單一整合型計畫-能源科技訊息產製、傳布，與接收：媒體教育功能之研究( I )
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Date
2011/04-2012/03
Authors
陳炳宏
蔡炯青
王維菁
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Abstract
本研究計畫聚焦於傳播媒體之教育功能，兼及主流大眾傳媒與另類草根媒體，以探討傳播媒體在能源科技訊息傳播與普及過程中之角色，希望透過對能源科技訊息的產製、傳佈，以及接收等研究，來進一步落實大眾傳媒之溝通、宣傳，以及草根媒體之參與及實踐功能，以強化媒體之科學訊息傳佈角色。亦即藉由了解傳播媒體應如何發揮其教育功能，來協助政府推動與落實節能減碳政策，並進一步培育能源科技素養媒體教育之相關人才。 本研究從能源科技訊息的產製（來源端）、傳布（通路端），與接收（閱聽端）等科學訊息傳布歷程的三要項切入，在產製端部分，欲先瞭解新聞工作者的能源科學素養，並落實能源科技新聞報導的正確性，進而研擬增進新聞工作者能源科學素養的教育課程，目標在強化大眾傳媒宣導節能減碳觀念與政策的能力；在傳布端部分，欲聚焦於訊息傳布端的草根媒體－網際網路，希望能連結台灣民眾的在地生活與在地組織，透過網際網路提供在地實踐的場域，並培育能源科技知識之網路教育人才，發展出能結合民間社區組織以及實際有效的能源科技生活網站與網路策略，使節能減碳知識在社區生活中被實踐，並藉由網站與網路社群力量而得以持續推廣擴展。接收端部分則將同時從新聞產製端與閱聽端來了解能源科技訊息如何被建構及被閱聽眾接收解讀，檢視大眾媒體（電視與報紙）有關能源科技新聞的論述框架與敘事結構，並與民眾的接收認知作比較分析，進而建構最有助於提升民眾能源科技素養的新聞報導型態，達到宣傳與推動節能減碳觀念與政策的功效。 總結來說，本研究期待跳脫利用傳統教育管道傳播科學知識的思維與行動，希望藉由大眾媒體與網路媒體的協助，更廣泛與有效率地推動能源政策，以收事半功倍之效。
Considering the media’s educational function, this research project focuses on both mass and grassroots media, and will explore the media’s roles in communicating and distributing energy technology information. The research is aimed at strengthening the media’s effectiveness at educating the public about energy technology, by examining the current production, distribution, and public reception of energy technology information in the media system. A clearer understanding of these processes and their results will aid the government in promoting energy saving and carbon emission reduction policies, and additionally foster energy technology literacy among people. This project will involve research on three fundamental aspects of media communication: message production, distribution, and public reception to energy technology information, and it including three sub-projects. The project regarding message production incorporates three objectives: to understand the energy technology literacy of mass media journalists, to plan educational classes for journalists to enhance their energy technology literacy, and to improve journalists’ accuracy in reporting energy technology news; with the ultimate goal of strengthening the ability of the mass media to effectively introduce energy saving and carbon emission reduction concepts and policies. The project of message distribution will focus on ways that the media can increase the public’s energy technology literacy, particularly through grassroots media—the Internet. This project aims to effectively utilize the Internet to connect people’s local lives and community with efforts to carry out energy savings and carbon emission reduction. The project will introduce an eco-life website to develop effective Internet strategies for promoting eco-life practice. And the project focusing on public reception will investigate both the construction and reception of energy technology content by connecting and comparing the production side and the reception side. The project will examine mass media’s (TV and newspaper) discourse and stories of energy technology news and compare them to the audience’s reception and recognition, in order to determine which types of narratives best enable the audience to understand and respond positively to energy saving and carbon emission reduction policies. All in all, this project aims to replace the traditional channels of educating the public and distributing scientific knowledge, by making use of the mass media and the Internet to more widely and effectively promote energy saving policy.
Considering the media’s educational function, this research project focuses on both mass and grassroots media, and will explore the media’s roles in communicating and distributing energy technology information. The research is aimed at strengthening the media’s effectiveness at educating the public about energy technology, by examining the current production, distribution, and public reception of energy technology information in the media system. A clearer understanding of these processes and their results will aid the government in promoting energy saving and carbon emission reduction policies, and additionally foster energy technology literacy among people. This project will involve research on three fundamental aspects of media communication: message production, distribution, and public reception to energy technology information, and it including three sub-projects. The project regarding message production incorporates three objectives: to understand the energy technology literacy of mass media journalists, to plan educational classes for journalists to enhance their energy technology literacy, and to improve journalists’ accuracy in reporting energy technology news; with the ultimate goal of strengthening the ability of the mass media to effectively introduce energy saving and carbon emission reduction concepts and policies. The project of message distribution will focus on ways that the media can increase the public’s energy technology literacy, particularly through grassroots media—the Internet. This project aims to effectively utilize the Internet to connect people’s local lives and community with efforts to carry out energy savings and carbon emission reduction. The project will introduce an eco-life website to develop effective Internet strategies for promoting eco-life practice. And the project focusing on public reception will investigate both the construction and reception of energy technology content by connecting and comparing the production side and the reception side. The project will examine mass media’s (TV and newspaper) discourse and stories of energy technology news and compare them to the audience’s reception and recognition, in order to determine which types of narratives best enable the audience to understand and respond positively to energy saving and carbon emission reduction policies. All in all, this project aims to replace the traditional channels of educating the public and distributing scientific knowledge, by making use of the mass media and the Internet to more widely and effectively promote energy saving policy.