由社群媒體能供性探討TikTok事實查核影音之景觀

Abstract

TikTok 是當前全球崛起最快速的社群媒體平台之一。事實查核是當代被廣泛應用於打擊錯假資訊的策略之一。探索與了解事實查核影音在 TikTok 平台傳播的景觀與能供性，料能有助於管控錯假資訊在社群媒體平台上的散播。本研究在 TikTok 平台蒐集來自 60 位不同創作者、共 248 則事實查核影音，透過內容分析、變異數分析 (ANOVA) 等方法，探索事實查核內容的 TikTok 景觀與平台能供性。 ANOVA 結果顯示，在 TikTok 平台上有兩項足以影響事實查核影音傳播的重要因素，分別是影片內容的主題類型，以及平台內建功能｢合拍 (Duet) ｣；合拍又被學者視為｢社交創意特徵 (socially creative features) ｣能供性的一種。內容分析的結果顯示：（一）政治、生活風格、健康分別是前三大 TikTok 事實查核影音的主題類型；（二）原始音訊、多音軌、字幕是 TikTok 事實查核影音的重要平台能供性特徵；（三）事實查核機構、網紅是在 TikTok 平台上發布事實查核影音的兩大要角。本研究認為， TikTok 的社交創意特徵能夠有效增進影音內容的多樣性，以及用戶之間的社交網路連結。 TikTok 平台當前已經跳脫出以視覺傳播為主的社群媒體平台之審美觀限制，展現出由短影音型式所主導的獨特能供性。而短影音型式、｢可知覺之能供性 (perceived affordance) ｣是造就 TikTok 獨特能供性的背後原因。本研究也觀察到， TikTok 平台在主題標籤的使用上，不僅只停留在｢宏觀層面能供性 (macro-layer affordance)｣。同時，本研究建議 TikTok 採取更有彈性、更多樣化的方法，增進事實查核影音在平台上的傳播；舉例來說，推出一款挑戰類型的應用程式內建功能選項。

Fact-checking is the most popular strategy to combat misinformation, and TikTok is the most rising social media platform worldwide. Understanding the landscape of fact-checking videos on TikTok can be an effective path to manage the damage from the spread of misinformation through this social media. This study examined 248 TikTok from 60 unique creators by content analysis and analysis of variance (ANOVA). The ANOVA result identifies two significant factors Duet and content topic in fact-checking TikTok posts. Results of the content analysis showed that (1) political issues, lifestyle, and health issues as the top three content topics; (2) the original audio, multiple soundtracks, and subtitle traits as the momentous affordance; (3) the fact-checking organizations and influencers as the two main characters in launching fact-checking videos. Results suggested TikTok's socially creative features are both designed to increase content diversity and to create social networks. TikTok is beyond the limitation of the aesthetics of visual communication and exhibits its unique affordance led by the short-form format. The concept of perceived affordance and the short-formed video are the possible reasons behind the results. This study also found that hashtag usage on TikTok did not just stay in the macro-layer affordance. Furthermore, this study suggests a varied and flexible fact-checking approach on TikTok, such as a challenge-type in-app function to promote fact-checking videos on TikTok.