表演藝術團體線上社會網絡經營個案分析

The Effects and Implications of Social Media use for Arts Groups

史可名(Ko-Ming Shih)

指導教授 ： 王小惠

元智大學/資訊學院/資訊傳播學系/碩士(2013年)

https://doi.org/10.6838/YZU.2013.00054

摘要

在Web2.0時代，人與人之間可藉由網路上的文字、上傳照片或影片、轉貼網路訊息內容等方式，更迅速並更容易與其他網友進行互動。社群網路服務（social network service, SNS）被視為將來在科技、企業經營、及社群生活等三個面向興起重大改變革命。透過社群網站的機制及特性，人們更能方便維持線上及線下真實社會網絡的維持與拓展。社群網站低成本、傳播速度快、豐富多媒體、互動性高、潛在市場大」等特質，已逐漸取代傳統傳播工具，成為表演藝術團體接觸觀眾的另類媒介與傳播工具。隨著Web2.0的發展，社群平臺的廣泛使用，表演藝術團體也進入了社群時代。

本研究以社會網絡觀點，結合國外表演藝術團體經營社群成功個案，並運用深度訪談，探討國內六家不同類型與規模之表演藝術團體，其線上社群經營與建立社會網絡之策略與現況。

研究結果發現：一、線上社群已是表演藝術團體經營藝術之友的重要平臺；二、虛實整合有助發展社群，加深觀眾互動、三、中小表演型藝術團體在社群經營程度積極；四、表演藝術團體運用新科技強化社群、拓展線上社會網絡。

關鍵字

社群媒體 ； 社會網絡 ； 表演藝術團體 ； 社交圖譜

並列摘要

In Web2.0 age, people can interact with each other simply by using online contexts and uploading images and videos. Social networking has brought significant changes on technology, business and community life. Individuals and groups expect to maintain and expand social networks, for both of their real and virtual life.
Facebook is the world's most popular social networking site, and it integrates blogs, video-sharing, instant messaging, e-mails and forums. Taiwan’s Performing arts groups, in response to the Web2.0, have set up fans groups for facilitating a network marketing alternative pipeline.
In this study, Cirque du Soleil in Canada and the New York City Ballet were viewed as benchmarking cases. In this multi-case study, six Taiwanese performing arts groups were investigated and discussed for forming Facebook fan groups to enhance, maintain and expand their Online Social Networking.
The results demonstrate that the small and medium-sized performing arts groups tend to initiate fans groups through social networking platforms in a more proactive way, in comparison with the large groups. The large performing arts groups with rich resources, on the other hand, likely deploy new innovative applications like Apps while interacting with fans.

並列關鍵字

social media ； social networking ； Performing arts groups ； social graph

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