從線下與線上文化資本及社會資本觀點探索社會性標記行為

Abstract

社會性標記是近年廣為應用且備受矚目的web 2.0網路服務形態之一。網路樂觀論者認為社會性標記系統提供了平等自由的標記環境，讓每個使用者都可透過標記行為發聲，共同參與社群語義的建構。然而諸多社會性標記系統與標籤使用的實證研究，卻發現無論是標籤使用次數、資源收錄頻率、或使用者活躍程度，皆存在顯著的差異，差異的成因便成了值得研究的議題。本研究故採文化資本與社會資本為分析取徑，並分為線下與線上形態，探討使用者線下�線上文化資本及社會資本與社會性標記行為的關係。 本研究採理論驗證性量化分析，以網路書籤標記平台Delicious網站的使用者為研究對象，利用網路問卷蒐集使用者的線下�線上文化資本與社會資本擁有狀況，以及標記行為方面的資訊（含個人導向標記動機、社會導向標記動機、標記策略運用、及標記模仿等四部份），藉以分析各類型資本之間的關係與各類型資本對社會性標記行為的影響。 研究發現Delicious使用者同類型資本的線下與線上形態之間，粗具結構同形關係，然而僅線下文化資本與線上文化資本間的結構同形較為明顯；不同類型資本的線下與線上形態之間則略可交叉兌換，但線下資本對線上資本狀況的解釋力並不佳。其次，在各類型資本對社會性標記行為的影響方面，本研究發現Delicious使用者的線下�線上文化資本及線下社會資本對個人導向標記動機具有正向影響；線下�線上社會資本對社會導向標記動機具正向影響；線下�線上文化及社會資本均對標記策略運用有正向影響；線下�線上社會資本則對標記模仿具正向影響。根據以上研究結果，本研究推論社會性標記系統中的權力結構為：個人的線下及線上文化資本應會影響其對集體標籤集合的貢獻度，線上社會資本則可能影響社群語義建構的涉入度，貢獻度及涉入度則又形塑個人在社群語義建構中扮演的主導�追隨角色，據此各類型資本可能影響使用者間的標記權力關係。

Social tagging is a recent popular Web 2.0 application. Some technology optimists have claimed that social tagging ushered in a free tagging environment which allows every user an equal opportunity to articulate his/her thoughts and join the construction of common semantics. However, empirical studies of social bookmarking systems and tag usages indicated that the variations existed among users in the frequencies of URL bookmarking, tag uses, and activeness in tagging. These suggest that participation in the construction of social tags and the common semantics behind them may not have been as equal as suggested. The behavioral differences in tagging thus become a topic worthy of studying. This study explored users’ social tagging behavior from the perspectives of cultural capital and social capital, which were derived from the sociologist, Pierre Bourdieu, and other theorists’ analytic frameworks. To examine the impact of cultural and social capitals on tagging behavior, this study examined their workings in offline and online forms. Adopting a quantitative approach, this study surveyed the users of Delicious.com, a well-known social bookmarking website. Online questionnaire was used to assess users’ possession of offline and online cultural capital and social capital and their tendencies of social tagging including their motivations in self-oriented tagging and social-oriented tagging, level of strategic tagging and the level of tagging imitation. Inferential statistical procedures were used to examine the complex relationships between the offline and online cultural and social capitals as well as the impact of various forms of social/cultural capitals on the tagging behavior. The study results revealed two major findings. First, homological relationships existed between the offline and online forms of the two types of capital, particularly in cultural capital. Exchangeable relationships could also be observed between the two types of capital’s offline and online forms. Second, Delicious users’ offline/online cultural capital and offline social capital affected the behavior of self-oriented tagging; offline/online social capital affected social-oriented tagging; offline/online cultural capital and offline/online social capital both affected tagging strategies usage; offline/online social capital affected the behavior of tagging imitation. The findings suggest that the offline/online cultural capital may affect one’s contribution of new tags into the entirety of social tags, and online social capital may affect one’s participation in the construction of common semantics. User roles may be characterized by the degree of tag contribution and participation, which resulted in the distinctions of leaders and followers. It may shed lights on the observations of the power relationships among tag users and the common semantic construction.