數位科技帶來巨大的影響，使傳播領域不得不重新審視其資源與工具，以回應快速且具高度不確定性的環境變化。行動研究有一基本立場，是要幫助實務工作者在變動的實務現場釐清問題、尋找解決方案。在這個科技與社會均快速變化，充滿不確定的時代，結合行動研究精神的研究方法可望提供傳播工作者多一種工具，幫助他們以較為系統而又不至喪失整體有機性的方法，投入變動的實務現場之研究。本文檢視既有文獻，並借鏡藝術設計領域之創作研究中結合行動研究精神的作法，從五個方面提出傳播內容設計實務之研究建議，包括：研究起點、循環式過程、研究中反思、資料蒐集與分析、協同合作。期望對現有傳播研究與實務結合的思考與做法有所補充。 The media industry has been greatly impacted by the ever-changing digital technology that not only does it need to respond to the highly uncertain environment, but also it has to become more reflexive in terms of the use of resources and tools at its disposal. To take full advantage of action research and adopt it into the design of media content may shorten the distance between theory and practice. In this way the practice of research would benefit practitioners in the innovation and production of media content. This article examines current use of action research in communication study, draws inspiration from creative production research methodologies in the field of art and design, and comes up with suggestions regarding the combination of action research and the design of media content. The aspects discussed are as follows: the inception of the research, cyclic process, reflections in/on the study, data collection/analysis, and collaboration. It is the aim of this article to contribute to the integration of research and practice in the design of media content.