DSpace collection: 期刊論文

誰在博物館裡說話？從展櫃、社群到腦中圖像的轉變

title: 誰在博物館裡說話？從展櫃、社群到腦中圖像的轉變 abstract: 研究探討了博物館在科技演進下，如何從傳統的單向知識傳遞轉型為互動式的公共場域。過去的展覽強調權威與物件的靜態呈現，但社群媒體的興起改變了觀眾的參與邏輯，使其成為展覽敘事的延伸。隨著生成式 AI (AIGC) 的介入，博物館進一步能將個體的記憶與情感具象化，讓展示內容從實體文物拓展至大眾腦中的圖像。未來，博物館將結合實體秩序與數位技術，透過與觀眾的共同建構，提供更具客製化與對話性的文化體驗。這場變革並未削弱傳統博物館的價值，而是讓其在不斷變動的媒體環境中，持續扮演穩定社會理解的關鍵角色。

看見不可見: 疫情資訊的視覺化修辭

title: 看見不可見: 疫情資訊的視覺化修辭

說故事的人將統治世界: 視覺語藝時代的來臨

title: 說故事的人將統治世界: 視覺語藝時代的來臨

《源氏物語》京都散策

title: 《源氏物語》京都散策

Investigating Taiwan's Integrated Scenarios of Climate Change through Visualization Rhetoric in Science Communication

title: Investigating Taiwan's Integrated Scenarios of Climate Change through Visualization Rhetoric in Science Communication abstract: Visualization rhetoric is used as an analytical framework to examinethe visualized texts 'telling the story' of climate change issues in Taiwan from 2000 to 2017. The categories, characteristics, and visualization techniques from a variety of climate-related visual images andcontexts will be explored from the perspectives of visual persuasiveness, visual performance, and visual value. Devices for understanding the epistemological value and cultural function of data visualization and new ways to link human activity with changing climate issues of climate change are explored. From this analysis, four integrated scenarios were developed: Preferred (green Taiwan), Disowned (expert system), Integrated (a culture of foresight), and Disintegrated (Giddens' paradox).

組織傳播研究中的論述取徑: 一個領域的探索

title: 組織傳播研究中的論述取徑: 一個領域的探索 abstract: 組織如語言，該句話說明了：以語言為核心的理論在管理研究與組織研究的領域中漸受重視。隨著語言學的轉向，理論的認識論、本體論、方法論開始轉變，這樣的理論透過「語言」建立起組織傳播研究的核心，從論述與書寫的概念引出「人群（組織）與人之辯證」的思考問題，此乃大問哉。而近年來逐漸高漲的組織論述（organizational discourse）研究興趣，則在積極的企圖與各種學科的編整下反映了這個疑難，即多元的組織傳播相關研究圍繞著論述，發展出「多音」（plurivocality）的諸多組織論述（organizational Discourse）概念。本文認為，儘管論述的知識體系之呈現相當多元，但其對於了解人群與人的辯證關係反而有了更為彈性豐富的視野，面對不同的情境與議題可以對應出較理想的現象詮釋。除此之外，我們可以在諸組織論述理論中找到共同之處，而那些共同之處便是反映了論述概念作為思維核心的價值所在。這個思想與理論的價值便在於回應了Smith 在百年前針對人類組織所提出來的難題（das 'AdamSmith-Problem），這具有當代組織與個人之間協調問題的解釋價值。本文有鑑於此，嘗試去釐清組織傳播研究中論述取徑在當代的面貌，並企圖去整理出一個當代組織論述的知識地圖，並以之作為一個專門的學術領域。

逾越的愉悅-《零》系列電玩遊戲的空間閱讀

title: 逾越的愉悅-《零》系列電玩遊戲的空間閱讀 abstract: 本研究以日本地方鄉野傳奇組合而成的恐怖類AVG電玩《零》系列為研究文本，如《零》、《零：紅蝶》、《零：刺青之聲》、《零：月光的假面》等，企圖從中瞭解大眾電玩文化的形式與內容。本研究運用電玩文本空間閱讀的三種面向：敘事空間、現象學空間與語義空間，來解讀《零》系列遊戲的空間逾越。透過從遊戲文本的系統、身體操作、與電玩迷實踐之三大面向，來交織出玩家對遊戲的「理解」（understanding）與「經驗」（experience），以及圍繞著電玩文本所建立起來的大眾文化。本研究將遊玩《零》的電玩文化詮釋為不同層次的空間逾越過程，玩家主體則透過這些逾越的過程而達到愉悅，並且在最後的論證中指出「好玩而已」（just for fun）在當代社會中的文化意義。

體驗未來：以多元學習方法探究學生未來意識

title: 體驗未來：以多元學習方法探究學生未來意識 abstract: 未來學教育的核心目的主要是在於培養學習者具有遠見（foresight）的能力。其基本假設主張：每一個人都應該是未來學家，以因應全球社會不斷加劇的非連續性變動，以及來自創新科技所帶動的多樣性社會經濟革命。本研究聚焦於數位原民（digital native）與數位移民（digital immigrant）的世代差距，試圖理解在快速的社會革新中，教師該如何協以整合途徑來體驗學習，使學習者真正改變與創造未來。本研究以通識核心課程未來學門「社會未來」課程之修課學生為研究參與對象，探討在教學實踐中運用整合方法之未來學工作坊的12個活動，如何增進學習者的學習動機，並豐富其學習成果。研究結果顯示，在培養學生前瞻性思維和適應能力方面，透過創新教學設計，能有效提升學生的學習興趣和成效，尤其對「無動力世代」具有顯著的正向影響。此外，強調未來取向的知識目標，並運用體驗學習來培養學習者的未來意識，可以促進其參與和塑造未來的能力。

回家與旅行之間: 過程語藝與手遊《旅行青蛙》

title: 回家與旅行之間: 過程語藝與手遊《旅行青蛙》 abstract: 本研究以「過程語藝」分析 2018 年初興起的手機遊戲《旅行青蛙》，試圖理解這款療癒型、放置型小遊戲，為什麼會令玩家如此著迷?更透過該手機遊戲的語藝學分析，說明數位文本中可能性空間的設計與操作，並開展「過程」概念在數位語藝中的重要性。在本研究中，可以見到該遊戲文本透過規則性的電玩空間建構，讓玩家在看似簡單的過程中得到遊玩樂趣，藉由青蛙在家與旅行之間的細心準備與緩慢等待，回應了不斷加速的現代性日常生活，獲得某種對峙與抵抗的片刻。透過《旅行青蛙》的例證，從過程語藝的角度來看，玩家經由電玩文本過程的實踐，參與了遊戲觀點的表達，而這正也是數位時代中語藝學的關鍵視野。

The Battlefield in Your Ear: Political Parties' Narratives on Parliamentary Reform or the Expansion of Legislative Power Through Podcasts.

title: The Battlefield in Your Ear: Political Parties' Narratives on Parliamentary Reform or the Expansion of Legislative Power Through Podcasts. abstract: Podcasts have emerged as a significant medium for political communication, particularly as "low-attention media" that blend affective intimacy with multitasking listening practices. This study analyzes how Taiwanese legislators used podcasts during the 2024 controversy over parliamentary reform and legislative power expansion. Drawing on 28 podcast episodes from Huang Kuo-chang and Miao Poya, the research employs a multimethod design that combines Mandarin-language corpus analysis (Corpro) with reflexive use of generative AI (ChatGPT-4o). Findings reveal contrasting rhetorical styles. Huang's discourse emphasizes emotional immediacy, employing colloquial registers, confrontational humor, and moral polarization to mobilize listeners. Miao's discourse exemplifies institutional rhetoric, privileging legalistic terminology, procedural reasoning, and appeals to constitutional norms. Yet the distinction is not absolute: Huang occasionally invoked procedural arguments, while Miao sometimes adopted affective storytelling. These overlaps demonstrate how political actors navigate a rhetorical spectrum rather than a strict binary. Empirically, the study contributes one of the first systematic analyses of podcast-based political discourse in Taiwan, addressing gaps in non-Western digital media research. Methodologically, it illustrates both the potential and the limits of integrating corpusbased tools with generative AI as heuristic supplements to human-led interpretation. The findings underscore how podcasts' affordances reshape the balance between emotional resonance and institutional authority in digital political communication.

設計思考的語藝行動與後政治對話：以一場社會設計工作坊為例

title: 設計思考的語藝行動與後政治對話：以一場社會設計工作坊為例 abstract: 語藝學者 Kenneth Burke 在《動機的文法》裡說到：「故事是生活的裝配」（Stories are equipment for living），這些生活裡的交流語言，是明白的語藝行動（rhetorical action），我們將申論，在本文中此語藝行動於社會設計（social design）中扮演著重要的角色。這不僅僅是因為語言是我們溝通的主要工具，更因為語言具有塑成和變革社會現實的能力。透過精心設計的語藝策略，例如敘事、隱喻或其他修辭手法，我們可以共鳴人們的認知和行為，使社會想像生成為社會行動，使虛擬性轉化為實現性。本研究透過對關鍵字「設計思考」相關的 180 篇中文期刊論文進行計量論述分析，以求得定義與操作，並參與觀察與訪談「小琉球生態運動的創新變革」一場（社會）設計思考為例，以 Burke 的語藝批評、Pierre Bourdieu 的實踐感詮釋、 Gilles Deleuze 的實現概念，探討設計思考作為一種當代社會學的實作，目標在於創造關係轉變的可能，在此指稱的關係可能包含，人與人之間的關係，人與組織間的關係等，社會設計的工作期待透過關係的理解、梳理、轉化，而這些努力則為了產生社會變革所帶來正向的支持。本研究在分析後將宣稱，社會設計與設計思考，將提供後政治對話則是一種超越傳統政治邊界和對立的溝通方式。在後政治的視野下，對話不再僅僅是爭取權力或推動某個議程的手段，而是一種尋求共識、解決問題、形成意義的過程。後政治對話強調的是多元性和包容性，它試圖打破傳統政治對話中的二元對立，以尋求更為全面和永續的實用主義解決方案。

數位饕客：社群媒體中的美食論述

title: 數位饕客：社群媒體中的美食論述 abstract: 美食節目、新聞副刊與部落格美食文學在千禧年世代，形成一股以「美食」為社交主題的大眾文化，人們追逐作家舒國治的一道老臺北人的早餐，店家也因此蔚為風潮。在社群的時代，我們則跟著Instagrammer、YouTuber、Google Map進食。Josée Johnston Shyon Bauman的《饕客：民主與區辨的美食地景》中，運用Pierre Bourdieu的《區辨：品味判斷的社會批判》架構了大眾文化中飲食與食物所構連起的美食景觀。這由框架（framework）與意識形態（ideology）美食景觀充滿著民主化與階層化、大眾化與區辨化的吊詭矛盾。進入到社群時代後數位媒介與行動者更加深刻地介入美食景觀，其中混雜著充滿影響力的饕客論述。本研究以文本分析，除了對臺灣美食文學文本、媒體文本進行理解外，亦剖析社群平臺Instagrammer、YouTuber等的論述框架及支撐其運作的意識形態。以立意抽樣方式，搜集5組食物相關Instagram美食帳、5組食物相關YouTube頻道，理解與分析其中的論述形構與實踐，探索與知悉由「地道食物」、「異國風情」等文化雜食性所構成的主體規訓與實現，而這是充滿內爆、流動、矛盾的大眾文化樣態。在我們進入社群時代後變得更加明顯。隨著數位媒介和行動者更深入地介入美食景觀，我們可以看到更多元和複雜的美食論述。這些論述不僅反映了我們對美食的熱情，也揭示了我們的社會和文化結構與場域。

分析大流行敘事之恐懼治理：以新冠疫情為例

title: 分析大流行敘事之恐懼治理：以新冠疫情為例 abstract: 以往，衛生治理是以某個國界之內的範圍來考慮，倚靠的是主權國家通過邊境控制保護其領土，以避免傳染病的入侵。然而，當今傳染病的風險跨越國家疆域，必須使用跨越國界的方式治理，即從「國家威脅管理」轉移到「全球風險治理」。恐懼治理是公共衛生重要與核心措施，動員恐懼等同於控制社會。新冠疫情敘事多置入適當程度的恐懼，在恐懼中，安全與秩序是首要價值，這意味為達到安全，民眾必須放棄部份的自由。本研究分析做為風險生產者與治理者的世界衛生組織（WHO）治理新冠疫情的方式，分析其如何運用科學證據與專家言說建構恐懼，以瞭解大流行敘事如何產生於特定的社會和政治語境中，以及在其間涉及的權力、規訓、治理等議題。

時代的眼淚――展演社群媒體上碎片化的集體記憶

title: 時代的眼淚――展演社群媒體上碎片化的集體記憶

揭示多元資訊環境下的意見氣候分析新途徑

title: 揭示多元資訊環境下的意見氣候分析新途徑 abstract: 本文重新解構Noelle-Neumann在沉默螺旋理論中的要素「準統計官能」（Quasi-Statistical Organ），將原本理論所處的媒介環境修正為當今多元的資訊環境，透過平臺的特性與介面展現的集體用戶表現（Aggregate User Representation）發展出更貼近批踢踢實業坊（PTT）使用者「鄉民」視角的資料蒐集途徑，並利用語料庫分析取徑萃取出能夠提取、預測意見氣候的探測語（Probes），藉此發展出能夠不先預設觀測範圍的意見氣候分析架構。資料結果顯示，本文還原準統計官能的原理，利用介面的集體用戶表現與修正過後的「探測語」概念設計出可以持續更新的資料蒐集方式，並搭配自建語料庫分析的方式，能建立一個可持續更新探測語的分析架構，且實測以此架構找出的探測語確實能發揮預測意見氣候的效果。本文認為從介面與準統計官能的角度建立的意見氣候分析框架，將更能夠因應瞬息萬變的網路資訊環境，且探索過去預先劃定觀測範圍所不能觀測到的細微現象。

探究數位環境粉絲群體形成對文化創意產業的推動性: 以"德雲女孩"為例

title: 探究數位環境粉絲群體形成對文化創意產業的推動性: 以"德雲女孩"為例 abstract: 本研究以中國內地相聲團體德雲社的粉絲群「德雲女孩」為例，探討數位環境中粉絲群體的形成對於文化創意產業的推動性作用，特別關注德雲女孩透過自身社會資本擴大粉絲群體，並透過線下的互動方式推動了德雲社相聲的發展，透過對相關文獻的研究和實證研究，本研究為了解文化產業的創意與文化產業的創意研究結果對於推動文化創意產業發展具有重要意義。研究結果顯示，透過粉絲群的擴大及社會資本的增加，增加了文化創意產業的觀眾，而透過線下的互動關係，粉絲進入線下劇場，增加了文化創意產業的經濟收入。透過粉絲在新媒體的運作，德雲社的個人演員也在社群媒體中不斷的更新自我形象，透過演員宣傳推動文化創意產業的發展。

反思帶病的身體：經驗知識觀點

title: 反思帶病的身體：經驗知識觀點 abstract: 在專家知識逐漸隕落和知識的民主化之下，奠基於日常生活的「經驗知識」被視為理解社會問題的重要知識。在疾病研究的領域裡，指涉病人的學術用語與概念改變，轉而注重病患的經驗知識。以往，病患對疾病的體認被認為是常民信仰或是錯誤知識，然而，近年來已逐漸被思考成能提供不同於醫護觀點的病患觀點。這意味原本被視為被動客體的病患，如今成為擁有自己身體、病況和經驗知識的專家。本研究採取「傳記敘事詮釋」法，分析癌症病患如何照護帶病的身體，如何經驗疾病。在病患與疾病共生的日常實踐中，運用和形成的經驗知識為何？這些知識如何用來解釋與理解帶病的身體？研究發現，病患的自我照護方式與生物醫學交織，反映出對生物醫學的依附，但他們也會進行改造，以更符合、適用於自己的病況。因此，經驗知識是用於理解特定情境、並在其中採取行動，是一取決於情境的知識。經驗知識與生物醫學知識的基礎不同，病患擁有的是關於經驗的知識，關注並非整體上的可能性，而是可行的個人策略。

台灣公民募資的消費實踐（2012-2019 年）

title: 台灣公民募資的消費實踐（2012-2019 年） abstract: 本文將公民募資視為政治參與的一種型式，募資平台則為象徵性消費的場域，社會議題在募資平台被「商品化」，倡議行動包裝為專案形式進行募資，捐獻者於募資平台上以金錢資助，募資發起方成為代理行動者以執行倡議。為理解台灣公民募資的消費實踐特色，本篇取徑「政治消費觀點」，關注消費背後的意識形態，並借鏡新傳播科技發展下「連結式行動」的動員特色，以此聚焦討論專案發起方的角色與行動策略，以歷時性研究 2012 年至 2019 年台灣線上公民募資的發展與政治參與特色。研究發現:「黨政趨向」類的專案表現在募資人次及金額最突出，此類訴求文宣，多與兩岸政治、罷免投票、環保有關，然而公民募資做為政治參與或有進步內涵的「政治消費」，其論述情境卻多與藍綠之爭、地緣政治有關。而募資發起方的行動召喚策略直指「台灣認同」，且刻意淡化組織角色，突顯個別公民的倡議身份，並以「否定」語境如反國民黨、反大陸政權為號召。公民募資看似是由下而上的改革力量，但研究表明，推進募資動能策略，主要發揮在身份認同的議題，募資發起時程更與台灣政黨選舉活動有關，政治消費行為背後脫離不了政黨化意識形態滲透。

慈善資本主義的召喚、吸納、收編與宣傳：評《贏家全拿》

title: 慈善資本主義的召喚、吸納、收編與宣傳：評《贏家全拿》 abstract: 放眼圖書市場不乏底層人民真實寫照——《窮忙:我們這樣的世代》、《被壓榨的一代》、《社會不平等》，這些書籍反映了美國下層社會的掙扎與無助。然而站在貧者的贏家對立面，社會菁英如何成為資本家共犯形構社會卻少有論述。《贏家全拿:史上最划算的交易，以慈善奪取世界的假面菁英》(以下簡稱《贏家全拿》)一書將視野貼近金字塔頂端人士，解構不為外人知的權術運作:向世人展開上層社會的掠食者如何在社會秩序的頂端操弄贏家規則，娓娓道來學界及企業菁英身為結構中的能動者，如何試圖掙扎，最後被整併於慈善資本的遊戲規則，成為穩定資本結構的共犯。書中揭露了富者行善的迷思，慈善資本主義(philanthrocapitalism)意識型態纏繞其中，加深階級難以被顛覆的事實。透過不同案例採訪理解慈善救人的意識型態如何召喚、吸納、收編這群試圖讓世界更美好的學生、創業家、學者、政治人物等社會菁英，致使他們成為自利正當化的推手，也為我們解答了慈善資本主義何以存續，何以難被異質階層撼動。

媒體改革文獻書目整理（1998-2008）

title: 媒體改革文獻書目整理（1998-2008） abstract: 十年多來，與媒體改革的社會議題與活動方興未艾，如此必然牽動著學與術領域對於媒改問題的關注。畢竟社會、政策與學術向來是環環相扣不可分的。然而，由於媒改問題涉及範圍甚廣，為使本文的整理有所焦點，故特別聚焦於媒改的草根特性，試圖單以「能動」作為整理媒體改革相關文獻的切入點，依此畫分出「社會運動、民間組織、知識份子、公民與理論觀點」等五個層面來設定便於網路檢索的各項關鍵詞，進而匯整1998-2008年間有關媒體改革之中文繁體字文獻。此書目整理將先簡述相關文獻之現況，包含資料取得過程與結果；接續討論現況背後的學術產出與社會的關係乃至於主要研究社群及其貢獻。由於相關文獻資料甚多，故不列於期刊紙本中，但可至《新聞學研究》網站查詢或下載，網址：http://www.jour.nccu.edu.tw/mcr/specialtopic/referencesreview.html。

論「新媒介科技迷」

title: 論「新媒介科技迷」 abstract: 本文以新媒介（新傳播科技）之過度使用者(excessive users)作為思考起點，關注特別熱衷於新媒介形式本身的閱聽人，嘗試有別於網路成癮、網路狂或戀物癖等病症式眼光，而企圖從具能動性的「迷」來加以思考。因此，本文藉由討論「媒介文本」與「迷」之概念，指出由於新媒介的形式與內容之界線消融，其文本便具有「形式即內容」的特殊性，再進而從媒介融合的日常生活脈絡之立場主張「新媒介科技迷」有普遍存在的可能。文末則提出幾個深入探究新媒介迷的未來研究面向。 This article aims to provide a new understanding of ”text” and ”excessive users of new media.” In contrast to past studies, I undertook a rethinking of the interaction between audiences and new media, and attempted to form a connection between ”excessive users” and ”fans” instead of ”addiction.” Under this current phenomenon, I discussed the range of media text and fans by way of reviewing related literature to re-examine the concepts of media text and fans. Thereby I argued that new media fans may indeed be widespread. Finally, some new conceptual perspectives are offered.

An eye tracking study of the application of gestalt theory in photography

title: An eye tracking study of the application of gestalt theory in photography abstract: Photography is an art form where integration of the human visual perception and psychological experiences result in aesthetic pleasure. This research utilizes eye tracking to explore the impact of the properties of Gestalt in photography on people's visual cognitive process in order to understand the psychological processes and patterns of photography appreciation. This study found that images with Gestalt qualities can significantly affect fixation, sightline distribution, and subjective evaluation of aesthetics and complexity. Closure composition images seem to make cognition simpler, resulting in the least number of fixation and saccades, longer fixation duration, and more concentrated sightline indicating stronger feeling of beauty, while images which portray similarity results in the greatest fixation and saccades, longest saccade duration, and greater scattering of sightline, indicating feelings of complexity and unsightliness. The results of this research are closely related to the theories of art and design, and have reference value for photography theory and application.

城市空間中的「協作移動」：以WeMo Scooter共享電動機車為例

title: 城市空間中的「協作移動」：以WeMo Scooter共享電動機車為例 abstract: 共享機車服務已逐漸盛行於臺灣主要城市，本文依其須以智慧型手機與電動機車接合連動方得運作的技術特性，循軟體研究（software studies）觀點將其定義為「協作移動」技術。此技術體系的協作特性不僅展現在行動媒介與交通工具的協作，從而促成媒介實踐與移動實踐不可二分的新型態實踐樣貌，更重要的是，此技術體系有賴營運方與常民媒介／移動實踐的共同參進，方得持續完成。循此，本文以WeMo Scooter共享電動機車為例，探討其技術構成與運作過程，及其所促成的實踐樣貌。本研究指出，協作移動技術體系的構成與運作乃「社會─技術─文化」過程，在其營運範圍劃定與調節、車輛網絡（重）分布、「混雜空間」（hybrid space）的物質性變動等方面，皆展現出營運方與使用者之間的協商與協作關係，且行動媒介的居中運作扮演關鍵角色。在使用者透過行動媒介參進技術體系運作的實踐過程中，一方面展現出豐富的城市空間意涵，同時隱約可見數據化的監控管治。在此基礎上，本研究進一步嘗試與媒介研究、移動研究領域現有概念對話，藉此強化「協作移動」概念的跨領域特性，作為後進相關研究的參考基礎。

Exploring the Impact of IoT and Green Advertising on Consumer Behavior

title: Exploring the Impact of IoT and Green Advertising on Consumer Behavior abstract: Over time, consumer awareness of environmental protection has grown. From big data in the Internet of things (IoT), green advertisement has indeed made a significant impact on consumers’ awareness of environmental protection. Therefore, this research studied the impact of the IoT and green advertisements on consumers’ behavior. An investigation was conducted based on focus group interviews, and the assumption was tested using statistical methods. The research results were as follows: 1) advertisement has a significant impact on consumer behavior; 2) consumers are willing to purchase advertised products that convey positive messages, regardless of their age, educational level, or average income level; 3) consumers with higher education levels have better environmental concepts; and 4) green advertisement has a significant impact on consumers’ environmental concepts and behaviors. In summary, the study found that green advertisement can improve consumers’ awareness of environmental protection and that consumers’ behavior can effectively influence the implementation of environmental protection.

Investigating the use of environmental tableware based on the theory of planned behavior.

title: Investigating the use of environmental tableware based on the theory of planned behavior. abstract: According to the statistics of the Environmental Protection Administration in Taiwan, the average usage amount of disposable tableware is about 59,000 tons year. Disposable tableware waste always causes serious pollution to the environment. The aim of this study is to explore the problem of disposable tableware garbage pollution with respect to different impact factors, and increase the usage of eco-friendly tableware. The subjects of this study are the undergraduates and graduates of the colleges in Taiwan. This research adopted the theory of planned behavior to investigate the relationship between user's behavior and cognition and designed questionnaires through expert interviews to advocate reducing the usage of disposable tableware. 550 college students were invited as the subjects to answer the narrative questionnaires and calculate the score of each questionnaire based on Likert scale. A series of data analysis methods, including reliability analysis, Pearson’s correlation analysis, and regression analysis etc., were adopted and programmed in Statistical Product and Service Solutions. The research results show that the usage of eco-friendly tableware has a positive impact on behavioral intentions, attitudes, subjective norms, and perceived behavioral control. This study also learns that governments, industries, environmental protection, and community groups are closely related and interact with each other; their eco-friendly policy can influence users to undergo behavioral changes as well as encourage them to reject the use of disposable tableware. The conclusions would be helpful for policy makers to take effective actions to guide public behaviors and promote public participation in using eco-friendly tableware.

The Study of Consumer Green Education via the Internet of Things with Green Marketing.

title: The Study of Consumer Green Education via the Internet of Things with Green Marketing. abstract: Environmental protection and green education are important global issues. The Internet of things (IoT) is a new effective communication medium for advertisement and dissemination. To promote the concepts of environment protection with green marketing via the IoT is the aim of the study. Case study and focus group are adopted for experiment and analysis. After qualitative analysis, we use factor analysis and regression analysis to analyze the statistical results of questionnaires. The effective questionnaires returned rate of this research is 282/300(94%). The analysis results of Likert scale show that Cronbach’s α for 5 factors are all higher than 0.7 which means the reliability of this research is good. The result of regression analysis also shows that significance of green marketing via the IoT for consumers’ green education is obviously effective. This research presents an indispensable and interesting education way to create a multi-win situation for businesses, consumers, governments and our earth.

以眼動追蹤法探討電影拍攝手法對觀看行為之影響

title: 以眼動追蹤法探討電影拍攝手法對觀看行為之影響 abstract: 現今人們處於隨時隨地觀看影音的眼球時代，可是顯少了解觀眾如何觀看電影，因此本研究透過眼動實驗方式，探討電影的長時間鏡頭與蒙太奇表現手法對於觀眾視覺心理之影響，以了解兩者拍攝手法在觀看行為之差異，研究發現，從具統計意義的動態熱區圖得知，以宏觀觀察長時間鏡頭和蒙太奇手法在整體眼動訊息沒有顯著差異。但是進一步微觀仔細觀看每一幀的畫面，發現不同拍攝手法的確會影響人們觀看行為與策略，當觀眾在觀看長時間鏡頭電影時，視線會更關注畫面內容的細節部份，集中觀眾注意力並有效引導觀眾觀看電影，而蒙太奇手法則會使觀眾視覺焦點注目在電影角色上，可以知道觀眾在此二種表現手法上理解劇情有不同之處。本研究結果有助於導演能夠更精準選擇運用較佳的拍攝手法，以因應電影拍攝與觀眾心理需求，進而讓觀眾能愉快沉浸地觀看電影，本研究以實證發展電影美學與認知心理的新方法，有助於電影理論與實務應用參考。

A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands

title: A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands abstract: This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 2019 are obtained. A fashion brand image model is constructed to determine key image cues in posts by each brand. Drawing on the findings of the ensemble analysis, this research divides cues used by the six major fashion brands into two modules, image cue module and image and theme cue module, to understand participation responses in the form of likes, comments, and shares. The results of the systematic image and theme module serve as a critical reference for admins exploring the characteristics of public participation for each brand and the main factors motivating public participation.

Using Machine Learning to Compare the Information Needs and Interactions of Facebook: Taking Six Retail Brands as an Example

title: Using Machine Learning to Compare the Information Needs and Interactions of Facebook: Taking Six Retail Brands as an Example abstract: This study explores the interactive characteristics of the public, referencing existing data mining methods. This research attempts to develop a community data mining and integration technology to investigate the trends of global retail chain brands. Using social media mining and ensemble learning, it examines key image cues to highlight the various reasons motivating participation by fans. Further, it expands the discussion on image and marketing cues to explore how various social brands induce public participation and the evaluation of information efficiency. This study integrates random decision forests, extreme gradient boost, and adaboost for statistical verification. From 1 January 2011 to 31 December 2019, the studied brands published a total of 25,538 posts. The study combines community information and participation in its research framework. The samples are divided into three categories: retail food brand, retail home improvement brand, and retail warehouse club brand. This research draws on brand image and information cue theory to design the theoretical framework, and then uses behavior response factors for the theoretical integration. This study contributes a model that classifies brand community posts and mines related data to analyze public needs and preferences. More specifically, it proposes a framework with supervised and ensemble learning to classify information users′ behavioral characteristics.

Public Perception of Tourism Cities before and during the COVID-19 Pandemic through the Lens of User-Generated Content

title: Public Perception of Tourism Cities before and during the COVID-19 Pandemic through the Lens of User-Generated Content abstract: The COVID-19 pandemic (coronavirus disease of 2019) sent the world into disarray and devastated the global tourism economy. In 2020 alone, the number of international tourists dropped by roughly 1.1 billion. This study examines user-generated content (UGC) on social media to elucidate the shift in people’s perceptions of popular tourism cities from before the pandemic to during the pandemic. This paper analyzes the characteristics of the cues in tourism-city-related UGC (particularly those related to the pandemic) and identifies the cues that resonate most with the public. This paper collected the data using Instagram’s application programing interface and then sorted the UGC based on content, type, time, likes, share, and comments. Between 1 January 2019 and 31 December 2019, it collected a total of 207,752 pre-pandemic posts and 173,131 peri-pandemic posts. The findings reveal that, during the pandemic, the interactivity of city-related UGC dropped, and only pandemic-related keywords gained public attention. By comparison, pre-pandemic positive posts mentioned local features and contained calls to action that were generally well-received. The findings also validate that UGC effectively reflects and enhances overall public perceptions, suggesting that, in a future which is forced to co-exist with SARS-CoV-2 in the long term, it is important to understand the positive and negative influences of UGC on tourism cities.

從大學實習媒體的學習經驗探究媒體匯流時代的數位敘事製作

title: 從大學實習媒體的學習經驗探究媒體匯流時代的數位敘事製作

癌症病患的自我敘事分析

title: 癌症病患的自我敘事分析 abstract: 本研究分析癌症病患之自我敘事，彰顯疾病是一種意義，不應僅被視為生理現象。我們的目的在探究罹癌患者如何建構癌症意義，以及疾病與自我的關係。疾病敘事強調病患的感受、經驗與生命故事，透過疾病敘事，有助於探究形塑病患病痛經驗的社會、文化脈絡。本研究要從病患的疾病敘事中，分析病患如何訴說自身患病的經驗，如何選擇、排序、組合與詮釋，解釋疾病與自己的關係，傳達一個關於疾病與自我的敘事；更進一步，病患通過疾病敘事所建構的意義、病患體驗疾病的方式與社會文化密切相關。因此，探究疾病敘事所顯示的病痛經驗，可以瞭解形塑病患病痛經驗的社會與文化脈絡。

陳若曦長篇小說的宗教與信仰情節

title: 陳若曦長篇小說的宗教與信仰情節 abstract: 留美小說常見的「失根」鄉愁鬱悶，在陳若曦移民小說往往透過宗教信仰予以化解。60 年代早期留美的陳若曦在訪問中表示，曾因相信「無神論」馬克思主義前往中國大陸，直到她重返回北美之後的 80 年代，才開始以美國的華人知識份子為主角，撰寫移民小說。宗教信仰情節在她四部長篇作品中，尤其明顯，諸如，《突圍》寫入佛教密宗與舊金山「金山寺」，《二胡》刻劃中共開放後的浙東禮佛參拜，《紙婚》將宗教懺悔寫入臨終前的美國愛滋病患生活，《遠見》男女主角各有其堅守的傳統儒家觀念。陳若曦移民小說對於離散者（diaspora）──尤其是華人知識份子，如何透過宗教以及儒家社會的家族綿延傳統信念，恢復心靈寧靜，有其匠心獨運之處。

Analysis on the Perception of Using University Mobile App: Taking Universities in Taiwan as Examples

title: Analysis on the Perception of Using University Mobile App: Taking Universities in Taiwan as Examples

Specificity, Conflict, and Focal Point: A Systematic Investigation into Social Media Censorship in China

title: Specificity, Conflict, and Focal Point: A Systematic Investigation into Social Media Censorship in China abstract: Internet censorship mechanisms in China are highly dynamic and yet to be fully accounted for by existing theories. This study interrogates postpublication censorship on Chinese social media by examining the differences between 2,280 pairs of censored WeChat articles and matched remaining articles. With the effects of account attributes and article topics excluded, we find that article specificity raises the odds of being censored. Also, an examination on a collection of international trade articles indicates that such articles with textual units disclosing conflicts, even pro-regime messages, are also removed by the censors. This mixed-method study introduces focal point as a theoretical angle to understand China’s contextually contingent content regulation system and offers evidence based on large-scale, nonproprietary, and original social media data to investigate the evolving censorship mechanisms in China.

受傷的醫者：罹癌醫師的疾病書寫研究

title: 受傷的醫者：罹癌醫師的疾病書寫研究 abstract: 本研究分析罹癌醫師如何通過個人經驗敘事，評價與反思作用於自身的癌症治療。過往，在實證醫學規訓下，醫師會以互斥架構理解實證醫學與地方知識，將地方知識視為不科學或不理性等另類現象。然而，因著罹癌的身體經驗，受傷醫者重新理解實證醫學與地方知識的關係，為以往漠視的地方知識發聲。受傷醫者以既是病人又是醫師之特殊性，反省實證醫學之規訓，這顯示出他們以親身經驗與醫學視野，體會實證醫學與地方知識並存的時代意義。

《儒林外史》捐納書寫溯源蠡測--以晚明《鴛鴦鍼》為參照

title: 《儒林外史》捐納書寫溯源蠡測--以晚明《鴛鴦鍼》為參照 abstract: 異於明末清初《鴛鴦鍼》針砭科考舞弊，《儒林外史》的諷刺對象，出現轉向於作者吳敬梓年代—康熙晚期到乾隆早期的捐納情節。這種順應時勢的書寫方式，是晚明出版市場的現象之一。為深入瞭解《儒林外史》捐納情節書寫背景，本文耙梳整理明、清兩朝懲治科考舞弊法〈貢舉非其人〉〈問刑條例〉原始及修訂條文，分析清廷匡正晚明科舉舞弊歪風與公開施行捐納政策，如何提供小說靈感。之後，本文以《儒林外史》人物杜少卿為核心，將小說捐納書寫情節歸類。最終強調《儒林外史》延續不變者，包括諷刺精神以及閱讀市場對於應時作品的期待。

Information Clues and Emotional Intentions: A Case Study of the Regional Image of the Cultural and Creative Community

title: Information Clues and Emotional Intentions: A Case Study of the Regional Image of the Cultural and Creative Community abstract: In order to capture the value of cultural creativity, this study explored regional cultural creativities with different creative forms to understand how people interpret and interact with various regional cultural creative images. This was done by analyzing the abstract (performance) type of cultural creativity and the figurative (commodity) type of cultural creativity, in order to understand how existing regional cultural creativities operate information threads in social media, and how the different forms of content may lead to different levels of participation and feedback. The Cloud Gate Dance Theater can be taken as an example of an abstract cultural creation (performance type), and Green-in-hand as an example of a figurative cultural creativity (commodity type). In this study, all user page content for the period 1 January 2011, to 31 December 2018, and the number of user comments for each post were analyzed, for a total of 4784 posts. Computer science, data mining, big data, and social network analysis were combined to verify the findings of the analyses. Through an application programming interface (API), data and information in social media is extracted. Then data filtering, storage, and analysis is performed with meaningful information extracted for interpretation and for use in text mining to explore the relationship with the public based on content attributes. This study first verifies that the regional image is consistent with the social image location. Second, the information cues results found that information cues could be organized into region personality through any direct or indirect contact. Third, emotional clues can evoke emotions and self-expression, which is seen as an important clue to region emotions. In addition, this study also provides a conceptual framework for understanding how different forms of information, in regards to social management of existing regional cultural creativities, leads to varying levels of participation. Understanding the form of information is a key factor in the acceptance of information by the public. It is a reminder for cultural and creative institutions of the importance of text and images, and of figurative and abstract information planning in social content. In order to improve the competitiveness of the destination, using content interaction through social media to create and enhance a strong brand image is important.

The Sustainable Development of Social Media Contents: An Analysis of Concrete and Abstract Information on Cultural and Creative Institutions with “Artist” and “Ordinary People” Positioning

title: The Sustainable Development of Social Media Contents: An Analysis of Concrete and Abstract Information on Cultural and Creative Institutions with “Artist” and “Ordinary People” Positioning abstract: The sustainability of social media is a common subject of study. With the emergence of cultural and creative industries, many studies have begun to explore the advantages and disadvantages of the integration of social media with cultural and creative industries. However, there remains a lack of research on the sustainability of cultural and creative social media. Therefore, the present study uses the example of a non-profit cultural and creative organization as its case. The use of social media content discovery technology explains the sustainable use of cultural and creative social media and how participation and interaction with cultural and creative brands are promoted from the perspective of artists or ordinary people. In addition, the analysis of concrete and abstract information explores how content orientation and brand perception impact emotions and behavior. We use social media content discovery technology to analyze 9529 image posts. The results show that for abstract themes, for example, art or design, people can be more easily guided by information with the help of images, which stimulate positive emotions, resulting in more actual engagement behavior, including posting and sharing. With respect to emotional responses, images with smiles are found to have a significant effect in guiding positive emotions, which are expressed through actions, such as active participation and feedback. By examining the meaning of the information in the images, we find that images with abstract themes have a good connection with the brand image. Although the information is less easily shown, it can guide significant outcomes that are positively correlated with the information. Therefore, strengthening brand image and content themes can effectively consolidate trust in brand content and the sustainable development of cultural and creative social media.

串流媒體時代下的閱聽人商品觀點再檢視：以傳播政治經濟學觀點分析 Netflix 追劇勞動

title: 串流媒體時代下的閱聽人商品觀點再檢視：以傳播政治經濟學觀點分析 Netflix 追劇勞動 abstract: 本文試圖從傳播政治經濟學取徑，以閱聽人商品（audience commodity）與閱聽人勞動（audience labour）的角度切入，探究電視收視情境與閱聽人角色從過去電視節目編排的線性流程（linear scheduling/ programming）模式，到串流媒體時代下的內容策展模式（content curating）的改變，並以網飛（Netflix）為例，再現閱聽人對於「看電視」的時間與空間的感受如何變遷，以及閱聽人商品理論的相關概念如何解釋網飛模式下的追劇閱聽人（binge-watching TV viewers）的收視情境。最後，批判數位資本主義發展下的跨國串流媒體產業的壟斷趨勢。