Agenda setting of Hakka News—A Case Study of National Hakka Day
|關鍵字:||全國客家日;天穿日;議題建構與設定;媒體再現與建構;客家意象;National Hakka Day;Ripped Sky Festival;Agenda Setting and Building;Media Representation and Construction;Hakka Image|
Abstract On the 10th of September in 2010, Hakka Affairs Council, Executive Yuan announced that Ripped Sky Festival (the 20th day of the first month in lunar calendar) would be the National Hakka Day. After the announcement, various celebratory activities have been grandly held by the Council to foster the spirit and connotation of the Hakka culture all over Taiwan since 2011, the 100th anniversary of the Republic of China. For a time, there are more issues to write about in Hakka news reports. With the advancement and popularity of communication technology, the promotion of the cultural activities proves to be closely related to the construction of ethnic awareness. For Hakka people, National Hakka Day significantly represents the nation-wide Hakka image and delivers the significance which cannot be achieved by regional festival cultural activities. According to the above background, how the mass media constructs and represent the agenda of National Hakka Day is a very important research issue. This study collects the news reports regarding National Hakka Day activities between January 1st, 2010 (the year Hakka Basic Act was announced) and June 30th, 2012 from the top 4 domestic newspapers: China Times, United Daily News, Liberty Times, and Apple Daily, and adopts those reports as the texts for analysis. Using “Agenda Setting and Building” and “Media Representation and Construction” as theory framework, this paper deploys content analysis and text analysis to research on the 190 news articles reporting the National Hakka Day from newspapers in Taiwan. In conclusion, the research reveals five phenomena: first, media still emphasized more on the celebratory aspects of the activities rather than the Hakka Basic Act. Second, National Hakka Day became a political leverage, enabling politicians to tie their identity to Hakka people by speaking Hakka and holding Hakka activities. Third, the core theme of National Hakka Day revolved around myths and legends, so the events were mostly about the traditional folk activities. Since each of them has many in common in terms of the contents, the National Hakka Day activities were merely briefly touched on in a summary report or breaking news. Fourth, we should stress on the traditional Hakka thoughts. It is essential to discuss how to deliver an innovative and international National Hakka Day with the new concept LOHAS and environmental protection, to promote and expand industrial tourism. Fifth, the inheritance of Hakka language was the main concern in National Hakka Day reports.
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