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

Abstract

本研究旨在辨識及描述社會議題型YouTube自媒體創作者撰寫腳本的過程及資訊行為，以及探索影響其完成腳本寫作任務的因素。本研究為質性研究，選擇YouTube頻道《志祺七七X圖文不符》為研究個案，並以該頻道之全職影片企劃人員作為探索對象，透過內容分析法，分析2位總編、7位已離職企劃、5位在職企劃，共計14位人員所撰寫之208篇「企劃真心話」文本資料；並實施訪談法，訪談包含前置研究在內的1位總編以及1位在職企劃。本研究發現：一、自媒體創作者之工作任務主要有五項，且有分工精細化的趨勢：（一）撰寫時事腳本；（二）撰寫商業廣告；（三）驗收毛片；（四）協助經營頻道社群；（五）策畫新節目。二、自媒體創作者之腳本寫作任務歷程有四個階段，反映不同面向的資訊行為：（一）選題發想：是一種持續性（Ongoing）的資訊行為，自媒體創作者平時會持續關注相關資訊來累積可能的主題；（二）議題研究：重視搜尋多元資訊及謹慎評估資訊，以利提升內容品質；（三）大綱架構：側重資訊的篩選與組織，以利提升最終內容呈現的流暢度；（四）腳本定稿：琢磨於資訊組織的細節，以利達到良好的溝通效果。三、自媒體創作者腳本寫作任務之影響因素有八種，影響不同面向的資訊行為：歸納為三個面向，（一）情境因素：包括頻道價值觀、工作環境與氛圍、商業機制、觀眾留言；（二）任務特徵：包括工作角色、及影片主題；（三）個人屬性：包括個人背景、及情緒勞動。四、本研究提出之自媒體創作者資訊行為模式揭示了寫作歷程中寫作視角對於資訊任務的重要性：寫作視角指引著資訊任務的目標與方向，並且寫作視角可能會隨著資訊任務的進行而改變。 根據前述研究發現，本研究針對研究對象、研究方法、研究範圍三個方面提出建議，提供給未來相關研究者參考如下：一、探討個人自媒體創作者與團隊合作之協作資訊行為。二、採用更多元的研究方法探索自媒體創作者之資訊尋求歷程。三、探索AI在資訊行為中扮演的角色。此外，本研究亦提供給實務創作者五點建議，希冀能幫助創作者更有效地創作並提升內容品質：（一）構思切入視角。（二）釐清問題意識。（三）採用多元資料來源。（四）重視檢驗資料。（五）友善的溝通與對話。另一方面，自媒體創作者應認識到情緒勞動影響內容生產的重要性，建立一套屬於自己調適情緒的方式。

關鍵字：自媒體創作者、資訊行為、社會議題型影音、志祺七七、影片內容企劃

This study aims to identify and describe the scriptwriting process and information behavior of YouTube self-media creators who focus on social issues. Additionally, it explores the factors that influence the completion of their scriptwriting tasks. The study adopts a qualitative research approach and selects the YouTube channel "shasha77" as its case study. The research focuses on full-time video script planners of the channel and analyzes 208 script texts written by 2 chief editors, 7 former planners, and 5 current planners through content analysis. Moreover, interviews are conducted with 1 chief editor and 1 current planner, including preliminary research. The findings of the study are as follows: (1) The tasks of self-media creators encompass five areas with a trend towards more specialized roles: (a) writing scripts for social issues and current affairs., (b) writing scripts for commercial advertisements, (c) evaluating edited video content, (d) assisting in managing channel communities, and (e) planning new programs. (2) The scriptwriting process of self-media creators involves four stages, each reflecting different aspects of information behavior: (a) topic ideation, which is an ongoing process where creators continuously accumulate potential themes by monitoring relevant information, (b) issue research, emphasizing the search for diverse information and careful evaluation to enhance content quality, (c) outline construction, focusing on information filtering and organization to improve the presentation's coherence, and (d) script finalizing, refining details of information organization for effective communication. (3) Eight influencing factors affecting the scriptwriting tasks of self-media creators are categorized into three dimensions: (a) contextual factors, which include channel values, information use environments, business mechanisms, and audience feedback; (b) task characteristics, which encompass the creator's role and the topic of the video; and (c) personal attributes, including creator's background and emotional labor. (4) The proposed information behavior model for self-media creators reveals the significance of the writing perspective in the scriptwriting process. The writing perspective guides the objectives and direction of information tasks, which may evolve as the scriptwriting task progresses. Based on the research findings, the study offers suggestions for future research in terms of research subjects, methods, and scope, including: (1) exploring the collaborative information behavior between individual self-media creators and teams, (2) adopting diverse research methods to investigate the information-seeking process of self-media creators, and (3) exploring the role of AI in information behavior. Moreover, the study provides practical recommendations for content creators to enhance their effectiveness and content quality, such as developing a unique perspective, clarifying problem awareness, using multiple data sources, prioritizing data verification, and fostering friendly communication and dialogue. Additionally, self-media creators should recognize the importance of emotional labor in content production and establish effective coping strategies.

Keywords: self-media creator, information behavior, social issue-oriented video, "shasha77", video content planner