第1週 課程介紹；個案與作業簡介；期末報告範例
第2週 策略管理導論
第3週 個案討論A度假村如何度過難關？
第4週 社會企業的商業模式
第5週 個案討論B人本基金會～營利是非營利組織的補藥或毒藥？
第6週 品牌策略
第7週 個案討論C當創意衝撞紀律
第8週 轉型策略
第9週 個案討論D堅持傳統或全面翻新？
第10週 個案寫作工作坊1
第11週 期中作業準備週
第12週 個案寫作工作坊2
第13週 創業策略
第14週 個案討論E 引狼入室還是共創新局
第15週 個案寫作工作坊3
第16週 期末報告準備週
第17週 個案報告A組
第18週 個案報告B組

每週課程進度Course Weekly Schedule

1. 介紹老師、同學、課程目標、評分標準

2. 媒體文化 Media Literacy I
 Hodkinson, P. (2017). Media, Culture and Society: An Introduction, 2nd ed. London: Sage. Chap.1, Introduction, pp.1-12.
• 為什麼要研究媒體
 Campbell, Richard, et al., “Cultural Approaches to Media Research.” Media and Culture 2016 Update: Mass Communication in a Digital Age. 10th ed., Bedford St. Martins, 2016, pp. 526-528, 530
• 跨媒體合流
 Mikos, Lothar. “Television Drama and Transmedia Storytelling in an Era of Convergence.” Northern Lights: Film and Media Studies Yearbook, no. 14, 2016, pp. 47-64

3. 媒體文化 Media Literacy II
• 編碼/解碼 Encoding/Coding
 Hall, Stuart. “Encoding/decoding.” Media Studies: A Reader, edited by Paul Marris and Sue Thornham, Edinburgh University Press, 2000, pp. 128-138
 Schirato, Tony, et al., “Reception Theory.” Understanding Media Studies. Oxford University Press, 2010, pp. 98-101
 John Fiske, 1995。《傳播符號學理論》（張錦華譯）。台北：遠流。Chap.3 傳播、意義與符號 (pp. 59-88)

4. 說故事 Storytelling I
• 敘事Narratives
 VanArendonk, Kathryn. “Theorizing the Television Episode.” Narrative, vol. 21, no. 1, 2019, pp. 65-82.
 Martin, Adrian. “The Challenge of Narrative: Storytelling Mutations Between Television and Cinema.” Cineaste, Summer 2019, pp. 22-27
 Mittell, J. (2018). Narrative. In Michael Kackman and Mary Celeste Kearney (eds). The Craft of Criticism: Critical Media Studies in Practice. Chap.3, pp. 35-46. New York: Routledge.
• 實體Realities
 Croteau, David and William Hoynes, excerpts from “Media Organizations and Professionals.” Media/Society. 6th ed., Sage, 2019, pp. 162-166, 170-174.
 Kraszewski, Jon. “Country Hicks and Urban Cliques: Mediating Race, Reality, and Liberalism in MTV’s The Real World.” Reality TV: Remaking Television Culture, edited by Susan Murray and Laurie Ouelette, New York University Press, 2004, pp. 176-196

5. 說故事 Storytelling II
• 再現Representation
 Croteau, David and William Hoynes, excerpts from “Social Media Inequality and Media Representation.” Media/Society. 6th ed., Sage, 2019, pp. 225-228, 231-251, 262-266.
 Hall, Stuart. “The Spectacle of the Other” Representation: Cultural Representations and Signifying Practices, edited by Stuart Hall, Sage, 1997, pp. 223-234, 257-259.
 Hodkinson, P. (2017). Media, Culture and Society: An Introduction, 2nd ed. London: Sage. Chap.12, Media, Race, Ethnicity, pp.220-240.
 Hodkinson, P. (2017). Media, Culture and Society: An Introduction, 2nd ed. London: Sage. Chap.13, Media, Gender, Sexuality, pp.242-263.

6. 標籤 Labels I
• 類型Genre
 Turner, Graeme. “Genre.” Film as Social Practice. 4th ed., Routledge, 2006, pp. 119-124.
 Grossberg, Lawrence, et al. “Genre Theory.” MediaMaking: Mass Media in a Popular Culture. 2nd ed., Sage, 2006, pp. 178-180.
 Mittell, Jason. “A Cultural Approach to Television Genre Theory.” Cinema Journal, vol. 40, no 3, 2001, pp. 3-24.

7. 標籤 Labels II
• 名人Celebrity
 McGowan, David. “Nicolas Cage – Good or Bad? Stardom, Performance, and Memes in the Age of the Internet.” Celebrity Studies, vol. 8 no. 2, 2017, pp. 209-227.
 Fisk, John “Madonna.” Reading the Popular. Routledge, 1989, pp. 95-113.

8. 閱聽人Audiences I
• 建構閱聽人Constructing the Audiences
 Potter, W. James. “Audience: Industry Perspective.” Media Literacy. 8th ed., Sage, 2016, pp. 9-73.
 Einstein, Mara. “The Digital Sell: Big Data, Programmatic Advertising, and Living by the Numbers.” Black Ops Advertising. OR Books, 2016, 141-169

9. 閱聽人Audiences II
• 孩童
 Mittell, Jason. “The Cultural Power of an Anti-Television Metaphor.” Television and New Media, vol. 1, no. 2, 2000, pp. 215-223, 230-237.
 Burroughs, Benjamin. “YouTube Kids: The App Economy and Mobile Parenting. Social Media + Society, Apr-Jun 2017, pp. 1-8
 Kim. Ada S. and Katie Davis. “Tweens’ Perspectives on Their Parents’ Media-Related Attitudes and Rules: An Exploratory Study in the US.” Journal of Children and Media, vol. 11, no. 3, 2017, pp. 358-366

10. 閱聽人Audiences III
• 粉絲
 Gwenllian Jones, Sara. “Web Wars: Resistance, Online Fandom and Studio Censorship.” Quality Popular Television: Cult TV, the Industry and Fans, edited by Mark Jancovich and James Lyons, BFI, 2003, pp. 163-177.
 Jenkins, H. (2018). Fandom, Negotiation, and Participatory Culture. In P. Booth (Ed.), A Companion to Media Fandom and Fan Studies, pp. 11-26. Oxford, UK: Wiley Blackwell

11. 影響Impacts I
• 資金
 Potter, W. James. “Economic Perspective.” Media Literacy. 8th ed., Sage, 2016, pp. 130-153.
• 大眾文化
 Adorno, Theodore W. “On Popular Music.” Cultural Theory and Popular Culture. 2nd ed., edited by John Storey, University of Georgia Press, 1998, pp. 197-209.
 Hodkinson, Paul. “Media as Manipulation?” Media, Culture and Society: An Introduction. Sage, 2010, pp. 106-112

12. 影響Impacts II
• 流行文化
 Fiske, John. “Popular Culture.” Critical Terms for Literary Study. 2nd ed., edited by Frank Lentricchia and Thomas McLaughlin, University of Chicago Press, 1995, pp. 321-335.
 Fiske, John. “Understanding Popular Culture.” The Audience Studies Reader, edited Will Brooker and Deborah Jermyn. Routledge, 2003, pp. 113-116
13. 全球化 I
• 集團化 Conglomeration
 Campbell, Richard, et al. “Media Economics in the Global Marketplace.” Media and Culture 2016 Update: Mass Communication in a Digital Age. 10th ed., Bedford St. Martins, 2016, pp. 443-460, 463, 465-470
• 全球化與經濟
 Song, Xu. “Hollywood Movies and China: Analysis of Hollywood Globalization and Relationship Management in China’s Cinema Market.” Global Media and China, vol. 3. No. 3., 2018, pp. 177-194.
 Torre, Paul. “Television Formats and the United States: New Developments in Production and Distribution.” International Journal of Digital Television, vol. 8, no. 1., 2017, pp. 117-141.

14. 全球化 II
• 全球化與身分認同
 Jin, Dal Yong. “Critical Discourse of K-Pop within Globalization.” New Korean Wave: Transnational Cultural Power in the Age of Social Media, University of Illinois Press, 2016, pp. 111-130.
 Keane, Michael and Joy Danjing Zhang, “Formats, Cultural Security, and China’s Going Out Policy.” International Journal of Digital Television, vol. 8, no. 1., 2017, pp. 65-80

15. 行動媒體 Mobile Media
• 科技
 McLuhan, Marshall. “The Medium is the Message.” Media Studies: A Reader. 3rd ed. edited by Sue Thornham, et al., New York University Press, 2010, pp. 38-43.
 Grossberg, Lawrence, et al. “Narratives of Media History.” MediaMaking: Mass Media in a Popular Culture. 2nd ed., Sage, 2006, pp. 35-51.
• 空間聚合Spatial Convergence
 de Souza e Silva, Adriana. “Location-Aware Mobile Technologies: Historical, Social and Spatial Approaches.” Mobile Media and Communication, vol. 1, no. 1, 2013, pp. 116-120.
 Ito, Mizuko, et al. “Portable Objects in Three Global Cities: The Personalization of Urban Places.” The Reconstruction of Space and Time: Mobile Communication Practices, edited by Richard Ling and Scott W. Campbell, Transaction Publishers, 2010, pp. 67-87.
• 電子遊戲 Video Games
 Juul, Jesper. “A Casual Revolution.” A Casual Revolution: Reinventing Video Games and Their Players. The MIT Press, 2009, pp. 1-20.
 Serrano Vázquez, Irene and Mia Consalvo. “Cheating in Social Network Games.” New Media & Society, vol. 17, no. 6, 2015, pp. 829-844

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16. 使用者供應內容 User-Generated Content (UGC)
• 生產性使用 Produsage
 Burgess, Jean. “‘All Your Chocolate Rain Are Belong to Us’? Viral Video, YouTube, and the Dynamics of Participatory Culture.” The Video Vortex Reader, edited by Geert Lovink, Institute of Network Cultures, 2008, pp. 101-109.
 Bruns, Axel. “The Art of Produsage: Distributed Creativity.” Blogs, Wikipedia, Second Life, and Beyond: From Production and Produsage. Peter Lang, 2008, pp. 227-257.
 Lobato, Ramon. “The Cultural Logic of Digital Intermediaries: YouTube Multichannel Networks.” Convergence: The International Journal of Research into New Media Technologies, vol. 22, no. 4, 2016, pp. 348-360.
• 監視 Surveillance
 Andrejevic, Mark and Mark Burdon. “Defining the Sensor Society.” Television and New Media, vol. 16, no. 1, 2014, pp. 19-36
 Vaidhyanathan, Siva. “The Surveillance Machine.” Antisocial Media: How Facebook Disconnects Us and Undermines Democracy. Oxford University Press, 2018, pp. 52-76.
 《監控資本主義時代》 The Age of Surveillance Capitalism

***學生繳交系末報告初稿互評****
17. 學生期末報告
18. 學生期末報告

第⼀週：課程簡介與評量說明
第⼆週：區塊鏈介紹與分類
第三週：區塊鏈之數位⾰命
第四週：加密貨幣與錢包
第五週：區塊鏈之信任與共識-NFT
第六週：NFT 的潛能與價值
第七週：⾦融服務轉型（⼀）
第⼋週：⾦融服務轉型（⼆）
第九週：經營模式轉型（⼀）
第⼗週：經營模式轉型（⼆）第⼗⼀週：教育型態轉型（⼀）
第⼗⼆週：教育型態轉型（⼆）
第⼗三週：公共⾏政轉型（⼀）
第⼗四週：公共⾏政轉型（⼆）
第⼗五週：元宇宙與區塊鏈對價關係
第⼗六週：區塊鏈未來與衝擊
第⼗七週：期末報告（⼀）
第⼗⼋週：期末報告（⼆）

https://sites.google.com/itd.tnnua.edu.tw/maj-data/

1. 介紹老師、同學、課程目標、評分標準
2. 認知心理學緒論
o Goldstein, E. Bruce, 李宏鎰譯，2021《認知心理學：連結心智、研究及日常經驗》Cognitive Psycholo-gy: connecting mind, research, and everyday experience 5/E。台北市：雙葉書廊。第1、10、11章
3. 消費文化緒論
o Robert Bocock (1993) “Theorizing Consumption,” in Consumption (消費，1995，巨流圖書), pp. 34 – 52.
o Don Slater (1997) “Consumer Culture and Modernity,” in Consumer Culture and Modernity (消費文化與現代性，2003，弘智), pp. 8 – 32.
4. 消費文化古典理論
o G. Simmel, “The Metropolis and Mental Life.”
o Thorstein Veblen, Ch. 1, 2, 4, 7, in The Theory of the Leisure Class (有閒階級論， 2007，左岸文化).
o Recommended: R. Bocock, “The Emergence of Modern Consumerism,” in Consumption.
o Theodor Adorno, “On the Fetish Character in Music and the Regression of Listening,” in The Essential Frankfurt School Reader, pp. 270 – 299.
o Don Slater (1997) “Consumption vs. Culture,” in Consumer Culture and Modernity Modernity (消費文化與現代性，2003，弘智), pp. 63 – 99.
5. 消費者系譜學
o Don Slater (1997) “The Freedoms of the Market,” in Consumer Culture and Modernity, pp. 33 – 62.
o Frank Trentmann (2006) “The Evolution of the Consumer: Meanings, Identities, and Political Synapses Before the Age of Affluence,” in The Ambivalent Consumer: Questioning Consumption in East Asia and the West, pp. 21 – 44.
6. 消費者與公民
o Lizabeth Cohen (1998) “The New-Deal State and the Making of Citizen Consumers,” in Getting and Spending: European and American Consumer Societies in the Twenties Century, pp. 111—126,
o Deborah S. Davis (2006). “Urban Chinese Homeowners as Citizen-Consumers,” in The Ambivalent Consumer, pp. 281—399.
o Kate Soper (2007) “Re-Thinking the ‘Good Life’: The Citizenship Dimensions of Consumer Disaffection with Con-sumerism," Journal of Consumer Culture 7(2): 205 – 229.
7. 商品描述
o Karl Marx, “The Fetishism of the Commodity and Its Secret,” in The Consumer Society Reader, pp.10 – 18.
o Selections from Wolfgang Haug (1986) Critique of Commodity Aesthetics.
o Selections from Sidney Mintz (1985) Sweetness and Power.
8. 財物與分類
o Douglass and Isherwood (1996 [1979]) “Why People Want Goods,” “The Uses of Goods,” “The Technology of Consumption,” “Consumption Classes,” in The World of Goods: Towards an Anthropology of Consumption.
o Recommended: Slater, “The Uses of Things,” in Consumer Culture and Modernity.
9. 物的人類學
o Eric Arnould, Carolyn Curasi, and Linda Price (2004) “Inalienable Wealth in North American Household,” in Values and Valuables: From the Sacred to the Symbolic, pp. 209 – 230.
o Igor Kopytoff, “The Cultural Biography of Things,” in The Social Life of Things, pp. 64 – 93.
10. 物的欲求 （Objects of Desire）
o Susan Stewart, “Objects of Desire,” in On Longing: Narratives of the Miniature, the Gigantic, the Souvenir, the Col-lection, pp. 132 – 169.
11. 意義與價值的生產過程
o Jean Baudrillard (2001) “For a Critique of the Political Economy of the Sign,” in Jean Baudrillard: Selected Writings, pp. 60-100.
o Brian Moeran (2004) “Women’s Fashion Magazine: People, Things, and Values,” in
Values and Valuables, pp. 257 – 281
o Jim Weil (2004) “Virtual Antiquities,” in Values and Valuables, pp. 231 – 256
12. 商品選擇與社會秀異
o Pierre Bourdieu (1984) “Introduction,” Distinction: A Social Critique of the Judgment of Taste, pp. 1 – 8.
o Mike Featherstone, “Lifestyle and Consumer Culture,” in The Consumer Society Reader,
pp. 92 – 105.
o Li Zhang (2008) “Private Homes, Distinct Lifestyles: Performing a New Middle Class,” in Privatizing China: Social-ism from Afar, pp. 23 – 40
13. 意義的脈絡化
o Allison Truitt (2008), “On the Back of a Motorbike: Middle-Class Mobility in Ho Chi Minh City, Vietnam,” Ameri-can Ethnologist 35(1): pp. 3 – 19. (E)
o Laurel Kendall (2008), “Of Hungry Ghosts and Other Matters of Consumption in the Republic of Korea,” Ameri-can Ethnologist 35(1): pp. 154 – 170. (E)
14. 媒體消費
o Justin Finden-Croft (1998) “Calypso’s Consequences,” in Material Cultures: Why Some Things Matter, pp. 147 – 166.
o Selections from Jenkins (1992) Textual Poachers: Television Fans and Participation.
o Michel de Certeau (1984) “‘Making Do:’ Uses and Tactics,” in The Practice of Everyday Life, pp. 29 – 42
15. 購物
o Daniel Miller (2001) “Introduction,” and “The Dialectics of Kinship,” in The Dialectics of Shop-ping, pp. 1 – 13; pp. 17 – 56
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16. 影片討論：Food Inc.
***學生繳交系末報告初稿互評****
17. 消費與國族主義
o Selections from Laura Nelson (2000) Measured Excess: Status, Gender, and Consumer Nationalism in South Korea.
18. 學生期末報告