從「新」開始-原子能安全與輻射防護新媒體教材製作與行銷
中文摘要
自2011年日本發生福島事件後，引起全球民眾對核電廠興建、核能安全等議題的高度關注，原子能、輻射防護或是新能源等話題經常成為網路上熱門檢索詞，也是世界公民關心的公共政策。然而原子能本屬科學專業領域，一般民眾較缺乏對此類知識的主動接觸動機，往往也因此容易受到新聞媒體報導影響，造成對原子能、輻射安全等議題的負面解讀與恐慌。網路新媒體興起也成為科學知識傳播新的管道，除了各種移動式載具便利科學知識的傳送與接受，內容呈現也是影響傳播效果的關鍵。本研究計畫即是從新媒體行銷角度出發，以視覺化動畫影片方式，挑選原子能安全與輻射防護的重要政策進行數位教材製作，完成一部60秒的動畫影片在官網與臉書上播送，藉由視覺化呈現的數位媒體教材，協助原能會進行網路政策行銷，結果發現以較輕鬆有趣的影音內容確實能讓民眾打破對原能會、核能、輻射等議題的距離感，提高民眾對原能會臉書網站的接觸意願，也較願意進行再傳播分享，對於政策行銷也將產生效果。
Abstract
In recent years, nuclear power plant construction and safety are hot topics and always be talk over because of Fukushima Daiichi nuclear disaster. Without related information of nuclear energy, peoples might be affected by media report and causes unnecessary panic. With the rapid growth of network media and portable device, we selected new media marketing as an entry point. Produce visual products such as: Digital picture book, Short Film, Digital Poster, as digital tutorial of Nuclear Safety and Radiation Protection. With those interesting content and great internet marketing strategies we can draw the attention of public to Atomic Energy Council, make them browsing AEC’s website and they will know more about AEC’s duties. Digital tutorials by this project will be much easy acceptable by public, and we able to deliver message of Nuclear Safety in anytime, anywhere. The interaction ability of social network increased chances of re-transmission message from internet users, and that will be the bonus benefit of AEC’s internet marketing project.