林照真

Chao-Chen Lin

免費報 ； 有費報 ； 閱聽人 ； 商品 ； 廣告

free newspaper ； paid-for newspaper ； audience ； commodity ； advertising

以報紙為名的「免費報」獲得廣告主注意，也吸引了年輕讀者的眼光，全球免費報的成功卻非因經營新聞而來，而是單純將讀者賣給廣告商，這使得免費報的角色變得弔詭。台灣在最近幾年開始發展免費報，並已形成報業集團的競爭，但有關免費報的角色與內容尚未引發國內傳播學界關注。本研究在理論上探「閱聽人商品」觀點，對免費報的市場模式提出批判。研究中並針對台灣兩大捷運免費報之內容進行檢視，為免費報所欠缺的新聞角色留下學術研究證據。

Free newspapers present a strong appeal to the advertisers and the younger readers than traditional paid-for newspapers. In Taiwan, two press groups are competing for the market of free newspapers. There is little academic research on the role and the content of free newspapers. This study attempts to criticize the market model of free newspaper using the concept of "audience commodity". A content analysis of two MRT free newspapers is conducted. The study finds that the free papers are free of charge but present few news stories. Free newspapers only sell readers to advertisers to make profits.