網路輿情分析行業之實踐：行動者、工作場域與話語系統

Abstract

臺灣的上網人口突破兩千萬人，高普及的網路使用率，驅動臺灣邁向數位化社會。因應這樣的趨勢，臺灣出現了一個新興的行業－網路輿情分析行業，透過建立社群網站的言論資料庫、使用電腦與資料探勘技術，進行市場調查。\n 本研究以參與觀察法和文本分析法勾勒臺灣網路輿情分析行業中的核心價值，觀察行業中的行動者知識內涵、工作場域的特質、行業建構的話語系統，以及在這些行業實踐行動中由下而上浮現的價值主張。\n 本研究發現，臺灣網路輿情分析行業在臺灣社會的資本化過程中藉由數據資本主義發跡並日漸興盛。在數據資本主義的脈絡下，網路輿情分析行業的行動者特質介於工具化和顧問化間，根據工作情境與客戶需要，因時因地配置技術工具與個人知識的使用比例。一方面，商業利益促使行業建立最有效率的工具化的工作方式；另方面，分析師的強力意志也開創了實踐顧問化服務的空間。本研究釐清網路輿情分析行業的價值主張及其內涵，有助於吾人瞭解此一新興行業。

Taiwan`s Internet-users population has surpassed the 20-million mark and this high rate of Internet usage has moved Taiwan into a digital society. In reaction to this trend, a new industry has also emerged in Taiwan - the social listening industry. Market surveys are conducted through the establishment of a database of social networking sites, making use of computers and Nature Language Process (NLP) technology.\n This paper seeks to discuss the value proposition in the social listening industry. In this paper, we describe the knowledge of agents, the fields of work, the discourse system in the industry, and the derived behavior and phenomenon bottoming-up and emerging from the industry`s value proposition.\n We found that the social listening industry is thriving in Taiwan`s economic and data capitalism. Under the trend of data capitalism, the characteristics of the social listening industry workers are between “errand agent” and “managing and consultant”. Depending on circumstances and client requirements, social media analysts must utilize technology, tools, and individual knowledge. On one hand, the social listening industry has established the most efficient work method in order to pursue the maximum commercial benefit; on the other hand, the individual will and creativity of analysts allows them to realize "consulting services". This research clarifies the value proposition of the social listening industry, helps the public understand this industry.