政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146592

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146592

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政大機構典藏 > 傳播學院 > 傳播學院傳播碩士學位學程 > 學位論文 > Item 140.119/146592

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題名:	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
貢獻者:	江靜之 Chiang, Chin-Chih 邱僅棠 Chiu, Jin-Tang
關鍵詞:	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
上傳時間:	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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Elon Journal Of Undergraduate Research In Communications, 6(2): 2-21. 線上資料一隻阿圓（2020年3月1日）。〈澄清一下可能有些網友不清楚我回來的時間〉。【臉書動態更新】。取自https://www.facebook.com/nanciaociao/posts/pfbid02ojjv6cQFqmo1yF1akBFsxz5wqLAsQffWkjT2Ynee7PWkUcBS8HuwmnZ4TW61JWral 凡槿（廣告小妹）（2022年2月1日）。〈我是代孕支持方〉。【臉書動態更新】。取自https://www.facebook.com/jinmurmur/posts/pfbid02K3cRiMVuthMXfGZicHrDs7r9kjc9k2Ry4XEAokTRpx4eqqZJoDWK5qqpDTFfa8LAl 木曜4超玩（2020年3月3日）。〈致木曜4超玩最愛的粉絲們〉。【臉書動態更新】。取自https://www.facebook.com/Muyao4/posts/pfbid02wRKPwVijazLf9kWFGhLy1uEbA8qgG7uXVS6CAPter69NoUsGLhfdyBAUbo3frHsSl 阿滴英文（2022年6月22日）。〈前幾天看到有人在網路上批評我接房地產代言沒有良心，我滿頭問號〉。【臉書動態更新】。取自https://www.facebook.com/RayDuEnglish/posts/pfbid0stSYhkNoEnf8QFmony2nqPHeprTkGiWJCDL2qFYvo8u4rsDzQZPepEacxcY1Cvu5l 這是老K ThatsOldKay（2021年10月2日）。《想說卻還沒說的》。【YouTube影片】。取自https://www.youtube.com/watch?v=Lshzb524nPc 愛莉莎莎Alisasa（2021年2月14日）。《對不起》。【YouTube影片】。取自https://www.youtube.com/watch?v=kbrTRDmwWs4&t=121s 蔡阿嘎（2020年9月1日）。〈【蔡桃貴主題捷運站】9月主題：鬼月祈福！〉。【臉書動態即時更新】。取自https://www.facebook.com/watch/?v=309841920084910&ref=sharing 蔡阿嘎（2020年9月14日）。〈真相只有一個！桃捷用心打造A2親子主題車站的緣由〉。【臉書動態即時更新】。取自https://www.facebook.com/WithGaLoveTaiwan/posts/pfbid02fkMwRTRQvmKgYFSGxLZQgkb91sB5ZcLeEqPd9hdSC6KqL7u7aeVxvGKTzQSpnBB6l 蔡傑曦（2021年11月27日）。〈我是傑曦，對不起犯了非常嚴重的錯誤〉。【Instagram動態即時更新】。取自https://www.instagram.com/p/CWw9AP3hk2h/ 鍾明軒（2020年11月5日）。《本該是我配音的！！》。【YouTube影片】。取自https://www.youtube.com/watch?v=aFHmeJzq03g 龍龍的沒梗人生（2021年10月12日）。〈這幾天波及到的所有人事物，造成所有麻煩和不舒服，我真心向各位致歉〉。【臉書動態即時更新】。取自https://www.facebook.com/lunglungtragiclife/posts/pfbid033vChS8x5EHfh3jFfu4A5Dr1jpa5tQmVTjLioA6MpH12889xXCi7yMTm7pz2Qsb5ml 飆悍（2018年8月6日）。〈這張圖原作者希望大家幫我找他〉。【臉書動態即時更新】。取自https://www.facebook.com/permalink.php?id=1471772763091863&story_fbid=2129819580620508 Celine & Cynthia（2022年2月13日）。〈霞喀羅淨山活動道歉聲明〉。【Instagram動態即時更新】。取自https://www.instagram.com/p/CZ64Eqhpi4P/?utm_source=ig_embed&utm_campaign=loading Lofi House（2020年4月30日）。〈Lo-Fi House 畫作抄襲事宜道歉聲明〉。【Instagram動態更新】。取自https://www.instagram.com/lo.fi.house/p/B_mRlK1nf2d/?utm_medium=copy_link 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 Celine & Cynthia（2022年2月13日）。〈霞喀羅淨山活動道歉聲明〉。【Instagram動態即時更新】。取自https://www.instagram.com/p/CZ64Eqhpi4P/?utm_source=ig_embed&utm_campaign=loading Lofi House（2020年4月30日）。〈Lo-Fi House 畫作抄襲事宜道歉聲明〉。【Instagram動態更新】。取自https://www.instagram.com/lo.fi.house/p/B_mRlK1nf2d/?utm_medium=copy_link 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
資料類型:	thesis
顯示於類別:	[傳播學院傳播碩士學位學程] 學位論文

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