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    Title: 迷的情感經濟與勞動:防彈少年團(BTS)與迷的社群媒體實踐
    Affective Economy and Labor of Fandom: A Study on BTS and their fans' social media practices
    Authors: 龎袿方
    Pang, Kuei-Fang
    Contributors: 柯裕棻
    Ko, Yu-Fen
    龎袿方
    Pang, Kuei-Fang
    Keywords: BTS
    偶像

    數據轉向
    情感勞動
    情感經濟
    社群媒體
    BTS
    idol
    fans
    data turn
    affective labor
    affective economy
    social media
    Date: 2019
    Issue Date: 2019-09-05 17:38:41 (UTC+8)
    Abstract: 2017年起,韓國男子偶像團體防彈少年團(BTS)不僅紅遍亞洲,更將K-pop帶到全球音樂產業的殿堂——美國。其發展過程與轉變不僅是韓國偶像團體具體而微的文化表徵,也同時呈現生產端與迷如何運用社群媒體共同創造強大、足以打入北美市場的偶像文本。循此背景,本篇論文旨在探討迷(A.R.M.Y)的媒介實踐,從中檢視迷與偶像的情感暨親密關係如何在媒介文化中生成以及維繫。
    本研究以文本分析法,從防彈少年團的偶像文本及相關報導資料解析偶像的形象建構,及其形象如何影響迷對偶像文本的認同想像與關係構連。研究者並藉赴韓實地追星,與線上參與迷打榜組織的田野觀察,呈現迷群活動的複雜度與實際狀況。最後則透過深度訪談法,訪問七組共九位追星身份不一之迷的意見領袖。不僅描繪他們對偶像的情感地圖,也點出迷從免費、甘願到有價,程度不一的勞動狀況,以及迷如何在粉絲圈中各司其職,以追星為業,從中賺取金錢利益。
    首先,研究發現K-pop娛樂產業的結構面設計,催化迷的數據轉向。以銷量、觀看次數等量化榜單作為優劣指標,藉此召喚迷對偶像的情感認同,讓迷自願成為數據女工,甘願為其勞動。這群深諳媒體暨產業運行規則的迷,便透過重複消費、觀看、點擊、播放等方式,創造大量人工數據。活絡韓國的音樂產業,並為K-pop在全球創造不容忽視的聲量。
    其次,生產端則藉社群媒體打破名人過往的神祕性,推出互動式、生活化的偶像,透過各類媒體與文本內容展現魅力,維繫與迷綿密的情感,召喚迷持久地參與和投入。並以強調概念性的故事專輯,強化迷群對偶像的情感認同與投入,同時開闢出獨特、意義豐沛的審美空間,生成複合式的音樂閱聽體驗。
    最後,消費端也就是迷,得到了「被商業化的主動性」,並加入生產端,成為造星工業的非正式員工。迷清楚自身在商業體系中的價值,他們總是主動出擊,藉此與生產端談判、協商,共創雙贏。並透過消費,在商業市場中與整體社會文化展開對話,找到現代社會下的自我定位與身份認同。
    Since 2017, the Korean idol group BTS has not only popularized around Asia, but also brought Korean pop (K-pop) to the iconic music industry market in the world, the United States. BTS’s development process and transformation represent the culture of Korean idol groups, and at the same time present how the agency and fans create powerful idol contexts together on social media, leading their success of entering the North American market. In this context, this study aims to understand how the affections and intimacy between fans and idols are generated and maintained in the media culture by exploring the media practice of BTS’s fans, A.R.M.Y.
    This study uses contextual analysis to analyze the image construction of idols from BTS’s idol contexts and related media reports, and how this idol image affects fans’ identity and their relationship with the idol. The complexity and actual situation of fan activities are presented in this study with the researcher’s firsthand experience of participating in a fan meeting in Korea and joining online fan organizations as field observations. Then, drawing on in-depth interviews with nine opinion leaders who create distinctive identities within the fandom, fans’ “affective maps” with idols are depicted, while different levels of fan labor, varying from volunteering for unpaid works to gaining money from the fandom as a profession, are revealed.
    First, this study discovers that the structural design of the K-pop entertainment industry has catalyzed the data turn of fans. The quantitative charts of album sales volume and number of views become the indicator of idols’ success, propelling the fans’ affective commitment on producing these data and working willingly for the entertainment industry. The fans create excessive data through repeated consumption, viewing, clicking, and playing the music. This is what vitalizes the Korean music industry and makes K-pop phenomenal around the world.
    Second, the agency uses social media to unveil the mystery of celebrities, launching interactive and approachable idols. The agency displays the idols’ charm through various media and text content to maintain fans’ solid devotion. With an emphasis on the story concept of albums, fans’ affective commitment to the idol is strengthened and thereby a unique and meaningful aesthetic is generated for a complex music consumption experience.
    Finally, the consumer side, the fans, is granted with the “authorized initiative” by the entertainment industry, becoming an unofficial employee. Fans are well aware of their own values in the commercial system, and always take initiative in negotiating with the entertainment industry to create a win-win situation. In addition, through consumption, fans open up a dialogue with the overall social culture in the commercial market to find self-positioning and identity in modern society.
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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
    105464052
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105464052
    Data Type: thesis
    DOI: 10.6814/NCCU201901063
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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