CAJ | 학술논문

台湾戒严结束后，媒体成为蓝绿阵营互相攻击的工具；陷入低俗化的文化风气为苹果动新闻的流行提供了浓厚的文化氛围；经济形态的结构性缺陷，导致台湾民众陷入常态性生存恐慌，造成对于新闻传媒的结构性依赖；随着数字化演进，台湾民众对于网络和手机形成了高度依赖；三网融合的快速推进，为苹果动新闻的广泛传播奠定了高技术基础。由于报纸密度过大、阅报率不断降低、外媒资本分割台湾新闻传媒市场，以及地下电台的冲击，造成台湾新闻传媒产业的恶性竞争。在收视率的巨大压力下，台湾新闻传媒产业不得不进行业态创新和技术创新。在此背景下，壹传媒以数字化全媒体报业为发展方向，开发出具有战略引领性的新闻产品---苹果动新闻。该产品在台湾的出现，是台湾现在的社会形态、媒体竞争与创新环境的客观必然。
태만계엄결속후，매체성위람록진영호상공격적공구；함입저속화적문화풍기위평과동신문적류행제공료농후적문화분위；경제형태적결구성결함，도치태만민음함입상태성생존공황，조성대우신문전매적결구성의뢰；수착수자화연진，태만민음대우망락화수궤형성료고도의뢰；삼망융합적쾌속추진，위평과동신문적엄범전파전정료고기술기출。유우보지밀도과대、열보솔불단강저、외매자본분할태만신문전매시장，이급지하전태적충격，조성태만신문전매산업적악성경쟁。재수시솔적거대압력하，태만신문전매산업불득불진행업태창신화기술창신。재차배경하，일전매이수자화전매체보업위발전방향，개발출구유전략인령성적신문산품---평과동신문。해산품재태만적출현，시태만현재적사회형태、매체경쟁여창신배경적객관필연。
This paper analyzes the historical,social and business contexts of the emergence of Apple Animated News in Taiwan from the perspective of sociology of journalism and communication.It considers the political environment,cultural ambience,economic pattern,life customs and technological foundation as components of Taiwan’s social form,and presents a summary of the characteristics of Taiwan’s current social form.Political wrangling after Taiwan’s lifting of martial law has turned media into a weapon for the Pan-Blue and Pan-Green Coalitions to attack each other,Prevalent desinicization in Taiwan leads to cultural vulgarization,which provides a strong cultural ambience for the popularity of Apple Animated News,structural defects in Taiwanese economy causes a normalized survival panic in its citizens,who have developed a structural dependency of news media as a result,the entry into the digital era makes Taiwanese citizens highly depend on the Internet and mobile phones,rapid progress in tri-network integration has laid the technological foundation for the wide spread of Apple Animated News.Due to a limited population,overly dense newspaper publishing,declining newspaper readership,the deep entry into and carving-up of Taiwanese news market by foreign media capital,as well as competition from illegal radio stations,vicious competition has arisen in Taiwan’s news media market.Huge pressure from audience rating forces the industry to make continuous innovations in format and technology.In such a context,Next Media grasped the opportunity to develop towards the direction of digital omnimedia and created the strategically leading news product with five innovations-Apple Animated News.Its emergence in Taiwan is an objective and inevitable consequence of Taiwan’s current social form and the media industry’s environment of competition and innovation.