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| Title: | 在地化行不行？ —影視消費與身份認同之關係探討
Does Localization Work? An Exploration into Relationship between Media Consumption and Identity |
| Authors: | 張家誠
Chang, Chia Cheng |
| Contributors: | 張卿卿
Chang, Ching Ching
張家誠
Chang, Chia Cheng |
| Keywords: | 自我一致性
自我概念
文化認同
在地化
Self congruency
Self concept
Cultural identity
Localization |
| Date: | 2016 |
| Issue Date: | 2017-02-08 16:52:32 (UTC+8) |
| Abstract: | 2014年，台灣FOX頻道播出美國長青諷刺卡通《辛普森家庭》，以其台味十足的配音風格而紅極一時。台灣《辛普森家庭》揉合了在地當時流行的時事話題，與原版內容大相逕庭，卻深受台灣觀眾喜愛。然而，即使廣受歡迎，台版《辛普森家庭》也為部分觀眾所批評，認為其喪失原版樣貌，在網路上亦興起一波攻擊與護航熱議。過去研究指出，人們傾向接觸與自己相近的事物，也比較喜歡這樣的內容（Markus & Wurf, 1987; Chang, 2002, 2005, 2008a, 2011）。
據此，本研究以雜揉兩種文化的影視文化產品出發，試圖於自我一致性理論（Self Congruency Theory）版圖中加入影視消費一環。因此，本研究以「知覺影片文化」與「既存文化認同」之交互作用切入，欲了解兩者之間的關係。此外，本研究亦試圖剖析閱聽人觀影時的心理機制，加入閱聽人觀影後的認知反應（自我參照、自我－影片連結、心理距離）與情感反應（正向情緒、觀影享受），測試其對於影片態度的效果。
本研究採單因子實驗設計，以「知覺影片文化」為自變項，以「文化認同」為調節變項，兩者之交互作用項作為分析之用；此外，亦探討自我參照、自我－影片連結、心理距離、正向情緒、觀影享受等五概念對於影片態度之中介效果。研究結果指出，知覺影片文化與文化認同之交互作用並未能顯著預測影片態度，文中討論研究限制所在與未來研究建議。 |
| Reference: | 中文部分
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英文部分
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| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464033 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1034640331 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院傳播碩士學位學程] 學位論文
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