科學傳播概論與我 -...

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PPT

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3

2012 9 26

1

2PUS

1

2

3

4

3PAS

1

4

2

3

4

5

6

4Scientific LiteracyMillar

1

2

3

5

Shen

1Practical scientific literacy

2Civic scientific literacy

3Cultural scientific literacy

6PEST

1

a

b

2

3

5

7

1Public Understanding of Science

2Public Awareness of Science

3Public Engagement of Science

4Scientific Literacy

5Scientific Culture

7

8

9

8

1Burns, OConner & Stocklmayer

AEIOU

aAwareness

bEnjoyment

cInterest

dOpinion-forming

eUnderstanding

2Bryant

a

b

c

10

9

11

12

1

2

3

4

5

6

7

DVD & VCD

10

2012 10 3

1

2

1

a

b

2

1828

1830

1845 Scientific American1870 Science

11

1948

BBC Inventors Club

John Dewey 1934 Science Education

knowledge gap

1951

3

12

4

PES PAS P?S 5

13

2012 10 17

1

1

22010

2

1

a

b

c

d

2

14

a

b

c

d

e

3

a

b

c

4

a

3

1

2

a

b

15

3

4

1

2

3

4

1. 2.

5

5

1

2

a

b

3

a

b

16

6

7

17

2012 10 24

1

2

1

a

b

c

3Literacy

1

2

3

4

5

6

18

4

1

2

3

4

5

5

1

2

a

representation

presentation

b

3

4

19

a

b

c

d

e

6

1

2

3

4

5

6

a

b

c

d

e

f

7

a b

Writing

Body

Languag

e

Visual

Images

Speaking

To change behavior

To get action

To ensure understanding To persuade

To get and give

information

20

7

1

2

8

1

2

3

4

5

6

9

1

2

21

2012 10 31

1Discovery

22011 10 16

A E I O U

3

1

22

2

4Who to whom says what

through which channel with what effects

1

aLasswell

b

2

5

1

297% non-verbal

WH

O

Says

WHAT

In WHICH

channel

To

WHOM

With WHAT

effect

/

23

3professionalism, competence

honest, just, trustworthyaggressive, active

open-minded, objective

6

7

1

2

3Content is KING!

4Entertainment first, Information laterInfortainment

CSI

5Story-telling

6appear

8

1

2

24

3

4

5

BBC

NHK

6

7

9

1

2

3

470%

5

6

10

1

2

3 V.S.

4

5Outputs V.S. Outcomes

25

6appear

11

1

2

3

4

5

6

7

26

2012 11 7

1

2

1

2

3

4

5

6 1

1Mathematical theory of communication also known as

information theoryShannon & Weaver, linear model

of communication

27

2Concepts: Information, Message, Information source, Signal,

Channel, Transmitter, Noise source, Received signal, Receiver,

Destination

3

4Information: Not to be confused with meaning, entropy and

Redundancy

5Information source

6Message: Transmitted by information source

7Signal: Physical form of message

8Channel: Physical medium for signal (E.g., air in spoken

communication)

9Transmitter

10Noise: Unintended (by information source) changes to the

signal

11Receiver

12Received signal: Signal + noise

13Destination: Recipient of message

7 2Schramm

1Source & destination: Encoding and decoding, interpretation

2Signal is output of encoding: Input to interpretation, responses

to signal are the meaning of the signal, interpreted on basis of

context & experience, response choice initiates a new message

28

3Need overlap in field of experience:common ground

overlaps of experience fields, a shared language can be the shared field of

experience

4

5Feedback: Message originator acts as recipient of messages

resulting directly from first message.

6Sources of feedback: From recipient(s)--Head nods, frowns,

thumbs up, thumbs down, Self-monitoring--Through senders

own senses: ears (speech) & eyes (writing): E.g., were the

senders words pronounced correctly, was there a speech error?

8 3Berlo

1Communication as a process: Continuous, dynamic

phenomenon, communication arises as the interaction between

communicating parties.

2Channel: Physical conductor of message (e.g., air), form of

energy carrying message (e.g., sound waves), mechanism for

encoding/decoding (e.g., vocal chords, ears)

29

3Fidelity: Effectiveness in achieving senders purpose, sender

and receiver issues

4Factors in fidelity: Communication skills, attitudes, knowledge

level, position within a socio-cultural system (The last 3 are

credibility factors)

5Simultaneous use of multiple channels often enhance

effectiveness.

6Words alone cannot convey a message with anywhere near

the efficiency of words and images together.

7The receiver will be more likely to decode a message

accurately if he can see it and hear it at the same time. We know,

S

SOURCE

M

MESSAGE

C

CHANNE

L

R

RECEIVER

COMM SKILLS

ATTITUDE

S

KNOWLE

DGE

SOCIAL

SYSTEM

SEEING

HEARING

TOUCHING

SMELLING

TASTING CULTURE

COMM SKILLS

ATTITUDES

KNOWLEDGE

SOCAL SYSTEM

CULTURE

STRUCTUR

E

N R

T

E A

T

T

E N

C

O

D

E

ELEMENT

S

C

O

N

T

E

N

T

30

too, that the receiver cannot retain as much oral information as

he can visual, other things being equal.

9

1

aSocial Cognition Theory

bCognitive Dissonance Theory

cSocial Judgment Theory

dInoculation Theory

vs.

eExpectancy Value Model

fCommunication Accommodation Theory

gUncertainty Reduction Theory

hContagion Theories

iTheory of Planned Behavior/Reasoned

Action

31

jNetwork Theory

kElaboration Likelihood Model

lMental Models

mNarrative Paradigm

nGroup Dynamic Theories

2

aInformation Theories

bDiffusion of Innovations Theory

cContextual Design

dComputer Mediated Communication

3

aHypodermic Needle Theory

32

bTwo Step Flow Theory

cGatekeeping

dCultivation Theory

eKnowledge Gap Theory

fUses and Gratifications Approach

gAgenda Setting Theory

hPriming Effect

iFraming

jDependency Theory

4

33

aTranstheoretical Model of Change

bFramework for Effective Campaigns

cCommunication for Persuasion Theory

12 (a).

(b).(c).(d).(e).

(f).(g).

(h). (i).(j).

(k).(l).

10

1

2

3

4

34

2012 11 14

1

2story teller

1

2storynarration

discourse

3

3

4

1Fiction

2

3dialogue

CSI

35

4

5

6

7

Discovery

8

4

or

36

2012 11 21

1

2

1

2DVR

3

MOD

4iPad

3

1a. b.

c. d.

2a. b. c.

4documentarylecture

interviewdemonstrationgame show

animationdramareality TV

magazine format

5

1a. b. c.

37

2a. b.

3

62007

1a. b.

c.

2

3a. b. c.

d. e. f. g. h.

i.STS j. k. l.

7

1

2

3

8

1BBC, PBS, NHK, CBC, ABC

2NGC Discovery CNN

3NASAMITHarvard

Universityetc.

4FactualScience and

Nature Fiction

38

9

1Science NationNSF

2NASA TV

33D Royal Botanic Garden Kew(BBC)

4MIT TechTV: ChemLab Boot Camp Trailer

10

1

2

3

4

39

2012 11 28

1

1

2 vs.

3TV

4

5E3 OPCS

6IMC

2

3a. Basic Communication Model b. ENG 352 - Technical

Writing - 05 - Communication Pt 2 Radio Model c. Communication

Models

4

5

1Initiator

2Watch Dog

3Gatekeeper

Intelligence

Knowledge

Information

Data

Symbol

40

4Public Forum

5Sounding Board

6

1

2

7

3

4

8

1

2

3

41

4

9

1

2

3

10

1

2

3

4

1

2

3

42

2012 12 5

1

2

1 Objective Reporting19

2 Interpretative Reporting1980

3 Investigative Reporting1970

4News Journalism1960

5 Precision Journalism1960

Philip Meyer

6 Service Reporting1980

7 Multiple Writing 21 21

43

3

1

2 1973 1977

3

4

4

1

a

b

c

d

e

2

a

b

c

d

3

44

a

b

c

4

a

b

c

d

e

f

5

a

b

c

d

e

6

a

b

c

d

e

7

a800

b500

c

d

e

f

8

a

45

b

c

d

e

f

9

a

b

c

d

e

f

g

h

10

a

b

c

d

e

11

a

b

12

a

(a).

46

(b).

(c).

(d).

(e).

b.

13

a

b

c

d

e

14

a

b

c

47

15

a

b

48

2012 12 12

1

2

1Narrative

2

3

4 story-telling

3

1

2

3

4

1Plot

2Character

3Narrative point of view

Here is our story.

5

49

6

7

8

1

2

9

1

A Bright IDEA

50

2

3

4

10

1

2

3

4

5

11

1

2

3

4

5

12

1 vs.

2 vs.

3

51

13

1

2

a

b

c

d

e

3

a

b

c

d

14

1

2

3

4Real life applicationScience

5

6Interactive storytelling

We always need a good story. Whats yours?

52

2012 12 19

1Oscar Wilde We are all in the gutter, but

some of us are looking at start.

2

1 neutrino

2

32012.12.21 PM.2:00

4

5

6

7

8

9

53

2012 12 26

1

1

2

3

4

5

6

2

1

2

3

4

5

6

3

54

1

2

3

4

5

4

5

1

2

3

4

6

1

2

3

4 space

5

6

7PDF

8

9

7

1+

55

2Blog

3

4

5

6

8

1

a

b

(a). vs. vs.

(b.) vs.

(c). vs.

(d). 60 40 vs. 100 0

9

1

2

3

10

11

1

56

2

3

4

5

6

7

57

2013 1 2

1

2

1

2Richard Phillips Feynman

3

3

1

2

3

4

5

6

7

8

9

58

2013 1 9

1

2

1

a

b

2

a

b

c

3

1

a

btechnocracy

2

59

aBBC1948 Inventors Club

b The Johns Hopkins Science Review

c1965 Tomorrows World

3

4

4

1

a1951 AAAS Arden House Statement

bInformal Science

Education

c

COPUS

d

e

f

NSFAAAS

60

g

h

2

a1985 The Royal Society

b

c

d

BBC

Channel 4

e

f

BBC Channel 4

gScience Media

Centre, SMC

61

hSMC

i

Podcast

jBritish Council

3

a

bJapan Science and

Technology Agency, JST

c

d

eJST

f1996-2000

62

g

h2001

i

science in societyscience for society

jJST

(a).

(b).

Science Agora

(c).

k

Science Channel

Science Windows

(a). 2000

(b.) Science Windows

lNHK

NHK 2009

63

m

n 2013

4

a

b

European Research Council

c

d

e

PEST

Public

Understanding Science & Humanity; PUSH

f

g The European Commission

Futuris

64

2012 10 28

Rhizophore Mangrove

31~34

65

Ocean Farm

1

1

2

http://science.nchc.org.tw/science2012/master/10_sunday_20121028.pdf
http://science.nchc.org.tw/science2012/master/10_sunday_20121028.pdf

66

2012 10 28

IMAX

@

@

67

1

1http://www.nstm.gov.tw/index.aspx

2
http://www.nstm.gov.tw/index.aspx

70

1

Malcolm X 1925 5

19 1965 2 21

1 https://www.youtube.com/watch?v=9WYjkxdKAqY
https://www.youtube.com/watch?v=9WYjkxdKAqY

72

Charles Goodyear

Stephen Perry

CSI

73

PPT100 PPT

75

http://sa.ylib.com/

http://www.yabit.org.tw/index.php

76

1996

http://chinese.thu.edu.tw/newspaper/article_session9003.htm

http://artnews.artlib.net.tw/detail8218.html

77

FB

78

http://forum.pchome.co

m.tw/content/78/65210

79

signifier

80

http://gerry.lamost.org/blog/?p=213

http://myweb.fcu.edu.tw/~e10/book2.htm
http://gerry.lamost.org/blog/?p=213http://myweb.fcu.edu.tw/~e10/book2.htm

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