Thematic Research > [ 101/8/1~103/12/31 ]The Third Stage>Community IV:New Technology, Media Technology Message and Citizens’ Technology Attainment
Community IV:New Technology, Media Technology Message and Citizens’ Technology Attainment:Examining the Relevance of New Technology, Media Message Design and Citizens’ Knowledge Gaining of Global Warming Issue[103/4/1~103/12/31]
Research Topic | Project Participants
Research Topic

Nationals’ technological attainment have essential influence on a nation’s competitiveness. The so-called nationals’ technological attainment means nationals have correct understanding of technology. When a national does not understand a certain technology, he/she has basic ability to seek correct technology or science knowledge from related channels. Nationals’ technological attainment is especially significant in democratic countries since making important technological policies in these countries requires public engagement. Whether technological policies will be made correctly or not depends on if publics have basic technological attainment.(黃台珠, 2007; 黃台珠等人, 2010; Matin, Goddard, Vandermoere, Blanchemanche, Bieberstein, Marette & Roosen, 2012)

Generally, the public gain science and technology knowledge by mass media. Since the public’s technological attainment is formed and accumulated by reports of mass media, mass media play important roles. Current researches of communication technology attach great importance to reports from mass media. These researches mainly analyze how mass media present technology and if their technology reports have distortions or fallacies.(徐美苓, 丁志音, 2004; 陳琪惠, 2007; 黃俊儒, 簡妙 如, 2009; 楊意菁, 徐美苓, 2012; 詹定宇, 龔昶元, 金海濤, 2006; 謝君蔚, 徐美苓 , 2011; Boykoff & Boykoff, 2004; Carvalho, 2007; Wiengart, Engels, & Pansegrau, 2000; Zehr, 2000)However, currently there are not many references that examine how technology/science messages influence audiences to receive messages, and boost audiences to seek for related information or change their attitude more positively. Since public’s technological attainment is closely related with the competiveness of a nation, governments should positively promote various activities that can enhance public’s technological attainment. Executive Yuan’s white paper on technology also have listed public’s technological attainment as one of the featured policies in the future. Therefore, analyzing technology/science news reports from the audience- oriented perspective can clearly draw the outline on how audiences receive message and how their behaviors and attitude are influenced. By doing these researches, as governments input great resources to promote activities that can enhance public’s technology attainment, a clearer communication strategy of technology attainment can be proposed to reach its best effect.

The project takes global warming as the main research issue, and examines how the issue which is presented by mass media affects people’s attitude and behaviors. Global warming, or named as climate change, means the emission of heat-trapping gases, including Carbon Dioxide, Nitrous Oxide(N2O), Methane(CH4), Hydrofluorocarbons(HFCs) , Perfluorocarbons(PFCs), Sulfur Hexafluoride(SF6), etc., result in unnatural temperature increase on Earth. Even though scientists have two different viewpoints on the causes of global warming, most scientists agree that excessive emission of heat-trapping gases from human’s industrial activities has caused temperature rise unnaturally in a very short period of time, and resulted in great climate change. Thus, global warming is the result of human activities. The report(2007)from The Intergovernmental Panel on Climate Change(IPCC)of UN additionally pointed out that there are 95% of possibilities showing that global warming is the greenhouse effect caused by human’s activities.(Boykoff & Boykoff,2004;Carvalho, 2007; Gordon, Dienes & Havice, 2010; IPCC, 2007, 2013;Olausson, 2009; Wiengart, Engels, & Pansegrau, 2000; Wilson, 2002; Zehr, 2000)IPCC’s report in 2007 indicate that if the global emission of heat-trapping gases do not slow down, severe changes will occur on Earth’s ecosystems and extreme climates will come to happen. For instance, the sea temperature will rise, and cause Typhoon and Hurricane to be more extreme. IPCC estimates that the global sea level will rise 23-82 cm. Coastal cities and islands will face great danger of being flooded. Hence, it is necessary to greatly reduce the emission of heat-trapping gases.(IPCC, 2007, 2013)