透過集體認同建構社群–以消費者文化理論探索台灣電競社群為例

Constructing the local eSports community through the formation of the collective identity: A consumer culture theory study in Taiwan

何亦昕(I-Hsin Ho)

指導教授 ： 柯冠州

國立臺灣大學/管理學院/商學研究所/碩士(2019年)

https://doi.org/10.6342/NTU201903017

摘要

隨著電競的蓬勃發展，電競市場的總營收、觀看人口都有大幅成長。然而電競環境中充斥著許多流行語、迷因及特別的消費者行為，這些文化內容皆無法透過數字呈現及瞭解。因此，本研究透過消費者文化理論，以質性研究的方式，採用紮根理論深入探索台灣的英雄聯盟社群。
資料收集包含了22位社群成員的訪談以及14個月的田野觀察，田野觀察的地點包含了線上社群、線上實況頻道以及線下比賽現場。將英雄聯盟社群下的人物透過觀察到的行為分類，將其歸納出創造者、播報員、紀錄者、轉貼者、接收者及再創造者六種不同角色，並辨認不同角色的行為如何地去幫助集體認同的形成，最後整理出一個以角色互動形成社群集體認同的模型。除此之外，本研究也額外關注集體認同形成要素中的集體記憶，探索不同社群下的集體記憶及集體認同差異。

關鍵字

電競 ； 英雄聯盟 ； 虛擬社群 ； 集體認同 ； 集體記憶 ； 消費者文化理論 ； 紮根理論

並列摘要

The growth of the eSports industry is strong in terms of the increasing market values and number of eSports communities emerged. However, neither the academic researchers nor industrial experts fully understand how the communities of eSports have been formed and why they emerged. In addition, there are many jargons, memes, and special consumer behaviors in the eSports communities, which have not been investigated.
To explore the phenomenon of eSports communities, this research applied consumer culture theory and grounded theory. This research explored the League of Legends (LOL) community in Taiwan. Field notes from 14-months fieldwork in online communities, in online stream channels, at live games and 22 interviews with LOL fans were collected as the research data. This research classified six characters including the creator, broadcaster, recorder, reposter, receiver, and re-creator in the LOL community. It developed a conceptual framework to describe how these characters interacted with each other in the community and identified their specific behaviors as the component of the collective identity of Taiwanese LOL community. Besides, this research also focused on the community’s collective memory to explore how Taiwanese LOL community differs from LOL communities in other countries.

並列關鍵字

eSports ； League of Legends ； Virtual community ； Collective identity ； Collective memory ； Consumer culture theory ； Grounded theory

參考文獻

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