Date of Award

1998

Document Type

Thesis

Degree Name

Master of Arts in Mass Communication

First Advisor

Michael Castro

Second Advisor

Charlene Engleking

Third Advisor

Oliver Hagan

Abstract

Mass media is not only an important tool to develop social change but also a condition to ensure democracy's continued development. Before the lifting of martial law, newspaper publication was controlled by the KMT Party. This situation meant that the mass media had no freedom and could not decide for themselves what to publish. After the lifting of martial law, Taiwan experienced great changes in politics, economics, society and culture. These huge change were reflected in mass media before and after martial law and are the purpose of this research analysis. Specifically, the role advertising played before the lifting of martial law versus its current role in democratic politics following the lifting of martial law provide a window into the evolution of mass media in particular society in general.

After the lifting of martial law, all mass media gradually opened under political pressure. Taiwan's mass media began to possess freedoms having been allowed more space to develop and to become a part of society.

After the lifting of martial law, advertising went beyond being only a noun of spokesperson for products for consumers and became an outlet for creation and art. The KMT government did not rigorously control advertising anymore. Audiences began to notice advertising content. Advertising provided the function of education. Advertising content would be affected by social culture and politics and vice versa.

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