此文以香港為案例，探討外來電視傳送的價值觀。研究以問卷調查方式進行，查詢香港巿民對美國、日本及台灣電視所傳送的價值觀之看法。研究發現，香港觀眾眼中的美、日、台電視價值可分成四大類型，它們是「西方價值」、「亞洲價值」、「民族價值」及「普世價值」。比較之下，作者發現資本主義發展的程度及本國文化，都對電視傳送的價值觀產生作用。

This paper uses Hong Kong as a study case to examine the values of foreign television as perceived by the local audience. It uses a sample survey to study Hong Kong people掇 perception of cultural values contained in American, Japanese, and Taiwanese television programs and their evaluation of these values. The perceived values in American, Japanese, and Taiwanese television shows indicate that there are four major kinds of values, namely,“Western values”,“Asian values”,“national values”, and“universal values”. Through a comparison of the perceived values, the author finds that the degree of capitalist development and national cultures both contribute to the values contained in television.

文化價值;電視文化;亞洲價值;西方文化價值;跨境電視;文化帝國主義

Cultural values; Television culture; Asian values; Western cultural values; Transborder television; Cultural imperialism