- 學位論文
以人際互動視角探討Instagram使用者追蹤微名人之動機與實踐
An Investigation of Micro-celebrity Followers’ Practices from the Perspective of Interpersonal Communication
摘要
這個社群媒體已然成熟的世代，有一群未經正規訓練的業餘創作者，逐漸成為被關注的對象，他們透過Instagram與追蹤者進行互動，並且建立情感深化的人際關係，常被稱作微名人、微型網紅。 本篇研究藉由人際互動的視角，透過社會臨場感與擬社會互動的論述，結合閱聽人個體差異的概念，探討Instagram追蹤者關注微名人背後的動機，以及其追蹤行為的實踐如何受到傳播科技的中介而有所變化。 本篇研究運用深度訪談法和線上觀察法進行資料搜集，發現（1）Instagram的文本語言、隱私可供性以及演算法所構成的媒介物性，成為追蹤者關注微名人的推力之一；（2）追蹤者在不失社會身份約束的前提之下，會根據心理配置的需求創造相應的閱聽情境，在社會身份轉換之間偏好以短時間、多次數的方式進行追蹤；（3）「真實感」是追蹤者體驗社會臨場感的關鍵感知，愈是日常化的生活分享，愈激發他們持續關注，甚至害怕錯過的追蹤狀態；（4）追蹤者以平行而非崇拜的目光進行關注，深化了情感的投射與連結，在理性／感性的接合之間，主動地與微名人建立起保有微妙距離的親近關係。
並列摘要
Social media plays an indispensable role in our daily lives, and a group of amateur creators commonly known as microcelebrities or microinfluencers are attracting followers through interactions on Instagram and by building trust within interpersonal relationships formed on the site. This thesis uses the theoretical framework of social presence and parasocial interaction and incorporates the concept of individual differences among audiences to investigate, from the perspective of interpersonal communication, the effects of new communication technology on Instagram users’ intents and behaviors of following microcelebrities. This research is based on a qualitative study; it involved using in-depth interviews and online observational methods for data collection, and the following conclusions were reached: (1) The materiality of Instagram—consisting of text language, high privacy levels, and powerful algorithms—provides an incentive for users to follow microcelebrities. (2) Under the premise of preserving social identity, users generally access Instagram for status updates by microcelebrities frequently and for short time periods. (3) Sense of reality is a crucial motivation for Instagram followers to experience social presence and to focus attention on microcelebrities’ sharing of their life stories. (4) Instagram users follow microcelebrities with an “eye-level” gaze and actively construct an intimate but distant relationship with their negotiations of sense and sensibility.