解構科學傳播：從地球暖化議題探討人際傳播如何中介大眾媒體的效果-全球暖化議題網路資訊之資訊效能面向與認知彈性設計研究

Abstract

本研究主要探討暖化議題訊息內容的資訊效能因素與認知彈性設計，對閱聽人的認 知處理機制之影響。其中，資訊效能理論(Atkin, 1973; Francesca & Carpentier, 2008; Knoblock, Carpentier, & Zillmann,2003)指出訊息的三個資訊效能面向:強度、立即 性、可能性，和閱聽人的選擇性暴露、理解、記憶有正向關聯。本研究以此架構應用於 全球暖化議題之網路資訊分析，尤其針對提供負面威脅之內容，比較三個面向因素之高 低程度對選擇性行為的影響。預期實驗成果為資訊效能越高的網路資訊，閱聽人將有較 長時間的選擇暴露和較佳的選擇性記憶。第二年期的研究延續該理論架構，但加入閱聽 人內部動機因素，如先前媒體暴露經驗和感知的個人相關性。因為過去資訊效能理論僅 注重外部動機，即為對外界重要資訊缺乏的不確定感，而少著墨於從內部動機因素。研 究預期能找出閱聽人感知的相關性能正面強化資訊效能的影響，而先前媒體暴露經驗的 影響則尚未能確定方向性。 前兩年期的研究，從訊息本身的資訊效能和閱聽人內部動機兩方面來檢視全球 暖化議題在網路環境下的訊息內容設計與其傳播效果。但，分析的層次則僅關注於單一 的個別資訊內容，尤其是標題與導言的部份。本研究在第三年期則將分析更為巨觀的整 體網站規劃，而以認知彈性理論為分析架構(Godshalk, Harvey, & Moller, 2004; Lowrey & Kim, 2009; Sprio & Jehng, 1990)。主要針對資訊內容是否提供彈性和多元觀點呈 現進行分析，尤其著重於網頁的版面設計、個案連結以及教學任務進行分析。實驗中比 較依據認知彈性原則設計之網站與傳統的非線性設計網站在進階學習之差異，包括瀏覽 閱讀效率、概念連結、選擇性記憶之對照分析。 整體而言，本研究從第一年期的微觀角度切入，實驗探討資訊內容的標題、導言之 強度、立即性、可能性對閱聽人選擇性暴露、記憶行為之影響。在第二年期，則加入閱 聽人內部動機因素，檢視個人感知的相關性與先前媒體使用對資訊效能的效果影響。第 三年期則從巨觀角度分析，探討整個網頁(網站)環境的結構因素，比較認知彈性結構與 傳統的非線性結構在閱聽人學習效果之差異。

The purpose of this study is to explore the information utility factor and the cognitive flexibility factor of online global warming information, as well as its impact on audiences’ cognitive processing. According to information utility theory, three dimension factors, magnitude, likelihood and immediacy, are positively correlated with selective exposure behaviors (Atkin, 1973; Francesca & Carpentier, 2008; Knoblock, Carpentier, & Zillmann,2003). Based on this theoretical framework, this study focus on the negative global warming information, and analyze three dimensions of information utility degree and the impact of selective exposure behaviors. Researchers predict that higher degree of information utility, the longer selective exposure and better memory. Furthermore, the second year study will add the intrinsic motivation variables, such as prior media exposure to related information and personal relevance. Traditional studies of information utility seems to ignore the intrinsic motivation, however, researchers argue the importance of the variable and predict its significant correlation with the effect of information utility.The first two years study analyze the global warming online information from information utility and audiences’ motivation, however, it is merely a micro-level review on isolated information, specifically for headline and lead within the information. The third year study further adopts a macro-level approach, using cognitive flexibility theory (Godshalk, Harvey, & Moller, 2004; Lowrey & Kim, 2009; Sprio & Jehng, 1990) to explore the web-site design. This third year study emphasizes whether the website provides a flexibility of comparison between concepts and case studies, as well as providing a teaching task as follow. The experiment design use traditional non-linear website design as a control group and compare the advanced learning such as skipped reading, interconnection among concepts and memory. Overall, this study firstly from a micro-level approach to explore the effect of information utility within headlines and leads on selective exposure and memory. Secondly, the intrinsic motivations are added to analyze its possible influence on information utility. Finally, from a macro-level approach, this study reviews the website design and structure as a cognitive flexibility principles, and compare a significant difference on advanced learning.