the power and wealth to buy the news. The sacrifice of professionalism and the power and wealth of people who serve have a profound and far-reaching impact on the credibility and media monitoring functions of the news media and the professionalism and professional dignity of journalists. In this article, from the perspective of media policy, this paper explores the formation and impact of in-market marketing of Taiwan’s media news and attempts to find possible ways to improve and resolve it.