風險社會概念下的風險溝通與網路傳播：以全球暖化議題為例

Abstract

本研究旨在評估傳播新科技在呈現全球暖化議題時的訊息內容，以及與公眾溝通管道之特色和品質。透過台灣142個相關網站的內容分析，本研究發現，多達近四成網站管理者為環保團體，幾乎全數網站採取支持全球暖化立場；網站內容訴求近七成描述個人微觀治理層面；而八成六左右網站的主要溝通對象為一般大眾。本研究結果指出網路上的全球暖化風險傳播問題為：忽視鉅觀層級公共政策討論以及缺乏多元角度等，也凸顯增進公眾對科技風險理解與參與方式的重要性。\r\nThis study aims to analyze the features and quality of the content, format, theme, target audience, and communication access regarding global warming-related Webs. A total of 142 Taiwanese global warming web sites were content analyzed. The results show that 38.7% of the web sites are owned by the environmental organizations; all but one web site take pro-global warming stand; the majority of the contents appeal to individual problem-solving; and as high as 86.6% of the contents are targeted at general public. The findings indicate that more Web communication on the macro-level public policy debates and discussions is needed. They also highlight the importance and ways of how public understanding and participation of scientific risks such as global warming can be enhanced.