教學大綱 Syllabus

Week

Date (暫定)

Required Readings

1

9/14

課程介紹 (Dr. JihHsuan Tammy Lin林日璇)

互動傳播科技元宇宙架構

50. 沉浸科技/空間運算
50. 生成式AI
50. Web 3 and NFT

參考讀物:

Ball, M. (2022). The metaverse: and how it will revolutionize everything. Liveright Publishing.

2

9/21

虛擬實境特性與產業應用/ 簡單體驗

50. Basic concept (Slater) 參考讀物—老師講授

Slater, M. (2009). Place illusion and plausibility can lead to realistic behaviour in immersive virtual environments. Philosophical Transactions of the Royal Society B: Biological Sciences, 364(1535), 3549-3557.

*Steur, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.

50. Current trends and analysis of Metaverse
50. 虛擬實境產業應用 vs. 產業鏈 / 沉浸式科技與社交

理論概念: 沉浸式如何理論化

小組報告 (每一組): 依據領域報告最新的應用發展

3

9/28

(放假)

4

10/5

沉浸式科技與行銷應用

沉浸式行銷模型

--虛擬實境行銷

--虛擬實境360影片行銷

--擴增實境try-on科技/3D空間

--虛擬遊樂園/擴增實境遊戲

小組報告1 : 虛擬實境行銷應用案例

體驗: 沉浸式科技電影預告、沉浸式行銷體驗 (iKea、Horizon等)

*Ahn, S. J., Kim, J., & Kim, J. (2022). The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse. Journal of Advertising, 51(5), 592-607.

沉浸式行銷: 互動、AR、裸視3D

Speed 3D公司

--Meta AR partner啟雲科技

--PicBot最新互動擴增實境行銷與商業模式

--AR濾鏡導入與應用

--裸視3D機台

參考讀物:

*Ahn, S. J., Kim, J., & Kim, J. (2023). The future of advertising research in virtual, augmented, and extended realities. International Journal of Advertising, 42(1), 162-170.

* Wu. D., Lin, J-H. T., & Bowman, N. D. (2022). Watching VR advertising together: How 3D animated agents influence audience responses and enjoyment to VR advertising. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2022.107255

5

10/12

50. Experience VR (導向320) HTC Vive Pro vs. Quest 3

體驗虛擬實境高階一體機

社交VR應用與體驗

SOCIAL VR experience:

WorkRoom

Horizon

RecRoom

VRChat

課堂活動: 規劃發想沉浸科技應用至產業以及商業模式

參考讀物:

*Maloney, D., Freeman, G., & Wohn, D. Y. (2020). " Talking without a Voice" Understanding Non-verbal Communication in Social Virtual Reality. Proceedings of the ACM on Human-Computer Interaction, 4(CSCW2), 1-25.

6

10/19

空間運算 Spatial Computing

體驗與應用開發 Apple Vision Pro架構與設計

空間運算生態系

課堂活動: 導入企業應用發想

參考讀物:

*Egliston, B., & Carter, M. (2022). ‘The metaverse and how we’ll build it’: The political economy of Meta’s Reality Labs. New Media & Society, 14614448221119785.

*The cyborg’s dilemma: Progressive embodiment in virutal environments. Journal of Computer-Mediated Communication, 3(2). https://doi.org/10.1111/j.1083-6101.1997.tb00070.x

7

10/26

Embodiment persuasion 聚身性說服

沉浸科技應用於社會公益、同理、健康重要政策溝通 Spatial computing for social good.

老師講授學術文獻中重要的沉浸科技社會議題說服

參考讀物:

Ahn, S. J. G., Bostick, J., Ogle, E., Nowak, K. L., McGillicuddy, K. T., & Bailenson, J. N. (2016). Experiencing nature: Embodying animals in immersive virtual environments increases inclusion of nature in self and involvement with nature. Journal of Computer‐Mediated Communication, 21(6), 399-419.

Ahn, S. J., Hahm, J. M., & Johnsen, K. (2018). Feeling the weight of calories: using haptic feedback as virtual exemplars to promote risk perception among young females on unhealthy snack choices. Media Psychology, 1-27.

Tammy Lin, J. H., & Wu, D. Y. (2021). Exercising with embodied young avatars: how young vs. older avatars in virtual reality affect perceived exertion and physical activity among male and female elderly individuals. Frontiers in psychology, 12, 693545.

案例: 建成國中VR case for 灣生

小組報告2: 最新social good應用

8

11/2

VR Exercise and Well-being 、Governance in VR

空間運算應用於運動、心理幸福感、及空間運算治理

Feature related projects and research regarding using VR for exercise and marketing) By Dr. Jih-Hsuan Tammy Lin 林日璇

參考讀物

• Lin, J-H. T., Wu, D-Y., & Bowman, N. D. (2022). Beat Saber as virtual reality exercising in 360 degrees: A moderated mediation model of playable angles on physiological and psychological outcomes. Media Psychology. https://doi.org/10.1080/15213269.2022.2154806
• Peng, W., Lin, J. H., Pfeiffer, K. A., & Winn, B. (2012). Need satisfaction supportive game features as motivational determinants: An experimental study of a self-determination theory guided exergame. Media Psychology, 15(2), 175-196.

課堂活動: 如何治理沉浸式科技場域及內容?

小組報告3: 沉浸式科技之幸福感應用

9

11/9

視訊參加資訊社會年會

主題：人智傳播(Human-AI Communication)

10

11/16

AR實境遊戲與行銷、智慧導覽、與在地活動

演講:  Popworld 蹦世界

應用層面: 博物館、地方創生、導覽、互動教材、企業活動、行銷活動

參考讀物:

*Rauschnabel, P. A., Rossmann, A., & tom Dieck, M. C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go. Computers in human behavior, 76, 276-286.

*Zhou, Y., Chen, J., & Wang, M. (2022). A meta-analytic review on incorporating virtual and augmented reality in museum learning. Educational Research Review, 36, 100454.

11

11/23

空間運算互動內容與沉浸互動式新聞

參考讀物:

50. Lin, J. H. T., & Wu, D. Y. (2020). Newsgames for the greater good: The effects of graphic realism and geographic proximity on knowledge acquisition and willingness to help. Journalism & Mass Communication Quarterly, 97(1), 30-51.
50. De la Peña, N., Weil, P., Llobera, J., Giannopoulos, E., Pomés, A., Spanlang, B., ... & Slater, M. (2010). Immersive journalism: immersive virtual reality for the first-person experience of news. Presence: Teleoperators and Virtual Environments, 19(4), 291-301.
50. Sundar, S. S., Kang, J., & Oprean, D. (2017). Being there in the midst of the story: How immersive journalism affects our perceptions and cognitions. Cyberpsychology, Behavior, and Social Networking, 20(11), 672-682.

小組報告4: 沉浸互動式新聞

12

11/30

AI科技與行銷  演講: 光禾感知

--AI Chatbot對話行銷商業模式

--AI KOL代言人行銷

--AI算場景3D沉浸展場

--AI 3D視訊行銷活動

課堂活動: 討論AI沉浸式科技應用至產業中

參考讀物—

*Mariani, M. M., Perez‐Vega, R., & Wirtz, J. (2022). AI in marketing, consumer research and psychology: A systematic literature review and research agenda. Psychology & Marketing, 39(4), 755-776.

* De Bruyn, A., Viswanathan, V., Beh, Y. S., Brock, J. K. U., & Von Wangenheim, F. (2020). Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing, 51(1), 91-105.

13

12/7

期末報告個人晤談

14

12/14

互動沉浸科學: character and avatars

應用: 生成式AI 與 沉浸式科技發展  (老師講授)

50. 遊戲產業 (Convai/Nvidia)
50. 產品開發 (2024年趨勢與案例)
50. 全球案例 (案例彙整)

小組報告5: AI沉浸式科技案例

區塊鏈行銷 (老師講授)

50. Web 3行銷
50. NFT行銷

小組報告6: Avatar & NFT應用行銷案例

參考讀物:

*Wu, D. Y., Lin, J. H. T., & Bowman, N. D. (2022). Watching VR advertising together: How 3D animated agents influence audience responses and enjoyment to VR advertising. Computers in Human 8 Behavior, 133, 107255.

* Liu, Y., Liu, Y., Xu, S., Cheng, K., Masuko, S., & Tanaka, J. (2020). Comparing VR-and AR-based try-on systems using personalized avatars. Electronics, 9(11), 1814.

* Lin, J. H. (2013). Identification matters: A moderated mediation model of media interactivity, character identification, and video game violence on aggression. Journal of Communication, 63(4), 682-702.

*Cohen, J. (2001). Defining identification: A theoretical look at the identification of audiences with media characters. Mass Communication & Society, 4(3), 245–264. https://doi.org/10.1207/S15327825MCS0403_01

*Klimmt, C., Hefner, D., & Vorderer, P. (2009). The video game experience as “true” identification: A theory of enjoyable alterations of players’ self-perception. Communication theory, 19(4), 351-373.

15

12/21

數位雙生城市規劃治理、遊戲與遊戲化行銷 (老師講授)

50. 數位雙生案例
50. 數位雙生導入資源與案例
50. 遊戲行銷概念與案例
50. 遊戲化行銷概念與案例
50. 應用與導入方式

小組報告7 數位雙生應用領域及案例

參考讀物:

50. Bellman, S., Kemp, A., Haddad, H., & Varan, D. (2014). The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames. Computers in Human Behavior, 32, 276-283.

50. Jones, D., Snider, C., Nassehi, A., Yon, J., & Hicks, B. (2020). Characterising the Digital Twin: A systematic literature review. CIRP journal of manufacturing science and technology, 29, 36-52.

16

12/28

期末口頭報告

17

1/4

期末報告建議指導/project撰寫

18

1/11

彈性周: 期末報告晤談建議指導/project繳交