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題名 野生動物保育在新冠疫情下的組織傳播與數位參與: 以英國猿猴世界為例
Connecting rehabilitated animals and the world in the age of COVID-19: A case study of Monkey World’s communication strategies on Facebook作者 曹文羿
Tsao, Wen-Yi貢獻者 林怡潔
Lin, Yi-Chieh
曹文羿
Tsao, Wen-Yi關鍵詞 社群媒體
動物保育
網路互動
人與動物關係
新冠肺炎
動員策略
Social media
Wildlife conservation
Online interaction
Human-animal relationship
Pandemic
COVID-19日期 2021 上傳時間 4-Aug-2021 15:45:51 (UTC+8) 摘要 隨著新冠肺炎的爆發，各國紛紛關閉邊界與採取封城隔離措施，許多仰賴門票、付費志工、 生態旅行，及募款活動為主要收入來源的國際野生動物救援組織，因而面臨資金短缺的危 機。然而，雖處在變動與不確定的世界中，組織也因而重塑出別與以往的社群互動、新科 技的應用方式，進而強化社群連結，串連國際資源，讓保育工作得以持續進行。這樣的轉 變凸顯了數位環境的參與不再被視為與現實脫節，而是透過線上與線下的互動中產生相互 影響，帶來實質的社會影響力。即便如此，在逐漸飽和、競爭的社群環境裡，保育組織仍 要努力在緊縮的行銷資源下，獲得大眾有限的注意力。因此本文專注於非政府野生動物保 育組織如何利用社群媒體的互動特性，以及新的傳播科技例如:網路直播、影片錄製、線 上募款挑戰計畫...等，建立新的社群連結，持續保育議題的推廣以及維繫第一線的工作。 汲取先前人類學於保育媒體動員策略，加上動物與人關係的相關研究，進而檢視語彙論述 和網路互動於野生動物保育組織的社群改變，並達到支持群眾與組織間的互助互惠關係。 本研究將透過數位民族誌的方式，採取論述分析及深度訪談法，針對全球最大的靈長類保 育機構 Monkey World 進行個案分析。藉由觀察 COVID-19 間臉書貼文訊息與活動的轉變， 呈現出保育工作與野生動物在社群媒體上的建構方式、與支持者互動參與的型態，在 時代的挑戰裡，重構關係，連結社群，並參與世界的改變。
In the COVID-19 era, when national borders are closed and places are under lockdown, the international wildlife rehabilitation and rescue centers are facing a shortage of financial support from visitors, volunteers, eco-tourism programs and fundraising events. But thanks to digital media people are able to build transnational networks where social issues can be addressed from the other side of the world. The role of digital participation in this pivotal time is no longer seen as detached from reality, and online and offline activism can have a reciprocate impact on each other. However, in an increasingly crowded digital environment, NGOs struggle to get attention with limited resources. This paper focuses on how wildlife NGO use the interactive nature of social media as well as how they build new outreach strategies with new technology to form new ways of interaction, such as “virtual tours”, “zoom sessions”, online fundraising challenges, and so on, all in the effort to keep the connection, to continue raising awareness as well as sustaining the work. Drawing from earlier anthropological analysis of the digital stage alongside human and animal relationships, this paper examines how the narratives and online interactions have shifted in a mutually beneficial way toward supporters and wildlife organizations themselves through a single case study approach employing contextual analysis and in-depth interviews on the world’s biggest primate sanctuary, Monkey World. Examining how its Facebook posts has changed during the COVID-19 pandemic, this research expects to illuminate the craft of conservation work and wildlife animals along with the form of participations that are generated in reconnecting the world through changes and new communication technology.參考文獻 Alonso-Cañadas, J., Galán-Valdivieso, F., Saraite-Sariene, L., & Caba-Perez, M. d. C. (2019). Unpacking the drivers of stakeholder engagement in sustainable water management: NGOs and the use of facebook. Water, 11(4), 775.\nBarriball, K. L., & While, A. (1994). Collecting data using a semi-structured interview: a discussion paper. Journal of Advanced Nursing-Institutional Subscription, 19(2), 328-335. Bento, M., Martinez, L. M., & Martinez, L. F. (2018). Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal. Journal of Retailing and\nConsumer Services, 43, 234-241.\nBica, M., Palen, L., & Bopp, C. (2017). Visual representations of disaster. Paper presented at the\nProceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and\nSocial Computing.\nBouvier, G. (2015). What is a discourse approach to Twitter, Facebook, YouTube and other social\nmedia: connecting with other academic fields? In: Taylor & Francis.\nBoyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and\nconducting in-depth interviews for evaluation input.\nBu, Y. (2017). From online to offline: The formation of collective action and its contributing\nfactors: A case study of a food waste treatment facility location protest. Chinese Journal of\nSociology, 3(2), 208-236.\nBuckley, R., & Mossaz, A. (2018). Private conservation funding from wildlife tourism enterprises\nin sub-Saharan Africa: Conservation marketing beliefs and practices. Biological\nconservation, 218, 57-63.\nBullock, K. (2018). (Re) presenting ‘order’online: the construction of police presentational\nstrategies on social media. Policing and society, 28(3), 345-359.\nCarter, B., & Charles, N. (2013). Animals, agency and resistance. Journal for the Theory of Social\nBehaviour, 43(3), 322-340.\nChick, R. C., Clifton, G. T., Peace, K. M., Propper, B. W., Hale, D. F., Alseidi, A. A., & Vreeland,\nT. J. (2020). Using technology to maintain the education of residents during the COVID-\n19 pandemic. Journal of Surgical Education.\nChua, L. (2018a). Small acts and personal politics: On helping to save the orangutan via social\nmedia. Anthropology Today, 34(3), 7-11.\nChua, L. (2018b). Too Cute to Cuddle?" Witnessing Publics" and Interspecies Relations on the Social Media-scape of Orangutan Conservation. Anthropological Quarterly, 91(3), 873- 903.\nChua, L., Harrison, M. E., Fair, H., Milne, S., Palmer, A., Rubis, J., . . . Cheyne, S. M. (2020). Conservation and the social sciences: Beyond critique and co‐optation. A case study from orangutan conservation. People and Nature, 2(1), 42-60.\nCraig, G. (2019). Media, Sustainability and Everyday Life: Springer.\nDey, N., Borah, S., Babo, R., & Ashour, A. S. (2018). Social network analytics: computational\nresearch methods and techniques: Academic Press.\nEigenraam, A. W., Eelen, J., & Verlegh, P. W. (2021). Let Me Entertain You? The Importance of\nAuthenticity in Online Customer Engagement. Journal of Interactive Marketing, 54, 53-\n68.\nFlemming, D., Cress, U., Kimmig, S., Brandt, M., & Kimmerle, J. (2018). Emotionalization in\nscience communication: The impact of narratives and visual representations on knowledge\ngain and risk perception. Frontiers in Communication, 3, 3.\nFosslien, L., & Duffy, M. W. (2020). How to combat zoom fatigue. Harvard Business Review. Garsten, N., & Bruce, I. (2018). Communicating Causes: Strategic public relations for the non-\nprofit sector: Routledge.\nGood, N. T. f. (2018). 2018 Global NGO Technology Report.\nGregory, G., Ngo, L., & Miller, R. (2019). Branding for non-profits: explaining new donor\ndecision-making in the charity sector. Journal of Product & Brand Management. Gustafsson, J. (2017). Single case studies vs. multiple case studies: A comparative study. In. Hagel, J. (2017). The Connection Between Narrative and Purpose. The Marketing Journal.\nHall, N., Schmitz, H. P., & Dedmon, J. M. (2020). Transnational advocacy and NGOs in the digital\nera: New forms of networked power. International Studies Quarterly, 64(1), 159-167. Hansen, A. (2018). Environment, media and communication: Routledge.\nHaunschild, R., Leydesdorff, L., Bornmann, L., Hellsten, I., & Marx, W. (2019). Does the public\ndiscuss other topics on climate change than researchers? A comparison of explorative\nnetworks based on author keywords and hashtags. Journal of Informetrics, 13(2), 695-707. Hirschkind, C., de Abreu, M. J. A., & Caduff, C. (2017). New media, new publics? An introduction to supplement 15. Current Anthropology, 58(S15), S3-S12.\nHymes, D. (2003). Ethnography, linguistics, narrative inequality: Toward an understanding of voice: Taylor & Francis.\nHuang, H. (2016). An Analysis of the Advocacy Strategies and Discouse of a Citizen Group: The Anti-Seal Product Appeal by Environment and Animal Society of Taiwan, 6(2), 243-283\nIbrahim, Y. (2018). Production of the`Self`in the Digital Age: Springer.\nJacobson, S. K., Morales, N. A., Chen, B., Soodeen, R., Moulton, M. P., & Jain, E. (2019). Love\nor Loss: Effective message framing to promote environmental conservation. Applied\nEnvironmental Education & Communication, 18(3), 252-265.\nJarrett, C. (2019). Why meeting another’s gaze is so powerful. In.\nKe, X., & Wagner, C. (2020). Global pandemic compels sport to move to esports: understanding\nfrom brand extension perspective. Managing Sport and Leisure, 1-6.\nKeller, K. L., & Brexendorf, T. O. (2019). Strategic Brand Management Process. In Handbuch\nMarkenführung (pp. 155-175): Springer.\nKelty, C. M. (2017). Too much democracy in all the wrong places: toward a grammar of participation. Current Anthropology, 58(S15), S77-S90.\nKoeze, E., & Popper, N. (2020). The virus changed the way we internet. The New York Times. Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action: How nonprofit\norganizations use social media. Journal of computer-mediated communication, 17(3), 337-\n353.\nLowenthal, P., Borup, J., West, R., & Archambault, L. (2020). Thinking Beyond Zoom: Using Asynchronous Video to Maintain Connection and Engagement During the COVID-19 Pandemic. Journal of Technology and Teacher Education, 28(2), 383-391.\nMalkki, L. H. (2015). The need to help: The domestic arts of international humanitarianism: Duke\nUniversity Press.\nManfredo, M. J., Urquiza-Haas, E. G., Carlos, A. W. D., Bruskotter, J. T., & Dietsch, A. M. (2020).\nHow anthropomorphism is changing the social context of modern wildlife conservation.Biological Conservation, 241, 108297.\nMarshall, C., & Rossman, G. B. (2014). Designing qualitative research: Sage publications. Massé, F. (2019). Anti-poaching’s politics of (in) visibility: Representing nature and conservation amidst a poaching crisis. Geoforum, 98, 1-14.\nMiller, D. (2018). Digital anthropology. Cambridge Encyclopedia of Anthropology.\nThomas‐Walters, L., & J Raihani, N. (2017). Supporting conservation: The roles of flagship species and identifiable victims. Conservation Letters, 10(5), 581-587.\nThurmond, V. A. (2001). The point of triangulation. Journal of nursing scholarship, 33(3), 253- 258.\nTuckman, B. W. (1999). Conducting Educational Research Fith Edition. New York: Harcount Brace college Puplisher.\nUNESCO. (2020). Yuval Noah Harari: “Every crisis is also an opportunity”. Retrieved from https://en.unesco.org/courier/2020-3/yuval-noah-harari-every-crisis-also-opportunity\nVillanueva, G. (2019). ‘Animals Are Their Best Advocates’: Interspecies Relations, Embodied Actions, and Entangled Activism. Animal Studies Journal, 8(1), 190-217.\nWeerawardena, J. (2018). Non-profit marketing strategy. Transformational Leadership and Not for Profits and Social Enterprises, 142-163.\nWertheimer, M. (1938). Gestalt theory.\nWohn, D. Y., Freeman, G., & McLaughlin, C. (2018). Explaining viewers` emotional, instrumental,\nand financial support provision for live streamers. Paper presented at the Proceedings of\nthe 2018 CHI conference on human factors in computing systems.\nWongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of Marketing\nManagement, 36(5-6), 488-518.\nWu, Y., Xie, L., Huang, S.-L., Li, P., Yuan, Z., & Liu, W. (2018). Using social media to strengthen\npublic awareness of wildlife conservation. Ocean & Coastal Management, 153, 76-83.\nYan, Z. (2020). Unprecedented pandemic, unprecedented shift, and unprecedented opportunity. Human Behavior and Emerging Technologies, 2(2), 110-112.\nYin, R. K. (2018). Case study research and applications. In: Sage.\nYin, R. K., & Davis, D. (2007). Adding new dimensions to case study evaluations: The case of\nevaluating comprehensive reforms. New directions for evaluation, 2007(113), 75-93. 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
107461008資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107461008 資料類型 thesis dc.contributor.advisor 林怡潔 zh_TW dc.contributor.advisor Lin, Yi-Chieh en_US dc.contributor.author (Authors) 曹文羿 zh_TW dc.contributor.author (Authors) Tsao, Wen-Yi en_US dc.creator (作者) 曹文羿 zh_TW dc.creator (作者) Tsao, Wen-Yi en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-Aug-2021 15:45:51 (UTC+8) - dc.date.available 4-Aug-2021 15:45:51 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2021 15:45:51 (UTC+8) - dc.identifier (Other Identifiers) G0107461008 en_US dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=155677 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 107461008 zh_TW dc.description.abstract (摘要) 隨著新冠肺炎的爆發，各國紛紛關閉邊界與採取封城隔離措施，許多仰賴門票、付費志工、 生態旅行，及募款活動為主要收入來源的國際野生動物救援組織，因而面臨資金短缺的危 機。然而，雖處在變動與不確定的世界中，組織也因而重塑出別與以往的社群互動、新科 技的應用方式，進而強化社群連結，串連國際資源，讓保育工作得以持續進行。這樣的轉 變凸顯了數位環境的參與不再被視為與現實脫節，而是透過線上與線下的互動中產生相互 影響，帶來實質的社會影響力。即便如此，在逐漸飽和、競爭的社群環境裡，保育組織仍 要努力在緊縮的行銷資源下，獲得大眾有限的注意力。因此本文專注於非政府野生動物保 育組織如何利用社群媒體的互動特性，以及新的傳播科技例如:網路直播、影片錄製、線 上募款挑戰計畫...等，建立新的社群連結，持續保育議題的推廣以及維繫第一線的工作。 汲取先前人類學於保育媒體動員策略，加上動物與人關係的相關研究，進而檢視語彙論述 和網路互動於野生動物保育組織的社群改變，並達到支持群眾與組織間的互助互惠關係。 本研究將透過數位民族誌的方式，採取論述分析及深度訪談法，針對全球最大的靈長類保 育機構 Monkey World 進行個案分析。藉由觀察 COVID-19 間臉書貼文訊息與活動的轉變， 呈現出保育工作與野生動物在社群媒體上的建構方式、與支持者互動參與的型態，在 時代的挑戰裡，重構關係，連結社群，並參與世界的改變。 zh_TW dc.description.abstract (摘要) In the COVID-19 era, when national borders are closed and places are under lockdown, the international wildlife rehabilitation and rescue centers are facing a shortage of financial support from visitors, volunteers, eco-tourism programs and fundraising events. But thanks to digital media people are able to build transnational networks where social issues can be addressed from the other side of the world. The role of digital participation in this pivotal time is no longer seen as detached from reality, and online and offline activism can have a reciprocate impact on each other. However, in an increasingly crowded digital environment, NGOs struggle to get attention with limited resources. This paper focuses on how wildlife NGO use the interactive nature of social media as well as how they build new outreach strategies with new technology to form new ways of interaction, such as “virtual tours”, “zoom sessions”, online fundraising challenges, and so on, all in the effort to keep the connection, to continue raising awareness as well as sustaining the work. Drawing from earlier anthropological analysis of the digital stage alongside human and animal relationships, this paper examines how the narratives and online interactions have shifted in a mutually beneficial way toward supporters and wildlife organizations themselves through a single case study approach employing contextual analysis and in-depth interviews on the world’s biggest primate sanctuary, Monkey World. Examining how its Facebook posts has changed during the COVID-19 pandemic, this research expects to illuminate the craft of conservation work and wildlife animals along with the form of participations that are generated in reconnecting the world through changes and new communication technology. en_US dc.description.tableofcontents ABSTRACT I\nLIST OF FIGURES ABSTRACT IV\nLIST OF TABLES V\nCHAPTER 1 INTRODUCTION 1\n1.1RESEARCH MOTIVATIONS AND RESEARCH BACKGROUND 1\n1.2RESEARCH OBJECTIVES 3\n1.3SIGNIFICANCE AND EXPECTED OUTPUT OF THE PROPOSED RESEARCH 4\nCHAPTER 2 LITERATURE REVIEW 4\n2.1 NGO BRAND COMMUNICATION 5\nBranding 5\nOnline Strategies: Engaging People in Digital Environment 7 Real Impact from Online to Offline 9\n2.2 Representations and Narratives of Wildlife Conservation 11 Narrative 13\nVisual Representation 15\n2.3 WILDLIFE NGO 17\nHuman and Animal relationships 17\n2.4 PROBLEM STATEMENT 18\nCHAPTER 3 RESEARCH QUESTIONS AND METHODS 20\n3.1 RESEARCH QUESTIONS 20\n3.2 RESEARCH FRAMEWORK 20\n3.3 METHOD 21\nSINGLE CASE STUDY RESEARCH 21\nCASE STUDY: MONKEY WORLD 22\nCONTENT ANALYSIS 23\nIN-DEPTH INTERVIEW 28\nCHAPTER 4 ANALYSIS AND DISCUSSION: CONTENT ANALYSIS 30\n4.1 NARRATIVE AND IMAGE REPRESENTATION 30\nNARRATIVE 30\nSTILL IMAGE 35\nMOVING IMAGE 41\n4.2 DIGITAL TOOLS AND UNDERLYING FUNCTIONALITIES 45\nDIGITAL TOOLS 45\nFUNCTIONALITIES 46\nCHAPTER 5 ANALYSIS AND DISCUSSION: IN-DEPTH INTERVIEW 52\n5.1 NARRATIVE AND IMAGE REPRESENTATION 52\nNARRATIVE 52\nSTILL IMAGE REPRESENTATION 53\nMOVING IMAGES 54\n5.2 DIGITAL TOOLS AND UNDERLYING FUNCTIONALITIES 54\nDIGITAL TOOLS 54\nFUNCTIONALITIES 55\n5.3 HUMAN-ANIMAL RELATIONSHIPS 56\nCHAPTER 6 CONCLUSION 58\nIMPLICATIONS FOR MARKETING IN NON-PROFIT ORGANIZATIONS 60 REFERENCES 64 zh_TW dc.format.extent 14649692 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107461008 en_US dc.subject (關鍵詞) 社群媒體 zh_TW dc.subject (關鍵詞) 動物保育 zh_TW dc.subject (關鍵詞) 網路互動 zh_TW dc.subject (關鍵詞) 人與動物關係 zh_TW dc.subject (關鍵詞) 新冠肺炎 zh_TW dc.subject (關鍵詞) 動員策略 zh_TW dc.subject (關鍵詞) Social media en_US dc.subject (關鍵詞) Wildlife conservation en_US dc.subject (關鍵詞) Online interaction en_US dc.subject (關鍵詞) Human-animal relationship en_US dc.subject (關鍵詞) Pandemic en_US dc.subject (關鍵詞) COVID-19 en_US dc.title (題名) 野生動物保育在新冠疫情下的組織傳播與數位參與: 以英國猿猴世界為例 zh_TW dc.title (題名) Connecting rehabilitated animals and the world in the age of COVID-19: A case study of Monkey World’s communication strategies on Facebook en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Alonso-Cañadas, J., Galán-Valdivieso, F., Saraite-Sariene, L., & Caba-Perez, M. d. C. (2019). Unpacking the drivers of stakeholder engagement in sustainable water management: NGOs and the use of facebook. Water, 11(4), 775.\nBarriball, K. L., & While, A. (1994). Collecting data using a semi-structured interview: a discussion paper. Journal of Advanced Nursing-Institutional Subscription, 19(2), 328-335. Bento, M., Martinez, L. M., & Martinez, L. F. (2018). Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal. Journal of Retailing and\nConsumer Services, 43, 234-241.\nBica, M., Palen, L., & Bopp, C. (2017). Visual representations of disaster. Paper presented at the\nProceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and\nSocial Computing.\nBouvier, G. (2015). What is a discourse approach to Twitter, Facebook, YouTube and other social\nmedia: connecting with other academic fields? In: Taylor & Francis.\nBoyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and\nconducting in-depth interviews for evaluation input.\nBu, Y. (2017). From online to offline: The formation of collective action and its contributing\nfactors: A case study of a food waste treatment facility location protest. Chinese Journal of\nSociology, 3(2), 208-236.\nBuckley, R., & Mossaz, A. (2018). Private conservation funding from wildlife tourism enterprises\nin sub-Saharan Africa: Conservation marketing beliefs and practices. Biological\nconservation, 218, 57-63.\nBullock, K. (2018). (Re) presenting ‘order’online: the construction of police presentational\nstrategies on social media. Policing and society, 28(3), 345-359.\nCarter, B., & Charles, N. (2013). Animals, agency and resistance. Journal for the Theory of Social\nBehaviour, 43(3), 322-340.\nChick, R. C., Clifton, G. T., Peace, K. M., Propper, B. W., Hale, D. F., Alseidi, A. A., & Vreeland,\nT. J. (2020). Using technology to maintain the education of residents during the COVID-\n19 pandemic. Journal of Surgical Education.\nChua, L. (2018a). Small acts and personal politics: On helping to save the orangutan via social\nmedia. Anthropology Today, 34(3), 7-11.\nChua, L. (2018b). Too Cute to Cuddle?" Witnessing Publics" and Interspecies Relations on the Social Media-scape of Orangutan Conservation. Anthropological Quarterly, 91(3), 873- 903.\nChua, L., Harrison, M. E., Fair, H., Milne, S., Palmer, A., Rubis, J., . . . Cheyne, S. M. (2020). Conservation and the social sciences: Beyond critique and co‐optation. A case study from orangutan conservation. People and Nature, 2(1), 42-60.\nCraig, G. (2019). Media, Sustainability and Everyday Life: Springer.\nDey, N., Borah, S., Babo, R., & Ashour, A. S. (2018). Social network analytics: computational\nresearch methods and techniques: Academic Press.\nEigenraam, A. W., Eelen, J., & Verlegh, P. W. (2021). Let Me Entertain You? 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