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Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/157112
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| Title: | 從面具到化身：媒介、展演與文化在VTubing媒介生態演化中的動態交織
From Masks to Avatars: The Dynamic Interweaving of Media, Performance, and Culture in the Evolution of VTubing’s Media Ecosystem |
| Authors: | 柯籙晏
Ko, Lu-Yen |
| Contributors: | 新聞學研究 |
| Keywords: | 化身;串流直播;面具;媒介化展演;媒介生態學;虛擬網紅直播
avatar;livestreaming;mask;mediated performance;media ecology;Vtubing |
| Date: | 2025-04 |
| Issue Date: | 2025-05-28 09:42:01 (UTC+8) |
| Abstract: | 本研究探討VTubing（虛擬網紅直播）如何重拾蒙面展演（masked performance）並使其在主流媒介文化中煥發新生。研究採用綜合了展演理論與技術能供性理論的廣義媒介生態學方法論，結合文獻資料分析與線上田野觀察，從媒介技術、媒介化展演、文化與歷史脈絡三個層次，描述VTubing如何演出並探討其為何能（相對）成功全球化。 以Hololive所屬VTuber直播為例，本研究在分層描述VTubing現象後，首先指出即時動作捕捉所驅動的化身作為創新形式的面具，如何強化VTubing的展演功能，包括放大觀眾沉浸感、避免觀眾假戲真作、降低展演者面對觀眾的心理負擔等。這些功能使VTubing在串流直播生態中具有相對於非蒙面直播的優勢。其次本研究指出，VTubing作為蒙面展演的創新形式，根植於日本技術泛靈論的媒介文化，該文化偏好技術的擬人化，從動畫、虛擬偶像再到VTuber，皆可見其影響。 最後，本研究探討VTubing在當前媒介生態中的演化過程，指出其全球化的成功源自它能適應串流直播生態、搭上日本動畫全球擴張浪潮，以及掌握COVID-19疫情期間全球大封控的機遇。本文建議未來可探討VTubing的全球在地化變體，從而揭示它們在媒介生態中可能扮演的角色。
Research Background and Problem Statement: The COVID-19 pandemic fueled demand for contactless entertainment, spurring the rise of VTubing originating in Japan. By 2024, VTubing had secured a significant share of the global livestreaming market. This research defines VTubing as a mediated performance where performers employ motion capture technology to control anime-style avatars for livestreaming. While the main distinction between VTubing and traditional livestreaming lies in the use of virtual avatars, this also raises several key questions: Why use avatars for livestreaming? How does the use of avatars affect the performers and audiences of the livestreaming? These questions carry different meanings for different livestreaming participants. For those familiar with Japanese anime culture, VTubing is a natural extension of their previous media practices; for those unfamiliar, it appears difficult to comprehend. This contrast reveals the close relationship between media and media practices and guides this research to reexamine VTubing from a media ecology perspective. From the historical and cultural perspectives of media practices, an avatar that conceals the performer’s true appearance and identity can be viewed as a new type of mask, and VTubing can be seen as a new form of masked performance. Therefore, VTubing is not an entirely new phenomenon, but rather embodies the retrieval phenomenon proposed in McLuhan and McLuhan’s law of media - masked performance, once obsolesced by mainstream media culture, has been extended through new media into VTubing and gained popularity once again. This research further poses media ecological research questions: Why has masked performance, long obsolesced by mainstream media culture, been retrieved? In the current media ecosystem, how and why do avatars, streamers, and audiences collectively participate in VTubing as an innovative form of masked. |
| Relation: | 新聞學研究, 163, 107-168 |
| Data Type: | article |
| DOI 連結: | https://doi.org/10.30386/MCR.202504.0008 |
| DOI: | 10.30386/MCR.202504.0008 |
| Appears in Collections: | [新聞學研究 TSSCI] 期刊論文
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