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 where public opinion is rising and information flows rapidly, the power and role of mass communication has been increasingly valued and scrutinized. What effect can mass communication have on society? What changes have occurred in communication with the addition of technology? Communication has evolved from omnipotent theory to two-faced theory. How to break through the existing limitations in application? The function of modern mass communication is like the current of water. It can either carry a boat and make a person famous overnight, or it can overturn the boat and make a person ruined overnight. To regard communication as a tool or a ferocious beast has become something that academic and practical circles have to face up to. problem.
The undergraduate course is based on theory in teaching and explores the development and future of mass communication combined with practical application. On the one hand, through theoretical elaboration, the audience can understand the development of mass communication and its relationship with social sciences. On the other hand, through practical news cases, the audience can understand the changes and results caused by different news angles. In such a relationship, people play the most important role, and technology is always an auxiliary or packaging. This makes mass communication seem to never be able to get rid of the influence of human factors. It also makes it possible that in the real media ecology, no matter how the media Claiming to be neutral, objective, and accurate, the media’s color is exposed when faced with key issues.
In order to enable listeners to systematically absorb relevant content, the course arrangement is arranged in the following manner:
Chapter 1 Introduction: Definition and types of communication, relationship between the public and public affairs
Chapter 2 Communication Media (1): Professional Role and Career of “Gatekeepers”
Chapter 3 Communication Media (2): The Professional Concept of “Gatekeepers”
Chapter 4 Communication Media (3): Organization
Chapter 5 Spreading the Scientific and Technological Revolution
Chapter 6 Media, Audience, Effect
Chapter 7 The Persuasive Effect of Communication Media (1): Research on Two-Level Communication and Innovative Communication
Chapter 8 The Persuasive Effect of Communication Media (2): Yale Research, Advertising, Effect
Chapter 9 The persuasive effect of media (3): Research conclusion
Chapter 10 Social Effects of Communication (1) Elections, Crisis, and Violence
Chapter 11 Social Effects of Communication (2) "Issue Setting" and "Knowledge Gap"
Chapter 12 Media and National Development: The Disappearance of an Academic Model
Chapter 13 Spreading Imperialism (1) Theory
Chapter 14 Spreading Imperialism (2) 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. Translation and description by Yu Yelu. Introduction to Communication Studies: Media, Information and People. Hong Kong: Haitian Bookstore, 1977.
2. Fang Lansheng. Principles of communication. Taipei: Sanmin Bookstore, Min. 82.
3. Wang Hongjun. Mass communication and modern society. Taipei: Zhengzhong Bookstore, Min. 76.
4. Zheng Zhenming. Journalism and Communication. Taipei: Zhengzhong Bookstore, Min. 62.
5. Li Jinquan. Mass Communication Theory. Taipei: Sanmin Book Company, revised third edition in 2005.
6. Weng Xiuqi. Mass communication theory and evidence. Taipei: Sanmin Book Company, second edition, June 2007.
7. Translated by Yang Zhihong and Zhou Jinfu. Mass communication theory: Foundations, developments and future. Taipei: Huatai Cultural Enterprise Co., Ltd.
8. Cai Nianzhong is waiting. Introduction to Mass Communication. 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 communication: 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 usual results |
20 |
