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    Title: 部落客的自我展現與動機---文化中的印象整飾策略
    Other Titles: Bloggers' Self-Presentation and Motivations--- Individualism Vs. Collectivism
    Authors: 陳憶寧
    Contributors: 國立政治大學廣告學系
    行政院國家科學委員會
    Keywords: 文化;印象整飾;個人主義;部落客;華人;動機;集體主義;臉面觀
    Blogger;Chinese;collectivism;culture;impression management;individualism;motivations
    Date: 2008
    Issue Date: 2012-10-18 09:20:09 (UTC+8)
    Abstract: 個人部落格的使用有許多目的,根據過去文獻,主要包括兩大目的,第一是自我展現 (self-expression),第二是社會連結。本研究將以印象整飾角度出發,探討華人的臉面觀以及集體主義與部落格中的自我展現以及社會連結的關係,以及部落客的使用與動機。根據以上兩大功能,本研究分為兩部分,第一,檢視部落格的內容與形式,第二,調查部落客的使用與滿足。本研究認為西方人與華人的部落格的內容在自我展現與社會連結上,因個人主義與集體主義之別,在自我展現上的印象整飾(或是所謂臉面觀)策略有所差異。華人部落格傾向展現讓自己有面子的部分,亦即提到較多的「榮」,而西方人在自我展現上,則較不隱藏對自己臉面無益的部分。另外,也由於個人與集體主義之別,西方的部落格在內容的呈現上,顯現較少的社會關係,而相較之下,華人部落格則呈現較多的社會關係。在部落格的使用與滿足上,基於個人與集體主義之區分,本研究認為西方人在部落格於動機上顯現較多的展現自我的動機,相較之下,華人為社會網絡連結的動機較強。在資料蒐集上,第一部份為內容分析。本研究在華人地區將以台灣的Yahoo!奇摩部落格使用平台的部落客作為母體,美國則以最大的部落格網站Blogger.com 的部落客為母體,以等距抽樣之後進行內容分析。在華人部分,我們可以依據使用者所提供的個人背景資料,得知部落客之所在地為台灣還是美國,由此本研究還將進一步分析海外華人與台灣的華人是否有所不同。第二部分則是調查。本研究將在台灣與美國的部落格網站中寄發問卷,研究者將比較台灣與美國部落客使用與動機有何不同,藉以檢視集體主義與個人主義差異所產生的可能影響。
    The evolution of personal publishing offers new tools allowing Internet users to become content creators. One need not own a printing press or a broadcasting station to reach large audience anymore. One of the latest popular tools in personal publishing is the Internet-based blog. Blogs extend the ability to communicate on the Internet beyond simple staticWeb page. Blogs bear different purposes: some provide description of subjectively selected links, others tell about details of writer’s day, and some offer personal opinions and commentaries on the news of a day.Whatever the type, purpose or content of a blog, it remains a virtual environment controlled by the author. According to past studies, blogs were used to express self and blogging was also frequently characterized as socially interactive and community-like in nature. From a cultural perspective, western societies emphasize individualism, contrasted with the Chinese’s inclination to collectivism. Therefore, cultural may contribute to how bloggers’ present themselves and how social connectivity is represented in the content and form of blogs.While Chinese may present more honor and more social relations in blogs, westerners may present more disgrace and fewer social relations. To examine blogs as a new communication genre, this project will first focus on general descriptive elements of blogs and centers on elements of content and design of Taiwanese blogs and American blogs. Second, we will compare the cultural differences in terms of individualism and collectivism on impression management tactics and self presentation on blogs. Building on Goffman’s constructs of self-presentation and operationalizing impression management strategies, this study will content analyze blogs created by Taiwanese and American. Third, we will conduct online survey on Taiwanese bloggers and American bloggers to examine their motivations of using blogs. Based on a cross-cultural persective, we hypothesize that Taiwanese bloggers tend to express and affiliate with bloggers, blog users, family, and friends, and American bloggers are inclined to express themselves.
    Relation: 基礎研究
    學術補助
    研究期間:9708~ 9807
    研究經費:911仟元
    Data Type: report
    Appears in Collections:[廣告學系] 國科會研究計畫

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