1.出席與上課參與討論class participation and discussion：30% 2.個人導讀 individual presentation of reading materials：20% 3.演講心得 speech memos：10% 4.小組研究計畫簡單介紹 group research proposal：5% 5.研究論文期末口頭發表 group oral presentation of final research：5% 6.研究論文期末書面報告 final research report：20% 7.個人文獻分析 individual literature analysis：10%
課程大綱 Course syllabus
本課程教學大綱已提供完整英文資訊（本選項僅供統計使用，未提供完整英文資訊者，得免勾記）【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】
‧ 媒介研究的目標設定與達成，媒介研究的本質和特點 how to set-up and achieve the purpose of media effect research, understanding its nature and feature ‧ 媒介研究中分析內容、建立因果關系和對關鍵變項的測量和控制的方法 give students a set of tools to analyze media content, establish causal relationships, measure and control key concepts ‧ 媒介效果研究的主要內容和發展現況，包括媒介使用、媒介的暴力和性內容、新聞（特別是政治新聞）、廣告、刻板印象以及新媒介技術等問題。familiarize students with media effects of media usage, media violence, sexual explicit content, news coverage (esp. political news), advertisement, stereotypes, new media technology and much more ‧ 媒介效果的主要理論，包括使用與滿足、選擇性接觸、創新擴散、知識溝、議題設定、預示、框架、沈默螺旋、涵化、敘事說服和社會認知等理論。review major theories in media effects research, including uses and gratifications, diffusion of innovation, knowledge gap, agenda-setting, priming, framing, spiral of silence, cultivation, narrative persuasion and social cognition theory
課程目標 Objectives
針對課程中所提及的每個媒介效果，我們都有相同的問題：這個媒介效果是什麼？為什麼發生（中介效果）？它在台灣會不會發生（文化和社會系統的影響）？在新的網路媒介環境中會不會發生（媒介技術的影響）？對哪些人影響比較大（個人因素的影響）？或者還有哪些調節因素？ 理解這些問題的答案，就是我們在知識上的目標。Guide students to thinking critically about the fore-mentioned media effects in terms of its definition, measurement, psychological and social mechanisms. Particularly, why, when and how does it happen? Whether will it happen in Taiwan? on the new media platforms? and equal effects on everybody? what else moderators should be considered?
授課方式 Teaching methods
這堂課既是講授課，也是閱讀和研討課。一般的形式是老師講授理論、概念和方法論上的重點，學生報告最新的研究論文，之後在老師的引導下，討論未來如何結合新的媒介環境，發展新的研究方向。本學期的實際討論案例為假訊息的傳播和媒介素養。圍繞這個主題，這學期老師會邀請三位媒效領域的專家來講授相關的題目。This course involves class lectures, expert speeches, discussion of reading memos, individual presentation of reading materials, and a final group project.
1.出席與上課參與討論class participation and discussion：30% 2.個人導讀 individual presentation of reading materials：20% 3.個人文獻分析 individual literature analysis：10% 4.演講心得 speech memos：10% 5.小組研究計畫簡單介紹 group research proposal：5% 6.研究論文期末口頭發表 group oral presentation of final research：5% 7.研究論文期末書面報告 (final research report)：20%
參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念，不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use
序號
作者
書名
出版社
出版年
出版地
ISBN#
No.
Auther
Title
Publisher
Year of publish
Publisher place
ISBN#
1
Oliver, M. B., Raney, A. A., & Bryant, J. (Eds.)
Media effects: Advances in theory and research
Routledge
2020
NY
9781138590182
每週課程內容及預計進度 Weekly scheduled progress
週次
日期
授課內容及主題
Week
Date
Content and topic
1
2021/02/21~2021/02/27
課程簡介(introduction & syllabus review)
2
2021/02/28~2021/03/06
媒介效果研究的科學方式 & 方法 (What is media effect research)
3
2021/03/07~2021/03/13
羅世宏教授演講 (speech by Prof. Luo)
4
2021/03/14~2021/03/20
媒介效果研究簡史及新發展 (A history of media effects)
5
2021/03/21~2021/03/27
媒介使用、滿足與選擇性接觸 (Why & how do people use media?)
6
2021/03/28~2021/04/03
兒童節補假（holiday）
7
2021/04/04~2021/04/10
媒介的議題設定與預示效果(the effects of political news and agenda setting)
8
2021/04/11~2021/04/17
媒介中的框架、雙路徑和說服效果（media frames, ELM and persuasive effects of the media)
9
2021/04/18~2021/04/24
陳憶寧教授演講（speech by Prof. Chen)
10
2021/04/25~2021/05/01
期中報告與討論（report and discuss research proposal)
11
2021/05/02~2021/05/08
涵化效果、社會認知理論和刻板印象 (social cognitive, cultivation effects and stereotypes)
12
2021/05/09~2021/05/15
創新擴散、知溝和第三人效果（diffusion of innovation, knowledge gap and third person effects)
13
2021/05/16~2021/05/22
沈默螺旋、敘事性說服和研究進度報告（spiral of silence and narrative persuasion)
14
2021/05/23~2021/05/29
施琮仁教授演講（speech by Prof. Shih)
15
2021/05/30~2021/06/05
媒介內容中性和暴力內容的影響(effects of media violence & sexual content)
16
2021/06/06~2021/06/12
新媒介的影響（the impact of new media technologies)
17
2021/06/13~2021/06/19
研究論文口頭報告 (oral presentation of research paper)
18
2021/06/20~2021/06/26
完成並繳交研究論文 (final written paper due)
課業討論時間 Office hours
時段1 Time period 1: 時間 Time：星期四14:00-16:00 地點 Office/Laboratory：管3034-1 時段2 Time period 2： 時間 Time：星期五10:00-12:00 地點 Office/Laboratory：管3034-1
系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university
系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilities of the department and the university
課堂活動與評量方式 Class activities and evaluation
本課程欲培養之能力與素養 This course enables students to achieve.
紙筆考試或測驗 Test.
課堂討論︵含個案討論︶ Group discussion (case analysis).
個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment.
群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment.
個人口頭報告 Indivisual oral presentation.
群組口頭報告 Group oral presentation.
課程規劃之校外參訪及實習 Off-campus visit and intership.
證照/檢定 License.
參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions.
※系所學生專業能力 Basic disciplines and core capabilities of the department
1具備良好的理解、表達、與溝通能力。 1 With the professional academic knowledge and skills of marketing communication, every students will be equipped with effective analytical and problem-solving ability.
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2.具備行銷傳播學業知識與技能，並有效分析與解決問題。 2. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.
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3.以數位行銷與社會文化行銷之專業成就全方位生涯發展。 3.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.
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4.發揮領導與團隊精神，能與現代社會所強調之「國際化」、「數位化」、「實務化」之專業需求並行。 4. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.
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5.具備專業倫理觀念，明瞭對社會作出貢獻是應負之責任。 5.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.
※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university
1.表達與溝通能力。 1. Articulation and communication skills
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2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities
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3.終身學習能力。 3. Lifelong learning
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4.倫理與社會責任。 4. Ethnics and social responsibility
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5.美感品味。 5. Aesthetic appreciation
6.創造力。 6. Creativity
7.全球視野。 7. Global perspective
8.合作與領導能力。 8. Team work and leadership
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature