在民意高漲、資訊流動快速的現代社會中，大眾傳播的力量與角色已經愈來愈到重視與檢視。大眾傳播對社會到底能發揮什麼樣的效果？科技的加入又使得傳播發生什麼樣的變化？傳播從萬能論演變到兩面論，在應用上如何突破既有的限制？而現代大眾傳播的功能有如水流，既可載舟—使人一夕成名，亦可覆舟—讓人旦夕身敗名裂，視傳播為一種工具，或是一頭猛獸，已成為學界及實務界不得不正視的問題。
本科在教學上以理論為基礎，結合實務上應用探討大眾傳播的發展與未來。一方面透過理論的闡述讓聆聽瞭解大眾傳播的發展與其與社會科學的關係，另一方面也透過實際的新聞案例讓大家瞭解新聞切入角度的不同所產生的變化與結果。而在這樣的關係中，人如終扮演最重要的角色，科技永遠都是一種輔助或包裝，這使得大眾傳播似乎永遠擺脫不了人為因素的影響，也使得在現實的媒體生態中，無論媒體如何標榜中立、客觀、準確，在面臨關鍵議題時，即暴露出媒體的色彩。
為使聆聽者能系統性的吸收相關內容，課程安排依以下方式排列：
第一章 導論：傳播的定義與類型、大眾與公共事務的關係
第二章 傳播媒介（一）：「守門人」的職業角色與生涯
第三章 傳播媒介（二）：「守門人」的專業意理
第四章 傳播媒介（三）：組織
第五章 傳播科技革命
第六章 媒介、受眾、效果
第七章 傳播媒介的勸服效果（一）：兩級傳播及創新傳佈的研究
第八章 傳播媒介的勸服效果（二）：耶魯研究、廣告、效果
第九章 傳播媒介的勸服效果（三）：研究結論
第十章 傳播的社會效果（一）選舉、危機、暴力
第十一章 傳播的社會效果（二）「議題設定」、「知溝」
第十二章 傳播媒介與國家發展：一個學術典範的消逝
第十三章 傳播帝國主義（一）理論
第十四章 傳播帝國主義（二）政策In a modern society with high public opinion and rapid information flow, the power and role of the public spread have become more and more important and more important. What effect can public communication have on society? What changes have happened to the communication caused by the addition of technology? The communication has changed from a viable discussion to two-sided discussion. How can we break through existing restrictions in application? The function of modern public transmission is like a water flow. It can not only carry a boat—making people famous overnight, but also overturn the boat—making people lose their reputation every night. Vision transmission is a tool or a fierce beast, which has become a problem that the academic and practical worlds have to be viewed correctly.
Undergraduate teaching is based on theory, and combines practical application to explore the development and future of public communication. On the one hand, through theoretical descriptions, we can listen to the relationship between the development of the public and its relationship with social sciences. On the other hand, we can also understand the changes and results caused by different news perspectives through actual news cases. In such relationships, if people eventually play the most important role, technology is always an assistance or packaging, which makes the public spread seem to never be affected by human factors, and also makes in the real media affinity, regardless of how the media is neutral, objective, and accurate, the color of the media is exposed when facing key issues.
In order for the listener to systematically absorb relevant content, the course schedule is arranged in the following ways:
Chapter 1 Discussion: The definition of communication and type, the relationship between the public and public affairs
Chapter 2 Communication Media (I): The Professional Role and Career of "Guardian"
Chapter 3 Communication Media (II): Professional Ideas of "Guardians"
Chapter 4 Communication Media (III): Organization
Chapter 5: Communication of the Science and Technology Revolution
Chapter 6 Media, audience, effect
Chapter 7 Service Effects of Spreading Media (I): Research on Two Levels of Communication and Innovation
Chapter 8: Service effects of broadcast media (II): Yelu research, advertising, effects
Chapter 9: The service effect of broadcast media (III): Research conclusion
Chapter 10 Social Effects of Communication (I) Choice, Crisis, Violence
Chapter 11 Social Effects of Communication (II) "Proposal Settings" and "Knowledge"
Chapter 12: Communication Media and National Development: The Disappearance of an Academic Classic
Chapter 13: Publicizing Imperialism (I) Theory
Chapter 14: Publicizing Imperialism (II) Policy
一、 余也魯 譯述。傳學概論：傳媒、信息與人。香港：海天書樓，1977。
二、 .方蘭生。傳播原理。台北：三民書局，民82。
三、 王洪鈞。大眾傳播與現代社會。台北：正中書局，民76。
四、 鄭貞銘。新聞與傳播。台北：正中書局，民62。
五、 李金銓。大眾傳播理論。台北：三民書局，2005修正三版。
六、 翁秀琪。大眾傳播理論與實證。台北：三民書局，2007年6月二版。
七、 楊志弘、周金福譯。大眾傳播理論：基礎、發展與未來。台北：華泰文化事業股份有限公司。
八、 蔡念中 等著。大眾傳播概論。台北：五南圖書公司。2005年9月。
外文參考
1、 Hovland，Carl. The Order of Presentation in Persuasion，New Haven，Ct.：Yale University Press，1957.
2、 Schramm，Wilbur. Mass Madia and National Development，Stanford：Stanford University Press，1964.
3、 Schramm，Wilbur. Men，Messages，Media，New York：Harper and Row，1973.
4、 Wright，Charles R.，Mass communicafion：a Sociological perspective. NY：random House，1986.
5、 Davis，Baran．Mass Communication Theory—Foundation，Ferment，and Future．Thomson Wadsworth．
1. Yu Yelu Translation. Translation overview: media, information and people. Hong Kong: Haitian Bookstore, 1977.
2. Fang Lansheng. Propagation principle. Taipei: Sanmin Book Bureau, Min 82.
3. Wang Hongling. Public communication and modern society. Taipei: Zhengzhong Book Bureau, Min 76.
4. Zhengbao. News and spread. Taipei: Zhengzhong Book Bureau, Min 62.
5. Li Jinyan. Public propaganda theory. Taipei: Sanmin Book Bureau, 2005 revised third edition.
6. Weng Xiuqi. Public communication theory and evidence. Taipei: Sanmin Book Bureau, June 2, 2007.
7. Yang Zhihong and Zhou Jinfufu. Public communication theory: foundation, development and the future. Taipei: Huatai Cultural Affairs Co., Ltd.
8. Cai Nianzhong waited. Public spread overview. Taipei: Wunan Book Company. September 2005.
Foreign Language Reference
1. Hovland, Carl. The Order of Presentation in Persuasion, New Haven, Ct.: Yale University Press, 1957.
2. Schramm, Wilbur. Mass Madia and National Development, Stanford: Stanford University Press, 1964.
3. Schramm, Wilbur. Men, Messages, Media, New York: Harper and Row, 1973.
4. Wright, Charles R., Mass communicafion: a Sociological perspective. NY: random House, 1986.
5. Davis, Baran. Mass Communication Theory—Foundation, Ferment, and Future. Thomson Wadsworth.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 Midterm exam |
40 | |
| 期末考期末考 Final exam |
40 | |
| 平時成績平時成績 Regular achievements |
20 |
