The Organizational Culture and News Placement – The Comparative Study of Two Television Organizations.
Date Issued
2014
Date
2014
Author(s)
Wang, Yun-Chih
Abstract
Organizational culture is a set of shared meanings that makes it possible for members of a specific group to interpret and act upon their environment. Through its assumptions, values, norms, and symbols, organizational culture determines the way in which the members of an organization behave in that reality. Recent empiric research has proved that there is a relationship of interdependence and influence between strategy and organizational culture. The intention of this study is to examine the organizational culture of two cable television organizations and to understand how given culture triggers different strategies of news placement.
The study analyzes three resources of organizational culture respectively: foundation background, the interaction among members, the founder and the leaders of both organizations, and then identify the themes of organizational culture. Overall, A cable television shows the ambition to be the leading brand of news in Taiwan, and demonstrates the “Leading-Orientation” culture. Its strategy of news placement is more conservative. In contrast, B cable television, which belongs to one of the largest multimedia groups in Taiwan, presents the “Market-Driven” culture and tends to embrace the news placement.
Subjects
組織文化
組織策略
置入性行銷
電視台
Type
thesis
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