素人直播主在社群媒體中自我展演探討：以Facebook為例

A Study of Self-presentation of Uncelebrated Social Media Live Streamers: Take Facebook as An Example

林慧婷(Hui-Ting Lin)

《人文社會學報》 21期 (2021/07) Pp. 167-200

摘要

社群媒體的廣泛使用，不僅創造了龐大商機，甚至催生出許多的網紅。網紅經濟崛起，在人手一機互聯網時代下，人人都可能成名為網紅，甚至變成商業機制下的直播演員。原先，在Facebook上，只有被臉書官方認證通過的公眾人物才可使用直播功能與網民即時互動；但近來，Facebook也開放一般民眾使用直播功能，自此之後，大量的素人直播開始佔據了Facebook首頁版面。原本只有名人位階的直播冠冕下放到所有網民後，其積極意義為解放自我、宣傳本質，直播不再只是名人舞台；社群直播讓「自媒體」態勢成形。Facebook的素人直播捧紅了許多網紅，因此研究者欲深入探究是什麼樣的動機令素人直播主做出以Facebook作為自我展演的選擇？同時，素人直播主自我展演的意義為何？本研究欲透過深度訪談，以Facebook之素人直播主為研究對象，研究者為求能對上述之研究問題有所瞭解，因此訪談了九位Facebook素人直播主來探討及分析研究問題。本研究將利用劇場理論中自我展演及印象管理的概念，對素人直播主在社群媒體中的使用行為做出一個脈絡性的陳述與歸納。最後，期望透過本研究中的分析，給予改良的建議，並找出未來社群媒體素人直播主更加多元化自我展演之可能性。

關鍵字

社群媒體 ； Facebook ； 素人直播 ； 自我展演 ； 印象管理

並列摘要

The popularity and widespread use of social media have not only created huge business opportunities but have even given birth to many internet celebrities. With the rise of the internet celebrity economy, and in the era of the internet where everyone has a smartphone, everyone can become an internet celebrity or even a commercial live-streaming actor in the age of handheld internet. Initially, on Facebook, only public figures officially approved by Facebook could use the live streaming function to interact with netizens in real-time. But recently, Facebook opened up the live streaming function to the general public, and since then, a large number of uncelebrated live streamers have started to dominate the Facebook home page. Originally, only the celebrity status of live streamers, however the mandate to hold this crown has been transferred to all netizens. This positive outcome leads to a self-liberating of oneself and advertising, while live streamers are no longer just a platform for celebrity. Social live streaming allows the ＂self-media＂ trend to take shape. Facebook live streaming has made many netizens popular. Therefore, the researcher would like to investigate what motivates uncelebrated netizens to choose Facebook as their self-presentation? Also, what is the significance of self-presentation of uncelebrated live streamers? In this study, we conducted in-depth interviews with the Facebook live streamers in order to understand the above research questions. Therefore, I interviewed nine Facebook uncelebrated live streamers to explore and analyze the research questions. This study uses the concepts of self-presentation and impression management in Dramaturgy Theory to present and summarize contextually the social media usage behaviors of uncelebrated social media live streamers. Finally, through the analysis in this study, we hope to give suggestions for improvement and identify the future possibilities of more diversified self-presentation of uncelebrated live streamers in social media.

並列關鍵字

social media ； Facebook ； uncelebrated live streamer ； self-presentation ； impression management

參考文獻

吳宇翔（2016）。《從華人文化的面子、關係與和諧談 Facebook 政治參與的自我展演》。國立中山大學行銷傳播管理研究所碩士論文。

徐江敏、李姚軍譯（1992）。《日常生活中的自我表演》。台北：桂冠。（原書 Goffman, E. [1959]. The presentation of self in everyday life. New York: Doubleday Anchor.）

張盈鈺（2004）。《炫耀心態下進行社會比較對消費者情緒的影響》。國立中央大學企業管理研究所碩士論文。

張玉佩（2005）。〈從媒介影像觀照自己：觀展／表演典範之初探〉。《新聞學研究》，82，43-87。

張雅晴（2011）。〈中高齡者在社交網絡服務平台上自我表演之初探：以Facebook 為例〉，「中華傳播學會年會研討會」論文。