運用社會網絡分析法探討網路小說社群之互動─以起點中文網之小說討論區為例

The Social Network Analysis of Online Fiction Communities: A Case Study of Qidian Website

榮予恩(Yu-En Jung)

指導教授 ： 唐牧群

國立臺灣大學/文學院/圖書資訊學研究所/碩士(2019年)

https://doi.org/10.6342/NTU201903411

摘要

自1998年第一本網路小說問世以來，中國的網路文學產業由草創逐步發展成熟，原創文學網站以全版權營運模式垂直整合上下游產業鏈，衍生作品如影視、動漫、遊戲等更成為引領文化娛樂產業發展的重要推手。網路小說不僅風靡海內外無數讀者，同時也引起不同領域的學者進行研究。本研究首先回顧網路小說的定義、內涵與發展歷程，進而針對原創文學網站的訂閱、打賞及投票等機制進行簡介，並檢視該機制如何影響社群成員的互動行為。過去研究指出由於原創文學網站的訂閱、投票、打賞等機制使得讀者凌駕於作者之上，具有脅迫式賦權的特徵。讀者們的日常互動產生身分認同、共享語言、規範，衍生創作等迷文化是維繫網路小說社群的重要因素。然而過去網路小說社群研究以質性為主，較缺乏量化的分析佐證。
鑒於前述，本文的研究方法包含質化的參與觀察、量化的討論區活動分析及社會網絡分析，系統性地蒐集、分析，並視覺化網路小說社群之互動。以當前最具規模的原創文學網站「起點中文網」為研究場域，挑選50個小說討論區為研究樣本，其中25個來自起點主站、25個來自起點女生網，後續針對主站及女生網各五個熱門討論區進一步分析。根據成員的發帖－回帖行為建構互動網絡，並就互動字數、次數及雙向互動等條件建立篩選網絡及互惠網絡，以分別檢視整體及局部網絡。
本研究發現起點討論區大部分的討論帖回帖數少且字數較短，然而少部分的帖子卻擁有大量回覆。系統動態排序及置頂等功能強化了蓋樓現象，並且導致網絡連結度呈現冪次分配。網絡密度低但平均路徑距離短、叢聚係數高，顯示網絡的小世界程度很高，並且有少數樞紐成員作為溝通之橋梁。以「內連結度」、「中介中心性」、「PageRank」等指標量測可見作者、版主及盟主等成員擁有較高排名，但少數成員只要能持續參與社群互動、創造話題亦能成為重要成員。本研究以實證資料驗證了原創文學網站的社群互動模式與特徵，為網絡小說社群研究開拓了視野。

關鍵字

網路小說 ； 中國網路文學 ； 原創文學網站 ； 虛擬社群 ； 社會網絡分析

並列摘要

Since the first online fiction came out in 1998, the Internet Literature Industry in China has evolved from a small and immature industry to one that has full-copyright operation model which not only vertically integrates the upstream and downstream industry chains, but also derives copyrights such as films and TV series, animations, games, etc. Therefore, online fictions have become an important driving force for the development of the cultural and entertainment industry, and attracted countless readers at home and abroad; in addition, many researchers from different disciplines also put effort into exploring diverse issues around them. This study first reviews the definition, characteristics and the course of development of online fictions, and then introduces the commercialized website settings and how they influence the behaviors of writers and readers. Previous studies indicated that the relationship between writers and readers has changed owing to the proprietary nature of digital platforms. The readers provide emotional and financial incentives for writers to produce online fictions by subscribing, voting, commenting and sending money. Besides, the collective reading culture, shared language and norms, daily interaction and identification, derivative creation culture are important factors in maintaining the community. The research is motivated by the desire to investigate the phenomenon.
Taking the current largest online literary website "Qidian" as a research field, a total of 50 fictions were sampled, 25 from the main Qidian site, the other 25 from Qidian female site. Drawing on qualitative participation observation, quantitative activity analysis and social network analysis, this paper systematically collects, analyzes and visualizes the interactive pattern of the Qidian fan communities. Here the paper establishes the network of “post and reply” to examine the communications patterns of Qidian interaction networks, allowing us to simultaneously investigate the global and local structure of the networks.
This paper finds that most posts in Qidian fan communities have few replies and the length of the replies are short; however, a few numbers of the members have a large number of replies, and the degree distribution is found to follow a power law. The forum features dynamic sorting and “pinned post”, which led to the “building culture” in Qidian fan communities. The network density is low, the average path length is short, and the average clustering coefficient is high, which indicates that the networks of the Qidian communities are “small-world” and there are few members serve as hubs to facilitate the information flows within the communities. With the indicators such as “in-degree”, “betweenness centrality” and “PageRank” to measure the importance of the member, the results show that the writers, moderators and the “meng zhu”(盟主) are important members; however, ordinary members can also become crucial as long as they keep interacting and make a buzz. This paper contributes to the online fiction community studies by providing empirical evidence which show how commercialized website settings influence the structure of networks, how these settings affect the content of the posts, and how the fandom culture impacts the dynamics of the community.

並列關鍵字

Online Fiction ； Chinese Internet Literature (CIL) ； Original Literary Website ； Virtual Community ； Social Network Analysis (SNA)

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