本課程所指涉的媒體經營,並非經營媒體事業而是經營媒體關係,因為身處現代社會,可以說幾乎所有人都籠罩在大眾傳播的場域中,無時無刻都受到大眾傳播的影響,而這些影響有正面也有負面,甚至透過大眾傳播媒體所釋放的訊息也可能有真有假,我們該如何判斷訊息的真偽以做為生活或行為的依據,似乎成為現代人都會面臨的問題.另一方面,由於大眾傳播的特性及其功能,使得媒體成為三權之外的第四權,可以讓人一夕爆紅,也可以讓人瞬間身敗名裂,因之讓許多人對之又愛又恨,愛的是只要受到媒體關注,幾乎不花什麼成本即可享受到萬眾矚目的榮耀,恨的是,這個龐大的組織難以駕馭,有時還翻臉如翻書,昨日將你捧上天,今日可能把你踩落地,而偏偏我們又無法無視它的存在,且難以擺脫它的影響.因此無論公部門還是私人企業,總是極盡能事地一味討好,總希望能將其納為己用.所以本課程的主要目的就是希望讓大家從媒體的特性去瞭解:媒體想要什麼？怎麼做能影響媒體的報導方向?當遭遇到媒體的近距離採訪時,如何讓媒體站在自己這方,至少保持中立,不讓自己陷入萬劫不復的地步.在課程的安排上從瞭解傳播理論及其社會功能,進而探討新聞是如何產出,如何分辨真假,如何與媒體建立關係到如何以公關的手法化解新聞危機,讓大家瞭解媒體的真象.The media management referred to in this course is not the management of media business but the management of media relations. Because in modern society, it can be said that almost everyone is enveloped in the field of mass communication and is affected by mass communication all the time. And these The influence can be both positive and negative, even through mass media The information released may also be true or false. How should we judge the authenticity of the information as a basis for life or behavior seems to be a problem faced by modern people. On the other hand, due to the characteristics and functions of mass communication, The media becomes the fourth power besides the three powers. It can make people become famous overnight, or it can It is known for its ability to ruin people's reputation in an instant, which makes many people love and hate it. What they love is that as long as they receive media attention, they can enjoy the glory of the spotlight at almost no cost. What they hate is that this huge organization is difficult to control. , sometimes I turn my back like a page in a book. Yesterday I lifted you up to the sky, today I may trample you down. However, we cannot ignore its existence and find it difficult to get rid of its influence. Therefore, both the public sector and private enterprises always try their best to please and always hope to use it for their own purposes. Therefore, this course The main purpose is to let everyone understand from the characteristics of the media: What does the media want? What can you do to influence the direction of the media’s reporting? When you are interviewed by the media at close range, how can you make the media stand on your side, at least remain neutral, and prevent yourself from falling into a situation of no return. In terms of course arrangement, you should start from understanding communication theory and Its social function, and then explore how news is produced, how to distinguish true from false, how to establish relationships with the media, and how to use public relations methods to resolve news crises, so that everyone can understand the truth about the media.
一.李金銓.大眾傳播理論.台北:三民書局,2005修正三版.
二.翁秀琪.大眾傳播理論與實證.台北:三民書局,2007年6月二版.
三.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.
四.卜正珉.公共關係--政府公共議題決策管理.台北:揚智文化事業公司,2003.
五.劉建順.現代公共關係學.台北:智勝文化事業公司,2005.
六.孫秀蕙.公共關係:理論,策略與研究實例.台北:正中書局,1997.
1. Li Jinquan. Mass Communication Theory. Taipei: Sanmin Book Company, revised third edition in 2005.
2. Weng Xiuqi. Mass Communication Theory and Evidence. Taipei: Sanmin Book Company, June 2007, second edition.
3. Translated by Yang Zhihong and Zhou Jinfu. Mass Communication Theory: Foundation, Development and Future. Taipei: Huatai Cultural Industry Co., Ltd.
4. Bu Zhengmin. Public relations--government decision-making management of public issues. Taipei: Yangzhi Cultural Corporation, 2003.
5. Liu Jianshun. Modern Public Relations. Taipei: Zhisheng Cultural Corporation, 2005.
6. Sun Xiuhui. Public Relations: Theory, Strategies and Research Examples. Taipei: Zhengzhong Book Company, 1997.
| 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 |
