科學傳播領域投入大量的心思探討科學素養與媒體識讀能力對於閱聽眾的重要性，一方面是因為閱聽眾有基本的科學素養才足以理解新聞報導中的科學或科技知識，另一方面，透過媒體管道接觸訊息，閱聽人應該要有基本的媒體識讀能力，也就是對於媒體內容能有獨立思考與批判的能力，但卻忽略了媒體中偽科學內容的存在與閱聽眾本身的偽科學信念對於傳播可能的影響與阻礙，這是過去文獻中不曾考量的現象，有鑑於此，本研究綜合探討目前大學生的科學素養、媒體識讀能力與偽科學信念的程度，科學素養、媒體識讀能力與偽科學信念之間的關係，以及媒體使用對其偽科學新聞辨識能力的影響。 本研究於台灣北、中、南、東四地區抽樣調查共1190名大學生，研究結果顯示，大學生在科學素養與媒體識讀能力的表現普通，相信偽科學的程度也不低；而就不同的偽科學信念主題來說，大學生較無法辨識以商業為主題的偽科學。本研究也發現科學素養與媒體識讀能力呈現正相關，與偽科學信念間無顯著相關，而媒體識讀能力與偽科學信念則呈負相關。同時，媒體時間接觸越長的人，其偽科學信念越高，特別是電視的影響最深。在控制多重可能影響的基本背景變項後發現，媒體識讀能力與偽科學信念為解釋偽科學新聞辨識能力的有力變項，本研究論文最後針對這些發現作進一步的討論與建議。 / The current study explores the roles of scientific literacy and media literacy in how people understand or believe the pseudoscientific content in news. Scientific literacy has been considered as an important concept in science communication research for it may explain how well people are able to understand the knowledge in news content, while media literacy is the ability of an audience to think independently and critically of the information provided by media. Past students, however, have not yet suggested a complete picture of how scientific literacy and media literacy together influence audiences’ processing of science news. Past studies have also not yet widely explored pseudoscience in media or its impact on audiences. Pseudoscience subjects such as astrology and medical quackery can be easily found in media content today, even news, with exaggerated or unproved claims. It remains unknown how publics receive such media information, particularly since audiences have preexisting beliefs relevant to these pseudoscience subjects that would be influential. Thus, the present study is aimed to depict the relationship of science literacy and media literacy in reading pseudoscientific news with consideration of audiences’ pseudoscientific beliefs. A survey on college students in Taiwan was conducted with a nation-wide stratified sample of 1190. The results first showed that college students are at mediate levels of scientific literacy and media literacy, and the scores of their pseudo-scientific beliefs are not low, particularly on the pseudoscientific subjects that have a marketing theme or a commercial purpose. The findings also showed that scientific literacy is positively related to media literacy and not significantly related to pseudoscientific beliefs; media literacy is negatively related to pseudo-scientific beliefs. In addition, the study found that media use is positively related to pseudoscientific beliefs; especially the viewing of television. Hierarchical regression analyses further showed that media literacy and pseudo-scientific beliefs have significant effects on how pseudoscience content in news is believed. The implications of the findings and recommendations for future studies are discussed at the end.

本研究以回答「何謂好圖畫書」為主軸，透過兩階段進行探究：一為透過訪談方式，了解圖畫書文化迴路中發行者、創作者、消費者與經營者角色對「何謂好圖畫書」的見解，以及對現在台灣圖畫書市場的看法與建議，二為研究者實際進入幼兒園，以階段一的發現以及相關文獻資料的搜集，選定一本現在圖畫書較少見的題材與幼兒一同閱讀，進而探討台灣圖畫書市場有何可能的發展空間。最後，本研究共提出四個研究主張： 一、 批判媒體識讀的必要性 圖畫書的意義透過生產、消費、規制、再現與認同五個狀態彼此滲透循環而成，因此我們不應單純將圖畫書視為文字與圖畫的集合體，而是必須抱持批判的角度閱讀文本，找尋可能隱藏在文本中的真實。 二、 圖畫書多元主題的必要性 圖畫書受到商業利益考量、家長對孩子的教育觀等環境因素影響，具有「殘缺文本」的存在，即某些主題的圖畫書在市場中較為少見與處於弱勢，然而為刺激幼兒的批判閱讀能力，我們有必要提供豐富多元的文本給幼兒。 三、 不過度依賴書單的單一訊息 書單提供消費者消費的便利性，然而消費者也因此對書單過度依賴，所以閱聽人使用書單時應注意使用方式，否則容易喪失培養自我閱讀品味的機會。 四、 反對崇尚智識取向的圖畫書 台灣家長選書時，常受到「能否帶給孩子知識」的智識取向影響，然而這樣的思維容易讓孩子錯失閱讀多樣文本的機會，由於閱聽人可透過閱讀與批判的過程為文本賦予新意，因此圖畫書無好壞之分，端看讀者如何使用它。 / The purpose of this study is to answer ”What means good picture book?” and the concrete research concerns in this study include: (1) through in-depth interview with producer, author, consumer, and business operator in circuit of culture to understand how do they think about “good picture books ”, and their suggestion to Taiwan picture book industry, (2) choose one picture book which is rare in Taiwan picture books industry and study with children. There are four main findings from this study as follows: 1. The necessity developing critical thinking skills in media literacy Picture books are made through representation, regulation, consumption, production, and identity, so we can not only see picture books as a combination of words and pictures but try to find out the reality which hides in texts. 2. The necessity of providing multi-thesis picture books It exists “mutilated text” in picture book industry because of commercial profit and parents’ educational idea, but we have to provide children multi-thesis picture books to stimulate their critical thinking skills. 3. Do not rely on booklist too much We have to know that booklists make us choose picture books easier but may also make customers rely on it too much. 4. Do not advocate “knowledge-based” picture books If Taiwanese parents always choose “knowledge-based” picture books because they think those make children learn much more knowledge, children will loose their chance to meet multi-thesis picture books. In fact, texts do not really matter, but the key is how we read it with critical thinking skills in media literacy.

為國民的健康把關，通常是政府作為實現國民健康權的一種具體作為，有關國民的用藥安全更是政府責無旁貸的責任。本論文著眼於「虛擬藥房」的藥品廣告刺激一般常民用藥的消費過程，政府基於保護國民健康所採取的介入方式是「法規範」對藥品廣告的管理，此種管理方式隨著藥品本身與商業言論的時空變遷會有緊縮或放寬的變革，然而易侷限於專業精英討論的上層層次；後有主管機關意識到常民健康的落實須直達正確的用藥觀念，以健康促進作為彌補上層可能無法下達困境的下層層次。 本論文以為，此二層次對應的概念仍屬「由上對下」的意識，亦即「政府」下對「常民」的概念。這種由上而下的把關做法，在維護國民「健康權」的國家、社會與個人法益上固然有其必要；惟欲落實整體健康權的實踐，仍須回歸「健康素養」的具體貫徹。亦即，本論文主張政府所主導的法規範或健康促進的作為，必須同時伴隨常民健康素養的賦權，兼顧「由下而上」的作法，不斷促使法規範與社會現實互為主體，則法規範才能真實維護與實踐國民的「健康權」。 / It is the constitutional and legal responsibility of the State to protect people’s health and achieve “the right to health” via, among others, the provision of safe medicines. The vast amounts of advertisings have challenged the State to providing safety access to medicines. This thesis focuses on the advertisings of “virtual pharmacies”, and attempts to investigate how they stimulate consumer behaviors. Legally, the State controls pharmaceutical advertising by means of various different legislative and administrative measures. Nonetheless, this “top-down” process has had only limited effects due to rapid social change and the evolution of the protection of commercial speech. This thesis argues that, to fill the gap, the promotion and development of “health literacy”, i.e. a “bottom-up” way, could be the answer to a meaningful control of pharmaceutical advertisings. This thesis conducts empirical analyses and applies them to various theories of political economy regarding pharmaceutical advertising. Moreover, the relationships between “health literacy” and “the right to health” are also elaborated. It is argued that to substantiate the constitutional “right to health”, the best way is to promote and develop the concept of “health literacy”. Only through empowering the consumers with the proper knowledge of “health literacy” can the State, assisted by the implementation of relevant laws, fulfills its responsibility. “Health literacy” is as important as law itself, and the latter cannot satisfactorily operate to arrive at the desired results without the construction of the former.