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篇名 科學傳播有笑嗎?探討幽默對公眾科學議題的理解及說服效果
The Effect of Humor on Public Scientific Issue Understanding and Persuasion
作者 劉美佐
中文摘要

現代科技具有高風險及不確定性,因此科學傳播如何增進公眾對於科學議題的涉入、理解及形成態度顯得更為重要,而幽默的使用在教育及說服中經常被認為是一個有效的策略。因此本研究以實驗法探討科學文章中的幽默對受眾涉入度、可信度感知、支持度及知識理解程度的影響。研究結果發現,幽默會增加受眾的涉入度,並對可信度感知有負面的直接效果,而幽默以涉入度為中介則會對可信度感知有正向的中介效果,進而增加支持度,同時也會透過涉入度做為完全中介,促進對於知識的理解。

英文摘要

Modern technologies are of high risk and uncertainty. Therefore, it’s very important how science communication engages the public into understanding and forming attitude toward scientific issues. The use of humor in education and persuasion is often considered an effective strategy. This study draws on experimental method to explore whether humor factors in scientific articles affect the audience engagement, credibility perception, support of scientific issues and understanding of scientific knowledge. The results find that humor can increase the degree of audience engagement and has a direct negative effect of credibility perception. However, engagement as a mediate will increase credibility perception, further enhancing the support of scientific issues. Moreover, humor will increase scientific understanding through engagement as a complete mediate.

中文關鍵詞 科學傳播、幽默、涉入度、說服
英文關鍵詞 science communication、humor、engagement、persuasion
發表日期 2016/06/17
授權狀況 已授權
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