蒙太奇在醫療傳播之應用

Application of Montage to Medical Communication

江柏緯(Po-Wei Chiang)

指導教授 ： 謝寶泰

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2017年)

摘要

影片的傳播功能日益被重視是不爭的事實，醫療傳播如何應用影片成為重要的課題，其中之一是蒙太奇的應用。本研究旨在探討運用「蒙太奇」的表現手法所拍攝之衛生教育影片，是否具有吸引注意力之效果，以及是否有效提供健康醫療知識之功能。

本研究採文本分析法，針對《你好，家就好》及《第七號血糖情報員》兩部影片，分析其內容架構、故事形式、蒙太奇應用、景別區間與注意力吸引主題等方向，發現《你好，家就好》之用藥事件篇在內容架構、故事形式優於《第七號血糖情報員》，並且在蒙太奇應用上也較為多樣性，達到視覺刺激的效果，具有吸引注意力之功能。本研究再對《你好，家就好》之用藥事件篇提出五分鐘修改方案，加入更多的蒙太奇表現手法元素，以提昇其吸引注意力之效果，以利一般民眾或有相關病症民眾觀看。

本研究以焦點團體法針對《你好，家就好》之用藥事件篇原始影片與修改影片得到結論，醫療傳播的衛教影片在企劃上須鎖定主要閱聽眾族群，依照該族群偏好設定主軸與明確的故事架構，內容方面以醫療訊息為主情感鋪陳為輔，利用多樣性的景別分鏡創造出視覺空間的刺激，搭配影片主軸與故事架構、內容，選擇適當的蒙太奇手法表現，在影片長度不宜太長的狀態下，以簡潔有力的方式表現更能夠吸引住閱聽眾得注意。

本研究從文獻探討與研究方法中得到結論，蒙太奇的表現手法在衛生教育影片應用，的確有助於提升閱聽眾的注意力，因此，證明蒙太奇的確適合應用於醫療傳播之上。

關鍵字

醫療傳播 ； 蒙太奇 ； 注意力

並列摘要

It is an undisputable fact that the communication function of videos has got attention increasingly; thus, how to take advantage of videos for medical communication becomes an important issue in which the application of montage makes a sense. The purpose of this study was to explore whether the representation technique of “montage” applied for health education film has the effect of drawing attention and efficiency to provide health and medical knowledge.

This study adopted text analysis method to analyze the content structure, story form, montage application, scene interval and attractive topic of two films, “As long as you are fine, your home will be fine” and “Blood Glucose Agent 007” and found the content structure and story form in the episode of medication event of “As long as you are fine, your home will be fine” are superior to those of “Blood Glucose Agent 007.” Furthermore, the former has more diverse applications of montage to achieve the effect of visual stimulation as well as the function of drawing attention. In this study, a 5-minute revised project for the medication event episode of “As long as you are fine, your home will be fine” has been put forth by adding more representation technique of montage to promote the effect of drawing attention in order for general people or the people with related diseases to watch.

In this study, it took use of focus group method to get conclusion from both the initial video of medication event episode of “As long as you are fine, your home will be fine” and the revised film that the major audience group shall be targeted for the project of health education film of medical communication to set up main story and clear story structure according to the specific group preference. As for the aspect of content, it shall mainly rely on medical information supplemented by emotion, using diverse scene frame to create a stimulating visual space while matching the main story and content and selecting proper montage technique with appropriate video length and lean but powerful representation way to attract attention of audience.

By means of literature review and research method, this study concluded that the representation technique of montage applied to health education film indeed helped promote audience’s attention. Therefore, it proved that montage is really suitable for the application on medical communication.

並列關鍵字

Medical Communication ； Montage ； Attention

參考文獻

吳祚朋(2015)。應用虛與實的交會以蒙太奇技法於文創商品的展演，未出版。台中科技大學，台中市。

孫春望、陳建雄、蔣世寶(2009)。情境文字的圖文圖文轉碼過程對景別之圖像解釋差異研究。設計學報，14卷4期。

鐘正道(2011)蒙太奇論穆時英俊〈上海狐步舞〉。漢學研究學刊，十三，101~102。

黃夙蓮(2014)。突現廣告的注意力攫取效果，未出版。交通大學，新竹市。

黃鈴媚(1999)。恐懼訴求與健康宣導活動：宣導訊息內容設計之研究。新聞學研，61，99~135。