施打疫苗的病毒行銷? 抖音平台上的新冠疫苗健康宣傳內容分析研究

Viral Vaccinations: A Visual Content Analysis of COVID-19 Vaccine Related Videos on TikTok

康美涵(Mihaela Constantin)

指導教授 ： 蕭宏祺

國立政治大學/傳播學院/國際傳播英語碩士學位學程(IMICS)/碩士(2022年)

https://doi.org/10.6814/NCCU202201558

摘要

中文摘要
本研究旨在確定 TikTok 向平台用戶提供哪些類型的功能，這些功能將有助於在技術可供性概念的指導下創建和消費疫苗視頻。為此，本研究對從 TikTok 檢索到的視頻採用混合方法視覺內容分析 (n = 50)。關於 TikTok 元語音功能（可見視圖、喜歡、評論和分享計數）的調查結果表明，就這些指標而言，TikTok 有能力在四個平台（YouTube、Instagram、Twitter）上超越最受歡迎的視頻和 Facebook）——所有這些都表明分析如何在 TikTok 上談論 COVID-19 疫苗視頻的重要性。此外，有關 TikTok 的可見性可供性（即視頻類型和疫苗立場）的結果表明，該平台的非正式性質吸引了內容創建者和觀眾，以便討論 COVID-19 疫苗信息。然而，儘管大多數視頻表達了對 COVID-19 疫苗的支持立場，但大量視頻表明疫苗產生了嚴重的副作用，儘管沒有經過喜劇剪輯。因此，視頻的這種非正式和喜劇性質，以及缺乏權威/可信的創作者（即衛生專業人員）可能會導致疫苗猶豫而不是接受。

關鍵字

疫苗猶豫 ； TikTok ； 元語音 ； 能見度

並列摘要

ABSTRACT
This study sought to identify what types of features TikTok provides to users of the platform that would assist in the creation and consumption of vaccine videos guided by the concept of technological affordances. To accomplish this, this present study employed a mixed method visual content analysis (n = 50) for videos retrieved from TikTok. Findings regarding the meta-voicing affordance of TikTok (visible view, like, comment, and share counts), showcase that TikTok, in terms of these metrics, has the capability of outperforming the most popular videos across four platforms (YouTube, Instagram, Twitter, and Facebook) – all of which indicates the importance of analyzing how COVID-19 vaccine videos are talked about on TikTok. Furthermore, results regarding the visibility affordance of TikTok (i.e., video type and vaccine stance) showcase that the informal nature of the platform is what appeals to content creators and viewers alike in order to discuss COVID-19 vaccine information. However, although the majority of videos voiced a supportive stance for COVID-19 vaccines, a large number of videos indicate severe side-effects from the vaccine, albeit uncut with comedy. Thus, this informal and comedic nature of the videos, as well as the lack of authoritative/credible creators (i.e., health professionals) might result in vaccine hesitancy rather than acceptance.

並列關鍵字

Vaccine hesitancy ； TikTok ； Meta-voicing ； Visibility

參考文獻

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