「素養」(Literacy)以往限於描述個人「能否閱讀及書寫」，然而今天已擴及為描述「對於某門知識的掌握」。云云「素養」之中，「媒體素養」素來受定義及量測的困難所苦。本研究旨在綜合古今定義及量測「媒體素養」的研究，並透過三階段式研究設計，發展一套適用於一般定義的媒體素養量表。
本研究透過因素分析一份由台灣一所大型大學 302 人填答的問卷調查發現七個與媒體素養相關的因子，分布在「近用」(Access)、「評價」(Evaluate)、「創作」(Create)三大類內，問卷調查同時發現受訪群體普遍對自己的媒體素養程度抱持相當信心，只在「創作」類別內信心稍低。
相關分析確認前人研究中認知需要(Need For Cognition)與媒體素養的正面關聯，並部分支持媒體素養與公共服務媒體使用與評價呈弱至中等程度相關。公共服務媒體使用與評價與媒體素養中「評價」(Evaluate)及「創作」(Create)能力則呈正相關。
本研究透過驗證一套著重於使用者如何使用及在認知與行為上處理在所有形式媒體內容的媒體素養量表達至研究創新，並在認知需要(Need For Cognition)及媒體素養相關性方面提供實證。

Literacy used to refer to one’s “ability to read and write”, now more broadly defined as “knowledge of a particular subject, or a particular type of knowledge”. Among the different types of literacy conceptualized, “media literacy” has long been bothered by the issue to define and measure such literacy. This study aims to synthesise past and current works aimed at defining and measuring the literacy, and develop a scale to measure such literacy for a general definition, using a three-stage design.
A factor analysis rooting from an online survey done with a sample size of 302 in a large university in Taiwan found 7 factors related to media literacy skills, divided in to three main categories of “Access”, “Evaluate” and “Create”. The survey also found the sample generally confident of their media literacy skills, only least confident in skills of creation.
Correlation analysis confirmed that need for cognition is positively correlated to one’s media literacy skills, while the analysis partially supports that media literacy skills positively correlates with use and appreciation of Public Service Media content. The reverse is true, however, that Public Service Media use and appreciation positively predicts people’s skills in evaluating and creating content
This study served to provide a validated and tested media literacy measurement instrument which focuses on the how the user deals with information and their cognitive and behavioral perceptions towards dealing with so information. The scale also provided some statistical evidence that one’s need of cognition did have an effect on one’s media literacy levels, an area of investigation worthy of further investigation.

Arke, E. T., & Primack, B. A. (2009). Quantifying media literacy: Development,reliability, and validity of a new measure.  Educational Media International, 46(1), 53-65.  https://doi.org/10.1080/09523980902780958
Austin, E. W., & Domgaard, S. (2024). The media literacy theory of change and the. message interpretation process model.  Communication Theory. https://doi.org/10.1093/ct/qtae018
BBC Trust. (2012). BBC Trust assessment processes: Guidance document. https://downloads.bbc.co.uk/bbctrust/assets/files/pdf/about/how_we_govern/pvt/assessment_processes_guidance.pdf
BBC Trust. (2025). Public value tests. https://www.bbc.co.uk/bbctrust/governance/tools_we_use/public_value_tests.html
Bewersdorff, A., Schiff, D. S., & Hornberger, M. (2025). AI literacy: What it is, what it isn’t, who needs it and why it’s hard to define. The Conversation.  https://theconversation.com/ai-literacy-what-it-is-what-it-isnt-who-needs-it-and-why-its-hard-to-define-256061
Boateng, G. O., Neilands, T. B., Frongillo, E. A., Melgar Quiñonez, H. R., &  Young, S. L. (2018). Best practices for developing and validating scales for health,  social, and behavioral research: A primer. Frontiers in Public Health, 6, 149.  https://doi.org/10.3389/fpubh.2018.00149
Borg, J., & Lauri, M. A. (2011). A comparative study of EU documents on media literacy. Media Education Research Journal, 2(1), 30–-42. https://www.um.edu.mt/library/oar/bitstream/123456789/21852/1/A%20Comparative%20study%20of%20EU%20document%20on%20Media%20Literacy.pdf
Buckingham, D. (1989). Television literacy: A critique. Radical Philosophy, 51, 12–25.
Buckingham, D. (2015). Defining digital literacy: What do young people need to know about digital media? Nordic Journal of Digital Literacy, 10(Jubileumsnummer),  21–35. https://doi.org/10.18261/issn1891-943x-2015-jubileumsnummer-03
Cambridge Dictionary. (2025a). Access. https://dictionary.cambridge.org/dictionary/english/access
Cambridge Dictionary. (2025b). Evaluate. https://dictionary.cambridge.org/dictionary/english/evaluate
Cambridge Dictionary. (2025c). Create.  https://dictionary.cambridge.org/dictionary/english/create
Carpenter, S. (2018). Ten steps in scale development and reporting: A guide for researchers. Communication Methods and Measures, 12(1), 25–44.  https://doi.org/10.1080/19312458.2017.1396583
Carolus, A., Koch, M. J., Straka, S., Latoschik, M. E., & Wienrich, C. (2023). MAILS-  Meta AI literacy scale: Development and testing of an AI literacy questionnaire based on competency models and meta competencies. 
Computers in Human Behavior: Artificial Humans, 1(2), 100014. https://doi.org/10.1016/j.chbah.2023.100014
Casal Otero, L., Catala, A., Fernández Morante, C., Taboada, M., Cebreiro, B., &  Barro, S. (2023). AI literacy in K 12: A systematic literature review. International Journal of STEM Education, 10(1), 29. https://doi.org/10.1186/s40594-023-00418-7
Callecod Weinrich, K., & Krek, J. (2025). News literacy and public service news  broadcasting: Is there a connection?  Evaluating News Literacy Among Viewers. and Non-Viewers of PSB News Programming in Austria.SAGE Open, 15(1). https://doi.org/10.1177/21582440241311648
Chinese Television System. (2024). Annual report of the Chinese Television System,  2023 [2023 中華電視公司 年度報告]. https://info-material.pts.org.tw/annual/2023annual_CTS.pdf
Chiu, T. K., Chen, Y., Yau, K. W., Chai, C., Meng, H., King, I., Wong, S., & Yam, Y.  (2024). Developing and validating measures for AI literacy tests: From self reported to objective measures. Computers and Education: Artificial Intelligence, 7, 100282. https://doi.org/10.1016/j.caeai.2024.100282
Couraceiro, P., Paisana, M., Vasconcelos, A., Cardoso, G., & Lopes, F. (2025). Building legitimacy: Audience trust as a pillar of public service media. Journal of Digital Media & Policy. https://doi.org/10.1386/jdmp_00184_1
Davidsone, A., Silkane, V., & Bucholtz, I. (2025). Measuring adults’ media literacy  skills and news media literacy knowledge in the context of age, gender, and education level. Journal of Media Literacy Education, 17(1), 75-88. https://doi.org/10.23860/JMLE-2025-17-1
De Holanda Coelho, G. L., Hanel, P. H. P., & Wolf, L. J. (2020). The very efficient assessment of need for cognition: Developing a six item version. Assessment,27(8),  1870–1885. https://doi.org/10.1177/1073191118793208
Department for Culture, Media and Sport. (2006). An agreement between her majesty’s secretary of state for culture, media and sport and the british. broadcasting corporation. https://downloads.bbc.co.uk/bbctrust/assets/files/pdf/about/how_we_govern/agreement.pdf
Eristi, B., & Erdem, C. (2017). Development of a media literacy skills scale. Contemporary Educational Technology, 8(3). https://doi.org/10.30935/cedtech/6199
European Broadcasting Union. (2023). Public service media strengthening media literacy. https://www.ebu.ch/files/live/sites/ebu/files/Publications/MIS/login_only/psm/EBU MIS_Media_Literacy_Report public.pdf
European Broadcasting Union. (2024). Trust in public service media: The backbone ofnews credibility in Europe. https://www.ebu.ch/files/live/sites/ebu/files/Publications/MIS/login_only/psm/EBU MIS Trust_in_Public_Service_Media_2024 Public.pdf
Foley, J. M. (2025, February 18). Literacy. Encyclopaedia Britannica. https://www.britannica.com/topic/literacy
Fuchs, C., & Unterberger, K. (2021). The public service media and public service internet manifesto. University of Westminster Press. https://doi.org/10.16997/book60
Gorsuch, R. L. (1974). Factor analysis. W. B. Saunders. Harding, C. P., & Waimon, M. (1972). Television literacy. The Clearing House, 47(2), 107–110. http://www.jstor.com/stable/30184552
Haugtvedt, C. P., Petty, R. E., & Cacioppo, J. T. (1992). Need for cognition and advertising: Understanding the role of personality variables in consumer behavior. Journal of Consumer Psychology, 1(3), 239–260. https://doi.org/10.1016/S1057-7408(08)80038-1
Hinton, M., & Wagemans, J. H. M. (2021). Evaluating reasoning in natural arguments: A procedural approach. Argumentation, 36(1), 61–84. https://doi.org/10.1007/s10503-021-09555-1
Horowitz, M. A., D’Arma, A., & Michalis, M. (2020). Why advocate for public service media? Perspectives from organizations for media development. Interactions: Studies in Communication & Culture, 11(2), 261–268. https://doi.org/10.1386/iscc_00023_7
Kaiser, H. F., & Rice, J. (1974). Little Jiffy, Mark IV. Educational and Psychological. Measurement, 34(1), 111–117. https://doi.org/10.1177/001316447403400115
Koc, M., & Barut, E. (2016). Development and validation of the New Media Literacy. Scale (NMLS) for university students. Computers in Human Behavior, 63, 834–843. https://doi.org/10.1016/j.chb.2016.06.035
Koltay, T. (2011). The media and the literacies: Media literacy, information literacy, digital literacy. Media, Culture & Society, 33(2), 211–221. https://doi.org/10.1177/0163443710393382
Lee, L., Chen, D., Li, J., & Lin, T. (2015). Understanding new media literacy: The. development of a measuring instrument. Computers & Education, 85, 84–93. https://doi.org/10.1016/j.compedu.2015.02.006
Legislative Yuan, Republic of China. (1997). Public Television Act. https://lis.ly.gov.tw/lglawc/lawsingle?0002186A33DE000000000000000000A000000002000000^02411086053100^00000000000
Lin, T. B., Li, J. Y., Deng, F., & Lee, L. (2013). Understanding new media literacy: An. explorative theoretical framework. Educational Technology & Society, 16(4), 160–170. http://www.ifets.info/journals/16_4/13.pdf
Lockert, M., & Safane, J. (2024, October 31). What is the invisible hand? A guide to. Adam Smith’s economic theory. Business Insider. https://www.businessinsider.com/personal-finance/investing/invisible-hand
Long, D., Blunt, T., & Magerko, B. (2021). Co-designing AI literacy exhibits for informal. learning spaces. Proceedings of the ACM on Human-Computer Interaction, 5(CSCW2), 1–35. https://doi.org/10.1145/3476034
Luke, C. (2007). As seen on TV or was that my phone? New media literacy. Policy. Futures in Education, 5(1), 50–58. https://doi.org/10.2304/pfie.2007.5.1.50
Mazzucato, M., Conway, R., Mazzoli, E., Knoll, E., & Albala, S. (2020). Creating and. measuring dynamic public value at the BBC (IIPP WP 2020-19). UCL Institute for Innovation and Public Purpose.
Ministry of Justice, Republic of China. (2018a). Radio and Television Act
[廣播電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050001
Ministry of Justice, Republic of China. (2018b). Cable Radio and Television Act [有線廣播電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050008
Ministry of Justice, Republic of China. (2022). Satellite Broadcasting Act
[衛星廣播電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050013
Ministry of Justice, Republic of China. (2023). Public Television Act [公共電視法]. https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=P0050025
Moe, H., & Syvertsen, T. (2009). Researching public service broadcasting. In The handbook of journalism studies. https://www.hf.uio.no/imk/personer/vit/trinesy/chapter-28-moe-and-syvertsen.pdf
Moe, H. (2010). Governing public service broadcasting: “Public value tests” in. different national contexts. Communication, Culture & Critique, 3(2), 207–223. https://doi.org/10.1111/j.1753-9137.2010.01067.x
National Association for Media Literacy Education. (2025). Media literacy defined. https://namle.org/resources/media-literacy-defined/
Ng, D. T. K., Wu, W., Leung, J. K. L., Chiu, T. K. F., & Chu, S. K. W. (2023). Design and validation of the AI literacy questionnaire: The affective, behavioural, cognitive, and ethical approach. British Journal of Educational Technology, 55(3), 1082–1104. https://doi.org/10.1111/bjet.13411
Oxford Dictionary. (2025). Literacy. https://dictionary.cambridge.org/dictionary/english/literacy
Panayo, J., & Tolentino, C. (2024). Exploring news media literacy and its dimensions. Diversitas Journal, 9(1). https://doi.org/10.48017/dj.v9ispecial1.2827
Potter, W. (2022). Analysis of definitions of media literacy. Journal of Media Literacy Education, 14(2), 27–43. https://doi.org/10.23860/JMLE-2022-14-2-3
Public Service Media Alliance. (2025). What is PSM? https://www.publicmediaalliance.org/about-us/what-is-psm/
Public Television Service, Taiwan. (2013). 公廣集團公共價值評量體系說明 [Explanation to the public value assessment. system of the Taiwan Broadcasting System].
https://info-material.pts.org.tw/pub_value/value_exp.pdf
Public Television Service, Taiwan. (2023). 公共價值評量 [Public value assessments]. https://info.pts.org.tw/%E7%9B%A3%E7%9D%A3%E6%A9%9F%E5%88%B6/%E5%85%AC%E5%85%B1%E5%83%B9%E5%80%BC%E8%A9%95%E9%87%8F
Radoslavov, S. (2014). Media literacy promotion as a form of public value? Comparing. BBC’s, ZDF’s, and RAI’s normative approaches. In G. F. Lowe & F. Martin (Eds.), The value of public service media (RIPE@2013, Göteborg) (pp. 135–154). Nordicom.
Reiter, B. (2013). The epistemology and methodology of exploratory social science research: Crossing Popper with Marcuse. https://digitalcommons.usf.edu/gia_facpub/99
Saliu, H. (2024). Navigating media literacy in the AI era: Analyzing gaps in two classic media literacy books. Journal of Applied Learning & Teaching, 7(2). https://doi.org/10.37074/jalt.2024.7.2.25
Sánchez, S. L. C., Rojo, A. F., Martínez, A. R., & Samaniego, C. M. (2019). Media and information literacy: A measurement instrument for adolescents. Educational Review, 73(4), 487–502. https://doi.org/10.1080/00131911.2019.1646708
Sillito, D., & Rufo, Y. (2024, March 26). BBC to explore how to reform licence fee, director general says. BBC News. https://www.bbc.com/news/entertainment-arts-68654318
Stamboliev, E. (2023, September 21). Proposing a postcritical AI literacy: Why we should worry less about algorithmic transparency and more about citizen empowerment. HAL Archive. https://hal.science/hal-04221538v1
Stewart, O. G., & Rodgers, D. J. (2025). A critical AI media literacy framework: Understanding layered bias and empowerment in artificial intelligence. Learning, Media and Technology, 1–13. https://doi.org/10.1080/17439884.2025.2527179
Tandoc, E. C., Yee, A. Z. H., Ong, J., Lee, J. C. B., Xu, D., Han, Z., Han, C. C., Ng, H. Y., Lim, C. M., Cheng, L. R. J., & Cayabyab, M. Y. (2021). Developing a perceived social media literacy scale: Evidence from Singapore. International Journal of Communication, 15, 2484–2505.
Tornero, J. M. P., Grizzle, A., Pulido, C. M., & Tayie, S. S. (2021). The challenge of media and information literacy for public service media. In Palgrave global media policy and business (pp. 247–273). https://doi.org/10.1007/978-3-030-56466-7_13
Touretzky, D., Gardner-McCune, C., Martin, F., & Seehorn, D. (2019). Envisioning AI. for K–12: What should every child know about AI? Proceedings of the AAAI Conference on Artificial Intelligence, 33(1), 1. https://doi.org/10.1609/aaai.v33i01.33019795
UNESCO, UNICEF, OECD, & World Bank. (2019). Beijing consensus on artificial intelligence and education. https://unesdoc.unesco.org/ark:/48223/pf0000368303
UNESCO. (2022). Global standards for media and information literacy curricula development guidelines. https://www.unesco.org/sites/default/files/medias/files/2022/02/Global%20Standards%20for%20Media%20and%20Information%20Literacy%20Curricula%20Development%20Guidelines_EN.pdf
UNESCO. (2023). Abuja declaration on global financing for media and information literacy: An imperative to fight against disinformation and build trust. https://unesdoc.unesco.org/ark:/48223/pf0000384461
UNESCO. (2025). What you need to know about literacy. https://www.unesco.org/en/literacy/need-know
Velander, J., Otero, N., & Milrad, M. (2024). What is critical (about) AI literacy? Exploring conceptualizations present in AI literacy discourse. In Postdigital science and education (pp. 139–160). https://doi.org/10.1007/978-3-031-58622-4_8
Yi, Y. (2021). Establishing the concept of AI literacy. JAHR, 12(2), 353–368. https://doi.org/10.21860/j.12.2.8
Youngs, I. (2025, January 13). Culture secretary rules out funding BBC from taxes.
BBC News. https://www.bbc.com/news/articles/cp3wwkdnddzo
YLE. (2022). Yle’s Administrative Council launches a public value test on the audio. content offered by Yle on the internet. https://yle.fi/aihe/a/20-10003395
呂傑華、白亦方（2012）。媒體素養教育與課程實踐歷程之再思與展望。課程與教學， 15(1).1-34.。https://doi.org/10.6384/CIQ.201201.0002
黃聿清 (2022)。 識讀媒體、從心開始：跨媒體素養，看、讀、做。http://mlearn.moe.gov.tw/TopicArticle/PartData?key=10905
陳至中 （2024）。國中會考寫作6級分樣卷一覽 探討媒體「標題殺」、網購吸睛手法。https://www.cna.com.tw/news/ahel/202406070139.aspx
中華民國內政部（2025）。114年第14週內政統計通報。https://www.moi.gov.tw/News_Content.aspx?n=9&sms=9009&s=326827