新式互動媒體在教育行政機關組織溝通之應用   免費試閱

Application of New Interactive Midia in Organizational Communication of Educational Administration Institutions

組織溝通向來是教育行政機關的重要議題，如何運用不同媒體與管道以增進組織溝通的效果，一直也是教育行政理論與實務探討的主要課題。值此電子、傳播、資訊及通信科技發展一日千里，新式互動媒體不斷推陳出新之際，如何應用到教育行政機關的組織溝通，已成為值得探討的主題。諸如臉書（Facebook）及推特（Twitter）等社交軟體及APP（Application）等行動通訊應用軟體，對於教育行政機關的組織內外溝通有何啟示？如何加以融入應用？都是本研究討論的主要內容。研究者以社會系統論的溝通觀點，分別從當下新式互動媒體的使用樣貌、教育行政機關組織溝通所面臨的課題，以迄該等機關如何將新式互動媒體應用於組織的內外溝通進行探討，最後提出六項可行策略作為建議。

Organizational communication is a critical issue of educational administration institutions and how to utilize various media and channels to improve its effectiveness is also a crucial topic in terms of theory and practice. With the rapid development of technologies in electron, communication and information, new interactive media therefore have been creating in different channels and the significance of how to apply them in organizational communication of educational administration institutions has also been getting valuable. For example, social software like Facebook and Twitter and App for action communication, do they have any implication to inner and outer organizational communication of educational administration institutions? How to apply and fit them in communication? The above are all the focuses of this research. The researcher referred to the perspective of social systems in communication to analyze how the new media have been used and explored the challenges educational administration institutions have faced in communication and then raised six recommendations for applying these media to enrich organizational communication.