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-從創新傳佈的觀點探討人際傳播與科學訊息傳佈的相關性：以全球暖化議題為例

Abstract

本研究有三個目的：（一）以全球暖化這一個科學議題，並以Rogers 創新傳佈理論觀點，來檢視影響採用節能減碳這個新事物的相關因素，包括新事物的特質（相對利益、相容性、複雜性、可試用性、及可觀察性等）及消費者特性（人口變項，媒體使用行為，個人特質，全球暖化的知識）的影響； （二）探討意見領袖的人際傳播行為及其個人特質，大眾媒體的訊息主要在於以最迅速的方式告知最多數的人全球暖化的相關訊息，而知識傳佈及累積則需藉由意見領袖的人際討論來達到。不同的個人特質會導致不同人際討論的傾向，本研究檢視，是否具有高感官刺激追求的個人及具有外向個性的個人，在觀看完電視新聞有關於全球暖化訊息的報導後，比較有可能會跟周遭的親朋好友及同事討論全球暖化的相關議題；（三）人際討論的情境也會影響個人是否進行人際討論，其中一個情境就是個人感受到的自我效能，當個人感受到對某一個議題具有相當高的自我效能，則此一個人會比較主動的去討論這一個議題，本研究檢視不同自我效能的感受，是否會引導讀者做不同頻率的全球暖化相關議題的人際討論。

This study adopts Rogers’ Diffusion of Innovation Model as the theoretical framework to investigate the relationship between the diffusion of global warming knowledge and interpersonal communication. There are three purposes in this study: (1) According to the literature review on global warming, the phenomenon of global warming presents an enormous threat to human beings, and thus immediate actions should be taken to reduce the emissions of heat-trapping gases. The first research purpose in this study is to examine the factors that influence people’s adoption of the actions to reduce the emissions of heat-trapping gases. (2) Rogers’ diffusion of innovations model basically regards the diffusion process as a communication process in which mass media play the role of informing and interpersonal communication the role of persuading. This model further suggests that opinion leaders are important for persuading people to adopt a given innovation. Therefore, this study tries to understand two personalities of opinion leaders—sensational seeking and extraversion—and examine the relationships between the two personalities and people tendencies to talk about global warming news. (3) The circumstances in which people interact with one another also affect people tendencies to talk about global warming news. This study attempts to understand the relationship between the circumstances that allow people to feel a high degree of self efficacy about the issue on global warming and their tendencies to talk about global warming news.