在昔日資訊缺乏的年代裡，政令宣導刊物曾經是民眾獲得有關政府訊息的

重要管道。但隨著時代的演進及傳播媒介的多樣化，閱聽眾獲得資訊的管

道及種類亦隨之增加。以往以消息來源為主、採單向傳播、未能確實了解

閱聽眾需求及掌握閱聽眾特性的政令宣導刊物，面對重視行銷策略的的各

型雜誌，因應之道即是找出目標閱聽眾，然後根據其需要重新加以設計訊

息內容，並形成獨特的風格。本研究以高雄市政府新聞處發行之「高雄畫

刊」主動索閱者為研究對象，以郵寄問卷的方式收集資料，然後以單因子

變異數分析、T 考驗、相關等統計方法，分析主動索閱者的人口變項、接

觸「高雄畫刊」行為、親身傳播行為及政治心理取向的不同是否對閱讀

「高雄畫刊」的動機與閱讀後的滿意程度有顯著差異。

中華民國八十年出版年鑑 台北:中國出版公司，民80，初版 .107.

牟嘉俐 專業人士閱讀「動腦」雜誌動機與滿足之研究 民79 台北:文化大學新聞研究所碩士論文

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潘家慶、王石番、謝瀛春 「台灣地區民眾傳播行為研究」 民75 台北:政大新聞研究所，國科會專題研究報告

黃俊英 「民眾就是顧客─政令宣導與行銷觀念」 民74年3月 台北:行銷與推銷

翁秀琪 大眾傳播理論與實證 民81 台北:三民書局
陳世敏 大眾傳播與社會變遷 民81四版 台北:三民書局

楊孝榮 「大眾學生傳播媒介評價、動機與現代化程度」 民64 台北:廣播與電視二十七期

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張讚國 「鄉村居民傳播行為與政治參與─ 一項以后里鄉選民為對象的研究」 民65 台北:政大新聞研究所碩士論文

葉啟清 「台北市民政治行為研究」 民59 台中:東海大學社會科學研究叢書

曠湘霞 「台灣地區成人收看電視節目的動機與行為之研究─社會、教育、公共服務與聯播節目部份 民72 台北:行政院新聞局專題研究

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蘇 衡 雜誌「中產階層化」的迷思 聯合報 民7510月7日第八版

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賴光林等人 「政令宣導與媒體效用之調查研究」 民73 台北:行政院專題研究

陳以瑚 「台北市民收看電視動機之研究」 民71 台北:政大新聞研究所

鄭義丹 「電視宣導短片設計與製作之研究」 民79 台北:文化大學新聞研究所

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