Dr Regina Chen (right) and Dr Flora Hung-Baesecke scoop International Communication Association’s Best Faculty Paper Award


陳怡如博士 (右) 和洪君如博士獲國際傳播學會頒發最佳論文獎

Date: 15 May 2014 (Thursday)

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Two communication scholars win Best Faculty Paper award from International Communication Association

兩傳播學者獲國際傳播學會頒發最佳論文獎

Dr Regina Chen and Dr Flora Hung-Baesecke, Assistant Professors of the Department of Communication Studies of the School of Communication, recently won a Best Faculty Paper award from the International Communication Association for the paper they co-authored with Dr Jeong-nam Kim (Purdue University). The paper, entitled “Identifying Active Hot-Issue Communicators and Subgroup Identifiers: Examining the Situational Theory of Problem Solving”, was ranked as one of five best papers in the Public Relations Division. 
 
The study presented in the paper used the situational theory of problem solving (STOPS) to examine communication behaviours of the publics formed around a government policy issue attracting intense media coverage in a Chinese society. Using the policy issue of resuming the import of US beef as an example, the study analysed 748 valid samples of an online survey conducted in Taiwan. Research results supported the utility of STOPS in identifying the group of citizens who were actively involved in the communication (the search, selection and transmission of relevant information) of the US beef policy from the general population by evaluating individuals’ perception of the policy issue as a problematic situation. 
 
Results of examining the two cross-situational variables’ impact on the situational variables (programme recognition, constraint recognition, involvement recognition, and referent criterion) indicated that party identity serves as a better identifier of subgroups of the hot-issue public than trust in the government. The study found that as compared to the distrust of government, party identity directly affected the active communication performance of anti-US beef policy. Thus, party identity was one of the valid indicators to identify the active public in the US beef issue.
 
Based on the findings, theoretical implications for the STOPS model in a hot-issue situation and the composition of hot-issue publics as well as practical implications for effective communication targeting the active public arising from the controversy were discussed.  
 
The International Communication Association is a central organisation in the field of communication. This year’s conference will be held from 22 to 26 May in Seattle, USA. The conference saw a very large number of paper submissions globally and only around 36% of the submitted papers and panels were accepted this year.
 

傳理學院傳播系助理教授陳怡如博士和洪君如博士與美國普渡大學Jeong-nam Kim博士合著的論文〈Identifying Active Hot Issue Communicators and Subgroup Identifiers: Examining the Situational Theory of Problem Solving〉,最近獲國際傳播學會頒發最佳論文獎。該論文是公關組別五篇最佳論文之一。
 
論文援引「問題解決情境理論」檢視在華人社會裡,公眾面對媒體熱議的政策時的主動溝通行為表現。研究以重啟美國牛肉進口的政策議題為例,分析748份在台灣進行的網上調研的有效樣本。研究結果證實使用「問題解決情境理論」能透過檢測社會大眾中個人對議題的認知差異,有效地辨識出針對此媒體熱議政策的積極公眾,意即主動涉入美牛政策相關資訊搜尋、資訊選擇及資訊傳遞的主動溝通行為表現的公民。
 
研究進一步探討政黨屬性及對政府的信任度 (此為兩個跨情境因素) 對問題解決情境理論中的認知變數 (問題認知、 限制認知、涉入認知、參考標準) 的影響。分析結果發現,相較於對政府的不信任,政黨屬性更直接影響公民對美牛政策的主動溝通行為表現。因此,政黨屬性為辨別美牛議題積極公眾的有效指標之一。
 
根據分析結果,研究亦深入討論了涉及熱門議題情境下「問題解決情境理論」的理論意涵、熱門議題積極公眾的身份組成,以及提出回應積極公眾的有效傳播方法。
 
國際傳播學會是傳播領域的權威學術組織,今年的會議在5月22至26日在美國西雅圖舉行。今年從全球各地提交予年會的論文非常多,只有約36%的論文獲大會接納。