傳播學（ Communication Theory ）第一週

傳播學（Communication Theory）第一週 教師專業發展研究所蔡文榮老師講授 2014年6月9日星期一

「傳播學」之教學目標 • 學生能瞭解傳播學的範疇、內涵、與傳播應用的現況。 • 學生能廣泛蒐集各式媒體素材，並整合成一有意義之傳播媒體專題報告。

本學期基本要求 • 出席率：點名不到4次，一律死當。點名時機約在7點至7點半之間。 20% • Evaluation(評分機制)： • midterm exam(期中考)：open-book exam. 40％ • final report(期末報告)：group report, powerpoint • Download related videos / files/ pictures from websites: www.youtube.com , www.google.com圖片, etc. 40% • Textbook(教科書)：錢玉芬編著(2007)，傳播心理學，台北縣深坑：威仕曼文化。02-26647780, $450

教學內容 • 傳播心理學的組成要素 • 傳播者的影響 • 語文訊息 • 非語文資訊的刺激歷程 • 傳播媒體的影響力 • 傳播環境對閱聽人的影響力 • 閱聽人的訊息處理歷程 • 閱聽人認知基模的作用 • 閱聽人與性格 • 閱聽人與動機 • 閱聽人的情緒 • 媒介效果 • 態度本質與說服歷程 • 閱聽人的接收行為

傳播學第二週：傳播學的組成要素Components of Communication 教師專業發展研究所蔡文榮老師講授 2014年6月9日星期一

Foreword(前言) 1 of 2 • Communication(傳播) is an important issue in psychological research. • Psychology is an important approach in communication research. • It has been a long time that different domains have less interaction than you can imagine. • The purpose of this book is intended to construct a psychological approach for communication on the one hand, and to extend a richer field for psychological research on the other hand.

Foreword (前言) 2 of 2 • In order to understand what communication psychology(傳播心理學) is all about, we need to look at the basic range of these two domains (communication and psychology) as our entry point. • Basic elements of psychology • Basic models of communication • Screening from abovementioned information in order to distinguish the major domain of communication psychology.

Ch 0. Section 1: Elements of psychology • Simple definition of psychology: “Psychology is a science to study human behavior”.（研究人類行為的科學） • 4 basic elements of psychology • Individual / Organism (個體) ，簡稱O • Behavior (行為)，簡稱B • Stimulus(刺激) ，簡稱S • Response(反應) ，簡稱R

Ch 0. 1-1 Individual / Organism個體 • Human being is the subject to be studied in psychology. • It is the individual, not corporate people, as the research subject. • All the research results and theories constructed are to applied and referred to individuals. • Synonym: organism(有機體) , refers to individual with life(有生命本體的個人) 。 • Nothing to do with superstition(怪力亂神)超自然現象 • vs. 台大李嗣涔教授申請國科會氣功研究 • How to cast demons

Ch 0. 1-2 Behavior (行為) • Broad definition of behavior: overt behaviors and inner behavior (reflection activities) • Precise definition of behavior: all the overt behaviors that can be directly observed, measured, and recorded. • Walking speed, breathing frequency, blink frequency, heart beat, audio capability  can be measured. • Attitudinal change, emotional fluctuation, motivational change (weak or strong)  cannot be measured. • Body language (non-verbal): e.g.輕傷/重傷/陣亡in a speech.

Ch 0. 1-3 Stimulus(刺激) • The initiating factor of a given behavior is called stimulus. • External environment: temperature, lightness, color, sound, … etc. • Internal environment: menstrual / monthly period, hormone change, stomach cramp, … will influence emotional reaction and work performance. • 有效刺激：立即引起個體採取行動之刺激，快車奔來 • 潛能刺激：對個體影響非立即的，日後才顯出。學父親抽煙、學上一代的管教方式。 • Cultivication theory涵化理論：媒體內容對觀眾的價值觀有長期之影響。

Ch 0. 1-4 Response (反應) • 因刺激而引發的行為是被個體所選取的活動，心理學稱之為反應。 • 例如：觀察上課專心之行為，是要觀察老師講課時，學生所因應的相關活動（注視老師時間的長短、寫筆記的次數、張望的頻率）。

Ch 0. Section 1: Conclusion • Psychology is to study the process of S-O-R. • An individual in order to cope with a given internal and/or external stimulus will produce a response.個體因應內外在刺激而產生的反應。

Ch0. Section 2: Basic model of communication傳播的基本模式 • Lasswell (1949) proposed 5Ws communication process: • Who • Says what • By what channel • To whom • With what effects  Also known as linear model

Ch 0. 2-1 Lasswell model’s Who • “WHO” = communicator • Individual level個人層面: Those individuals who communicate messages. (news collector/editor, news sources, …etc.) • Organization level組織層面: regulations, system, organizational culture, …etc. within a given media. • Since individuals are hired by media organization. • Professional level行業層面: something to do with related organization (e.g.NCC,新聞局,警總), society, and culture. (environmental dimension)

Ch 0. 2-2 Lasswell model’s Says What • Says What = messages to be carried/communicated • Verbal message語文信息: Since verbal message can best represent the core of content of message, thus many researcher apply content analysis technique to study the core meaning of a given message. (1) oral message口語: (2) written message書面: • Non-verbal message非語文信息: • Often being ignored • Having critical influence on meaning of a given message (如：tune, speed, background music說話聲調、速度、背景音樂）

Ch 0. 2-3 Lasswell model’s To Whom • Message receiver = audience = individual who receives message.閱聽人/觀眾/聽眾 • Researches on audience have become a popular issue in communication education in recent years.  apply psychological knowledge/theory directly to such researches. • Feeling, sense, cognition, motivation, emotion, personality, …etc. • e.g., 5 levels of attitudinal change. • Receiving/attending, responding, valuing, organization, characterization by a value or value system.

Ch 0. 2-4 Lasswell model’s By what channel • Media channels which carry messages. • Print(平面媒體)：Newspapers, magazines • Electronic(電子媒體) ：radio, TV, cable TV • Internal(網路媒體) ：internet, cell phone (i-phone) • Others(其他) ：outdoor bulletin board, bus, MRT • Different media has different nature in itself, and thus causes different effects.

Ch 0. 2-5 Lasswell model’s with what effects • = communication results/effects= Has the attitude or behavior of a given audience been changed? = Has the audiences been persuaded? 統戰部暑期大專營 • Long term effect: e.g.認同功效與價值而購買直銷產品 • Short term effect: e.g.因情面買直銷產品 • Individual audience micro level • Group audience macro level e.g.慈濟 • Last station of this linear communication model, and the most attractive factor for many researchers.

Ch 0. 3-1 Range of communication psychology S O R Combined model of communication and psychology

Ch 0. 3-1 Range of communication psychology • Stimulus in communication psychology • Includes first 3 Ws in Lasswell’s model • Communicator, message, media  are all sources of stimulus • One audience (O) wakes up in the morning, opens his TV (media), watches a scandal-making news reporter 璩美鳳 (communicator)，commenting on one politician’s love-affair scandal (message)(章孝嚴王筱嬋) . Then this audience belittle. Why he has such a response? 3 factors. • 傳播者+傳播訊息+傳播媒體（單一作用or合併作用） • Which reporter you disgust? • Which channels you trust or distrust? • Which message you believe or don’t believe?

Ch 0. 3-2 Range of communication psychology • Organism個體in communication psychology • Individual level = individual = an audience閱聽人 • Factors that affect the cognition and interpretation of a given stimulus: • Audience’s characteristics: sex, age, education, etc. • Audience’s internal process: cognitive process, schema, feeling and senses, motive and emotions.

閱聽人教育水準對傳播媒體的詮釋 • 因為我是住鄉下，所以，常會聽家人或是一些老人家，聽一些鄉土的賣藥電台就去買啥藥品保養品之類的，一些老人家因為有老人病，又不識字，他們就會常聽電台廣告去買藥來吃。說真的，我不喜歡看到他們這樣，可是，又無法去阻止他們，因為他們的病痛我們也沒辦法去幫他們啊，只能勸他們有病痛要去看醫生啊... • http://mypaper.pchome.com.tw/a661112/post/4412681

Ch 0. 3-3 Range of communication psychology • Response反應in communication psychology • Response = effects of communication • Audience’s attitude • 選舉時的抹黑/負面廣告：走路工、2004年大選2顆子彈 • Audience’s behavior • 負面效果：逃避廣告行為（轉台/與親友聊天/上廁所/…）

Ch 0 傳播心理學組成要素conclusion • 傳播學+心理學 • 將心理學S-O-R模式融合傳播歷程的基本模式 • 傳播的刺激歷程 • 閱聽人的內在歷程 • 傳播效果的反應歷程

傳播學（ Communication Theory ）第一週