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  • 學位論文

台灣YouTuber的模式化網紅創作與勞動

The Internet Celebrity Creation and Labor of Taiwan YouTuber

指導教授 : 蔡蕙如

摘要


本研究以台灣娛樂、人物與網誌類型YouTuber的頻道經營模式與其勞動狀況作為研究主軸,探討YouTuber在經營頻道類型與內容模組化的方式,同時探討他們的勞動狀況。特別是在越趨商業考量的營利機制下,YouTube雖然宣稱平台創作者與使用者都可以透過發表創意並且展現自我,但實際上可能並非如此。 本研究將以深度訪談研究方法來探究YouTuber、YouTube與觀眾之間的關係,以及內容創作與營利之間的兩難。 研究發現,受訪者以YouTuber作為職業後,須面臨各種抉擇,也必須無時無刻保持學習新知的態度,因為每天的時事趨勢隨時變化,以及當創作變成職業後的收益考量。創作者不僅受到商業機制影響,例如YouTube平台演算法機制與合作廠商的要求,另一方面也受到閱聽人喜好、點閱率、聲量高低、綜合影響力與排名等影響。YouTuber的創作受到商業機制下的競爭,開始無止境的內容產製競賽,他們不僅願意付出休息時間進行企劃、取材、拍攝與剪輯,為了成名,大多數YouTuber都願意自我剝削,並且從免費勞動創作開始累積作品與聲量。 在還沒有成名之前,他們對於業餘勞動的剝削接受度很高,意識到自己必須付出更多的創意勞動在YouTube平台上,並認為這一種「自我實現」,研究也發現,YouTuber為了能夠不斷地保持熱度,會學習其他平台的操作模式,目前有大多數YouTuber已經開始在其他平台開創不一樣的產製內容,他們會不斷的學習、選擇,直至創作殆盡。

並列摘要


This study takes the channel business model and labor status of Taiwan’s YouTuber.I choose type of entertainment and people as the main research. I’ll discuss how YouTuber manage channel types and modularization of their content. Especially under the commercial considerations increasingly of trends, although YouTube claims that creators and users can express their creativity and show themselves on platform. In fact, this may not be. This research will use in-depth interview to explore the relationship between YouTuber, YouTube and viewers, as well as difficult between content creation and profitability. Research has found that after taking a YouTuber as a career, interviewees have to face various choices and must maintain an attitude of learning new knowledge all the time. Because of the trends change everyday and the profit considerations when creation becomes a career. Creators are not only affected by commercial mechanisms, such as the YouTube platform algorithm and the requirements of partner vendors, but also by the preferences of audiences, click rate, volume, comprehensive influence, and ranking. YouTuber’s creation is subject to competition under commercial mechanisms, and endless content production competitions have begun. Not only are they willing to take a break to plan, draw, film and edit, but in order to become famous, most YouTubers are willing to exploit themselves and create from free labor. So they spend lots of time to start to accumulate works and volume. Before they became celebrity, they had a high degree of acceptance of the exploitation of amateur labor. They realized that they had to pay more creative work on the YouTube platform, and believed that this kind of "self-actualization." The research also found that YouTubers can continue to remain popularity, they learn the operating modes of other platforms. At present, most YouTubers have begun to create different production content on other platforms. They’ll continue to learn and choose until creations exhausted.

並列關鍵字

Celebrity economy YouTuber Labor Status Free Labor

參考文獻


參考文獻
中文書籍
王先明、陳建英(2018)。網紅經濟3.0:自媒體時代的掘金機會。台北市:崧博出版。
王仕圖、吳慧敏(2005)。〈深度訪談與案例演練〉,收錄於齊力、林本炫主編(2003)《質性研究方法與資料分析》,嘉義 : 南華社教,97-116。
王志弘;徐苔玲;沈台訓譯(2016)。文化工作的政治(原作者:Mark Banks)。新北市:群學出版。

被引用紀錄


王鉦勛(2023)。社會議題型YouTube自媒體創作者之資訊行為: 以《志祺七七X圖文不符》為例〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342%2fNTU202303782

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