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13
一月 2016

洪雅慧老師歷年研究成果

洪雅慧

 

科技部研究計畫

  1. 洪雅慧,「社群媒體之正負聲量以及其對選民之於候選人的形象認知與喜好度影響研究:以2018年台北市市長選舉之事件行銷與危機事件為例」(The research of the positive and negative volume of the social media and its influence on voters’ perception towards candidate image and preference — take the event marketing and crisis events in 2018 Taipei Mayor Election as examples),計畫編號:106-2410-H-030-058-SS2。
  2. 洪雅慧,政治諷刺秀之收視動機探討以及收視頻率對於政治知識、政治效能以及政治憤世疾俗之影響,2013-08-01~2015-07-31,NSC102-2410-H-030-033-SS2。
  3. 洪雅慧,「微網誌、YouTube 之兩級傳播與政治犬儒主義、政治效能之關聯性研究」 計畫編號:NSC 100-2410-H-030-042」,2011年8月 至 2012年7月,NSC。
  4. 「候選人網站、部落格、電子郵件之創新抵制研究」(2008-2009),擔任計畫主持人,國科會研究案,執行期限: 97/08/01-98/07/31,計畫編號: NSC 97- 2410-H- 030- 018- SSS。 

 

 

科技部研究計畫

  1. 洪雅慧 (2010-2011),“The impacts of new media and political socialization on Singapore’s young generation in politics.” (新加坡 “The 201X Election Project”之子計畫) 。擔任計畫之共同主持人。(The sponsor for “The 201X Election Project” is the Institute of Policy Studies, Lee Kuan Yew School of Public Policy,  National University of Singapore.)
  2. 洪雅慧 (2009),為新加坡南洋理工大學的「傳播與信息學院」執行研究計畫案:“A Study of Innovation Adoption and Resistance of the Political Related Websites and Blogs among Internet Users in Taiwan & Singapore.” 擔任計畫主持人,Wee Kim Wee School of Communication and Information, Nanyang Technological University。計劃編號:M61060002 GL707061 Special Project。 
  3. 洪雅慧 (2006),「2006年北、高兩市市長選舉政黨與候選人網站研究」,擔任計畫主持人,輔仁大學95學年度校內研究計畫案。
  4. 洪雅慧 (2005),「大台北地區公車LCD-TV妥善率調查報告」(2005),擔任執行協同主持人,由「柏泓媒體」委託。

 

廣告系畢展擔任指導老師:

  1. Mod’s Hair 產品之整合行銷傳播企畫案,2010-09-01~2011-05-31
  2. Addidas 運動鞋之整合行銷傳播企畫案,2010-09-01~2011-05-31
  3. Cold Stone 產品之整合行銷傳播企畫案,2010-09-01~2011-05-31
  4. Fasio 產品之整合行銷傳播企畫案,2010-09-01~2011-05-31
  5. Maybelline產品之整合行銷傳播企畫案,2010-09-01~2011-05-31
  6. Royal Elastics 運動鞋之整合行銷傳播企畫案,2009-09-01~2010-05-31
  7. KKBOX之整合行銷傳播企畫案,2009-09-01~2010-05-31
  8. 茶山房天然手工皂之整合行銷傳播企畫案,2009-09-01~2010-05-31

 

期刊論文

  1. 洪雅慧、Trisha Lin,「 The impacts of political socialization on people’s online and offline political participation-taking the youth of Singapore as an example.」,Advances in Journalism and Communication.5卷,1期(2017-03-15):50-70(其他)
  2. Hong, Y. H. (2015). The role of Facebook, Plurk, and YouTube in the two-step and N-step flows of communication and the effect on political efficacy. Journal of International Communication, 22(1).
  3. Hong, Y. H. (2015). The impact of political satire show on people’s political knowledge, political efficacy, and political cynicism—Viewers vs. non-viewers in the 2014 Taipei Mayor Election. International Journal of Management and Applied Science, 1 (7):84-98.
  4. Hong, Y. H. (2015).The effects of political socialization in event marketing on the youth–A research of Three Little Pigs and Good Luck Charms campaigns in Taiwan’s 2012 Presidential Election. Asian Journal of Political Science, 23(2), 207-225.
  5. Hong, Y. H., Lin, T. T. C. & Ang, P. H. (2015). Innovation resistance of political websites and blogs among Internet users in Singapore. Journal of Comparative Asian Development, 14(1), 110-136.
  6. Hong, Y. H. (2014).Which one is more annoying? – Comparing the cognitive, affective and conative effects of button ads and pop-up ads. Journal of Business and Economics, 5(11): 2074-2084.
  7. Hong, Y. H. & Chang, R. (2013). To click? Or not to click? –A Study of the Innovation Resistance of Political Emails, Chinese Journal of Communication, 6(3), 305-324. (SSCI)
  8. 黃盟祺、洪雅慧、周巧弦 (2012),〈關鍵字廣告效果之研究─搜尋產品類型、認知需求與知覺風險之影響〉。《傳播與管理研究》,第十一卷第二期,頁39-80。
  9. 洪雅慧 (2009),〈北、高網路選民大不同?─媒介使用、媒介重要性評估與政治犬儒主義、投票行為之關連性研究〉。《東吳政治學報》,27(2):1-45(TSSCI期刊論文)。
  10. 洪雅慧 (2008),〈「整合行銷傳播」策略在網路選戰中之應用—以2006年台北市長選舉郝龍斌與謝長廷之對決為例〉。《傳播與管理研究》,7(2):1-41。
  11. 洪雅慧(2007)。〈網路電子郵件之「第三人效果」與「第一人效果」─以台灣「319槍擊疑雲」電子郵件散播為例〉,《新聞學研究》,90: 1-42(TSSCI期刊論文)。
  12. 洪雅慧(2006)。〈網路政治謠言之可信度以及轉寄行為研究─以「319槍擊疑雲」電子郵件散播為例〉,《傳播管理學刊》,7(1): 137-159。
  13. 洪雅慧(2006)。〈網路政治宣傳在台灣〉,《中華民國廣告年鑑2005~2006》,18: 83-88。
  14. Hong, Y. H., & Chang, R. (2002). Who’re on and why they’re there: A study of candidates’ web users in Taiwan.  Asian Journal of Communication,12(2). (SSCI)

 

研討會論文

  1. Hong, Y. H. & Chang, R. (July, 2016).  The use motivation of political satire shows and the effects of viewing frequency on people’s political efficacy and political cynicism —take Mr. Brown Show as an example. Paper presented at the 2016 International Association for Media and Communication Research (IAMCR) Annual Conference. Leicester, U.K

  2. Wang, X. & Hong, Y. H. (July, 2016). A study of the third-person effect versus the first-person effect in environmental issues—A case of the Chinese smog problem documentary “Under the Dome.” Paper presented at the 2016 International Association for Media and Communication Research (IAMCR) Annual Conference. Leicester, U.K.

  3.  Hong, Y. H., Lee, P. C. & Tsai, M. C. (July, 2015). Political satire show: its use motivation and the correlations between its viewing frequency and people’s political efficacy and political cynicism. The 4thInternational Symposium on Business and Social Science, July 20-22, at Sapporo Renaissance, Hokkaido, Japan.

  4. Hong, Y. H. & Chang, R. (June, 2015).The influence of political satire show on people’s political knowledge, political efficacy, and political cynicism—Viewers vs. non-viewers in the 2014 Taipei Mayor Election. First International Conference on Social Science, Economics and Humanities (ICSSEH), June 21, at Paris, France.

  5.  Hong, Y. H., Lin, L. T. & Sang, T. H. (2014). The cognitive, affective and conative effects of Internet advertisements– Button ads vs. pop-up ads. 2014 International Conference on Business and Social Sciences (ICBASS), March 28-30, Tokyo, Japan.

  6.  Hong, Y. H. & Chang, Roland & Benitez, M. A. (2013).The effects of political socialization in event marketing on the youth–A research of Three Little Pigs and Good Luck Charms campaigns in Taiwan’s 2012 Presidential Election. Paper presented at the 2013 International Association for Media and Communication Research (IAMCR) Annual Conference. “Crises, ‘Creative Destruction’ and the Global Power and Communication Orders.”Dublin, Ireland.

  7. 洪雅慧、周巧弦,「政治興趣、政治討論與政治犬儒主義─新加坡 vs. 台灣」,新媒體時代的國際傳播:觀念與規則兩岸四地學術研討會,西安,中國,2012-10-13。

  8. Hong, Y. H. & Chang, Roland (2011). A study of the innovation resistance of political related e-mails. “Cities, Connectivity & Creativity”,IAMCR World Conference, Istanbul, Turkey, July13-17, 2011.

  9.  Lin, Trisha T. C. & Hong, Y. H. (2011). “Mobile TV adoption and content preferences:Perceptions of Internet users in Singapore,” “Cities, Connectivity & Creativity”,Istanbul,Turkey,IAMCR Annual conference, Turkey, July 13-17. 2011.

  10. Hong, Y. H., Lin, T. T. C. & Ang, P. H. (2010). Third-person effects on Singaporeans’ perception of censorship and information sharing toward online political information. IAMCR World Conference, Braga, Portugal, July18-22, 2010.

  11. Hong, Y. H., Lin, T. T. C. & Ang, P. H. (2010). Spreading out the political information online and offline: A two-step model of the role of the Internet in communication flow in Singapore and Taiwan. IAMCR World Conference, Braga, Portugal, july18-22, 2010.

  12. Hong, Y. H., Lin, T. T. C. & Ang, P. H. (2010). Political Campaigning in Cyberspace: Innovation Resistance among Internet Users in Singapore. The 19th AMIC Annual Conference, June 21-23, 2010.

  13. Hong, Y. H. (2009). “Different media, different impact? –Comparing Internet and traditional sources on political cynicism and voting behavior.” International Conference on “Emerging Mode of Communication: Technology Enhanced Interaction.” Hong Kong Baptist University on 26-27 March 2009.

  14. Hong, Y. H. (2008). “A study of the Innovation Resistance of Candidates’ Web Sites & Blogs.” IAMCR World Congress, Stockholm, Sweden, July20-25, 2008.

  15. 洪雅慧 (2006),〈「整合行銷傳播」在網路選戰中之應用—以2006年台北市長選舉為例〉,「數碼傳播與社會轉型:中華社會及其他地區之經驗」國際研討會論文,香港浸會大學,2006年12月。

  16. 洪雅慧 (2006),〈網路謠言之可信度以及轉寄行為研究─以「319槍擊疑雲」電子郵件為例〉,發表於銘傳大學2006國際學術研討會,「2006傳播管理研討會數位內容產業發展論壇」,2006年3月。 

  17. 洪雅慧、張恩光 (2003),〈網路使用、網路依賴、政治參與對候選人網站可信度之影響─以2002年台北市長選舉為例〉,中華傳播學會2003年年會,交通大學,台灣新竹。

  18. 洪雅慧 (2003),〈台北市長候選人,你知道是誰在看你的網站嗎? –以2002年馬英九與李應元之對決為例〉,張思恆文教基金會2002年學術研究獎論文發表會/論文發表。

  19. 洪雅慧等 (2002),〈「蓋台廣告」收視反應之研究─ 以台北縣有線電視訂戶為例〉,「第十屆中華民國廣告暨公共關係學術與實務研討會」論文,政治大學,台北木柵。

  20. Hong, Y. H. & Chang, R. (2003). A study of the use and gratification in candidates web sites–A case examination in the 2002 Taipei Mayor Election. 2003 Taipei IAMCR Conference in Taiwan. (此論文經外審通過,但後來受SARS影響,研討會未能如期舉行。)

  21. 洪雅慧 (2001),〈誰是2000年總統選舉網路大戰之最大贏家?—候選人網站「資 訊提供」與「使用可親近性」之滿意度比較〉,「第九屆中華民國廣告暨 公共關係學術與實務研討會」論文,政治大學,台北木柵。

  22. 洪雅慧、張恩光 (2001),〈新科技、新應用─候選人網站使用與滿足研究〉,中 華傳播學會2001年國際學術研討會「華人社會的傳播研究」,香港。

  23. 洪雅慧、張恩光 (2000),〈候選人網站之使用人口結構與其使用動機研究─以公元2000年總統大選為例〉,媒介與環境研討會,輔仁大學,新莊。

     

 

專書論文

  1. Hong Yah-Huei & Lin, Trisha (2015),Different but not that different: New media’s impact on young voters’ political participation. In the book “Battle for Hearts and Minds–New Media and Elections in Singapore.”(Singapore:World Scientific Publishing Co Pte Ltd,2015-09-01)
  2. Hong Yah-Huei (2012),Reject now, accept in the future? A study of innovation resistance to candidate websites & blogs. In the book “Media in the Swirl." Edited by Ravi, K. Dhar & Pooja, Rana .(New Delhi, India.:Pentagon Press,2012-08-01)
  3. 洪雅慧 (2006)。〈候選人網站之使用動機及使用者素描–以2002年台北市長選舉為例〉,《選舉過程中的傳播與策略研究》,頁343-372,雙葉書廊。

 

專書

  1. 洪雅慧 (2010),《網路競選傳播》,五南出版社,2010-05-01。
  2. 鄭自隆、洪雅慧、許安琪 (2005)。《文化行銷》,空中大學用書。 
  3. 陳尚永、洪雅慧、蕭富峰編譯 (2002)。《廣告學》,華泰文化事業公司出版。

 

講學與其他研究經歷

  1. 於日本立教大學 (Rikkyo University)社會學院(The College of Sociology)¸擔任客座教授,教授課程:“Special Topics in Marketing Communication,”2016。
  2. 於新加坡南洋理工大學 (Nanyang Technological University)傳播與信息學院 (Wee Kim Wee School of Communication and Information), 擔任其Internet Research Center之 Research Fellow, 2009。

 

演講

  1. Hong, Y. H. (2016). “Elections and the New Media: Dealing with the Digital Transformation Wave”. KONRAD ADENAUER SCHOOL FOR YOUNG POLITICIANS (KASYP) workshop on “Leadership in Campaigning.” Sheraton Grande Taipei, Taiwan 21st – 24th March, 2016.
  2. 洪雅慧 (2011),”網路公關與選舉”,世新大學,2011-05-06。
  3. Hong, Y. H. (2009). “Innovation Resistance of the Political Related Websites and Blogs among Internet Users in Singapore.” Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore.
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