抗爭性消費動員：社媒群體敘事即興塑造抗爭性身份認同之機制探究

Abstract

文化消費理論認為次文化的小環境是孕育抗爭性身份認同的先決條件。然而消費者如何通過在社交媒體之上的群體敘事即興式地集結、建構、動員抗爭身份認同，尠見於現有研究中。本研究以2021年鴻星爾克因捐款而在社交媒體躥紅的事件為背景，通過質性研究方法，分析事件中的群體敘事，探究抗爭身份認同在群體敘事中即興建構的機制。本研究的結果顯示，敘事模糊性是建構並動員多元抗爭身份的關鍵因素。

Extant studies of consumer resistance explicitly or implicitly assume that a subcultural milieu is necessary for the construction and enactment of resistant identity work. Through the qualitative analysis of the ERKR incident over social media in 2021, this study argues that ambiguity in terms of ideologies and mythic structures allows multiple resistant identity work to be constructed spontaneously and interactively from collective storytelling on social media. Ambiguity in ideologies is implicated as an effective narrative technique for mobilization of resistant consumption on social media.