重返閱聽人商品:以 YouTube 影音平台為例

吳榮毓

doi:10.6846/TKU.2014.00426

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重返閱聽人商品:以 YouTube 影音平台為例

Revisiting audience commodity in new media: The case of YouTube

吳榮毓 , Masters　　Advisor：劉慧娟　　

繁體中文 DOI： 10.6846/TKU.2014.00426

閱聽人；閱聽人商品；使用者；使用者商品；使用者生成內容； YouTube ； Audience ； Audience commodity ； User ； User commodity ； User-generated content ； YouTube

Abstract │ Reference (45) │ Altmetrics

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By conducting a case study on YouTube, this research explores first how the commodification of audience is constructed and further investigates its meaning to users on new media platforms. Data collection methods mainly include intensive interviews and the review of documents.

Research results are two-fold: First, the commodification of audience on YouTube is constructed cooperatively by users, advertisers and YouTube operators in the new media environment. Audience commodity transforms into user commodity including users' viewing time and users’ behaviors online. YouTube maintains its operation by selling user commodity generated on the site. Second, in the new media environment, businesses continue to associate consumption with various types of ideologies. Users, under the influence of acculturation, are convinced that they want or need the products portrayed in commercials, thus are willingly to produce user-generated contents during their leisure hours. Though seemly autonomous, users often unintentionally provide free labors and produce user commodities for businesses to sell online.

Reference ( 45 ) 〈TOP〉

何朝陽、王希華譯(2002)。〈資本主義的自動控制設想〉,《當代》,181:68-89。 (原書:Robins, K. [1999] The cybernetic imagination of capitalism, times of technoculture. In Robins, K. & F. Webster.Times of Technoculture: From the Information Society to the Virtual Life (pp. 111-130). London, UK: Routledge.)。
連結：
尚榮安譯(2001)。個案研究。台北:弘智出版。(原書:Robert K. Yin[1994]. Case Study research: design and methods. Charlotte, NC.: AGE Publications.)。
連結：
林照真(2009)。〈電視新聞就是收視率商品-對「每分鐘收視率」的批判性解讀〉《新聞學研究》,99:79-117。
連結：
林照真(2011)。〈收視率的宰制:台灣媒體代理商與電視頻道業者權力競逐之研究〉,《新聞學研究》,107:89-132。
連結：
張玉珮(2004)。〈閱聽人概念的探索:從網路經驗出發〉,《中華傳播學刊》,5: 37-70。
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