Author

Lu Ping Cheng

Date of Award

2010

Degree Type

Thesis - ECU Access Only

Degree Name

Doctor of Philosophy

School

School of Communications and Arts

Faculty

Faculty of Education and Arts

Abstract

Taiwan Indigenous Television (TITV) was established on December 1, 2004. TITV is the first ‘indigenous television station’ in Asia and broadcasts programs 24 hours daily for indigenous audiences. Nevertheless, a newly established station has many operational and management difficulties especially for a minority culture media. In the face of numerous difficulties and challenges, I am interested in what perspective and ways the TV station will achieve its sustainable development to shoulder the mission of reviving the mother tongue and conveying the indigenous culture?

The purpose of this study is (1) to explore the social environment for indigenous cultural communication and the development of indigenous media in Taiwan; (2) to analyze the model of operation rights for TITV; (3) to analyze the government’s policies which influence TITV’s operation; (4) to analyze the TITV’s operation strategy as well as its organizational structure; and (5) to develop suggestions for TITV’s operation management and design of programs. Research methods include a literature review, analysis of TV programs, and an in-depth interview. In addition, the study will also examine the effectiveness of TITV in representing indigenous culture.

LCSH Subject Headings

Taiwan aborigines -- In mass media.

Ethnic television broadcasting -- Taiwan.

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