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 digitalization, AI and rapid industry transformation, media is no longer just a producer of content, but also a shaper of public statements and a strategic operator of digital platforms.
This course combines reasonable discussion and practice, from the pursuit of truth in news and social responsibility, extends to the theory and structure analysis of the effect of communication science, and links corporate strategy and media management to cultivate students' ability to think in an integrated manner and strategy operation.
In addition, the course will emphasize the meaning of "news understanding" on modern governance and corporate decisions:
News not only exposes social movements, but also a building block of group perception. Understanding the effects of news operation logic, question setting and framework will help enterprises grasp risks, shape brand image, and even affect policies and market atmosphere.
At the same time, through the integrated chemistry of propagation theorems, such as Agenda-setting, Spiral of Silence, Knowledge Gap and Media Power & Hegemony, students will understand how to use propagation tools to conduct strategic communication, reputation management, community construction and communication operations.

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