國立中山大學 110學年度第2學期 課程教學大綱

National Sun Yat-sen University 110Academic year Course syllabus

中文名稱
Course name(Chinese)

媒介效果

課號
Course Code

ICM560

英文名稱
Course name(English)

MEDIA EFFECTS

課程類別
Type of the course

講授類

必選修
Required/Selected

選修

系所
Dept./faculty

行銷傳播管理研究所碩士班

授課教師
Instructor

譚躍    

學分
Credit

3

因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,授課方式調整如下:Since COVID-19, if distance learning is necessary, the teaching methods would adjust as follows:

         同步遠距【透過網路直播技術,同時進行線上教學,得採Microsoft Teams、Adobe connect等軟體進行】
同步遠距含錄影【透過網路直播技術,同時進行線上教學並同時錄影,課程內容可擇日再重播,得採Microsoft Teams、Adobe connect等軟體進行】
非同步遠距【課堂錄影或錄製數位教材放置網路供學生可非同時進行線上學習,得採EverCam、PPT簡報錄影、錄音方式進行】
實作類課程,經評估無法採遠距課程教學,後續復課後密集補課

★遠距教學軟體操作說明連結

因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,評分方式調整如下:Since COVID-19, if distance learning is necessary, the evaluation would adjust as follows:

        
1.出席與上課參與討論class participation and discussion30%
2.個人導讀 individual presentation of reading materials20%
3.演講心得 speech memos20%
4.小組研究計畫簡單介紹 group research proposal5%
5.研究論文期末口頭發表 group oral presentation of final research5%
6.研究論文期末書面報告 (final research report)20%

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.

評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference

        
1.出席與上課參與討論class participation and discussion30%
2.個人導讀 individual presentation of reading materials20%
3.演講心得 speech memos20%
4.小組研究計畫簡單介紹 group research proposal5%
5.研究論文期末口頭發表 group oral presentation of final research5%
6.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.AutherTitlePublisherYear of
publish
Publisher
place
ISBN#
1Oliver, M. B., Raney, A. A., & Bryant, J. (Eds.)Media effects: Advances in theory and researchRoutledge2020NY9781138590182

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
WeekDateContent and topic
12022/02/13~2022/02/19課程簡介(introduction & syllabus review)
22022/02/20~2022/02/26媒介效果研究的科學方式 & 方法 (What is media effect research)
32022/02/27~2022/03/05媒介效果研究簡史及新發展 (A history of media effects)
42022/03/06~2022/03/12媒介使用與選擇性接觸 (Why & how do people use media?)
52022/03/13~2022/03/19盧鴻毅教授演講(speech by Prof. Shih)
62022/03/20~2022/03/26媒介的議題設定與預示效果(the effects of political news and agenda setting)
72022/03/27~2022/04/02媒介中的框架和框架效果(media frames, and framing effects of the media)
82022/04/03~2022/04/09陳怡璇教授演講(speech by Prof. Chen)
92022/04/10~2022/04/16期中報告與討論(report and discuss research proposal)
102022/04/17~2022/04/23說服和情感效果(persuasion and emotion)
112022/04/24~2022/04/30涵化效果和刻板印象 (cultivation effects and stereotypes)
122022/05/01~2022/05/07洪雅慧教授演講(speech by Prof. Shih)
132022/05/08~2022/05/14媒介內容中性和暴力內容的影響(effects of media violence & sexual content)
142022/05/15~2022/05/21新媒介的影響(the impact of new media technologies)
152022/05/22~2022/05/28研究論文口頭報告 (oral presentation of research paper)
162022/05/29~2022/06/04端午節放假
172022/06/05~2022/06/11完成並繳交研究論文 (final written paper due)
182022/06/12~2022/06/18彈性學習(independent study)

課業討論時間 Office hours

         時段1 Time period 1:
時間 Time:星期二14:00-16:00
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.課外閱讀 Outside reading.
※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.V VVVVV   V
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. V VVVVV   V
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.           
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.V VVVVV   V
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.V VVVVV   V
※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 skillsV VVVVV   V
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV VVVVV   V
3.終身學習能力。 3. Lifelong learningV VVVVV   V
4.倫理與社會責任。 4. Ethnics and social responsibilityV VVVVV   V
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            

本課程與SDGs相關項目:The course relates to SDGs items:

        
SDG1-消除貧窮(No Poverty)
SDG2-消除飢餓 (Zero Hunger)
SDG3-良好健康與福祉(Good Health and Well-being)
SDG4-教育品質(Quality Education)
SDG5-性別平等(Gender Equality)
SDG6-乾淨水源與公共衛生(Clean Water and Sanitation)
SDG7-可負擔乾淨能源(Affordable and Clean Energy)
SDG8-優質工作與經濟成長(Decent Work and Economic Growth)
SDG9-工業、創新和基礎建設(Industry,Innovation and Infrastructure)
SDG10-減少不平等(Reduced Inequalities)
SDG11-永續城市(Sustainable Cities and Communities)
SDG12-責任消費與生產(Responsible Consumption and Production)
SDG13-氣候行動(Climate Action)
SDG14-海洋生態(Life Below Water)
SDG15-陸域生態(Life on Land)
SDG16-和平、正義和穩健的制度(Peace,Justice And Strong Institutions)
SDG17-促進目標實現的全球夥伴關係(Partnership for the Goals)
本課程和SDGS無關

本課程校外實習資訊: This course is relevant to internship:

         本課程包含校外實習(本選項僅供統計使用,無校外實習者,得免勾記)
The course includes internship.(For statistical use only. If the course without internship, please ignore this item.)

實習定義:規劃具有學分或時數之必修或選修課程,且安排學生進行實務與理論課程實習,於實習終了取得考核證明繳回學校後,始得獲得學分;或滿足畢業條件者。(一般校內實習請勿勾選此欄位)

Internship: The required or elective courses should include credits and learning hours. Students should participate in the corporative company or institution to practice and learn the real skills. An internship certification must be handed in at the end of internship to get the credits or to fulfil the graduation requirements.

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