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題名 施打疫苗的病毒行銷? 抖音平台上的新冠疫苗健康宣傳內容分析研究
Viral Vaccinations: A Visual Content Analysis of COVID-19 Vaccine Related Videos on TikTok
作者 康美涵
Constantin, Mihaela
貢獻者 蕭宏祺
Hong-Chi Shiau
康美涵
Mihaela Constantin
關鍵詞 疫苗猶豫
TikTok
元語音
能見度
Vaccine hesitancy
TikTok
Meta-voicing
Visibility
日期 2022
上傳時間 5-Oct-2022 09:28:28 (UTC+8)
摘要 中文摘要
本研究旨在確定 TikTok 向平台用戶提供哪些類型的功能，這些功能將有助於在技術可供性概念的指導下創建和消費疫苗視頻。為此，本研究對從 TikTok 檢索到的視頻採用混合方法視覺內容分析 (n = 50)。關於 TikTok 元語音功能（可見視圖、喜歡、評論和分享計數）的調查結果表明，就這些指標而言，TikTok 有能力在四個平台（YouTube、Instagram、Twitter）上超越最受歡迎的視頻和 Facebook）——所有這些都表明分析如何在 TikTok 上談論 COVID-19 疫苗視頻的重要性。此外，有關 TikTok 的可見性可供性（即視頻類型和疫苗立場）的結果表明，該平台的非正式性質吸引了內容創建者和觀眾，以便討論 COVID-19 疫苗信息。然而，儘管大多數視頻表達了對 COVID-19 疫苗的支持立場，但大量視頻表明疫苗產生了嚴重的副作用，儘管沒有經過喜劇剪輯。因此，視頻的這種非正式和喜劇性質，以及缺乏權威/可信的創作者（即衛生專業人員）可能會導致疫苗猶豫而不是接受。
ABSTRACT
This study sought to identify what types of features TikTok provides to users of the platform that would assist in the creation and consumption of vaccine videos guided by the concept of technological affordances. To accomplish this, this present study employed a mixed method visual content analysis (n = 50) for videos retrieved from TikTok. Findings regarding the meta-voicing affordance of TikTok (visible view, like, comment, and share counts), showcase that TikTok, in terms of these metrics, has the capability of outperforming the most popular videos across four platforms (YouTube, Instagram, Twitter, and Facebook) – all of which indicates the importance of analyzing how COVID-19 vaccine videos are talked about on TikTok. Furthermore, results regarding the visibility affordance of TikTok (i.e., video type and vaccine stance) showcase that the informal nature of the platform is what appeals to content creators and viewers alike in order to discuss COVID-19 vaccine information. However, although the majority of videos voiced a supportive stance for COVID-19 vaccines, a large number of videos indicate severe side-effects from the vaccine, albeit uncut with comedy. Thus, this informal and comedic nature of the videos, as well as the lack of authoritative/credible creators (i.e., health professionals) might result in vaccine hesitancy rather than acceptance.
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
105461024
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105461024
資料類型 thesis
dc.contributor.advisor 蕭宏祺zh_TW
dc.contributor.advisor Hong-Chi Shiauen_US
dc.contributor.author (Authors) 康美涵zh_TW
dc.contributor.author (Authors) Mihaela Constantinen_US
dc.creator (作者) 康美涵zh_TW
dc.creator (作者) Constantin, Mihaelaen_US
dc.date (日期) 2022en_US
dc.date.accessioned 5-Oct-2022 09:28:28 (UTC+8)-
dc.date.available 5-Oct-2022 09:28:28 (UTC+8)-
dc.date.issued (上傳時間) 5-Oct-2022 09:28:28 (UTC+8)-
dc.identifier (Other Identifiers) G0105461024en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142178-
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) 105461024zh_TW
dc.description.abstract (摘要) 中文摘要
本研究旨在確定 TikTok 向平台用戶提供哪些類型的功能，這些功能將有助於在技術可供性概念的指導下創建和消費疫苗視頻。為此，本研究對從 TikTok 檢索到的視頻採用混合方法視覺內容分析 (n = 50)。關於 TikTok 元語音功能（可見視圖、喜歡、評論和分享計數）的調查結果表明，就這些指標而言，TikTok 有能力在四個平台（YouTube、Instagram、Twitter）上超越最受歡迎的視頻和 Facebook）——所有這些都表明分析如何在 TikTok 上談論 COVID-19 疫苗視頻的重要性。此外，有關 TikTok 的可見性可供性（即視頻類型和疫苗立場）的結果表明，該平台的非正式性質吸引了內容創建者和觀眾，以便討論 COVID-19 疫苗信息。然而，儘管大多數視頻表達了對 COVID-19 疫苗的支持立場，但大量視頻表明疫苗產生了嚴重的副作用，儘管沒有經過喜劇剪輯。因此，視頻的這種非正式和喜劇性質，以及缺乏權威/可信的創作者（即衛生專業人員）可能會導致疫苗猶豫而不是接受。		zh_TW
dc.description.abstract (摘要) ABSTRACT
This study sought to identify what types of features TikTok provides to users of the platform that would assist in the creation and consumption of vaccine videos guided by the concept of technological affordances. To accomplish this, this present study employed a mixed method visual content analysis (n = 50) for videos retrieved from TikTok. Findings regarding the meta-voicing affordance of TikTok (visible view, like, comment, and share counts), showcase that TikTok, in terms of these metrics, has the capability of outperforming the most popular videos across four platforms (YouTube, Instagram, Twitter, and Facebook) – all of which indicates the importance of analyzing how COVID-19 vaccine videos are talked about on TikTok. Furthermore, results regarding the visibility affordance of TikTok (i.e., video type and vaccine stance) showcase that the informal nature of the platform is what appeals to content creators and viewers alike in order to discuss COVID-19 vaccine information. However, although the majority of videos voiced a supportive stance for COVID-19 vaccines, a large number of videos indicate severe side-effects from the vaccine, albeit uncut with comedy. Thus, this informal and comedic nature of the videos, as well as the lack of authoritative/credible creators (i.e., health professionals) might result in vaccine hesitancy rather than acceptance.		en_US
dc.description.tableofcontents TABLE OF CONTENTS

Title Page …………………………………………………………………………………………1
Secondary Page …………………………………………………………………………………...2
Acknowledgement ………………………………………………………………………………..3
Abstract …………………………………………………………………………………………...4
Table of Contents ………………………………….....…………………………………………...5
List of Table and Figure …………………………………………………………………………..6
1. Introduction ………………………………………………………………………………….....7
2. Literature Review ……………………………………………………………………...……..11
2.1. Social Media and Vaccination Campaigns ………..…………..11
2.2 The Impact of Health-Related Videos on Social Media………….12
2.3 Why Use TikTok to Analyze Viral Videos…………………………………………..13
2.4 Technological Affordances…………………………………………………………..17
2.4 TikTok Affordances for Health Communication……………………….…19
3. Method………………………………………………………………………………………...23
3.1 Data Collection………………………………………………………………………24
3.2 Data Analysis………………………………………………………………………...25
3.3 Coding Instrument…………………………………………………………………...25
4. Results…………………………………………………………………………………………30
4.1 Meta-Voicing Features Evidenced in Vaccine TikToks…………..30
4.2 Visibility Features Evidenced in Vaccine TikToks……………….32
5. Dissucion……………………………………………………..40
5.1 Meta-voicing and Visibility TikTok Affordances ……………..40
5.2 Limitations…………………………………………………………………………...44
5.3 Conclusions and Future Research…………………………………………………....45
6. References……………………………………………………………………………………..47

LIST OF FIGURES AND TABLES

Figure 1. Active users across social media platforms (Shopify, 2022)………...………….............14
Figure 2. Average monthly hours spent per user across TikTok, Facebook, Instagram, and WhatsApp (Doyle, 2022)…………………………………………………………………………….……15
Figure 3. US YouTube vs. TikTok Users, by Generation (Aho Williamson, 2022)………………..16
Figure 4. Example of search results on mobile (left) and desktop (right) for TikTok videos using the #covidvaccine……………………………………………………………………………………….....24
Figure 5. Analysis results from 5.7 billion videos across YouTube, Instagram, Twitter, and Facebook (Calabrese, 2018)…………………………………………………………………….31
Figure 6. Example of a video utilizing ‘oral speech’ to explain the science behind vaccines (@simplebiologist)………………………………………………………………………………………...34
Figure 7. Example of a stitched ‘oral speech’ video explaining the science behind vaccines (@christinaaaaaaanp)…………………………………………………………………………….………35
Figure 8. Example of ‘documenting social realities’ video made to showcase the vaccination process (@grandadjoe1933)……………………………………………………………………………..36
Figure 9. A ‘documenting social realities’ video made to showcase the vaccination process of a woman with Tourette’s syndrome (@thestrippyhippie)………………………………………………37
Figure 10. Example of an ‘acting’ video made to showcase the potential vaccine side effects (@ericryanericryan)……………………………………………………………………………………....38
Figure 11. An ‘acting’ video made to showcase vaccines having magnetic microchips (@hellomynameis_theo)…………………………………………………………………………………..39
Table 1. TikTok Affordances…………………………………………………..………………...............20
Table 2. Meta-Voicing Affordance Features………..…………..……………...................................26
Table 3. Visibility Affordance Features ………………..………………………………..............28
Table 4. Descriptive Statistics for Meta-Voicing Affordance Features …………….…...............30
Table 5. Frequency of Video Types ……………………………………………………...............33		zh_TW
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dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105461024en_US
dc.subject (關鍵詞) 疫苗猶豫zh_TW
dc.subject (關鍵詞) TikTokzh_TW
dc.subject (關鍵詞) 元語音zh_TW
dc.subject (關鍵詞) 能見度zh_TW
dc.subject (關鍵詞) Vaccine hesitancyen_US
dc.subject (關鍵詞) TikToken_US
dc.subject (關鍵詞) Meta-voicingen_US
dc.subject (關鍵詞) Visibilityen_US
dc.title (題名) 施打疫苗的病毒行銷? 抖音平台上的新冠疫苗健康宣傳內容分析研究zh_TW
dc.title (題名) Viral Vaccinations: A Visual Content Analysis of COVID-19 Vaccine Related Videos on TikToken_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202201558en_US