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    题名: 台灣網紅形象危機之修護策略:修護時機、過往形象與自我責任歸因
    The Image Repair Strategy of Taiwanese Social Media Influencers` Image Crisis: The Timing of Image Restoration, Prior Reputation and Self Responsibility Attribution
    作者: 邱僅棠
    Chiu, Jin-Tang
    贡献者: 江靜之
    Chiang, Chin-Chih
    邱僅棠
    Chiu, Jin-Tang
    关键词: 自我責任歸因
    危機三階段
    形象危機
    形象修護策略
    過往形象
    網紅
    Image Crisis
    Image Repair Strategy
    Prior Reputation
    Social Media Influencer
    Self Responsibility Attribution
    Three Stages of Crisis
    日期: 2023
    上传时间: 2023-08-02 14:09:34 (UTC+8)
    摘要: 近年來,社群媒體的活絡帶動社群媒體影響者興起。隨著時代的遷徙,擁有眾多追蹤者與粉絲的網紅也從次文化娛樂之象徵,逐漸轉變為主流意見之發聲者,成為新一代行銷、政治及公共事務領域之社會影響者。然而,社群媒體是一把雙面刃,它能讓組織或個人快速獲得許多關注,也能使人一夕之間跌落神壇,而其中與社群媒體共存共榮的網紅之形象也是如此。雖然社群媒體可能帶來危機,卻也是公眾人物修補危機或形象的良好工具。
    在此背景下,本研究以Benoit之形象修護策略為主要理論,並以社群媒體形象危機三階段及自我責任歸因為變項,量化內容分析作為研究方法,分析網紅在社群媒體之危機回應。首先分析網紅在不同危機類型及不同危機階段,使用形象修護策略之特徵。其次分析網紅如何使用形象修護策略說明危機起因。最後歸納網紅過往形象如何影響其選擇形象修護策略及危機起因。本研究期望能讓未來面臨形象危機之網紅,了解其如何運用形象修護策略修護形象。
    本研究有五項主要結果發現。第一,證據明確與否決定網紅之策略選擇,但此發現不適用於桃色糾紛。第二,女性網紅藉由與女網友建立姐妹情誼修護形象,男性網紅澄清危機,男女組合網紅則發布聲明以回應危機。第三,不同之傳播角度,不影響危機起因與形象修護策略之關係。第四,除了「生成階段」外,網紅在危機三階段使用之形象修護策略,與社交中介危機傳播模型之建議相同。第五,網紅過往形象在「否認」及「減少危機傷害」等兩種策略,及危機起因有顯著差異。
    Recently, the vibrancy of social media has led to the rise of social media influencers (SMI). With the passage of time, SMIs have gradually transformed from the symbol of subculture and entertainment to a voice maker of mainstream opinion becoming a new generation of social influencers in marketing, politics, and public affairs. However, social media is a two-sided blade that quickly brings fame towards an organization or an individual, but just as rapidly it can also damage their reputation. This type of incident is a common occurrence for SMIs in their career. Although social media may bring a crisis, a lot of public relation research indicates that it is an efficient tool for public figures to repair their image.
    In the following research, this study uses image repaired strategies brought by Benoit as the main theory, and the three stages of the image crisis on social media and self responsibility attribution as variables. We use quantitative context analysis as the research method, and the SMIs crisis response in social media as the analysis sample. First, we analyze the characteristics of SMIs using image repair strategies in different types of crises during different crisis stages. Secondly, we summarize how SMIs use image repair strategies to describe the causes of crises. Finally, we analyze how the prior reputation of SMIs influences their choice of image repair strategies and the causes of crisis. The purpose of this study is to help future SMIs who face image crises by understanding how they can utilize image repair strategies to repair their images.
    There are five key findings from this study. First, the clarity of crisis evidence determines the strategic choice of SMIs, but this finding does not apply to love scandals. Secondly, female SMIs repair their images by building sisterhood with female netizens, whereas male SMIs clarify rumors, and the male and female group SMIs issue legal statements in response to the crisis. Thirdly, the result shows that the different communication perspective does not affect the relationship between the image repair crisis and the cause of crisis. Forth, except for the “generation stage”, the image repair strategies that SMIs use in the three-stage of crisis were the same as suggestions made by the Social-Mediated Crisis Model. Fifth, there is a statistical significance between the image repair strategies “denial” and “reducing offensiveness of event”, and the causes of crisis.
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    Stand up, Brian!博恩站起來!(2019年8月9日)。〈大家好,很抱歉沒有即時做任何說明〉。【臉書動態即時更新】。取自https://www.facebook.com/brianstandup/posts/pfbid027G3tWdDzqbhFmHco1NFQmbExQAmZrdXqVNuFnJEnZyDHDNxTQ2RhcqFg1L3KczPal
    描述: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    109464029
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109464029
    数据类型: thesis
    显示于类别:[傳播學院傳播碩士學位學程] 學位論文

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