一、單選題（共50分，每題5分）：
1. 下列有關傳播媒體產業之敘述，何者為正確？
- 只有媒體收視率與節目的品質是媒體表現良莠、是否符合公共利益之標準。
- 新聞電視頻道數目眾多，顯示媒體已朝多元化發展。
- 媒體的產業結構會影響媒體的市場行為，媒體的市場行為會影響其經營績效；媒體的產業結構會影響其經營績效；媒體的市場行為與經營績效也會影響媒體的產業結構。
- 媒體的所有者並不會影響媒體產出的內容。因此，限制政治人物不能擁有媒體或限制媒體經營者性別的規定並不合理。
2. 國際媒體市場中，聯合製作模式的好處是：
- 更關注地方性的需求，垂直擴張，將媒介議題搬上政治舞台，維持優良傳統價值。
- 可以募集更多資金，提高內容品質，進入原本無法觸及的市場，為影視產品爭取全球性的曝光，以獲取更高的利益。
- 可以製作左右閱聽人思考的節目內容，改變閱聽人的態度，宣揚民主價值。
- 可以貼近民眾所發生的一般事件和日常活動，以及不尋常的情境，以便更完整地蒐集資料、整理資料，製作符合聯合製作合作方的利益之節目內容。
- 小明分別給予對死刑持支持與反對意見的受測者閱讀兩份不同的報導：一份內容表明死刑對犯罪率有威嚇的作用，而另一份則表明不會有威嚇的作用。他們發現支持死刑的受測者認同死刑對犯罪率有威嚇的作用，刊載這樣內容的報導對他們來說比表明死刑對犯罪率不會有威嚇的作用的報導更具說服力。反對死刑的受測者相信與自己既存態度一致的報導，認為死刑對犯罪率不會有威嚇的作用。對他們而言，反對死刑的文章比表明死刑對犯罪率有威嚇的作用的報導之說服力更高。也就是說，人們傾向於接受與自己既存態度一致的論點，選擇性地接受與他們觀點一致的資訊，忽視或反駁反對它的證據。
這種現象叫做
A Biased Assimilation Effect
B Spiral of silence
C Framing effects
D Agenda setting - 下列哪一項不是專家學者詬病台灣電視、廣播收視率衡量的因素？
- 測量的技術與方法僵化，多年未見改善。
- 未能隨機抽樣，樣本未能完全代表不同族群。
- 樣本規模不夠大，以至於不具代表性。
- 被測受眾與實際受眾不一致性太高，導致失去準確性。
5. 媒體所有權集中的優劣為？
- 媒體所有權集中的優點是有多餘的資源可以發展人工智慧來產製媒體內容，設法利用旗下媒體宣揚人工智慧的好處，因此節省成本。缺點為媒體所有權集中造成媒體集團製作成本高、市場風險高而趨於保守，不願改變，多產製市場導向的節目內容。
- 媒體所有權集中的優點是媒體所有權集中造成媒體集團可能利用旗下的各種媒體之間的協作、互動，提高競爭對手的進入障礙，造成媒體內容多貼近閱聽眾需求。缺點為媒體所有權集中造成媒體集團製作成本高、市場風險高而趨於保守，不願改變，多產製市場導向的節目內容。
- 媒體所有權集中的優點是可以整合內容與通路資源，以最少成本製作內容，透過最多元的管道傳送給消費者。缺點為媒體所有權集中造成媒體集團可能利用旗下的各種媒體之間的協作，迫使競爭對手退出市場，造成市場上的多樣性減少。
- 媒體所有權集中的優點是可以保障媒體多元化，展現經濟自由化與政治多樣化，保障公共利益與滿足民主社會的多元需求。缺點為媒體所有權集中造成媒體集團壯大而剛愎自用，只產出只對自己有利的立場的節目內容，忽視閱聽人之需求、自主權、與主導權。
-
- Consuming alternative health media (AHM), such as The Dr. Oz Show, may be able to shift the attitudes of its audience on consequential health topics.
“We define AHM as informational sources that promote and amplify non-mainstream, non-standard treatments and health practices unsanctioned by such custodians of U.S. health information as the CDC and the Food and Drug Administration (FDA). In general, AHM market these products and practices as superior to those offered by mainstream medicine, cast at least some of mainstream medicine’s treatment and practices as needless or harmful, and express distrust of the process by which treatments and vaccines are authorized or approved by the FDA…
If AHM do persuade, we might expect regular viewers of the Dr. Oz program to become more likely to view the MMR vaccine as safe after exposure to his “endorsement.”
..An experimental
study of the effect of exposure to his original antipathetic, and then his altered, science-consistent position on the safety of bio-engineered organisms demonstrated that exposure to his account of his conversion was persuasive (Lyons et al., 2019)… endorsement of a science consistent position by a media celebrity within his own program in front of an audience that had been exposed to his vaccination-hesitant guests and tropes. This shift mattered in part because it occurred in a venue that overcame one of the paramount challenges facing those trying to correct misinformation: The audience reached by the problematic content is unlikely to see corrections of it (Jackson & Jamieson, 2007)…
Importantly, attitudes toward the MMR vaccine might affect those about other forms of vaccination, a hypothesis whose real-world implications were magnified by the fact that we were able to assess them as a measles outbreak was ongoing in the height of the 2018-2019 flu season. In the presence of the flu season, we thought that attitude changes about the MMR vaccine might spill over to attect attitudes about the seasonal flu vaccine. This supposition was grounded in an earlier
媒體常使用框架來形塑內容。請問下列有關框架的描述，何者正確？
A Frames refer to situations in which individuals are more inclined to express their opinions openly when they believe their views align with the majority within the group. Conversely, if individuals recognize that their opinion is in the minority, they tend to be more reserved and choose to remain silent.
B Frames are defined as the extent to which existing attitudes or beliefs influence how the media audience processes information. The audience tends to accept arguments that align with their pre-existing attitudes, selectively embrace information that is consistent with their viewpoints, and disregard or counter evidence opposing it.
C Frames enable audiences to identify and bring attention to particular issues. They play a central role in shaping the problems that attract audience attention and guide public opinion towards specific issues.
D Frames are interpretive schemata upon which individuals rely to comprehend events and derive meaning from information. Frames play a crucial role in shaping how a person focuses on, comprehends, and reflects upon an issue. - According to the Innovation Diffusion Theory,
A when consumers perceive that the adopted new technology can improve work performance, they are more inclined to adopt this new technology.
B when consumers perceive that the adopted new technology can enhance their work more than other technologies, they are more inclined to adopt this new technology.
C when consumers perceive that the adopted new technology is easy to learn, they are more inclined to adopt this new technology.
D when consumers perceive that the adopted new technology is powerful and competent, they are more inclined to adopt this new technology.
請閱讀以下之英文文章，並回答問題
Consuming alternative health media (AHM), such as The Dr. Oz Show, may be able to shift the attitudes of its audience on consequential health topics.
“We define AHM as informational sources that promote and amplify non-mainstream, non-standard treatments and health practices unsanctioned by such custodians of U.S. health information as the CDC and the Food and Drug Administration (FDA). In general, AHM market these products and practices as superior to those offered by mainstream medicine, cast at least some of mainstream medicine’s treatment and practices as needless or harmful, and express distrust of the process by which treatments and vaccines are authorized or approved by the FDA…
If AHM do persuade, we might expect regular viewers of the Dr. Oz program to become more likely to view the MMR vaccine as safe after exposure to his “endorsement.”
…An experimental
study of the effect of exposure to his original antipathetic, and then his altered, science-consistent position on the safety of bio-engineered organisms demonstrated that exposure to his account of his conversion was persuasive (Lyons et al., 2019)… endorsement of a science consistent position by a media celebrity within his own program in front of an audience that had been exposed to his vaccination-hesitant guests and tropes. This shift mattered in part because it occurred in a venue that overcame one of the paramount challenges facing those trying to correct misinformation: The audience reached by the problematic content is unlikely to see corrections of it (Jackson & Jamieson, 2007)…
Importantly, attitudes toward the MMR vaccine might affect those about other forms of vaccination, a hypothesis whose real-world implications were magnified by the fact that we were able to assess them as a measles outbreak was ongoing in the height of the 2018-2019 flu season. In the presence of the flu season, we thought that attitude changes about the MMR vaccine might spill over to affect attitudes about the seasonal flu vaccine. This supposition was grounded in an earlier
finding that negative perceptions of the MMR vaccine shaped subsequent ones about a projected Zika vaccine (Ophir & Jamieson, 2018).
Finally, we expected the effect of Dr. Oz’s endorsement to be more pronounced for some viewers than others. Since it is often the case in media effects research (Hillygus, 2010; Motta & Fowler, 2016), we anticipated that the effect of the endorsement would be conditional, not only on whether people watched Oz’s program, but also on other audience-level characteristics, in this case on the audience’s prior knowledge about vaccines. Well-informed regular Oz viewers who are highly knowledgeable about vaccination may already recognize that the MMR and flu vaccine are safe. Although science-related knowledge does not guarantee that individuals will hold accurate perceptions in that domain— especially on politically and culturally polarized issues (e.g., Kahan.2017; Kahan et al., 2012), knowledge about vaccine-relevant topics is associated with holding more accurate views about vaccines (Motta et al.. 2018). Less knowledgeable viewers, on the other hand, may not only lack factual knowledge about vaccines, but be more likely to subscribe to anti-vaccine misinformation, and therefore have more room for attitudinal adjustment. Because we expect that regular viewers of Oz’s program see him as a trusted source of health-related news, we suspect that his endorsement regarding vaccine safety (and potentially other health topics; which we view as an important direction for future research) will encourage regular viewers to update their attitudes in response (Chaiken, 1980).”
摘錄自 Dominik A Stecula, Matthew Motta, Ozan Kuru, Kathleen Hall Jamieson, The Great and
Powerful Dr. Oz? Alternative Health Media Consumption and Vaccine Views in the United States, Journal of Communication, Volume 72, Issue 3, June 2022, Pages 374-400, https://doi.org/10.1093/joc/jgac011
由以上內容，我們可以推論：
A Consumers of alternative health media who are low in knowledge about vaccines should be more likely than those high in knowledge to be misinformed about vaccines in general and to view the MMR vaccine and seasonal flu shot as very risky.
B Consumers of alternative health media who are high in knowledge about vaccines should be more likely than those low in knowledge to be misinformed about vaccines in general and to view the MMR vaccine and seasonal flu shot as very risky.
C Consumers of alternative health media who are low in knowledge about vaccines should be more likely than those high in knowledge to be misinformed about vaccines in general and to view the MMR vaccine and seasonal flu shot as safe.
D Consumers of alternative health media who are high in knowledge about vaccines should be more likely than those low in knowledge to be misinformed about vaccines in general and to view the MMR vaccine and seasonal flu shot as safe.
9.承上題，下列描述何者是正確的？
A Consuming alternative health media does not have the ability to change the attitudes of its audience towards vaccines and seasonal flu shots.
B The endorsement of Dr. Oz has a greater influence on non-regular viewers than on regular viewers in terms of their attitude shift toward vaccines.
C Alternative health media have been sanctioned by custodians of U.S. health information as the CDC and the Food and Drug Administration (FDA).
D Regular viewers of Dr. Oz’s program who are low in knowledge about vaccines should become more likely to view the MMR vaccine and seasonal flu shot as safe, following the airing of Oz’s “endorsement episode” (relative to before it).
10. 平面媒體錯誤報導時，其主管機關為何？
- 司法部。
- 資通安全會。
- 文化部。
- 國家通訊傳播委員會。
二、申論題（共50分，中英文作答皆可）：
1. Computer-Mediated Communication (CMC) revolutionized how individuals interact across time and space. Nowadays, Al is increasingly pervasive in our daily lives and has been incorporated into human-to-human communication.
- What is AI-Mediated Communication (AI-MC)? Please define. (10%)
- What are the effects of AI-MC on human interactions and interpersonal relationships? Please focus on providing clear, detailed explanations, supported by relevant examples and evidence to demonstrate a comprehensive understanding of the topic. (15%)
2. Social media users not only engage with content from online personalities but also make purchasing decisions based on their recommendations. Recognized as influencers, these content generators on social platforms like Instagram and YouTube significantly influence followers’ purchasing behavior. Researchers often utilize the parasocial interaction or parasocial relation paradigm to analyze and elucidate the connection between influencers and their followers, as well as its impact on subsequent consumer behaviors.
- Please define parasocial interaction and parasocial relation. (10%
- Do you think that the concept of parasocial interaction or parasocial relation can fully capture the evolving dynamics of contemporary human interactions and associated relationships within the context of social media influencer-follower connections? If so (if not), why? (10%)
- Research on online self-disclosure often focused on privacy concerns and perceived gratifications, which have been found to consistently predict disclosure behavior (Dienlin & Metzger, 2016; Krasnova et al.,2012). We thus included both horizontal (with regard to other users) and vertical privacy concerns (with regard to providers) as negative predictors, and typically perceived benefits of disclosure (i.e., enjoyment, relationship development, and self-presentation/ expression) as positive predictors. (Reference: Masur, Bazarova, & DiFranzo, 2023)
Assessing the strength of distinct social norm effects on self-disclosure, what research question you may ask？（請根據上段文字提出一個研究問題，中英文皆可；5%）