Publications-Theses
Article View/Open
Publication Export
-
Google ScholarTM
NCCU Library
Citation Infomation
Related Publications in TAIR
題名 探討建立全面性媒體素養量測工具
Developing a comprehensive Media Literacy scale - An exploratory study in Taiwan作者 李澤灝
Li, Chak Ho Samuel貢獻者 陳憶寧
Chen, Yi-Ning
李澤灝
Li, Chak Ho Samuel關鍵詞 媒體識讀
媒體素養
人工智能素養
公共服務媒體
認知需要
Media Literacy
AI Literacy
Public Service Media
Need For Cognition日期 2026 上傳時間 2-Feb-2026 13:00:18 (UTC+8) 摘要 「素養」(Literacy)以往限於描述個人「能否閱讀及書寫」，然而今天已擴及為描述「對於某門知識的掌握」。云云「素養」之中，「媒體素養」素來受定義及量測的困難所苦。本研究旨在綜合古今定義及量測「媒體素養」的研究，並透過三階段式研究設計，發展一套適用於一般定義的媒體素養量表。 本研究透過因素分析一份由台灣一所大型大學 302 人填答的問卷調查發現七個與媒體素養相關的因子，分布在「近用」(Access)、「評價」(Evaluate)、「創作」(Create)三大類內，問卷調查同時發現受訪群體普遍對自己的媒體素養程度抱持相當信心，只在「創作」類別內信心稍低。 相關分析確認前人研究中認知需要(Need For Cognition)與媒體素養的正面關聯，並部分支持媒體素養與公共服務媒體使用與評價呈弱至中等程度相關。公共服務媒體使用與評價與媒體素養中「評價」(Evaluate)及「創作」(Create)能力則呈正相關。 本研究透過驗證一套著重於使用者如何使用及在認知與行為上處理在所有形式媒體內容的媒體素養量表達至研究創新，並在認知需要(Need For Cognition)及媒體素養相關性方面提供實證。
Literacy used to refer to one’s “ability to read and write”, now more broadly defined as “knowledge of a particular subject, or a particular type of knowledge”. Among the different types of literacy conceptualized, “media literacy” has long been bothered by the issue to define and measure such literacy. This study aims to synthesise past and current works aimed at defining and measuring the literacy, and develop a scale to measure such literacy for a general definition, using a three-stage design. A factor analysis rooting from an online survey done with a sample size of 302 in a large university in Taiwan found 7 factors related to media literacy skills, divided in to three main categories of “Access”, “Evaluate” and “Create”. The survey also found the sample generally confident of their media literacy skills, only least confident in skills of creation. Correlation analysis confirmed that need for cognition is positively correlated to one’s media literacy skills, while the analysis partially supports that media literacy skills positively correlates with use and appreciation of Public Service Media content. The reverse is true, however, that Public Service Media use and appreciation positively predicts people’s skills in evaluating and creating content This study served to provide a validated and tested media literacy measurement instrument which focuses on the how the user deals with information and their cognitive and behavioral perceptions towards dealing with so information. The scale also provided some statistical evidence that one’s need of cognition did have an effect on one’s media literacy levels, an area of investigation worthy of further investigation.參考文獻 Arke, E. T., & Primack, B. A. (2009). Quantifying media literacy: Development,reliability, and validity of a new measure. Educational Media International, 46(1), 53-65. https://doi.org/10.1080/09523980902780958 Austin, E. W., & Domgaard, S. (2024). The media literacy theory of change and the. message interpretation process model. Communication Theory. https://doi.org/10.1093/ct/qtae018 BBC Trust. (2012). BBC Trust assessment processes: Guidance document. https://downloads.bbc.co.uk/bbctrust/assets/files/pdf/about/how_we_govern/pvt/assessment_processes_guidance.pdf BBC Trust. (2025). Public value tests. https://www.bbc.co.uk/bbctrust/governance/tools_we_use/public_value_tests.html Bewersdorff, A., Schiff, D. S., & Hornberger, M. (2025). AI literacy: What it is, what it isn’t, who needs it and why it’s hard to define. The Conversation. https://theconversation.com/ai-literacy-what-it-is-what-it-isnt-who-needs-it-and-why-its-hard-to-define-256061 Boateng, G. O., Neilands, T. B., Frongillo, E. A., Melgar Quiñonez, H. R., & Young, S. L. (2018). Best practices for developing and validating scales for health, social, and behavioral research: A primer. Frontiers in Public Health, 6, 149. https://doi.org/10.3389/fpubh.2018.00149 Borg, J., & Lauri, M. A. (2011). A comparative study of EU documents on media literacy. Media Education Research Journal, 2(1), 30–-42. https://www.um.edu.mt/library/oar/bitstream/123456789/21852/1/A%20Comparative%20study%20of%20EU%20document%20on%20Media%20Literacy.pdf Buckingham, D. (1989). Television literacy: A critique. Radical Philosophy, 51, 12–25. Buckingham, D. (2015). Defining digital literacy: What do young people need to know about digital media? Nordic Journal of Digital Literacy, 10(Jubileumsnummer), 21–35. https://doi.org/10.18261/issn1891-943x-2015-jubileumsnummer-03 Cambridge Dictionary. (2025a). Access. https://dictionary.cambridge.org/dictionary/english/access Cambridge Dictionary. (2025b). Evaluate. https://dictionary.cambridge.org/dictionary/english/evaluate Cambridge Dictionary. (2025c). Create. https://dictionary.cambridge.org/dictionary/english/create Carpenter, S. (2018). Ten steps in scale development and reporting: A guide for researchers. Communication Methods and Measures, 12(1), 25–44. https://doi.org/10.1080/19312458.2017.1396583 Carolus, A., Koch, M. J., Straka, S., Latoschik, M. E., & Wienrich, C. (2023). MAILS- Meta AI literacy scale: Development and testing of an AI literacy questionnaire based on competency models and meta competencies. Computers in Human Behavior: Artificial Humans, 1(2), 100014. https://doi.org/10.1016/j.chbah.2023.100014 Casal Otero, L., Catala, A., Fernández Morante, C., Taboada, M., Cebreiro, B., & Barro, S. (2023). AI literacy in K 12: A systematic literature review. International Journal of STEM Education, 10(1), 29. https://doi.org/10.1186/s40594-023-00418-7 Callecod Weinrich, K., & Krek, J. (2025). News literacy and public service news broadcasting: Is there a connection? Evaluating News Literacy Among Viewers. and Non-Viewers of PSB News Programming in Austria.SAGE Open, 15(1). https://doi.org/10.1177/21582440241311648 Chinese Television System. (2024). Annual report of the Chinese Television System, 2023 [2023 中華電視公司 年度報告]. https://info-material.pts.org.tw/annual/2023annual_CTS.pdf Chiu, T. K., Chen, Y., Yau, K. W., Chai, C., Meng, H., King, I., Wong, S., & Yam, Y. (2024). Developing and validating measures for AI literacy tests: From self reported to objective measures. Computers and Education: Artificial Intelligence, 7, 100282. https://doi.org/10.1016/j.caeai.2024.100282 Couraceiro, P., Paisana, M., Vasconcelos, A., Cardoso, G., & Lopes, F. (2025). Building legitimacy: Audience trust as a pillar of public service media. Journal of Digital Media & Policy. https://doi.org/10.1386/jdmp_00184_1 Davidsone, A., Silkane, V., & Bucholtz, I. (2025). Measuring adults’ media literacy skills and news media literacy knowledge in the context of age, gender, and education level. Journal of Media Literacy Education, 17(1), 75-88. https://doi.org/10.23860/JMLE-2025-17-1 De Holanda Coelho, G. L., Hanel, P. H. P., & Wolf, L. J. (2020). The very efficient assessment of need for cognition: Developing a six item version. Assessment,27(8), 1870–1885. https://doi.org/10.1177/1073191118793208 Department for Culture, Media and Sport. (2006). An agreement between her majesty’s secretary of state for culture, media and sport and the british. broadcasting corporation. https://downloads.bbc.co.uk/bbctrust/assets/files/pdf/about/how_we_govern/agreement.pdf Eristi, B., & Erdem, C. (2017). Development of a media literacy skills scale. Contemporary Educational Technology, 8(3). https://doi.org/10.30935/cedtech/6199 European Broadcasting Union. (2023). Public service media strengthening media literacy. https://www.ebu.ch/files/live/sites/ebu/files/Publications/MIS/login_only/psm/EBU MIS_Media_Literacy_Report public.pdf European Broadcasting Union. (2024). Trust in public service media: The backbone ofnews credibility in Europe. https://www.ebu.ch/files/live/sites/ebu/files/Publications/MIS/login_only/psm/EBU MIS Trust_in_Public_Service_Media_2024 Public.pdf Foley, J. M. (2025, February 18). Literacy. Encyclopaedia Britannica. https://www.britannica.com/topic/literacy Fuchs, C., & Unterberger, K. (2021). The public service media and public service internet manifesto. University of Westminster Press. https://doi.org/10.16997/book60 Gorsuch, R. L. (1974). Factor analysis. W. B. Saunders. Harding, C. P., & Waimon, M. (1972). Television literacy. The Clearing House, 47(2), 107–110. http://www.jstor.com/stable/30184552 Haugtvedt, C. P., Petty, R. E., & Cacioppo, J. T. (1992). Need for cognition and advertising: Understanding the role of personality variables in consumer behavior. Journal of Consumer Psychology, 1(3), 239–260. https://doi.org/10.1016/S1057-7408(08)80038-1 Hinton, M., & Wagemans, J. H. M. (2021). Evaluating reasoning in natural arguments: A procedural approach. Argumentation, 36(1), 61–84. https://doi.org/10.1007/s10503-021-09555-1 Horowitz, M. A., D’Arma, A., & Michalis, M. (2020). Why advocate for public service media? Perspectives from organizations for media development. Interactions: Studies in Communication & Culture, 11(2), 261–268. https://doi.org/10.1386/iscc_00023_7 Kaiser, H. F., & Rice, J. (1974). Little Jiffy, Mark IV. Educational and Psychological. Measurement, 34(1), 111–117. https://doi.org/10.1177/001316447403400115 Koc, M., & Barut, E. (2016). Development and validation of the New Media Literacy. Scale (NMLS) for university students. Computers in Human Behavior, 63, 834–843. https://doi.org/10.1016/j.chb.2016.06.035 Koltay, T. (2011). The media and the literacies: Media literacy, information literacy, digital literacy. Media, Culture & Society, 33(2), 211–221. https://doi.org/10.1177/0163443710393382 Lee, L., Chen, D., Li, J., & Lin, T. (2015). Understanding new media literacy: The. development of a measuring instrument. Computers & Education, 85, 84–93. https://doi.org/10.1016/j.compedu.2015.02.006 Legislative Yuan, Republic of China. (1997). Public Television Act. https://lis.ly.gov.tw/lglawc/lawsingle?0002186A33DE000000000000000000A000000002000000^02411086053100^00000000000 Lin, T. B., Li, J. Y., Deng, F., & Lee, L. (2013). Understanding new media literacy: An. explorative theoretical framework. Educational Technology & Society, 16(4), 160–170. http://www.ifets.info/journals/16_4/13.pdf Lockert, M., & Safane, J. (2024, October 31). What is the invisible hand? A guide to. Adam Smith’s economic theory. Business Insider. https://www.businessinsider.com/personal-finance/investing/invisible-hand Long, D., Blunt, T., & Magerko, B. (2021). Co-designing AI literacy exhibits for informal. learning spaces. Proceedings of the ACM on Human-Computer Interaction, 5(CSCW2), 1–35. https://doi.org/10.1145/3476034 Luke, C. (2007). As seen on TV or was that my phone? New media literacy. Policy. Futures in Education, 5(1), 50–58. https://doi.org/10.2304/pfie.2007.5.1.50 Mazzucato, M., Conway, R., Mazzoli, E., Knoll, E., & Albala, S. (2020). Creating and. measuring dynamic public value at the BBC (IIPP WP 2020-19). UCL Institute for Innovation and Public Purpose. Ministry of Justice, Republic of China. (2018a). Radio and Television Act [廣播電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050001 Ministry of Justice, Republic of China. (2018b). Cable Radio and Television Act [有線廣播電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050008 Ministry of Justice, Republic of China. (2022). Satellite Broadcasting Act [衛星廣播電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050013 Ministry of Justice, Republic of China. (2023). Public Television Act [公共電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050025 Moe, H., & Syvertsen, T. (2009). Researching public service broadcasting. In The handbook of journalism studies. https://www.hf.uio.no/imk/personer/vit/trinesy/chapter-28-moe-and-syvertsen.pdf Moe, H. (2010). Governing public service broadcasting: “Public value tests” in. different national contexts. Communication, Culture & Critique, 3(2), 207–223. https://doi.org/10.1111/j.1753-9137.2010.01067.x National Association for Media Literacy Education. (2025). Media literacy defined. https://namle.org/resources/media-literacy-defined/ Ng, D. T. K., Wu, W., Leung, J. K. L., Chiu, T. K. F., & Chu, S. K. W. (2023). Design and validation of the AI literacy questionnaire: The affective, behavioural, cognitive, and ethical approach. British Journal of Educational Technology, 55(3), 1082–1104. https://doi.org/10.1111/bjet.13411 Oxford Dictionary. (2025). Literacy. https://dictionary.cambridge.org/dictionary/english/literacy Panayo, J., & Tolentino, C. (2024). Exploring news media literacy and its dimensions. Diversitas Journal, 9(1). https://doi.org/10.48017/dj.v9ispecial1.2827 Potter, W. (2022). Analysis of definitions of media literacy. Journal of Media Literacy Education, 14(2), 27–43. https://doi.org/10.23860/JMLE-2022-14-2-3 Public Service Media Alliance. (2025). What is PSM? https://www.publicmediaalliance.org/about-us/what-is-psm/ Public Television Service, Taiwan. (2013). 公廣集團公共價值評量體系說明 [Explanation to the public value assessment. system of the Taiwan Broadcasting System]. https://info-material.pts.org.tw/pub_value/value_exp.pdf Public Television Service, Taiwan. (2023). 公共價值評量 [Public value assessments]. https://info.pts.org.tw/%E7%9B%A3%E7%9D%A3%E6%A9%9F%E5%88%B6/%E5%85%AC%E5%85%B1%E5%83%B9%E5%80%BC%E8%A9%95%E9%87%8F Radoslavov, S. (2014). Media literacy promotion as a form of public value? Comparing. BBC’s, ZDF’s, and RAI’s normative approaches. In G. F. Lowe & F. Martin (Eds.), The value of public service media (RIPE@2013, Göteborg) (pp. 135–154). Nordicom. Reiter, B. (2013). The epistemology and methodology of exploratory social science research: Crossing Popper with Marcuse. https://digitalcommons.usf.edu/gia_facpub/99 Saliu, H. (2024). Navigating media literacy in the AI era: Analyzing gaps in two classic media literacy books. Journal of Applied Learning & Teaching, 7(2). https://doi.org/10.37074/jalt.2024.7.2.25 Sánchez, S. L. C., Rojo, A. F., Martínez, A. R., & Samaniego, C. M. (2019). Media and information literacy: A measurement instrument for adolescents. Educational Review, 73(4), 487–502. https://doi.org/10.1080/00131911.2019.1646708 Sillito, D., & Rufo, Y. (2024, March 26). BBC to explore how to reform licence fee, director general says. BBC News. https://www.bbc.com/news/entertainment-arts-68654318 Stamboliev, E. (2023, September 21). Proposing a postcritical AI literacy: Why we should worry less about algorithmic transparency and more about citizen empowerment. HAL Archive. https://hal.science/hal-04221538v1 Stewart, O. G., & Rodgers, D. J. (2025). A critical AI media literacy framework: Understanding layered bias and empowerment in artificial intelligence. Learning, Media and Technology, 1–13. https://doi.org/10.1080/17439884.2025.2527179 Tandoc, E. C., Yee, A. Z. H., Ong, J., Lee, J. C. B., Xu, D., Han, Z., Han, C. C., Ng, H. Y., Lim, C. M., Cheng, L. R. J., & Cayabyab, M. Y. (2021). Developing a perceived social media literacy scale: Evidence from Singapore. International Journal of Communication, 15, 2484–2505. Tornero, J. M. P., Grizzle, A., Pulido, C. M., & Tayie, S. S. (2021). The challenge of media and information literacy for public service media. In Palgrave global media policy and business (pp. 247–273). https://doi.org/10.1007/978-3-030-56466-7_13 Touretzky, D., Gardner-McCune, C., Martin, F., & Seehorn, D. (2019). Envisioning AI. for K–12: What should every child know about AI? Proceedings of the AAAI Conference on Artificial Intelligence, 33(1), 1. https://doi.org/10.1609/aaai.v33i01.33019795 UNESCO, UNICEF, OECD, & World Bank. (2019). Beijing consensus on artificial intelligence and education. https://unesdoc.unesco.org/ark:/48223/pf0000368303 UNESCO. (2022). Global standards for media and information literacy curricula development guidelines. https://www.unesco.org/sites/default/files/medias/files/2022/02/Global%20Standards%20for%20Media%20and%20Information%20Literacy%20Curricula%20Development%20Guidelines_EN.pdf UNESCO. (2023). Abuja declaration on global financing for media and information literacy: An imperative to fight against disinformation and build trust. https://unesdoc.unesco.org/ark:/48223/pf0000384461 UNESCO. (2025). What you need to know about literacy. https://www.unesco.org/en/literacy/need-know Velander, J., Otero, N., & Milrad, M. (2024). What is critical (about) AI literacy? Exploring conceptualizations present in AI literacy discourse. In Postdigital science and education (pp. 139–160). https://doi.org/10.1007/978-3-031-58622-4_8 Yi, Y. (2021). Establishing the concept of AI literacy. JAHR, 12(2), 353–368. https://doi.org/10.21860/j.12.2.8 Youngs, I. (2025, January 13). Culture secretary rules out funding BBC from taxes. BBC News. https://www.bbc.com/news/articles/cp3wwkdnddzo YLE. (2022). Yle’s Administrative Council launches a public value test on the audio. content offered by Yle on the internet. https://yle.fi/aihe/a/20-10003395 呂傑華、白亦方（2012）。媒體素養教育與課程實踐歷程之再思與展望。課程與教學， 15(1).1-34.。https://doi.org/10.6384/CIQ.201201.0002 黃聿清 (2022)。 識讀媒體、從心開始：跨媒體素養，看、讀、做。http://mlearn.moe.gov.tw/TopicArticle/PartData?key=10905 陳至中 （2024）。國中會考寫作6級分樣卷一覽 探討媒體「標題殺」、網購吸睛手法。https://www.cna.com.tw/news/ahel/202406070139.aspx 中華民國內政部（2025）。114年第14週內政統計通報。https://www.moi.gov.tw/News_Content.aspx?n=9&sms=9009&s=326827 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
112461010資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112461010 資料類型 thesis dc.contributor.advisor 陳憶寧 zh_TW dc.contributor.advisor Chen, Yi-Ning en_US dc.contributor.author (Authors) 李澤灝 zh_TW dc.contributor.author (Authors) Li, Chak Ho Samuel en_US dc.creator (作者) 李澤灝 zh_TW dc.creator (作者) Li, Chak Ho Samuel en_US dc.date (日期) 2026 en_US dc.date.accessioned 2-Feb-2026 13:00:18 (UTC+8) - dc.date.available 2-Feb-2026 13:00:18 (UTC+8) - dc.date.issued (上傳時間) 2-Feb-2026 13:00:18 (UTC+8) - dc.identifier (Other Identifiers) G0112461010 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/161453 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 112461010 zh_TW dc.description.abstract (摘要) 「素養」(Literacy)以往限於描述個人「能否閱讀及書寫」，然而今天已擴及為描述「對於某門知識的掌握」。云云「素養」之中，「媒體素養」素來受定義及量測的困難所苦。本研究旨在綜合古今定義及量測「媒體素養」的研究，並透過三階段式研究設計，發展一套適用於一般定義的媒體素養量表。 本研究透過因素分析一份由台灣一所大型大學 302 人填答的問卷調查發現七個與媒體素養相關的因子，分布在「近用」(Access)、「評價」(Evaluate)、「創作」(Create)三大類內，問卷調查同時發現受訪群體普遍對自己的媒體素養程度抱持相當信心，只在「創作」類別內信心稍低。 相關分析確認前人研究中認知需要(Need For Cognition)與媒體素養的正面關聯，並部分支持媒體素養與公共服務媒體使用與評價呈弱至中等程度相關。公共服務媒體使用與評價與媒體素養中「評價」(Evaluate)及「創作」(Create)能力則呈正相關。 本研究透過驗證一套著重於使用者如何使用及在認知與行為上處理在所有形式媒體內容的媒體素養量表達至研究創新，並在認知需要(Need For Cognition)及媒體素養相關性方面提供實證。 zh_TW dc.description.abstract (摘要) Literacy used to refer to one’s “ability to read and write”, now more broadly defined as “knowledge of a particular subject, or a particular type of knowledge”. Among the different types of literacy conceptualized, “media literacy” has long been bothered by the issue to define and measure such literacy. This study aims to synthesise past and current works aimed at defining and measuring the literacy, and develop a scale to measure such literacy for a general definition, using a three-stage design. A factor analysis rooting from an online survey done with a sample size of 302 in a large university in Taiwan found 7 factors related to media literacy skills, divided in to three main categories of “Access”, “Evaluate” and “Create”. The survey also found the sample generally confident of their media literacy skills, only least confident in skills of creation. Correlation analysis confirmed that need for cognition is positively correlated to one’s media literacy skills, while the analysis partially supports that media literacy skills positively correlates with use and appreciation of Public Service Media content. The reverse is true, however, that Public Service Media use and appreciation positively predicts people’s skills in evaluating and creating content This study served to provide a validated and tested media literacy measurement instrument which focuses on the how the user deals with information and their cognitive and behavioral perceptions towards dealing with so information. The scale also provided some statistical evidence that one’s need of cognition did have an effect on one’s media literacy levels, an area of investigation worthy of further investigation. en_US dc.description.tableofcontents Acknowledgement iii Abstract iv List of tables vi List of figures vii Chapter 1 Introduction 1 1.1 Motivation of study 2 1.2 Media Literacy Education in Taiwan 3 1.3 Expected Contribution 4 Chapter 2 Literature Review 5 2.1 Theoretical foundation-Media Literacy 5 2.1.1 The “evolution” of literacies 5 2.1.2 Media Literacy and AI literacy 8 2.1.3 The definition of Media Literacy 9 2.1.4 Theoretical frameworks to comprehend media literacy 13 2.1.5 Elements of media literacy skills 15 2.1.6 Media Literacy Scales and previous efforts to develop them 18 2.1.7 The need for quantitative and empirical data towards measuring and studying media literacy 22 2.1.8 Media Literacy, Public Service Media and public value of Public Service Media 23 2.1.9 Commonalities and differences of a Media Literacy Scale and a AI Literacy scale 26 2.2 Theoretical Foundation (II)-Need for Cognition 27 2.3 Aim of study and research questions 29 Chapter 3 Methodology 30 3.1 Why exploratory? 30 3.1.1 Step I: Literature review 31 3.1.2 Step II: Item and scale development 31 3.1.3 Step III: Survey and analysis 33 3.2 Item development 34 3.2.1 Rationale for classifying items 35 3.2.2 Classification of referenced questionnaire items 36 3.3 Compilation of items classified under the operational definitions 42 3.2.4 Adoption and conflation of repeating items and creation of new items 46 3.2.5 Creating new items 62 3.2.6 New questions regarding public service media values 62 3.2.7 The final list of questions [The Item Pool] 64 3.3 Pre-test 69 3.3.1 Demographics 69 3.3.2 Reliability analysis and factor analysi 72 3.3.3 Preliminary analysis 96 Chapter 4 Findings 99 4.1 Survey overview 99 4.2 Descriptive analysis 104 4.2.1 Construction of summative scales 104 4.2.2 Descriptive analysis of scales 105 4.3 Reliability analysis and factor analysis 105 4.4 Correlation analysis 128 4.5 Summary of findings 140 Chapter 5 Discussions and Conclusions 143 5.1 Defining and measuring media and AI literacy 143 5.2 Need for cognition and media literacy 145 5.3 Media literacy levels in the Taiwanese population 145 5.4 Relationship between media literacy and Public Service Media 146 5.5 Implications 147 5.6 Limitations of the scale 148 5.7 Future research directions 149 5.8 Conclusion 150 References 151 Appendices 160 Appendix 1: Questionnaire 160 Appendix 2: Scales related to Media Literacy 170 Appendix 2A Koc and Barut’s “New Media Literacy Scale” 170 Appendix 2B Tandoc et al (2022)’s Perceived Social Media Literacy Scale 172 Appendix 3: Scales related to Public Service Media Values 173 Appendix 3a-1: Public Value Assessment of Public Television Service Taiwan 173 Appendix 3a-2: Questionnaire in the PTS Public Value Assessment exercise 2024 175 Appendix 3b: The BBC Public Value Test (November 2012) 182 Appendix 4: Need for Cognition Scale (NCS) 183 zh_TW dc.format.extent 2086175 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112461010 en_US dc.subject (關鍵詞) 媒體識讀 zh_TW dc.subject (關鍵詞) 媒體素養 zh_TW dc.subject (關鍵詞) 人工智能素養 zh_TW dc.subject (關鍵詞) 公共服務媒體 zh_TW dc.subject (關鍵詞) 認知需要 zh_TW dc.subject (關鍵詞) Media Literacy en_US dc.subject (關鍵詞) AI Literacy en_US dc.subject (關鍵詞) Public Service Media en_US dc.subject (關鍵詞) Need For Cognition en_US dc.title (題名) 探討建立全面性媒體素養量測工具 zh_TW dc.title (題名) Developing a comprehensive Media Literacy scale - An exploratory study in Taiwan en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Arke, E. T., & Primack, B. A. (2009). Quantifying media literacy: Development,reliability, and validity of a new measure. Educational Media International, 46(1), 53-65. https://doi.org/10.1080/09523980902780958 Austin, E. W., & Domgaard, S. (2024). The media literacy theory of change and the. message interpretation process model. Communication Theory. https://doi.org/10.1093/ct/qtae018 BBC Trust. (2012). BBC Trust assessment processes: Guidance document. https://downloads.bbc.co.uk/bbctrust/assets/files/pdf/about/how_we_govern/pvt/assessment_processes_guidance.pdf BBC Trust. (2025). Public value tests. https://www.bbc.co.uk/bbctrust/governance/tools_we_use/public_value_tests.html Bewersdorff, A., Schiff, D. S., & Hornberger, M. (2025). AI literacy: What it is, what it isn’t, who needs it and why it’s hard to define. The Conversation. https://theconversation.com/ai-literacy-what-it-is-what-it-isnt-who-needs-it-and-why-its-hard-to-define-256061 Boateng, G. O., Neilands, T. B., Frongillo, E. A., Melgar Quiñonez, H. R., & Young, S. L. (2018). Best practices for developing and validating scales for health, social, and behavioral research: A primer. Frontiers in Public Health, 6, 149. https://doi.org/10.3389/fpubh.2018.00149 Borg, J., & Lauri, M. A. (2011). A comparative study of EU documents on media literacy. Media Education Research Journal, 2(1), 30–-42. https://www.um.edu.mt/library/oar/bitstream/123456789/21852/1/A%20Comparative%20study%20of%20EU%20document%20on%20Media%20Literacy.pdf Buckingham, D. (1989). Television literacy: A critique. Radical Philosophy, 51, 12–25. Buckingham, D. (2015). Defining digital literacy: What do young people need to know about digital media? Nordic Journal of Digital Literacy, 10(Jubileumsnummer), 21–35. https://doi.org/10.18261/issn1891-943x-2015-jubileumsnummer-03 Cambridge Dictionary. (2025a). Access. https://dictionary.cambridge.org/dictionary/english/access Cambridge Dictionary. (2025b). Evaluate. https://dictionary.cambridge.org/dictionary/english/evaluate Cambridge Dictionary. (2025c). Create. https://dictionary.cambridge.org/dictionary/english/create Carpenter, S. (2018). Ten steps in scale development and reporting: A guide for researchers. Communication Methods and Measures, 12(1), 25–44. https://doi.org/10.1080/19312458.2017.1396583 Carolus, A., Koch, M. J., Straka, S., Latoschik, M. E., & Wienrich, C. (2023). MAILS- Meta AI literacy scale: Development and testing of an AI literacy questionnaire based on competency models and meta competencies. Computers in Human Behavior: Artificial Humans, 1(2), 100014. https://doi.org/10.1016/j.chbah.2023.100014 Casal Otero, L., Catala, A., Fernández Morante, C., Taboada, M., Cebreiro, B., & Barro, S. (2023). AI literacy in K 12: A systematic literature review. International Journal of STEM Education, 10(1), 29. https://doi.org/10.1186/s40594-023-00418-7 Callecod Weinrich, K., & Krek, J. (2025). News literacy and public service news broadcasting: Is there a connection? Evaluating News Literacy Among Viewers. and Non-Viewers of PSB News Programming in Austria.SAGE Open, 15(1). https://doi.org/10.1177/21582440241311648 Chinese Television System. (2024). Annual report of the Chinese Television System, 2023 [2023 中華電視公司 年度報告]. https://info-material.pts.org.tw/annual/2023annual_CTS.pdf Chiu, T. K., Chen, Y., Yau, K. W., Chai, C., Meng, H., King, I., Wong, S., & Yam, Y. (2024). Developing and validating measures for AI literacy tests: From self reported to objective measures. Computers and Education: Artificial Intelligence, 7, 100282. https://doi.org/10.1016/j.caeai.2024.100282 Couraceiro, P., Paisana, M., Vasconcelos, A., Cardoso, G., & Lopes, F. (2025). Building legitimacy: Audience trust as a pillar of public service media. Journal of Digital Media & Policy. https://doi.org/10.1386/jdmp_00184_1 Davidsone, A., Silkane, V., & Bucholtz, I. (2025). Measuring adults’ media literacy skills and news media literacy knowledge in the context of age, gender, and education level. Journal of Media Literacy Education, 17(1), 75-88. https://doi.org/10.23860/JMLE-2025-17-1 De Holanda Coelho, G. L., Hanel, P. H. P., & Wolf, L. J. (2020). The very efficient assessment of need for cognition: Developing a six item version. Assessment,27(8), 1870–1885. https://doi.org/10.1177/1073191118793208 Department for Culture, Media and Sport. (2006). An agreement between her majesty’s secretary of state for culture, media and sport and the british. broadcasting corporation. https://downloads.bbc.co.uk/bbctrust/assets/files/pdf/about/how_we_govern/agreement.pdf Eristi, B., & Erdem, C. (2017). Development of a media literacy skills scale. Contemporary Educational Technology, 8(3). https://doi.org/10.30935/cedtech/6199 European Broadcasting Union. (2023). Public service media strengthening media literacy. https://www.ebu.ch/files/live/sites/ebu/files/Publications/MIS/login_only/psm/EBU MIS_Media_Literacy_Report public.pdf European Broadcasting Union. (2024). Trust in public service media: The backbone ofnews credibility in Europe. https://www.ebu.ch/files/live/sites/ebu/files/Publications/MIS/login_only/psm/EBU MIS Trust_in_Public_Service_Media_2024 Public.pdf Foley, J. M. (2025, February 18). Literacy. Encyclopaedia Britannica. https://www.britannica.com/topic/literacy Fuchs, C., & Unterberger, K. (2021). The public service media and public service internet manifesto. University of Westminster Press. https://doi.org/10.16997/book60 Gorsuch, R. L. (1974). Factor analysis. W. B. Saunders. Harding, C. P., & Waimon, M. (1972). Television literacy. The Clearing House, 47(2), 107–110. http://www.jstor.com/stable/30184552 Haugtvedt, C. P., Petty, R. E., & Cacioppo, J. T. (1992). Need for cognition and advertising: Understanding the role of personality variables in consumer behavior. Journal of Consumer Psychology, 1(3), 239–260. https://doi.org/10.1016/S1057-7408(08)80038-1 Hinton, M., & Wagemans, J. H. M. (2021). Evaluating reasoning in natural arguments: A procedural approach. Argumentation, 36(1), 61–84. https://doi.org/10.1007/s10503-021-09555-1 Horowitz, M. A., D’Arma, A., & Michalis, M. (2020). Why advocate for public service media? Perspectives from organizations for media development. Interactions: Studies in Communication & Culture, 11(2), 261–268. https://doi.org/10.1386/iscc_00023_7 Kaiser, H. F., & Rice, J. (1974). Little Jiffy, Mark IV. Educational and Psychological. Measurement, 34(1), 111–117. https://doi.org/10.1177/001316447403400115 Koc, M., & Barut, E. (2016). Development and validation of the New Media Literacy. Scale (NMLS) for university students. Computers in Human Behavior, 63, 834–843. https://doi.org/10.1016/j.chb.2016.06.035 Koltay, T. (2011). The media and the literacies: Media literacy, information literacy, digital literacy. Media, Culture & Society, 33(2), 211–221. https://doi.org/10.1177/0163443710393382 Lee, L., Chen, D., Li, J., & Lin, T. (2015). Understanding new media literacy: The. development of a measuring instrument. Computers & Education, 85, 84–93. https://doi.org/10.1016/j.compedu.2015.02.006 Legislative Yuan, Republic of China. (1997). Public Television Act. https://lis.ly.gov.tw/lglawc/lawsingle?0002186A33DE000000000000000000A000000002000000^02411086053100^00000000000 Lin, T. B., Li, J. Y., Deng, F., & Lee, L. (2013). Understanding new media literacy: An. explorative theoretical framework. Educational Technology & Society, 16(4), 160–170. http://www.ifets.info/journals/16_4/13.pdf Lockert, M., & Safane, J. (2024, October 31). What is the invisible hand? A guide to. Adam Smith’s economic theory. Business Insider. https://www.businessinsider.com/personal-finance/investing/invisible-hand Long, D., Blunt, T., & Magerko, B. (2021). Co-designing AI literacy exhibits for informal. learning spaces. Proceedings of the ACM on Human-Computer Interaction, 5(CSCW2), 1–35. https://doi.org/10.1145/3476034 Luke, C. (2007). As seen on TV or was that my phone? New media literacy. Policy. Futures in Education, 5(1), 50–58. https://doi.org/10.2304/pfie.2007.5.1.50 Mazzucato, M., Conway, R., Mazzoli, E., Knoll, E., & Albala, S. (2020). Creating and. measuring dynamic public value at the BBC (IIPP WP 2020-19). UCL Institute for Innovation and Public Purpose. Ministry of Justice, Republic of China. (2018a). Radio and Television Act [廣播電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050001 Ministry of Justice, Republic of China. (2018b). Cable Radio and Television Act [有線廣播電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050008 Ministry of Justice, Republic of China. (2022). Satellite Broadcasting Act [衛星廣播電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050013 Ministry of Justice, Republic of China. (2023). Public Television Act [公共電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050025 Moe, H., & Syvertsen, T. (2009). Researching public service broadcasting. In The handbook of journalism studies. https://www.hf.uio.no/imk/personer/vit/trinesy/chapter-28-moe-and-syvertsen.pdf Moe, H. (2010). Governing public service broadcasting: “Public value tests” in. different national contexts. Communication, Culture & Critique, 3(2), 207–223. https://doi.org/10.1111/j.1753-9137.2010.01067.x National Association for Media Literacy Education. (2025). Media literacy defined. https://namle.org/resources/media-literacy-defined/ Ng, D. T. K., Wu, W., Leung, J. K. L., Chiu, T. K. F., & Chu, S. K. W. (2023). Design and validation of the AI literacy questionnaire: The affective, behavioural, cognitive, and ethical approach. British Journal of Educational Technology, 55(3), 1082–1104. https://doi.org/10.1111/bjet.13411 Oxford Dictionary. (2025). Literacy. https://dictionary.cambridge.org/dictionary/english/literacy Panayo, J., & Tolentino, C. (2024). Exploring news media literacy and its dimensions. Diversitas Journal, 9(1). https://doi.org/10.48017/dj.v9ispecial1.2827 Potter, W. (2022). Analysis of definitions of media literacy. Journal of Media Literacy Education, 14(2), 27–43. https://doi.org/10.23860/JMLE-2022-14-2-3 Public Service Media Alliance. (2025). What is PSM? https://www.publicmediaalliance.org/about-us/what-is-psm/ Public Television Service, Taiwan. (2013). 公廣集團公共價值評量體系說明 [Explanation to the public value assessment. system of the Taiwan Broadcasting System]. https://info-material.pts.org.tw/pub_value/value_exp.pdf Public Television Service, Taiwan. (2023). 公共價值評量 [Public value assessments]. https://info.pts.org.tw/%E7%9B%A3%E7%9D%A3%E6%A9%9F%E5%88%B6/%E5%85%AC%E5%85%B1%E5%83%B9%E5%80%BC%E8%A9%95%E9%87%8F Radoslavov, S. (2014). Media literacy promotion as a form of public value? Comparing. BBC’s, ZDF’s, and RAI’s normative approaches. In G. F. Lowe & F. Martin (Eds.), The value of public service media (RIPE@2013, Göteborg) (pp. 135–154). Nordicom. Reiter, B. (2013). The epistemology and methodology of exploratory social science research: Crossing Popper with Marcuse. https://digitalcommons.usf.edu/gia_facpub/99 Saliu, H. (2024). Navigating media literacy in the AI era: Analyzing gaps in two classic media literacy books. Journal of Applied Learning & Teaching, 7(2). https://doi.org/10.37074/jalt.2024.7.2.25 Sánchez, S. L. C., Rojo, A. F., Martínez, A. R., & Samaniego, C. M. (2019). Media and information literacy: A measurement instrument for adolescents. Educational Review, 73(4), 487–502. https://doi.org/10.1080/00131911.2019.1646708 Sillito, D., & Rufo, Y. (2024, March 26). BBC to explore how to reform licence fee, director general says. BBC News. https://www.bbc.com/news/entertainment-arts-68654318 Stamboliev, E. (2023, September 21). Proposing a postcritical AI literacy: Why we should worry less about algorithmic transparency and more about citizen empowerment. HAL Archive. https://hal.science/hal-04221538v1 Stewart, O. G., & Rodgers, D. J. (2025). A critical AI media literacy framework: Understanding layered bias and empowerment in artificial intelligence. Learning, Media and Technology, 1–13. https://doi.org/10.1080/17439884.2025.2527179 Tandoc, E. C., Yee, A. Z. H., Ong, J., Lee, J. C. B., Xu, D., Han, Z., Han, C. C., Ng, H. Y., Lim, C. M., Cheng, L. R. J., & Cayabyab, M. Y. (2021). Developing a perceived social media literacy scale: Evidence from Singapore. International Journal of Communication, 15, 2484–2505. Tornero, J. M. P., Grizzle, A., Pulido, C. M., & Tayie, S. S. (2021). The challenge of media and information literacy for public service media. In Palgrave global media policy and business (pp. 247–273). https://doi.org/10.1007/978-3-030-56466-7_13 Touretzky, D., Gardner-McCune, C., Martin, F., & Seehorn, D. (2019). Envisioning AI. for K–12: What should every child know about AI? Proceedings of the AAAI Conference on Artificial Intelligence, 33(1), 1. https://doi.org/10.1609/aaai.v33i01.33019795 UNESCO, UNICEF, OECD, & World Bank. (2019). Beijing consensus on artificial intelligence and education. https://unesdoc.unesco.org/ark:/48223/pf0000368303 UNESCO. (2022). Global standards for media and information literacy curricula development guidelines. https://www.unesco.org/sites/default/files/medias/files/2022/02/Global%20Standards%20for%20Media%20and%20Information%20Literacy%20Curricula%20Development%20Guidelines_EN.pdf UNESCO. (2023). Abuja declaration on global financing for media and information literacy: An imperative to fight against disinformation and build trust. https://unesdoc.unesco.org/ark:/48223/pf0000384461 UNESCO. (2025). What you need to know about literacy. https://www.unesco.org/en/literacy/need-know Velander, J., Otero, N., & Milrad, M. (2024). What is critical (about) AI literacy? Exploring conceptualizations present in AI literacy discourse. In Postdigital science and education (pp. 139–160). https://doi.org/10.1007/978-3-031-58622-4_8 Yi, Y. (2021). Establishing the concept of AI literacy. JAHR, 12(2), 353–368. https://doi.org/10.21860/j.12.2.8 Youngs, I. (2025, January 13). Culture secretary rules out funding BBC from taxes. BBC News. https://www.bbc.com/news/articles/cp3wwkdnddzo YLE. (2022). Yle’s Administrative Council launches a public value test on the audio. content offered by Yle on the internet. https://yle.fi/aihe/a/20-10003395 呂傑華、白亦方（2012）。媒體素養教育與課程實踐歷程之再思與展望。課程與教學， 15(1).1-34.。https://doi.org/10.6384/CIQ.201201.0002 黃聿清 (2022)。 識讀媒體、從心開始：跨媒體素養，看、讀、做。http://mlearn.moe.gov.tw/TopicArticle/PartData?key=10905 陳至中 （2024）。國中會考寫作6級分樣卷一覽 探討媒體「標題殺」、網購吸睛手法。https://www.cna.com.tw/news/ahel/202406070139.aspx 中華民國內政部（2025）。114年第14週內政統計通報。https://www.moi.gov.tw/News_Content.aspx?n=9&sms=9009&s=326827 zh_TW
