新聞社群編輯的守門與策展實踐

傳播科技的不斷革新對於傳統新聞的產製、意義、敘事方式與呈現手法，都造成極大的影響，社群網站興起後，人們獲取資訊的方式亦產生根本上的變化，愈來愈多人使用臉書作為重要的新聞資訊來源，而對臉書來說，新聞亦為不可或缺的元素。然而，看似擁有龐大自主權的主動閱聽人，在臉書上並未有絕對的自主權，臉書演算法與閱聽人的使用習慣共同主宰其所汲取的資訊。在此之中，粉絲專頁的管理者「小編」，即本文所稱之社群編輯，串聯著新聞產製端與輸出端，將資訊傳遞至閱聽人面前。意謂即便演算法能決定閱聽人看到的內容，社群編輯仍為媒體粉專之內容決策者，包含轉貼之報導、內容陳述與呈現方式；此外，其亦須擔負媒體的印象管理者。社群編輯為新聞產業的新興角色，對於新聞媒體組織與新聞傳遞過程皆有一定影響，然而其近似守門人又似策展人的角色與所能發揮之功能，為本研究關注的重點。本文基於紮根理論使用多重研究方法，利用深度訪談、內容分析與文本分析之方式，以印象形成的兩個層面－資訊與互動，切入探討社群編輯的守門實踐與印象管理。研究發現可分為三大部分說明，其一，在新聞篩選機制方面，原新聞網站之主要報導內容經大量篩除，傳統新聞媒體與粉絲專頁的新聞資訊表達存在鴻溝，新聞網站輸出至粉專的新聞以軟性新聞為主，篩選新聞之邏輯有新聞性與粉專吸引力的雙重考量。其二，新聞策展方式可由貼文文本類型、文字內容與溝通風格，包含類語言符號與情緒性用語之使用進行探討。文本類型服膺於臉書演算法，並考量導流量之效用，多以文字敘述輔以影片和超連結為主；文字可分為評論、引言與摘要，其中以具有立場的評論和負面口吻居多；溝通風格則有各類型的網路流行用語和表情符號以呈現小編人格特性。此外，研究亦發現貼文鮮少提供脈絡化資訊，且作為檢索功能存在的主題標籤反而最常被用來標示身份。而社群編輯自製內容為新聞策展帶來可能。其三，社群經營方面，以選擇性回覆為策略，和平理性溝通為原則進行印象管理，文中亦歸納出15種不同的互動情境，並發現讀者為主要的互動起始者，且其反饋發揮望門功能。

關鍵字

社群編輯；臉書；粉絲專頁；守門人；新聞；印象管理；策展；策展人；電腦中介傳播

並列摘要

With the continuous innovation of communication technology, the production, meaning, narrative and presentation of traditional media has radically influenced. The rise of social media influences the way people obtain informtion radically. More people get news from Facebook. For Facebook, news is also an indispensable development. As a new role in the journalistic industry, the position where the news social media editors are in the news transmitting process and the function of being the gatekeepers or curators are the focal points in this study. Based on the Grounded Theory, this study uses multiple research methods, including in-depth interviews, content analysis and text analysis. Through two perspectives of impression forming- information and interaction, this study analyses the news community editors’ gatekeeping practice and impression management. The research findings can be divided to three parts. Firstly, regarding the news sifting mechanism, a large amount of the reports are filtered out from the original news websites. There is a gap in the characteristics and presentations of the reports between the traditional media and the news fan pages. The news on the news fan-pages is mainly soft news and the logic behind the news sifting mechanism is related to the newsworthiness and the fan-page attraction. Secondly, journalistic curation can be discussed through the types of post, content of the text and communication styles. The types of post serve the Facebook algorithm and commercial benefits. With regard to the content of the text, there are three types: comment, lead-in and summary. Among them, comments with standpoints and negative expressions dominate. Community editors also use different popular internet terminology and emoticons to create the ‘character’ of editors. Besides this, they barely provide contextual information in the post. Even the hashtags are used for marking their identities rather than a tool of retrieve. Thirdly, as for community management, community editors use the selective response strategy, which embraces the principle of peace and rationality. The study generalises fifteen different interactive circumstances, and discovers that the audience are the ones who start the interactions. The feedback from the audience benefits the news-transmitting process by its gatewatching function.