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題名 臉書引言框架對科學新聞理解之影響
Framing Effect: The Influence of "Facebook Lead" on Science News Comprehension
作者 陳姵如
Chen, Pei Ju
貢獻者 施琮仁
Shih, Tsung Jen
陳姵如
Chen, Pei Ju
關鍵詞 框架
人情趣味
爭議
理解
臉書
framing
human interest
conflict
comprehension
Facebook
日期 2014
上傳時間 1-Oct-2014 13:38:36 (UTC+8)
摘要 隨著社群媒體的熱潮持續延燒，許多科學新聞機構也開始透過臉書的粉絲專頁來發佈自己的新聞以增加新聞曝光率。過去有關於媒體粉絲專頁的研究多探討行銷行為，鮮少針對新聞機構的臉書專頁做研究，對於粉絲專頁社群編輯的引言所形成的框架效果研究也付之闕如。本研究包含兩個實驗法，將兩則不同主題的科學新聞（基因改造、奈米科技）各自配上三種不同框架的臉書引言-技術性框架、爭議性框架、和人情趣味框架，來探討臉書的引言對於科學新聞閱聽眾的影響。 結果發現，人情趣味的臉書引言只會增進讀者想要點擊新聞全文的慾望，卻不會對新聞主文的詮釋造成影響。爭議性臉書引言除了增進讀者閱讀新聞全文的慾望之外，也會再強化讀者對新聞全文的認知。然而這兩種框架對於讀者的新聞注意度、理解度和議題相關性沒有影響。
As social media continue to gain popularity, scientific news agencies also adopt the trend to increase online presence and fuel exposure because of the growing need to strengthen the communication between scientists and the general public. This study investigated the potential power of the current most popular social media- Facebook in fostering public understanding of science by employing two one-factor between-subject web-based experimental factorial designs. Experiment 1 used genetic modification news and experiment 2 used nanotechnology news. Each piece of science news had three different Facebook framed leads: technique, conflict and human interest. Research results found human interest frame only served to arouse reader’s situational interest to click on the news feed to access to the full story but didn’t affect how readers interpret the main theme of the science news articles. On the other hand, conflict frame not only enhanced reader’s intention to click on the news feed but also reinforced how they perceive the main theme of the news story. However, the two soft news frames have no effect on reader’s perceived news attention, understanding and relevance. This study aimed to contribute to the literature as one of the first studies on the use of the social media in the realm of the public understanding of science.
參考文獻 Bauer, Martin W., Allum, Nick, & Miller, Steve. (2007). What can we learn from 25 years of PUS survey research? Liberating and expanding the agenda. Public Understanding of Science, 16(1), 79-95.

Baum, M. A. 2003. ‘Commentary: Soft News and Political Knowledge: Evidence of Absence or Absence of Evidence?’, Political Communication, 20, 173–90.

Baum, M. A. & Jamison, A. S. 2006. ‘The Oprah Effect: How Soft News Helps Inattentive Citizens Vote Consistently’, Journal of Politics, 68, 946–59.

Bann, C.M., & Schwerin, M.J. (2004). Public knowledge and attitudes scale construction: development of short forms. Research Triangle Park, NC: RTI International.

Blake, C.A. (2007). Blake C. Andrew. Media-generated Shortcuts: Do Newspaper Headlines Present Another Roadblock for Low-information Rationality? The Harvard International Journal of Press/Politics,12(2), 24-43.

BusinessNext(2013). 2013 Taiwan top 100 sites revealed, Facebook as number one. Retrived from http://www.bnext.com.tw/

Carmines, E., & Stimson, J. . (1980). The two faces of issue voting. American Political Science Review, 74(1), 78-91.

Chen, Y. N. (2011). When Scientists Meet Journalists: An Explorative Study on the Differences of the Two Profession`s Perceptions of Science News. Chinese Journal of Communication Research.19, 147-187.

Chang, C. (2009). Repetition variation strat- egies for narrative advertising. The Journal of Advertising, 38(3), 51-65.

Chang, C.C. (2012). Features of Science Reporting and Their Influences-An Exploration Based on Structures of Scientific Knowledge and Schema Theory. Chinese Journal of Science Communication, 20(3), 193-216.

Chen, L., & Zillmann, D. (2002). Effects of lead frames on the selective reading of associated news reports. Paper presented in the scholar-to- scholar session of the Newspaper Division of the Association for Education in Journalism and Mass Communication’s national conference, Miami Beach, FL.

Chen, L., Zillmann, D., Knobloch, S., & Callsion, C. (2004). Effects of Lead Framing on Selective Exposure to Internet News Reports. Communication Research, 31(1), 58-81.

ComScore Media Metrix (2013). ARO/MMX releases August 2013 Media Metrix Network Flow Report. ARO. Retrived from http://www.insightxplorer.com/

ComScore Media Metrix (2014). ARO/MMX releases August 2014 Media Metrix Network Flow Report. ARO. Retrived from http://www.insightxplorer.com/

Cheng, Kun Yi. (2011). A study on the management of Internet news community: take the facebook "fan page" as example. (Unpublished doctoral dissertation). Shih Hsin University, Taiwan.
Condit, C. M., Ferguson, A., Kassel, R., Thadhani, C., Gooding, H.C., & Parrott, R. (2001). An Exploratory Study of the Impact of News Headlines on Genetic Determinism. Science Communication, 22(4), 379-395.

Dor, Daniel. (2003). On newspaper headlines as relevance optimizers. Journal of Pragmatics, 35, 695-721.

D` Haenens, L. & Bosman, J. (2003). Portrayal of Canada in the Dutch Print Media. Canandian Journal of Communication, 28(2).

Dunwoody, S. (1992). Comparative strategies for making the complex clear. In B. V. Lewenstein (Ed.), When science meets the public (pp. 101-102). Washington,DC: American Association for the Advancement of Science.

Entman, R. M. (1993). “Framing: Toward clarification of a fractured paradigm,” Journal of Communication, 43(4), 51-58.

Eperen, L. V., & Marincola, F. M. (2011). How scientists use social media to communicate their research. Journal translational medicine, 9: 199.

Facebook Statistics. [http://www.facebook.com/press/info.php?statistics].

Gamson, W. A., & Modigliani, A. (1989). Media discourse and public opinion on nuclear power: A constructionist approach. American Journal of Sociology, 95, 1-37.

Geer, J. G., & Kahn F. K. 1993. “Grabbing Attention: An Experimental Investigation of Headlines during Campaigns.” Political Communication 10(2):175–91.

Genova, B. K. L., & Greenberg, B. S. (1979). Interests in news and the knowledge gap. Public OpinionQuarterly, 43, 79-91.

Graber, D. A. 2001. Processing Politics: Learning from Television in the Internet Age. Chicago, IL: University of Chicago Press.

Bik HM, Goldstein MC (2013) An Introduction to Social Media for Scientists. PLoS Biol 11(4): e1001535. doi:10.1371/journal.pbio.1001535

Grove, Jennifer Van. (2013). Facebook grabs most attention among social sites. from http://news.cnet.com/8301-1023_3-57569523-93/facebook-grabs-most-attention-among-social-sites/

Hansen, Anders. (1994). Journalistic practices and science reporting in the British press. Public Understanding of Science, 3(111).

Hansen, L.& Bosman, J. (2003). Portrayal of Canada in the Dutch print media. Canadian Journal of communication , 28 (2).

Hart, P. S., & Nisbet, E. C. (2012). Boomerang Effects in Science Communication : How Motivated Reasoning and Identity Cues Amplify Opinion Polarization About Climate Mitigation Policies. Communication Research, 39(7), 701-723.

Huang, C. J., & Jian, M. J. (2006). Science news in Taiwan: A study of news discourse and text structure. Mass Communication Research, 86, 135-170.

Hwang, Yoori, & Southwell, Brian G. (2009). Science TV News Exposure Predicts Science Beliefs : Real World Effects Among a National Sample. Communication Research, 36(5),724-742.

Iyengar, S. 1991. Is Anyone Responsible: How Television Frames Political Issues. Chicago, IL: University of Chicago Press.

Jebril, N., Vreese, C., Dalen, A., & Albæk, E. (2013). The Effects of Human Interest and Conflict News Frames on the Dynamics of Political Knowledge Gains: Evidence from a Cross-national Study. Scandinavian Political Studies, 36(3), 201-226.

Olmstead, K., Mitchell. A., & Rosenstiel. T.(2011). Facebook Is Becoming Increasingly Important. Pew Research Center. Retrived from http://www.journalism.org/

León, Bienvenido. (2008). Science related information in European television: a study of prime-time news. Public Understanding of Science, 17, 443-460.

Li, M. H. (2012). New Media and Science Communication: Media Representations and Content Production of Low Carbon Life Weblog. Public Communication, Collective Action and the Internet. Hsinchu, Taiwan.

Lu, L. H. (2008). Reconstruct the image of science news production in technology society--An empirical study for China times, United Daily News and Liberty times (Unpublished doctoral dissertation). Nanhua University, Taiwan.

Lysak, S., Cremedas, M., & Wolf, J. (2012). Facebook and Twitter in the Newsroom : How and Why Local Television News is Getting Social With Viewers? Electronic News, 6(4), 187-207.

MacDougall, C. (1982). Intrepretive reporting. New York: Macmillan.

McComas, K.A. & Simone, L.M. (2003). Media Coverage of Conflicts of Interest in Science. Science communication, 24(4), 395-419.

Miller, J. D. (2004). Public understanding of, and attitudes toward, scientific research: what we know and what we need to know. Public Understanding of Science, 13, 273-294.

Miller, J. D., Augenbraun, E., Schulhof, J., & Kimmel, L. G. (2006). Adult Science Learning from Local Television Newscasts. Science Communication, 28, 216-242.
Mitchell, A., Rosenstiel, T. & Christian, L. (2013). What Facebook and Twitter Mean for News. Pew Research Center. Retrieved from http://www.journalism.org/

Myers, J.L., Hansen, R.S., Robson, R.C. and McCann, J. (1983) “The Role of Explanation in Learning Elementary Probability,” Journal of Educational Psychology 75: 374–81.

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Neuman, W.R., Just, M.R., & Crigler, A.N. (1992). Common Knowledge. Chicago: University of Chicago Press.

Nisbet, M. C., Brossard, D., & Kroepsch, A. (2003). Framing science: The stem cell contro- versy in an age of press/politics. Harvard International Journal of Press/Politics, 8, 36-70.

Nisbet, M. C., & Scheufele, D. A. (2007). The future of public engagement. The Scientist,21(10), 39-44.

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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
100461012
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100461012
資料類型 thesis
dc.contributor.advisor 施琮仁zh_TW
dc.contributor.advisor Shih, Tsung Jenen_US
dc.contributor.author (Authors) 陳姵如zh_TW
dc.contributor.author (Authors) Chen, Pei Juen_US
dc.creator (作者) 陳姵如zh_TW
dc.creator (作者) Chen, Pei Juen_US
dc.date (日期) 2014en_US
dc.date.accessioned 1-Oct-2014 13:38:36 (UTC+8)-
dc.date.available 1-Oct-2014 13:38:36 (UTC+8)-
dc.date.issued (上傳時間) 1-Oct-2014 13:38:36 (UTC+8)-
dc.identifier (Other Identifiers) G0100461012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/70300-
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) 100461012zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 隨著社群媒體的熱潮持續延燒，許多科學新聞機構也開始透過臉書的粉絲專頁來發佈自己的新聞以增加新聞曝光率。過去有關於媒體粉絲專頁的研究多探討行銷行為，鮮少針對新聞機構的臉書專頁做研究，對於粉絲專頁社群編輯的引言所形成的框架效果研究也付之闕如。本研究包含兩個實驗法，將兩則不同主題的科學新聞（基因改造、奈米科技）各自配上三種不同框架的臉書引言-技術性框架、爭議性框架、和人情趣味框架，來探討臉書的引言對於科學新聞閱聽眾的影響。 結果發現，人情趣味的臉書引言只會增進讀者想要點擊新聞全文的慾望，卻不會對新聞主文的詮釋造成影響。爭議性臉書引言除了增進讀者閱讀新聞全文的慾望之外，也會再強化讀者對新聞全文的認知。然而這兩種框架對於讀者的新聞注意度、理解度和議題相關性沒有影響。zh_TW
dc.description.abstract (摘要) As social media continue to gain popularity, scientific news agencies also adopt the trend to increase online presence and fuel exposure because of the growing need to strengthen the communication between scientists and the general public. This study investigated the potential power of the current most popular social media- Facebook in fostering public understanding of science by employing two one-factor between-subject web-based experimental factorial designs. Experiment 1 used genetic modification news and experiment 2 used nanotechnology news. Each piece of science news had three different Facebook framed leads: technique, conflict and human interest. Research results found human interest frame only served to arouse reader’s situational interest to click on the news feed to access to the full story but didn’t affect how readers interpret the main theme of the science news articles. On the other hand, conflict frame not only enhanced reader’s intention to click on the news feed but also reinforced how they perceive the main theme of the news story. However, the two soft news frames have no effect on reader’s perceived news attention, understanding and relevance. This study aimed to contribute to the literature as one of the first studies on the use of the social media in the realm of the public understanding of science.en_US
dc.description.tableofcontents Introduction……………………………………………………………………5

Literature Review……………………………………………………………8
Research on Facebook………………………………………………………8
Functions of headline……………………………………………………9
Framing effect of headline and lead………………………………11
Science news frames……………………………………………………13

Method………………………………………………………………16
Study1………………………………………………………………16
Participants………………………………………………………………16
Design………………………………………………………………16
Material………………………………………………………………17
Measures………………………………………………………………18
Procedure………………………………………………………………21
Results………………………………………………………………23
Study2…………………………………………………………28
Participants…………………………………………………………28
Design………………………………………………………………28
Material………………………………………………………………28
Measures………………………………………………………………29
Procedure………………………………………………………………31
Results………………………………………………………………32

Discussion……………………………………………………………36

Limitation and future studies………………………………………41

Conclusion……………………………………………………………44

References…………………………………………………………46

Appendices………………………………………………………52
Questionnaire………………………………………………………52
Text of Facebook framed leads……………………………………65		zh_TW
dc.format.extent 803541 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100461012en_US
dc.subject (關鍵詞) 框架zh_TW
dc.subject (關鍵詞) 人情趣味zh_TW
dc.subject (關鍵詞) 爭議zh_TW
dc.subject (關鍵詞) 理解zh_TW
dc.subject (關鍵詞) 臉書zh_TW
dc.subject (關鍵詞) framingen_US
dc.subject (關鍵詞) human interesten_US
dc.subject (關鍵詞) conflicten_US
dc.subject (關鍵詞) comprehensionen_US
dc.subject (關鍵詞) Facebooken_US
dc.title (題名) 臉書引言框架對科學新聞理解之影響zh_TW
dc.title (題名) Framing Effect: The Influence of "Facebook Lead" on Science News Comprehensionen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Bauer, Martin W., Allum, Nick, & Miller, Steve. (2007). What can we learn from 25 years of PUS survey research? Liberating and expanding the agenda. Public Understanding of Science, 16(1), 79-95.

Baum, M. A. 2003. ‘Commentary: Soft News and Political Knowledge: Evidence of Absence or Absence of Evidence?’, Political Communication, 20, 173–90.

Baum, M. A. & Jamison, A. S. 2006. ‘The Oprah Effect: How Soft News Helps Inattentive Citizens Vote Consistently’, Journal of Politics, 68, 946–59.

Bann, C.M., & Schwerin, M.J. (2004). Public knowledge and attitudes scale construction: development of short forms. Research Triangle Park, NC: RTI International.

Blake, C.A. (2007). Blake C. Andrew. Media-generated Shortcuts: Do Newspaper Headlines Present Another Roadblock for Low-information Rationality? The Harvard International Journal of Press/Politics,12(2), 24-43.

BusinessNext(2013). 2013 Taiwan top 100 sites revealed, Facebook as number one. Retrived from http://www.bnext.com.tw/

Carmines, E., & Stimson, J. . (1980). The two faces of issue voting. American Political Science Review, 74(1), 78-91.

Chen, Y. N. (2011). When Scientists Meet Journalists: An Explorative Study on the Differences of the Two Profession`s Perceptions of Science News. Chinese Journal of Communication Research.19, 147-187.

Chang, C. (2009). Repetition variation strat- egies for narrative advertising. The Journal of Advertising, 38(3), 51-65.

Chang, C.C. (2012). Features of Science Reporting and Their Influences-An Exploration Based on Structures of Scientific Knowledge and Schema Theory. Chinese Journal of Science Communication, 20(3), 193-216.

Chen, L., & Zillmann, D. (2002). Effects of lead frames on the selective reading of associated news reports. Paper presented in the scholar-to- scholar session of the Newspaper Division of the Association for Education in Journalism and Mass Communication’s national conference, Miami Beach, FL.

Chen, L., Zillmann, D., Knobloch, S., & Callsion, C. (2004). Effects of Lead Framing on Selective Exposure to Internet News Reports. Communication Research, 31(1), 58-81.

ComScore Media Metrix (2013). ARO/MMX releases August 2013 Media Metrix Network Flow Report. ARO. Retrived from http://www.insightxplorer.com/

ComScore Media Metrix (2014). ARO/MMX releases August 2014 Media Metrix Network Flow Report. ARO. Retrived from http://www.insightxplorer.com/

Cheng, Kun Yi. (2011). A study on the management of Internet news community: take the facebook "fan page" as example. (Unpublished doctoral dissertation). Shih Hsin University, Taiwan.
Condit, C. M., Ferguson, A., Kassel, R., Thadhani, C., Gooding, H.C., & Parrott, R. (2001). An Exploratory Study of the Impact of News Headlines on Genetic Determinism. Science Communication, 22(4), 379-395.

Dor, Daniel. (2003). On newspaper headlines as relevance optimizers. Journal of Pragmatics, 35, 695-721.

D` Haenens, L. & Bosman, J. (2003). Portrayal of Canada in the Dutch Print Media. Canandian Journal of Communication, 28(2).

Dunwoody, S. (1992). Comparative strategies for making the complex clear. In B. V. Lewenstein (Ed.), When science meets the public (pp. 101-102). Washington,DC: American Association for the Advancement of Science.

Entman, R. M. (1993). “Framing: Toward clarification of a fractured paradigm,” Journal of Communication, 43(4), 51-58.

Eperen, L. V., & Marincola, F. M. (2011). How scientists use social media to communicate their research. Journal translational medicine, 9: 199.

Facebook Statistics. [http://www.facebook.com/press/info.php?statistics].

Gamson, W. A., & Modigliani, A. (1989). Media discourse and public opinion on nuclear power: A constructionist approach. American Journal of Sociology, 95, 1-37.

Geer, J. G., & Kahn F. K. 1993. “Grabbing Attention: An Experimental Investigation of Headlines during Campaigns.” Political Communication 10(2):175–91.

Genova, B. K. L., & Greenberg, B. S. (1979). Interests in news and the knowledge gap. Public OpinionQuarterly, 43, 79-91.

Graber, D. A. 2001. Processing Politics: Learning from Television in the Internet Age. Chicago, IL: University of Chicago Press.

Bik HM, Goldstein MC (2013) An Introduction to Social Media for Scientists. PLoS Biol 11(4): e1001535. doi:10.1371/journal.pbio.1001535

Grove, Jennifer Van. (2013). Facebook grabs most attention among social sites. from http://news.cnet.com/8301-1023_3-57569523-93/facebook-grabs-most-attention-among-social-sites/

Hansen, Anders. (1994). Journalistic practices and science reporting in the British press. Public Understanding of Science, 3(111).

Hansen, L.& Bosman, J. (2003). Portrayal of Canada in the Dutch print media. Canadian Journal of communication , 28 (2).

Hart, P. S., & Nisbet, E. C. (2012). Boomerang Effects in Science Communication : How Motivated Reasoning and Identity Cues Amplify Opinion Polarization About Climate Mitigation Policies. Communication Research, 39(7), 701-723.

Huang, C. J., & Jian, M. J. (2006). Science news in Taiwan: A study of news discourse and text structure. Mass Communication Research, 86, 135-170.

Hwang, Yoori, & Southwell, Brian G. (2009). Science TV News Exposure Predicts Science Beliefs : Real World Effects Among a National Sample. Communication Research, 36(5),724-742.

Iyengar, S. 1991. Is Anyone Responsible: How Television Frames Political Issues. Chicago, IL: University of Chicago Press.

Jebril, N., Vreese, C., Dalen, A., & Albæk, E. (2013). The Effects of Human Interest and Conflict News Frames on the Dynamics of Political Knowledge Gains: Evidence from a Cross-national Study. Scandinavian Political Studies, 36(3), 201-226.

Olmstead, K., Mitchell. A., & Rosenstiel. T.(2011). Facebook Is Becoming Increasingly Important. Pew Research Center. Retrived from http://www.journalism.org/

León, Bienvenido. (2008). Science related information in European television: a study of prime-time news. Public Understanding of Science, 17, 443-460.

Li, M. H. (2012). New Media and Science Communication: Media Representations and Content Production of Low Carbon Life Weblog. Public Communication, Collective Action and the Internet. Hsinchu, Taiwan.

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