社福組織群眾募資專案計畫之敘事分析

Abstract

隨著群眾募資平台蓬勃發展，為社福組織在募款行銷傳播開創契機。本研究援引Chatman敘事結構分析，以故事與論述切入，針對社福組織在群眾募資平台上的募資專案計畫共八篇，進行敘事研究，盼瞭解社福組織藉募資專案「說什麼故事」及「如何說故事」，建立一套募資敘事分析的初探模式，提供實務參考。\n\n研究對象包含募資專案內容與弱勢個案的故事。專案內容在故事結構上具起始、中段與結尾。「起始」包含計畫主題、情境背景；「中段」說明行動任務與解決過程，並帶入弱勢個案的故事；「結尾」提出行動呼籲、募資回饋方案，邀請讀者加入故事，開啟下個行動。在專案角色分析上，主體為社福組織，客體為弱勢個案，並有其他四種角色功能。弱勢個案故事為強化專案行動方案的困難及阻礙。短篇幅的個案故事會直接省略衛星事件，主述核心事件的變化。個案故事的事件與角色圍繞在主角（弱勢個案）的困境與轉折，呈現兩種敘事脈絡，一種是某個情境片段的呈現，另一種是從問題到解決過程的描述。\n\n另外，在論述部分，專案內容以隱蔽敘事者與公開敘事者共同完成，由於社福組織真正的作者，多數社福組織使用公開敘事者，講述或評論發生在組織中的事件，為自己公開發聲。在敘事觀點上，專案內容交替運用無焦點及內焦點手法。在敘事聲音上，受到網路互動性影響，專案內容有如社會行動場域，當讀者按下贊助，成為故事外敘事者，向他人傳播分享專案贊助經驗；也可以是故事內敘事者，加入專案行動，講述自己在專案內遊歷的感受。\n\n在論述時間的安排上，專案內容使用順敘法或預敘法。受限網路閱讀習慣，專案內容或個案故事會使用概述手法精簡內容，僅強調故事重點；此外，為了強調角色特質、社福組織的努力、募資的迫切性，專案運用反覆敘事手法。

As crowdfunding platforms grow rapidly, they have become new channels for social welfare organizations to succeed in fundraising and marketing. Research shows that storytelling is a powerful tool for social or public crowdfunding to meet fundraising goals. Therefore, this research involves eight cases of how social welfare organizations collect money on crowdfunding platforms. Referring to Chatman`s narrative structure, the content aims to establish a basic model to analyze "what and how” social welfare organizations tell a story with a storyline and its discourse. The research hopes to provide valuable insights into future research.\n\nThe research found that in their projects, which describes disadvantaged groups’ situations, follows a pattern with a beginning, middle, and end. The beginning hooks the supporters by introducing the social welfare organizations` background information, and connect the problem of disadvantaged groups that organizations are trying to solve. The middle reveals core values and why the project is a part of the organizations` mission. The end touches supporters and challenges them to take action and unlock the next movements for those who in need. For the functions of characters, the subject is the welfare organization that takes steps, while the object is disadvantaged groups. The story in their projects can emphasize the challenge which those groups are encountering. Some short stories only describe a major plot event (kernels) that revolves around what the characters change and grows as they tackle the conflicts they face rather than mentioning a minor plot event (satellites). In this project, the story presents two narrations, one for the plight disadvantaged groups are meeting and another for problems having been solved.\n\nMoreover, in the discourse, its content shows a covert narrator and an overt narrator. Most of the time, it writes welfare organization often takes advantage of public narration to speak out the dilemma of disadvantaged groups and make comments. As for the point of view, it tells stories through non-focalized and internal focalization. In the matter of narrative voice, due to the function of online platforms, upon reading the story, readers can personally experience the situation. Once the tale converts casual readers into passionate supporters, they become the extradiegetic narrators and motivators who engage with the organization’s mission. At the same time, readers can also be intradiegetic narrators who take part in organizations` actions telling their own experience.\n\nLast, in terms of story-time and discourse-time, either chronological or prolepsis is possible to use. The duration is short due to the online audience`s use of habits, so the story concisely stresses the core mission. The frequency mainly utilizes the singulary narration, but sometimes it adopts an iterative method to help plot moving or underlining characters and actions.