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題名 建構新的科學傳播模式：新媒體的角色與功用 其他題名 Constructing a New Model for Science Communication: the Role and Function of New Media 作者 施琮仁 貢獻者 國立政治大學國際傳播英語碩士學位學程
行政院國家科學委員會關鍵詞 科學教育 日期 2012 上傳時間 7-Nov-2012 15:39:39 (UTC+8) 摘要 二十一世紀為科技社會，日新月異的新科技為人類生活帶來中大改變，也使得科學傳播的重要性與日俱增。從基因食品科技的例子，政府與科學家已經意識到，要成功推廣新科技（產品），首先要和民眾有良好的溝通。而近來的文獻顯示，溝通的重點，除了告知社會大眾新科技的本質、優缺點之外，還必須瞭解新科技對人類生活模式與文化價值觀的影響。換句話說，科學傳播的目標，不僅在培養民眾科學素養與知識，也應調和新科技對當地文化與人際關係的衝擊。 本研究試圖從兩個面向來檢視上述科學傳播的目標—（新）媒體的角色與民眾認知。研究顯示，媒體是民眾最主要的科學消息來源，因此媒體對新科技的報導角度很容易對民眾的態度產生影響。然而，新媒體（尤其是社群網站）的出現不僅改變了訊息呈現的方式，也改變了傳播者與使用者的關係。這些變化對於傳統科學傳播的模式有何影響？也就是說，新媒體是否讓科學傳播更有效率？新媒體目前在台灣如何被應用在傳播科學訊息？新媒體的普及是否讓民眾更容易接觸到科學消息？而新媒體的即時性、連結性與互動性是否讓民眾更能記憶瀏覽過的科學訊息，進而提升科學素養與知識？本計畫將分析社群網站內容與進行民意調查，以回答上述問題，藉以建構出新媒體環境下的科學傳播模式。
The rapid development in science and technology in the 21st century has greatly increased the likelihood of human to encounter innovations, challenging their ability to decide what to accept and what to reject. To the extent that people rely on the mass media for information about science and technology, media representations of these issues could exert great influence on public attitudes. In fact, research has linked the favorable attitude of American people toward nanotechnology to the positive coverage of media. It is, therefore, imperative to examine media, both as a tool to for scientists and policy makers to strategically communicate with the public and as a source that provides people with necessary information about science. The emergence of the new media in general, and blogs or social networking sites in particular, further complicates the issue of science communication. On the one hand, the ability to control the content of the new media makes it easier to disseminate scientific information. On the other hand, the division of users into various interest groups also makes people less likely to obtain information they are not interested. Therefore, it is important to examine the role of new media in science communication. By examining Facebook pages or blogs established by science organizations or science news writers, this study aims to find out whether new media are used efficiently to communicate scientific information. Specifically, this study will examine not only the content presented in the new media, but also whether these communicators have made good use of the characteristics of new media to communicate with the general public. In addition, this study will conduct a public opinion survey to get a thorough understanding of the potential influence of new media use on people’s knowledge and attitudes toward various scientific issues. Based on the two tracts of inquiry, this study hopes to construct an effective model of science communication in the world of new media.關聯 基礎研究
學術補助
研究期間:10108~ 10207
研究經費: 664仟元資料類型 report dc.contributor 國立政治大學國際傳播英語碩士學位學程 en_US dc.contributor 行政院國家科學委員會 en_US dc.creator (作者) 施琮仁 zh_TW dc.date (日期) 2012 en_US dc.date.accessioned 7-Nov-2012 15:39:39 (UTC+8) - dc.date.available 7-Nov-2012 15:39:39 (UTC+8) - dc.date.issued (上傳時間) 7-Nov-2012 15:39:39 (UTC+8) - dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/55265 - dc.description.abstract (摘要) 二十一世紀為科技社會，日新月異的新科技為人類生活帶來中大改變，也使得科學傳播的重要性與日俱增。從基因食品科技的例子，政府與科學家已經意識到，要成功推廣新科技（產品），首先要和民眾有良好的溝通。而近來的文獻顯示，溝通的重點，除了告知社會大眾新科技的本質、優缺點之外，還必須瞭解新科技對人類生活模式與文化價值觀的影響。換句話說，科學傳播的目標，不僅在培養民眾科學素養與知識，也應調和新科技對當地文化與人際關係的衝擊。 本研究試圖從兩個面向來檢視上述科學傳播的目標—（新）媒體的角色與民眾認知。研究顯示，媒體是民眾最主要的科學消息來源，因此媒體對新科技的報導角度很容易對民眾的態度產生影響。然而，新媒體（尤其是社群網站）的出現不僅改變了訊息呈現的方式，也改變了傳播者與使用者的關係。這些變化對於傳統科學傳播的模式有何影響？也就是說，新媒體是否讓科學傳播更有效率？新媒體目前在台灣如何被應用在傳播科學訊息？新媒體的普及是否讓民眾更容易接觸到科學消息？而新媒體的即時性、連結性與互動性是否讓民眾更能記憶瀏覽過的科學訊息，進而提升科學素養與知識？本計畫將分析社群網站內容與進行民意調查，以回答上述問題，藉以建構出新媒體環境下的科學傳播模式。 - dc.description.abstract (摘要) The rapid development in science and technology in the 21st century has greatly increased the likelihood of human to encounter innovations, challenging their ability to decide what to accept and what to reject. To the extent that people rely on the mass media for information about science and technology, media representations of these issues could exert great influence on public attitudes. In fact, research has linked the favorable attitude of American people toward nanotechnology to the positive coverage of media. It is, therefore, imperative to examine media, both as a tool to for scientists and policy makers to strategically communicate with the public and as a source that provides people with necessary information about science. The emergence of the new media in general, and blogs or social networking sites in particular, further complicates the issue of science communication. On the one hand, the ability to control the content of the new media makes it easier to disseminate scientific information. On the other hand, the division of users into various interest groups also makes people less likely to obtain information they are not interested. Therefore, it is important to examine the role of new media in science communication. By examining Facebook pages or blogs established by science organizations or science news writers, this study aims to find out whether new media are used efficiently to communicate scientific information. Specifically, this study will examine not only the content presented in the new media, but also whether these communicators have made good use of the characteristics of new media to communicate with the general public. In addition, this study will conduct a public opinion survey to get a thorough understanding of the potential influence of new media use on people’s knowledge and attitudes toward various scientific issues. Based on the two tracts of inquiry, this study hopes to construct an effective model of science communication in the world of new media. - dc.language.iso en_US - dc.relation (關聯) 基礎研究 en_US dc.relation (關聯) 學術補助 en_US dc.relation (關聯) 研究期間:10108~ 10207 en_US dc.relation (關聯) 研究經費: 664仟元 en_US dc.subject (關鍵詞) 科學教育 en_US dc.title (題名) 建構新的科學傳播模式：新媒體的角色與功用 zh_TW dc.title.alternative (其他題名) Constructing a New Model for Science Communication: the Role and Function of New Media en_US dc.type (資料類型) report en
