科學家參與公共傳播的觀察－行政院原子能委員會使用臉書行銷科學政策的討論

An Observation of Scientists' Engagement in Public Communication- Discussion on the Use of Facebook to Marketing Science Policy by the Atomic Energy Council

10.6137/RECT.201712_117.0004

單文婷(Shan, Wen-Ting)

科學傳播 ； 社群媒體 ； 科學政策 ； 公眾參與科學 ； Science communication ； Social media ； Science policy ； Public Engagement in science

教育傳播與科技研究

117期（2017 / 12 / 31）

47 - 65

繁體中文

社群媒體的興起帶給科學傳播新的樣貌，科學家因此更易於以公共傳播者之姿向公眾傳播專業的科學知識。本研究以參與觀察法記錄行政院原子能委員會的臉書粉絲專頁「輻務小站」的內容，並以深度訪談瞭解該會的科學家如何使用臉書進行科學政策傳播，以及他們對公共傳播的看法。研究發現，為了讓公眾接收正確的科學資訊與平衡媒體報導，科學家願意成為公共傳播者。原能會臉書的內容也顯示，其貼文類型力求多變，科學家也開始使用直播或舉辦實體活動來吸引粉絲，以強化社群傳播的效果。另外，科學家也反映了參與公共傳播時經常遭遇的挑戰，包括他們缺乏傳播教育訓練、溝通技巧不足、習慣長篇大論等；這些問題往往會降低傳播效果，也成為科學家作為公共傳播者所需要突破的困境。

The rise of social media has given science communication a new look. Therefore, it gets easier for scientists to spread professional scientific knowledge as public communicators among the public. By participant observation, this study monitored the content of ＂Radiation Safety,＂ the Facebook fan page of the Atomic Energy Council, Executive Yuan. Scientists in the Council were also interviewed in depth about their views on public communication and how they communicate technology scientific policies through Facebook. The study found that the main reason that these scientists were willing to become public communicators was their expectation to balance media coverage and enable the public to obtain correct scientific information. The content of the fan page showed that diverse types of posts, live broadcasts, and offline activities were used to attract fans and enhance the effects of social media. The scientists also stated the usual challenges in public communication, such as their lack of training in communication, insufficient communication skills, and habitual long-windedness. These problems tend to undermine communication effects and thus demand scientists' overcoming.

1. 施琮仁(2015)。不同媒體平臺對公眾參與科學決策能力之影響：以奈米科技為例。新聞學研究，124，165-213。
   連結：
2. 施琮仁(2016)。社交網站與公眾參與：「Pansci 泛科學臉書專頁」使用者研究。傳播研究與實踐，6(2)，209-241。
   連結：
3. 張正杰、莊秀卿、羅綸新(2014)。多媒體呈現模式與認知風格對國小自然科學學習成效之影響。教育傳播與科技研究，108，31-48。
   連結：
4. 楊淇淯、于富雲(2015)。臉書社團功能在技職體系回流教育應用之研究：使用者觀感與線上行為之分析。教育傳播與科技研究，111，1-24。
   連結：
5. 鍾才元、陳伊菱(2016)。教師線上社群之成員組成特性與社群內提供及接受社會支持之相關因素：一個教師臉書社團之調查發現。教育傳播與科技研究，113，63-88。
   連結：
6. Anthopoulos, L. G. (2005). E-Trikala: The first Greece digital city. Government Technology. Retrieved April 10, 2017, from http://www.govtech.com/security/E-Trikala-The-First-Greek-Digital-City.html
7. Horrigan, J. (2006). The internet as a source for news and information about science. Retrieved April 15, 2017, from http://www.pewinternet.
8. 行政院原子能委員會（2015）。「輻務小站」臉書粉絲專頁。上網日期：2017 年7 月4 日， 取自https://www.facebook.com/radiationsafety/
9. 行政院原子能委員會（2017）。任務及職掌。上網日期：2017 年7 月4 日，取自https://www.aec.gov.tw/%E9%97%9C%E6%96%BC%E6%9C%AC%E6%9C%83/%E6%B2%BF%E9%9D%A9%E8%88%87%E4%BB%BB%E5%8B%99/%E4%BB%BB%E5%8B%99%E5%8F%8A%E8%81%B7%E6%8E%8C--1_10_2466.html
10. 楊綿傑（2017）。核一廠2 號機降載運轉，原能會：不應與車諾比相提並論。上網日期：2017 年4 月5 日，取自http://news.ltn.com.tw/news/life/breakingnews/2058376
11. 陳炳宏（2016）。陳學聖：原能會沒赴日檢測核災輻射，就別開放核區食品。上網日期：2017 年4 月5 日，取自http://news.ltn.com.tw/news/life/breakingnews/1896750
12. Anderson, K. (2008). Scientists use social media. The scholarly kitchen. Retrieved June 29, 2017, from http://scholarlykitchen.sspnet.org/2008/08/14/scientists-use-social-media/
13. Rainie, L., Funk C., & Anderson M. (2015). How scientists engage the public. Pew Research Center, Internet & Technology. Retrieved April 10, 2017, from http://www.pewinternet.org/2015/02/15/how-scientists-engage-public/
14. Science, Media, and the Public Research Group. (2016). Scientists and Social Media, 2016. Retrieved April 15, 2017, from https://scimep.wisc.edu/wp-content/uploads/sites/14/2016/09/Scientists-and-social-mediareport-2016_09_21.pdf
15. Ary, D.,Jacobs, L. C.,Sorensen, C. K.(2010).Introduction to research in education.Belmont, CA:Wadsworth, Cengage Learning.
16. Bauer, M. W.,Jensen P.(2011).The mobilization of scientists for public engagement.Public Understanding of Science,20(1),3-11.
17. Buurma, H.(2001).Public policy marketing: Exchange in the public sector.European Journal of Marketing,135(11/12),1287-1302.
18. Chittenden, D.(2011).Commentary: Roles, opportunities, and challenges-Science museums engaging the public in emerging science and technology.Journal of Nanoparticle Research,13(4),1549-1556.
19. Coffman, L. L.(1986).Public-sector marketing: A guide for practitioners.New York:John Wiley & Sons.
20. Collins K.,Shiffman D.,Rock J.(2016).How are scientists using social media in the workplace?.PLoS ONE,11(10)
21. Colson, V.(2011).Science blogs as competing channels for the dissemination of science news.Journalism,12(7),889-902.
22. Comrie, M.(2000).Mussel bound: The New Zealand media and the launch of lyprinol.International Communication Bulletin,35(3),12-16.
23. de Semir, V.(2000).Scientific journalism: Problems and perspectives.International Microbiology,3(2),125-128.
24. Fahnestock, J.(1986).Accommodating science: The rhetorical life of scientific facts.Written Communication,3(3),275-296.
25. Halford, B.(2016).Teaching social media to scientists: A handful of courses help researchers navigate the landscape of internet communication.Chemical & Engineering News,94(43),21-22.
26. Hanna, R.,Rohm, A.,Crittenden, V. L.(2011).We're all connected: The power of the social media ecosystem.Business Horizons,54(3),265-273.
27. Hartz, J.,Chappell, R.(1997).Worlds Apart: How the distance between science and journalism threatens America's Future.Nashville, TN:First Amendment Center.
28. Jones, R. A. L.(2014).Reflecting on public engagement and science policy.Public Understanding of Science,23(1),27-31.
29. Lamb, C. W., Jr.(1987).Public sector marketing is different.Business Horizons,30(4),56-60.
30. Levinson, P.(2009).New new media.Boston, MA:Allyn & Bacon.
31. Liang, X.,Su, L. Y. F.,Yeo, S. K.,Scheufele, D. A.,Brossard, D.,Xenos, M.,Nealey, P.,Corley, E. A.(2014).Building buzz: (Scientists) communicating science in new media environments.Journalism and Mass Communication Quarterly,91(4),772-791.
32. Maxwell, J. A.(1992).Understanding and validity in qualitative research.Harvard Educational Review,62(3),279-301.
33. McCallie, E.,Bell, L.,Lohwater, T.,Falk, J. H.,Lehr, J. L.,Lewenstein, B. V.,Wiehe, B.(2009).Many experts, many audiences: Public engagement with science and informal science education.Center for Advancement of Informal Science Education (CAISE) Conference,Washington, DC:
34. Peters, H. P.,Spangenberg, A.,Lo, Y.-Y.(2012).Variations of scientist-journalist interactions across academic fields: Results of a survey of 1,600 German researchers from the humanities, social sciences and hard sciences.Quality, honesty and beauty in science and technology communication: PCST 2012 book of papers,Vincenza, Italy:
35. Rödder, S.(Ed.),Franzen, M.(Ed.),Weingart, P.(Ed.)(2012).The Sciences' Media Connection -Public Communication and its Repercussions.Dordrecht, Netherlands:Springer.
36. Salleh, A.(2001).Science in the media: The good, the bad, and the ugly.Australian Science Teachers' Journal,47(4),28-30+32-37.
37. Snavely, K.(1991).Marketing in the government sector: A public policy model.American Review of Public Administration,21(4),311-326.
38. Stilgoe, J.,Lock, S. J.,Wilsdon, J.(2014).Why should we promote public engagement with science?.Public Understanding of Science,23(1),4-15.
39. Walejko, G.,Ksiazek, T.(2010).Blogging from the niches: The sourcing practices of science bloggers.Journalism Studies,11(3),412-427.
40. Weißkopf, M.,Witt, T.(2015).The opportunities and risks of social media in science communication.Journal of Unsolved Questions,5(2),XVI-XVIII.
41. Wynne, B.(2006).Public engagement as a means of restoring public trust in science–Hitting the notes, but missing the music?.Community Genetics,9(3),211-220.
42. 行政院研究發展考核委員會(2013)。政府運用Web 2.0 社群媒體行銷的新思維與策略。臺北:行政院研究發展考核委員會。
43. 李美華(2015)。新媒體與科學傳播：「低碳生活部落格」的內容與產製研究。傳播與社會學刊，32，59-90。
44. 周力行(2013)。碩士論文(碩士論文)。國防大學政治作戰學院新聞碩士班。
45. 胡幼慧編(1996)。質性研究：理論、方法及本土女性研究實例。臺北:巨流。
46. 胡全鑫(2011)。碩士論文(碩士論文)。中國文化大學資訊傳播學系。
47. 翁興利(2004)。政策規劃與行銷。臺北:華泰文化。
48. 張世賢(2005)。公共政策分析。臺北:五南。
49. 許祐嘉(2013)。碩士論文(碩士論文)。國立中興大學國家政策與公共事務研究所。
50. 黃振家譯、宗靜萍譯、林妙容譯、吳蕙芬譯、Wimmer, Roger D.、Dominick, Joseph R.(2014)。大眾媒體研究導論。臺北:學富文化。
51. 楊雅棠、彭美珍、楊玉玟(2016)。疾病管制署「1922 防疫達人」臉書粉絲團營運成效分析。疫情報導，32(15)，312-323。
52. 魯炳炎(2007)。公共政策行銷理論之研究：應然面與實然面的對話。臺北:韋伯文化國際。
53. 蘇毅寬(2013)。碩士論文(碩士論文)。國立中正大學資訊管理學系暨研究所。

1. 傅文成(2020)。以語料庫分析方法檢驗新南向政策的政府與媒體風險建構策略。中華傳播學刊，37，189-226。
2. 許文怡,李松濤(2020)。科學傳播歷程中程序性知識特徵的框架探究－以飲食保健類科學研究新聞為例。科學教育學刊，28(2)，143-168。
3. 張耀仁(2020)。臺灣「科學傳播」研究析論：理論詮釋與反思（1970-2019）。傳播研究與實踐，10(2)，1-32。