無名小站使用行為研究-以自我呈現的觀點

Abstract

本研究以深度訪談的方式探討部落格使用需求的發展歷程，從引發事件、同儕影響以及自我成長等三項初始刺激為觀察始點，進而歸納出的使用需求可分為自我需求和人際需求，自我需求包含自我記錄和檢視、自我抒發以及成就感追求；而人際需求包含歸屬、控制和情感需求，這些需求驅使使用者進行印象建立的表演行為。由於個人化媒體如部落格強調個人形象的展現，本研究將Goffman劇場理論中表演的概念延伸於部落格上的自我呈現，探討部落格使用者如何在線上舞台建構印象的表演行為，並觀察需求對自我呈現的影響。基於自我需求和人際需求，使用者講求舞台的自我形象呈現、表演水準、觀眾回應以及理想我的塑造。又基於維護人際關係和自我形象，使用者會採取觀眾區隔的手段，以控制觀眾所認知的自我。最後，由於使用者的人際需求以及線上線下觀眾的重疊，隱含線下人際對線上表演行為產生影響，因此本研究跨越以往將線上線下的自我主體視為切割，而以線上線下同為使用者展現自我的舞台之觀點，觀察兩個舞台間如何相互滲透影響，進而分析歸納出兩者間的六種關係：互補、相依、輔助、排擠、延伸和融合，而兩個舞台的界線將日漸消弭，融合為使用者對外表演的一個整合舞台。

This study discusses the development process of bloggers’motives through in-depth interviews. It starts from observing the initial stimulus: triggering event, peer influence and desire for personal growth to induce the motives including self motive and interpersonal motive. The self motive comprises self-record and review, self off-load, and the persuit of accomplishments; the interpersonal motive comprises inclusion, affection, and control. These motives promote the bloggers to perform the impression management on blogs. Since me-media such as blogs emphasizes the expression of personal image, this study uses Goffman’s Drama Theory to explain the bloggers’self presentation. It discusses how they establish impression and how the motives influence self- presentation. Based on self motive and interpersonal motive, bloggers stress on the expression of self image, performance standard, audience response, and the creation of ideal me. Besides, to keep interpersonal relationship and self-image, they try to control the impression the audience knows about themselves by dividing audience. Finally, the two motives and the overlapping of the audience of on-line and off-line imply that the off-line interpersonal relationship will influence on-line performance. Therefore, this study considers both of on-line and off-line are stages where bloggers manage impression to their audience. Through analyzing how two stages permeat and influence each other, it generates six relations between on-line and off-line stages: complement, interdependence, assistance, crowding out, intension, and integration. Along with the gradually vague barrier between on-line and off-line, the two stages will integrate to the bloggers’one stage eventually