大眾傳播與公共宣導－－以能源政策宣導為例的構形評估研究

The Formative Evaluation Research in Public Communication Campaigns - An Application of Energy Policy Promotion in Taiwan

本研究係以構形評估研究（fomative evaluation research）為基本架構，闡述公共宣導的理論與執行方法，指出公共宣導之所以成功主要繫於進行宣導之前的構形評估研究。構形評估研究又分為第一階段蒐集資料或田野調查的前置研究，和第二階段宣導媒體製作後而尚未進行全面宣導之前的前測研究，從研究文獻發現，凡是經由構形評估研究過桯，再施以公共宣導，概都成功。公共宣導的成功範例，足堪國內參考，本研究除解說公共宣導的意涵及其執行步驟，以及探討相關文獻之外，並以能源政策宣導為例，進行構形評估研究分析，逐步說明公共宣導中構形評估研究的做法，並根據構形評估研究結果規刲能源宣導策略，對國內未來公共宣導工作具參考價值。

The author reviews both successful and failed public communication campaigns. and indicates that the formative evaluation research strategy is the decisive factor. Both the preproduction research and pretesting research procedures are well defined and illustrated as these two research procedures are the essence of the formative evaluation research. A nationwide social survey was conducted to get the basic information regarding general public's cognitions and attitudes toward energy-policy in Taiwan. Based on the survey data, the author follows the formative evaluation research procedures to set up some practical guidelines for media production in the future energy policy promotion campaign. The author strongly suggests governmental offices follow the successful experiences of formative evaluation research for their future public communication campaigns.