認知取徑媒體研究

One of the key issues in communication research is concerned with the interaction between the mediated message and the human mind. Especially, how mental processes interact with structural and content features of messages is of critical significance. The conventional stimulus-response model, which attempts to answer only what media attributes or intrinsic message features produce effects, cannot fully explain and predict media effects, because “the black box” of the human mind is ignored. “Understanding how individuals process messages is central to any comprehensive theory of communication” (Geiger & Newhagen, 1993, p. 42). <br><br> Exploring “the black box” requires new theories, which propose possible theoretical frameworks of mental processes and explain how mediated messages are processed. In order to respond to this challenge, cognitive science, psychophysiology, and neuroscience are integrated into communication research, and a new area of research is emerging. Moreover, exploring “the black box” also requires new methods. Mental processes are inside the human brain and hard to measure. How to index the operation of mental processes becomes an important research topic. Scholars not only use a wide variety of measures to reflect mental processes, such as physiological indices and eye movements, but also examine the relationship between those measures and psychological constructs. <br><br> The purpose of this course is to introduce you to a broad range of topics that are tied together by communication research, cognitive science, and psychophysiology. This course is designed to critically examine the cutting edge theories and methods used to uncover the black box. New work executed over the past twenty years is of particular interest. This course will start with an overview of cognitive approaches to media. Next, core concepts and prominent theories will be discussed. Finally, psychophysiological measures (e.g., eye movements, heart rate, skin conductance, facial EMG, etc.) used to investigate the black box and measurement issues will be reviewed. <br><br> Goals for the course include: <br><br> * To equip students with a solid knowledge of cognitive approaches to media; <br><br> * To understand psychophysiological measures used to study human information processing; <br><br> * To gain specific insights into cognitive approaches to media that will enable students to begin formulating their own research projects. <br>

Communication Research Methods: Quantitative Approaches

<p>This is an advanced graduate-level course. The format of the course will include lecture, discussion and activity. I will first lecture to highlight the theoretical framework and background for each unit. It is anticipated that these remarks will evolve into a discussion. Readings are assigned for each class, and I expect you to come prepared, having read and reflected on them.</p>

Weekly reflections (critiques) 26% 12 pm on the day of the class<br><br> Writing assignments & Expert discussion leader 16% Weeks 7, 8, 9, & 13<br><br> Review article 50%<br><br> Research question 5% Week 3<br><br> Annotated bibliography 5% Week 7<br><br> Paper proposal 5% Week 8<br><br> Paper draft 10% Week 17<br><br> Peer review 5% Week 18<br><br> Paper presentation 5% Week 19<br><br> Final paper 15% Week 19<br><br> <br>

Required Textbooks <br><br> Duchowski, A. (2007). Eye tracking methodology: Theory and practice (2nd ed.). London: Springer. (http://www.springerlink.com/content/m746t0/) <br><br>----------------------------------------<br><br> Readings <br><br> Assigned readings are available on the Web. To access the readings, go to the course’s eCampus website (http://e3.nctu.edu.tw). <br><br>----------------------------------------<br><br> Recommended Textbooks <br><br> Eysenck, M. W. (2007). Fundamentals of cognition. New York, USA: Psychology Press. (NCTU BF311 E 938 2006) <br><br> Reeves, B., & Nass, C. (1996). The media equation: How people treat computers, television, and new media like real people and places. New York: Cambridge University Press. (NCTU P96.A83 R 44 1996) <br><br>----------------------------------------<br>

地點

HK134

時間

Tuesday 12-14pm and by appointment

聯絡方式

E-mail: taoc@mail.nctu.edu.tw Office Phone: 31540