1.出席線上課程並參與討論 (online participation and discussion)：25% 2.個人導讀 (individual presentation of reading materials)：20% 3.期中考試(mid-term exam)：15% 4.演講心得 (speech memos)：20% 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)：15%
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.)】
課程的主題包括(The major topics of this course include)： " 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，包括媒介使用時間、媒介的暴力和性內容、新聞（特別是政治新聞）、幽默與恐怖內容、廣告、刻板印象等對受眾的影響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、創新擴散、知識溝、議題設定、預示、框架、沈默螺旋、第三人效果、涵化和社會建構等理論 (review major theories in media effects research, including uses and gratifications, diffusion of innovation, knowledge gap, agenda-setting, priming, framing, spiral of silence, third-person effect, cultivation and social construction 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？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
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。For each media effect mentioned in the course, we have the same set of questions: What is this media effect? Why does it occur (mediating effects)? Will it occur in Taiwan (influences of cultural and social systems)? Will it occur in the new online media environment (influences of media technology)? Who will be most affected (influences of individual factors)? And what other moderating factors might exist? Understanding the answers to these questions is our goal in acquiring knowledge.
1.出席與上課參與討論 (class participation and discussion)：25% 2.個人導讀 (individual presentation of reading materials)：20% 3.期中考試 (mid-term exam)：15% 4.演講心得 (speech memos)：20% 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)：15%
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.
Media effects: Advances in theory and research
Routledge
2020
New York
9781138590229
2
Rössler, P.
The International Encyclopedia of Media Effects
John Wiley & Sons
2017
Wiley Online Library
9781118783764
彈性暨自主學習規劃 Alternative learning periods
本門課程是否有規劃實施學生彈性或自主學習內容（每1學分2小時）
Is any alternative learning periods planned for this course (with each credit corresponding to two hours of activity)?
否：教師需於「每週課程內容及預計進度」填寫18週課程進度（每1學分18小時之正課內容）。 No:The instructor will include an 18-week course plan in the weekly scheduled progress (each credit corresponds to 18 hours of instruction)
是：教師需於「每週課程內容及預計進度」填寫16週課程內容（每1學分16小時之正課內容），並於下列欄位填寫每1學分2小時學生彈性或自主學習內容。 Yes:The instructor will include a 16-week course plan in the weekly scheduled progress (each credit corresponds to 16 hours of instruction); the details of the planned alternative learning periods are provided below (each credit corresponds to two hours of activity).
本門課程規劃學生彈性或自主學習內容（每1學分2小時）：
Alternative learning periods planned for the course (each credit corresponds to two hours of activity):
學生彈性或自主學習活動
Alternative learning periods
勾選或填寫規劃內容 Place a check in the appropriate box or provide details
時數 Number of hours
學生分組實作及討論 Group work and discussion
參與課程相關作業、作品、實驗 Participation in course-related assignments, work, or experiments
參與校內外活動（研習營、工作坊、參訪）或競賽 Participation in on- or off-campus activities (e.g., seminars, workshops, and visits) or competitions
課外閱讀 Extracurricular reading
線上數位教材學習 Learning with online digital learning materials
其他（請填寫規劃內容） Other (please provide details)
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
2025/02/16~2025/02/22
課程簡介(introduction & syllabus review)
2
2025/02/23~2025/03/01
媒介效果研究的科學方式 & 方法 (What is social science research?)
3
2025/03/02~2025/03/08
媒介效果研究簡史及新發展 (A history of media effects)
4
2025/03/09~2025/03/15
戴昀教授：「資料科學與社會研究」(speech of Prof. Tai)
5
2025/03/16~2025/03/22
媒介使用時與選擇性接觸(media use and selective exposure)
6
2025/03/23~2025/03/29
新聞內容的議題設定和預示效果(media agenda setting and priming effects)
7
2025/03/30~2025/04/05
新聞框架和框架效果（news frame and framing effect)
8
2025/04/06~2025/04/12
期中考試 (mid-term exam)
9
2025/04/13~2025/04/19
說服效果（persuasive effects of the media)
10
2025/04/20~2025/04/26
媒介的涵化效果和刻板印象 (cultivation effects and media stereotypes)
11
2025/04/27~2025/05/03
知識溝與沈默螺旋 (knowledge gap and the spiral of silence)
12
2025/05/04~2025/05/10
媒介內容中性和暴力內容的影響(effects of media violence & sexual content)
13
2025/05/11~2025/05/17
新媒介的影響（the impact of new media technologies)
14
2025/05/18~2025/05/24
施琮仁教授：Communication Mediation Model與OSOR (speech of Prof. Shil)
15
2025/05/25~2025/05/31
研究論文口頭報告 (oral presentation of research paper)
16
2025/06/01~2025/06/07
完成並繳交研究論文 (final written paper due)
17
2025/06/08~2025/06/14
彈性學習（independent study）
18
2025/06/15~2025/06/21
彈性學習（independent study）
課業討論時間 Office hours
時段1 Time period 1: 時間 Time：星期一13:00-15:00 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. 本課程欲培養之能力與素養 This course enables students to
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.
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
5.美感品味。 5. Aesthetic appreciation
6.創造力。 6. Creativity
7.全球視野。 7. Global perspective
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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
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.