在數位化、AI興起與產業快速轉型的浪潮中，媒體不再只是內容的生產者，更是公共論述的塑形者、數位平台的策略操盤手。
本課程結合理論與實務，從新聞學的真相追求與社會責任出發，延伸至傳播學的效果理論與結構分析，並連結企業策略與媒體經營，培養學生整合性思考與策略操作的能力。
此外，課程將強調「新聞理解」對於現代治理與企業決策的意義：
新聞不僅揭露社會脈動，更是群體感知的建構場。理解新聞運作邏輯、議題設定與框架化效果，有助於企業掌握風險、塑造品牌形象，甚至影響政策與市場氛圍。
同時，透過傳播理論的脈絡化學習，如議題設定理論（Agenda-setting）、沉默螺旋理論（Spiral of Silence）、知識鴻溝（Knowledge Gap）與傳播權力分析（Media Power & Hegemony）等，學生將習得如何運用傳播工具進行策略溝通、聲譽管理、社群營造與輿情操作。

In the wave of digitization, the rise of AI and rapid industrial transformation, the media is no longer just a producer of content, but also a shaper of public discourse and a strategic operator of digital platforms.
This course combines theory and practice, starting from the pursuit of truth and social responsibility in journalism, extending to the effect theory and structural analysis of communication, and connecting corporate strategy and media management to cultivate students' abilities in integrated thinking and strategic operation.
In addition, the course will emphasize the significance of "news understanding" for modern governance and corporate decision-making:
News not only reveals the pulse of society, but also serves as a construction site for group perception. Understanding news operation logic, topic setting and framing effects can help companies grasp risks, shape brand image, and even influence policies and market atmosphere.
At the same time, through contextual learning of communication theories, such as Agenda-setting theory, Spiral of Silence theory, Knowledge Gap and Media Power & Hegemony, students will learn how to use communication tools for strategic communication, reputation management, community building and public opinion manipulation.

1. 《新聞的要素》（The Elements of Journalism） – Kovach & Rosenstiel
2. 《McQuail’s Mass Communication Theory》 – Denis McQuail
3. 《The Content Trap》 – Bharat Anand

1. "The Elements of Journalism" – Kovach & Rosenstiel
2. "McQuail’s Mass Communication Theory" – Denis McQuail
3. "The Content Trap" – Bharat Anand