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題名 緊急公衛危機下的視覺化溝通策略–以2022年台灣Omicron變異株事件為例
Visual Communication Strategies in Public Health Emergencies– the 2022 SARS-CoV-2 Omicron Variant in Taiwan as an Example
作者 李例嬛
Lee, Li-Huan
貢獻者 李怡志
Li, I-Chih
李例嬛
Lee, Li-Huan
關鍵詞 政府公衛機構
緊急公衛危機
危機和緊急風險溝通
視覺溝通
Government public health agency
Emergency public health crisis
Crisis and Emergency Risk Communication
Visual communication
日期 2022
上傳時間 9-Mar-2023 18:40:11 (UTC+8)
摘要 傳統的風險溝通，如酒駕、慢性病、藥物濫用等，多可在較長期、緩慢背\n景下進行，傳播者有足夠時間規劃與測試訊息，使其傳播效果最佳化，面對如 COVID-19 這類緊急公衛危機的迫切性，如何將過往慢性風險溝通形式，轉化 成可迅速改變人們態度行為的訊息訴求，將是一大挑戰。\n危機傳播強調回應公眾對訊息需求的即時性‧但危機發生時也可能有額外 風險，需要透過有效的說服性訊息應對危機的緊迫性，這使得風險和危機傳播 有融合的必要性。為了在緊迫、威脅和高度不確定性的背景下有效溝通， Reynolds 和 Seeger(2005)提出危機和緊急風險溝通理論模型(Crisis and Emergency Risk Communication, CERC)，以提供緊急公衛危機有效的指引。\nCOVID-19 爆發後，社交媒體上混雜大量疫情資訊，為了更有效地在社交 媒體上與公眾溝通，各國政府公衛組織多以更易於理解且可快速分享的視覺化 內容傳播，其影響力並不低於新聞文本或是純文字的推文，卻未被充分探討。 鑑於上述理論和實證的缺失，本研究以 2022 年台灣 Omicron 變異株危機為例， 借鑑 CERC 的理論框架，探討政府公衛部門在疫情不同階段的溝通策略，能否 讓公眾理解並有效應對這場公衛危機。\n本研究發現政府公衛機構在訊息主題上，並無因應疫情變化，調整其訊息\n內容，多停留在疫情初期的防疫宣導，未即時提供更符合公眾當前需求的主題;在視覺形式上，政府公衛機構多以文字卡呈現，缺乏能讓公眾快速理解並提高其風險感知的圖表，且常以明顯視覺符號，如紅字、粗體引導公眾關注較不重要的資訊，或刻意以不明顯字體使公眾無法察覺特定資訊的可能性。\n本研究在視覺層面的分析補足過往 CERC 理論中僅提供訊息指引的限制， 並以 Omicron 變異株的風險和危機特徵為例，提出未來政府公衛機構在緊急公 衛危機期間視覺化溝通策略上的建議。
Traditional risk communication, such as drunk driving, chronic diseases, and drug abuse, can be carried out in a longer-term and slower context where communicators have enough time to plan and test messages to optimize their effectiveness.\nCrisis communication emphasizes the immediacy of responding to the public`s need for information. The need to respond to the urgency of a crisis through effective persuasive messaging makes it necessary to integrate risk and crisis communication. To communicate effectively in a context of urgency, threat, and high uncertainty, Reynolds and Seeger (2005) proposed the Crisis and Emergency Risk Communication (CERC) theoretical model to provide effective guidance for emergency public defense crises. To communicate more effectively with the public on social media after the outbreak of COVID-19, public health organizations in various countries have been using visual content that is easier to understand and can be shared quickly, with no less impact than news texts or text-only tweets but has not been fully explored. Because of these theoretical and empirical deficiencies, this study uses the 2022 Omicron strain crisis in Taiwan as an example and draws on the theoretical framework of CERC to investigate whether the communication strategies of government public health departments at different stages of the epidemic can enable the public to understand and effectively respond to this public health crisis.\nThis study found that government public health agencies did not adjust their message contents in response to the changes of the epidemic, and mostly stayed at the initial stage of the epidemic to promote epidemic prevention, without providing topics that could better meet the current needs of the public. They often use obvious visual symbols, such as red letters and bold fonts, to guide the public to focus on less important information, or deliberately use obscure fonts to make the public unaware of the possibility of specific information.\nThe visual analysis in this study complements the limitations of previous CERC theories that only provide information guidance, and uses the risk and crisis characteristics of the Omicron variant as an example to suggest future visual communication strategies for governmental public health agencies during emergency public health crisis.
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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
108464009
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108464009
資料類型 thesis
dc.contributor.advisor 李怡志zh_TW
dc.contributor.advisor Li, I-Chihen_US
dc.contributor.author (Authors) 李例嬛zh_TW
dc.contributor.author (Authors) Lee, Li-Huanen_US
dc.creator (作者) 李例嬛zh_TW
dc.creator (作者) Lee, Li-Huanen_US
dc.date (日期) 2022en_US
dc.date.accessioned 9-Mar-2023 18:40:11 (UTC+8)-
dc.date.available 9-Mar-2023 18:40:11 (UTC+8)-
dc.date.issued (上傳時間) 9-Mar-2023 18:40:11 (UTC+8)-
dc.identifier (Other Identifiers) G0108464009en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=163226-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 108464009zh_TW
dc.description.abstract (摘要) 傳統的風險溝通，如酒駕、慢性病、藥物濫用等，多可在較長期、緩慢背\n景下進行，傳播者有足夠時間規劃與測試訊息，使其傳播效果最佳化，面對如 COVID-19 這類緊急公衛危機的迫切性，如何將過往慢性風險溝通形式，轉化 成可迅速改變人們態度行為的訊息訴求，將是一大挑戰。\n危機傳播強調回應公眾對訊息需求的即時性‧但危機發生時也可能有額外 風險，需要透過有效的說服性訊息應對危機的緊迫性，這使得風險和危機傳播 有融合的必要性。為了在緊迫、威脅和高度不確定性的背景下有效溝通， Reynolds 和 Seeger(2005)提出危機和緊急風險溝通理論模型(Crisis and Emergency Risk Communication, CERC)，以提供緊急公衛危機有效的指引。\nCOVID-19 爆發後，社交媒體上混雜大量疫情資訊，為了更有效地在社交 媒體上與公眾溝通，各國政府公衛組織多以更易於理解且可快速分享的視覺化 內容傳播，其影響力並不低於新聞文本或是純文字的推文，卻未被充分探討。 鑑於上述理論和實證的缺失，本研究以 2022 年台灣 Omicron 變異株危機為例， 借鑑 CERC 的理論框架，探討政府公衛部門在疫情不同階段的溝通策略，能否 讓公眾理解並有效應對這場公衛危機。\n本研究發現政府公衛機構在訊息主題上，並無因應疫情變化，調整其訊息\n內容，多停留在疫情初期的防疫宣導，未即時提供更符合公眾當前需求的主題;在視覺形式上，政府公衛機構多以文字卡呈現，缺乏能讓公眾快速理解並提高其風險感知的圖表，且常以明顯視覺符號，如紅字、粗體引導公眾關注較不重要的資訊，或刻意以不明顯字體使公眾無法察覺特定資訊的可能性。\n本研究在視覺層面的分析補足過往 CERC 理論中僅提供訊息指引的限制， 並以 Omicron 變異株的風險和危機特徵為例，提出未來政府公衛機構在緊急公 衛危機期間視覺化溝通策略上的建議。zh_TW
dc.description.abstract (摘要) Traditional risk communication, such as drunk driving, chronic diseases, and drug abuse, can be carried out in a longer-term and slower context where communicators have enough time to plan and test messages to optimize their effectiveness.\nCrisis communication emphasizes the immediacy of responding to the public`s need for information. The need to respond to the urgency of a crisis through effective persuasive messaging makes it necessary to integrate risk and crisis communication. To communicate effectively in a context of urgency, threat, and high uncertainty, Reynolds and Seeger (2005) proposed the Crisis and Emergency Risk Communication (CERC) theoretical model to provide effective guidance for emergency public defense crises. To communicate more effectively with the public on social media after the outbreak of COVID-19, public health organizations in various countries have been using visual content that is easier to understand and can be shared quickly, with no less impact than news texts or text-only tweets but has not been fully explored. Because of these theoretical and empirical deficiencies, this study uses the 2022 Omicron strain crisis in Taiwan as an example and draws on the theoretical framework of CERC to investigate whether the communication strategies of government public health departments at different stages of the epidemic can enable the public to understand and effectively respond to this public health crisis.\nThis study found that government public health agencies did not adjust their message contents in response to the changes of the epidemic, and mostly stayed at the initial stage of the epidemic to promote epidemic prevention, without providing topics that could better meet the current needs of the public. They often use obvious visual symbols, such as red letters and bold fonts, to guide the public to focus on less important information, or deliberately use obscure fonts to make the public unaware of the possibility of specific information.\nThe visual analysis in this study complements the limitations of previous CERC theories that only provide information guidance, and uses the risk and crisis characteristics of the Omicron variant as an example to suggest future visual communication strategies for governmental public health agencies during emergency public health crisis.en_US
dc.description.tableofcontents 第壹章緒論 7\n第一節研究背景 7\n第二節 研究動機 8\n第貳章 文獻探討 11\n第一節 風險溝通 12\n第二節 危機傳播 21\n第三節 風險和危機傳播的關係 29\n第四節 整合型理論(CERC) 31\n第五節 風險和危機傳播的視覺化 38\n第參章 研究方法 51\n第一節 資料蒐集 51\n第二節 資料分析 56\n第肆章 資料分析結果 62\n第一節 2022 年台灣 Omicron 變異株危機階段 62\n第二節 圖片主題 67\n第三節 視覺形式 77\n第四節 圖片主題與視覺形式的搭配 88\n第伍章 研究發現與討論99\n第一節 台灣公衛粉專溝通策略和 CERC 傳播準則的距離? 100\n第二節 如何視覺化 Omicron 變異株的風險和危機特徵? 105\n第三節 疫情間浮現的儀表板如何為政府公衛機構傳遞資訊? 119\n第四節 備援頻道如何凸顯中央公衛機構的不足? 121\n第陸章 結論 123\n第一節 結論 123\n第二節 研究限制與未來建議 125\n參考文獻 127\n附錄一:編碼表 137\n附錄二:編碼手冊 138\n附錄三:2022 年台灣 Omicron 變異株危機大事記 149\n附錄四:圖片主題和視覺形式佔比表 158zh_TW
dc.format.extent 16085220 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108464009en_US
dc.subject (關鍵詞) 政府公衛機構zh_TW
dc.subject (關鍵詞) 緊急公衛危機zh_TW
dc.subject (關鍵詞) 危機和緊急風險溝通zh_TW
dc.subject (關鍵詞) 視覺溝通zh_TW
dc.subject (關鍵詞) Government public health agencyen_US
dc.subject (關鍵詞) Emergency public health crisisen_US
dc.subject (關鍵詞) Crisis and Emergency Risk Communicationen_US
dc.subject (關鍵詞) Visual communicationen_US
dc.title (題名) 緊急公衛危機下的視覺化溝通策略–以2022年台灣Omicron變異株事件為例zh_TW
dc.title (題名) Visual Communication Strategies in Public Health Emergencies– the 2022 SARS-CoV-2 Omicron Variant in Taiwan as an Exampleen_US
dc.type (資料類型) thesisen_US
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