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The Asian Media & Mass Communication Conference 2010 Osaka, Japan Changing history and adoption of media convergence in Taiwan Before presenting my analysis, it is essential to briefly introduce the history and present situation of newspapers and other news media in Taiwan. In the 1930s-1980s, the news media have been controlled by the KMT party due to political and social security reasons. The news media in this period are ‘servants’ for the political party and the country controlled by the government. After the1980s, the KMT authority gradually lifted the control of news media by allowing more news media to be launched, which allowed different political and economic forces to penetrate into the media and journalistic fields. Numerous media companies and news outlets were launched, and most of them, usually representing different political parties and business groups, have intimate relationships with the KMT. The special political and social background of the Taiwanese news media has created a distinctive news culture and media ecosystem in this island-country. In the 1980’s, there was a loss of control of the news media which led to an over-competitive media environment in Taiwan and the news media therefore pursued sensational and entertainment material in order to attract the audiences’ attention. Paradoxically, the news media in Taiwan has been criticized with their quality by consumers and scholars, but, on the other hand, journalism related content and programs are still popular. A survey conducted by a marketing company shows that only one percent of respondents believe the reports from the news media in Taiwan, but another survey indicates that related news programs are still the audiences’ favorite programs. With different goals, the news media in Taiwan has been developing and adopting different types of convergence strategies since the mid 1990s. Most of news media start their convergent actions with the aim of attracting consumers and cost-saving. For example, the United Daily, the China Times, Apple Daily and the Liberty times, four of the most popular newspapers in Taiwan, now are developing different convergent strategies. For examples, the United Daily is training their journalists to produce video news. Apple Daily has launched a computer animation department to produce multimedia news content. Compared to a single news company, the media groups in Taiwan seem to achieve the goal of media convergence easier, because it generally owns different types of media which make it easier to combine multimedia content. For example, ETtoday.com 2 , 2 All the empirical data of ETtoday.com used in this paper is collected from 2005-2007, but the online news website has been sold after my field work, and has since changed its name to Nownews.com. In 303
The Asian Media & Mass Communication Conference 2010 Osaka, Japan one of the popular online news websites in Taiwan which belongs to the EMG (Eastern Media group), integrates the multimedia news content on their websites via resource-sharing among the different newsrooms from the same media group, including television channels, newspapers and radio stations. Convergence based on these strategies face fewer obstacles when news workers from different cultural backgrounds do not have to cooperate with each other practically and the media organizations do not need to increase the workforce or provide extra training for producing multimedia content (Kuo, 2009). The convergent policies of the newspapers and online news included in my study are described in the following table. Table 1: Convergence policies of major newspapers and online news in Taiwan Sources: Interview data from news workers of the news media News media of this study Convergent policies and description The United daily Integrated newsroom in which journalists and editors are asked to individually produce multimedia content. ETtoday.com Integrated platforms in separated newsrooms in which news workers can cross-use all news content without limitation for producing multimedia content The Liberty Times Cooperation within different team members in a single newsroom The China Times Cooperation within different types of newsrooms including newspapers and television Apply Daily Cooperation within different team members in a single newsroom to produce multi-media content. Media convergence and the transformation of everyday news production practices Regarding other types of news media, newspapers in Taiwan take a more active action of ‘being convergent’ because of two major reasons. First, the volume of circulation of the most mainstream newspapers in Taiwan has decreased dramatically in the past years, which pushes them to look for new ways of attracting readers, especially the younger generation, to read their newspapers again. Secondly, Taiwan has faced a this paper, I still use ETtoday.com to reference this online news website. 304
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(Person) Percentage - Sabanci University Research Database

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