三、在問卷調查中，「社會期許的偏誤」（social desirability bias）會影響答案的真實性。 請說明何謂「社會期許的偏誤」？並請闡述有何技術可以降低「社會期許偏誤」？ （25 分）

一、網軍治國最近社會上討論甚多，請就你的閱讀以及親身經驗，說明網軍、網路民意 與傳統的民意三者的關係為何？（25 分）

二、說服與溝通是公關人員的核心工作。以手機基地台為例，手機是民眾生活的必需品， 但使用者又擔心基地台電磁波造成人體危害，因此拒絕基地台設立。請你就基地台 抗爭為主題，並以溝通與說服的理論基礎，提供主管機關說服民眾接受基地台的策 略與執行項目。（25 分）

三、食品安全議題重傷臺灣食品業，但臺灣又是自詡為國際上的知名美食王國之一。你 作為公關專業人士，受委託執行中央政府為期六個月、經費三百萬的計畫，目標是 半年內重建美食王國聲譽。請問你將如何擬訂計畫以及執行？（25 分）

⑴臺灣的電視新聞常常被批評，請說明電視新聞的問題有那些。（10 分）

⑵但無法否認電視新聞仍然具有一定程度的影響力，請說明電視新聞的影響為何。 （10 分）

⑶若作為政府機關的公關人員，你對於運用電視新聞的影響力有那些具體策略？ （5 分）

⑴ Ousted NBC “Nightly News” anchor Brian Williams began his apology tour on Friday, saying on the “Today” show that he “got it wrong” when he told exaggerated stories about his reporting but declining to say he lied. Williams, 56, was suspended by NBC for six months in February after he said on “Nightly News” that the military helicopter he was traveling in at the start of the Iraq War in 2003 was damaged by rocket fire. In fact, it had not been, and Williams was taken to task by American veterans who were eyewitnesses to the events Williams described. The episode triggered an explosion of reporting about Williams’s characterizations of his other reporting exploits. News articles turned up multiple instances in which he exaggerated or embellished his role. NBC on Thursday said Williams would return to the air, but has been reassigned to MSNBC, the network’s little-watched cable channel, and will serve in a vaguely defined role as a breaking-news anchor.（25 分）

⑵ The leaders of Russia and Greece produced a grand pageant of solidarity, friendship and supposed economic cooperation at Russia’s annual gathering for global business executives Friday, but the embrace seemed mostly about thumbing their noses at Europe. For President Vladimir V. Putin, giving the Greek prime minister a high-profile international platform served to eclipse the issue of the war in eastern Ukraine, which was all anybody could talk about at the St. Petersburg International Economic Forum last year. Alexis Tsipras, the leftist Greek prime minister, made a surprise appearance at the forum’s main event, emerging from the audience in the packed convention center to deliver a speech immediately after Mr. Putin. It was a chance for him to bathe in warm applause while he denounced the European Union, to show that he had friends and to try to pressure Brussels to give a little ground in crucial debt talks next week. Yet he received no Russian money and limited investment pledges.（25 分）

⑶ Children as young as age 3 will intervene on behalf of a victim, reacting as if victimized themselves, scientists have found. With toys, cookies and puppets, Keith Jensen, a psychologist at the University of Manchester in England, and his colleagues tried to judge how much concern 3- and 5- year-olds had for others, and whether they had a sense of so-called restorative justice. In one experiment, when one puppet took toys or cookies from another puppet, children responded by pulling a string that locked the objects in an inaccessible cave. When puppets took objects directly from the children themselves, they responded in the same way. In another experiment, when an object was lost or stolen, children tried to right the wrong by returning the object to the puppet it belonged to. “Their sense of justice is victim-focused rather than perpetrator-focused,” Dr. Jensen said. “The take-home message is that preschool children are sensitive to harm to others, and given a choice would rather restore things to help the victim than punish the perpetrator.” （25 分）

⑴Uber

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