授课教师:刘幼琍老师 「传播与电讯生态结构研究」课程大纲 2006.9 刘幼琍教授 星期一：15：10-18：00 (大勇楼402) 课程目标 辨识广电媒介、电讯与网路生态内部结构与外在环境之关系。横轴是从个别媒体的问题反 思整体媒介与电讯网路生态，进而能够从单一环境因素，掌握媒介关系及状态之变迁。纵 轴则是挑选一些广电媒介、电讯与网路所面临的重要共同议题，然後分别进行跨媒体的探 讨，并归纳或建议可能解决之道。 课程大纲 9/18 Orientation 课程介绍，说明教学方式并蒐集学生之学习需求 McManus, “Does Serving the Market Conflict with Serving the Public?” (Market-Driven Journalism) 9/25 媒介生态学介绍/影响媒介生态因素大解谜 目的：让学生对於何谓媒介生态学有一宏观认识，协助学生了解影响媒介生态之可能因素 ，并引导他们诊断所带来问题与这些因素之关系 理论： 1. 蔡琰（1995）， 生态系统与控制理论在传播研究之应用，新闻学研究，51，163-186。 2. 苏钥机（1992），从生态学观点探讨传媒的共栖和杂交现象，朱立、陈韬文编，传播 与社会发展，香港中文大学。 3. 林文刚（2003）。媒介生态学在北美之学术起源简史。 影响媒介生态之可能因素：政策、法规、市场（竞争、广告商）、组织与工会、公众 （阅听人）、政治、经济、社会、文化因素、产业秩序、科技 activity: 让学生定位其问题与影响媒介生态因素之关系 10/2 资讯/科技/网路的运用与冲击（一） 数位媒体： 1. Marsden,C & Aririo, M.. (2005). “From Analogue to Digital.” 2. Hujanen, T. (2005). “Implications for Public Broadcasting.” 3. Brown, A. (2005). “Implications for Commercial Broadcasting.” 4. Jensen, J. (2005). “Interactive Content, Applications, and Services.” 公视网站（对国外数位电视发展之介绍） 10/9 资讯/科技/网路的运用与冲击（二） 宽频网路： 5. Liu, Y.（2003）http://jiad.org 6. Frieden, Rob (2005). Lessons from broadband development in Canada, Japan, Korea and the United States. Telecommunications Policy, Vol. 29 Issue 8, p595-613. 7. Firth, Lucy; Mellor, David (2005) Broadband: benefits and problems Telecommunications Policy, Vol. 29 Issue. TWNIC资料 10/16 数位落差/普及服务 8. Warehama, Levyb & Shi（2004） Wireless diffusion and mobile computing: 　 implications for the digital divide 9. Digital Divide in a Developing Country 10. Globalization and the Digital Divide（2006） 10/23 国际/全球化/趋势/ privatization, deregulation, integration, merges and acquisition 进入WTO对传播界之影响、电信自由化 11. Havens, T. J. (2003). Exhibiting global television: On the business and cultural functions of global television fairs. Journal of Broadcasting & Electronic Media. Vol.47. 12. Shrikhande, S. (2001). Competitive Strategies in the Internationalization of TV: CNNI and BBC World in Asia.” 13. Zhang, Bing (2001). “Assessing the WTO Agreements on China’s Telecommunications Regulatory Reform and Industrial Liberalization.” 以「连结」观点思考媒体业者在全球化趋势中的经营策略 ; 李政忠新闻学研究75期 民92.04 页1-36 WTO issues 10/30 两岸的现势与发展 大陆媒体集团化 14.Lin, M. (2004). Changes and Consistency: China’s Media Market After WTO Entry. 15. Head-to Head or hand-in-hand: Does Structural Reform have Led to Meaningful Competition in China. 2006, TPRC. 刘幼琍 book chapter。 Internet reading 11/6 经济/市场/竞争/产业/并购/整合/供需的各相关问题与挑战 16.Faulhaber, G. (2002). “Network Effects and Merger Analysis: Instant Messaging and the AOL-Time Warner Case.” 17.The Impact of Mergers on Performance in the US Telecommunications Industry, 1988 to 2001. 2006, TPRC. 刘幼琍（民86）多频道电视与观众 “ Evaluating Media Market.” AO L ＆Time Warner等案例 外资并购台湾有线电视情形 11/13收视率与媒介购买 （期中考周） 期末报告大纲讨论 18. Beville, H.M. (1985). “Ratings: Servant or Master.” 11/20 广播生态研究 电台开放与地下电台 19. Roger & Woodbury (1996), “Market Structure, Program Diversity, and Radio Audience Size.” 20. Drushel (1998), “The Telecommunications Act of 1996 and Radio Market Structure.” 4.刘幼琍（民86）多频道电视与观众 温俊瑜（民92）「广播电台核换发执照之研究」硕士论文。 11/27 电视生态研究 21.Cave, Martin, Collins, Richard & Crowther, Peter (2004). Regulating the BBC. Telecommunications Policy. Vol. 28 Issue 3/4. 22.Discussion of performance measures in public service broadcasting Christina Hastings. Aslib Proceedings. Bradford: 2004.Vol.56, Iss. 5. 无线电视 刘幼琍（民86）多频道电视与观众 第2，3章。 公共化之议题 12/4 有线电视与卫星电视生态 刘幼琍（民84）。 23.Jeon & Wildman (2006). Size Effects in Bargaining Between Program Provider and System Operators in Cable TV Industry TPRC 24.Chen and Waterman (2006). Vertical Ownership in Cable Industry (. TPRC 分组付费与数位机上盒 卫星电视生态 Lee and Wang (1995) “Satellite TV in Asia--Forming a New Ecology.” 12/11 电信生态研究一 固网与法律 25. Jin, Dal Yong (2006). Political and economic processes in the privatization of the Korea telecommunications industry: A case study of Korea Telecom, 1987–2003. Telecommunications Policy. Vol. 30 Issue 1. 26. Universal Service Reform and Congress (Turner, 2006). TPRC. ** Fu, W. Wayne (2004). Termination-discriminatory pricing, subscriber bandwagons, and network traffic patterns: the Taiwanese mobile phone market Telecommunications Policy. Vol. 28. 刘幼琍 (民 89.9)，「从消费者角度探讨固网相关法规」。广播与电视，第15 期。 电信产业之现况与竞争策略 12/18 电信生态二 行动通讯与无线宽频接取(Wimax) 市占率 27.Minges, Michael (2005). Is the Internet mobile? Measurements from the Asia-Pacific region. Telecommunications Policy. Vol. 29 Issue 2/3. 28.Steinbock, D. (2005). Mobile Service Revolution: CNN Effect Goes Mobile. 12/25 网际网路生态研究 29. Ha & Ganahl (2005). “Webcasting Business Models of Clicks-and-Bricks and Pure-Play Media: A Comparative Study of Leading Webcasters in South Korea and the United States.” 30. van Gorp, Annemijn F., Maitland, Carleen F. & Hanekop, Heidemarie (2006). The broadband Internet access market: The changing role of ISPs. Telecommunications Policy. Vol. 30 Issue 2. 31 .Using Uncensored Communication Channels to Divert Spam Traffic (2006). TPRC 网路经营模式探讨 (蕃薯藤与网路数码合并) 1/1 holiday 1/8 电信、传播与网路整合与汇流 蔡念中（民89）有线电视与电信固网之跨媒体经营：规范竞合与产业生态研究。台湾有线视讯宽频网路发展协进会委托研究计画。 32. Changes in Industry Structure & Technological Convergence: Implications for Competition Policy and Regulation in Telecommunications. 2006, TPRC. 1/15 交书面期末报告（并做口头报告） 评分方式： 期末报告40%，作业若迟交，一天扣10分。 作业：40%(含口头报告)，作业若迟交，一天扣10分。 平时上课讨论20 % --

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