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題名 台灣網紅形象危機之修護策略：修護時機、過往形象與自我責任歸因
The Image Repair Strategy of Taiwanese Social Media Influencers` Image Crisis: The Timing of Image Restoration, Prior Reputation and Self Responsibility Attribution
作者 邱僅棠
Chiu, Jin-Tang
貢獻者 江靜之
Chiang, Chin-Chih
邱僅棠
Chiu, Jin-Tang
關鍵詞 自我責任歸因
危機三階段
形象危機
形象修護策略
過往形象
網紅
Image Crisis
Image Repair Strategy
Prior Reputation
Social Media Influencer
Self Responsibility Attribution
Three Stages of Crisis
日期 2023
上傳時間 2-Aug-2023 14:09:34 (UTC+8)
摘要 近年來，社群媒體的活絡帶動社群媒體影響者興起。隨著時代的遷徙，擁有眾多追蹤者與粉絲的網紅也從次文化娛樂之象徵，逐漸轉變為主流意見之發聲者，成為新一代行銷、政治及公共事務領域之社會影響者。然而，社群媒體是一把雙面刃，它能讓組織或個人快速獲得許多關注，也能使人一夕之間跌落神壇，而其中與社群媒體共存共榮的網紅之形象也是如此。雖然社群媒體可能帶來危機，卻也是公眾人物修補危機或形象的良好工具。
在此背景下，本研究以Benoit之形象修護策略為主要理論，並以社群媒體形象危機三階段及自我責任歸因為變項，量化內容分析作為研究方法，分析網紅在社群媒體之危機回應。首先分析網紅在不同危機類型及不同危機階段，使用形象修護策略之特徵。其次分析網紅如何使用形象修護策略說明危機起因。最後歸納網紅過往形象如何影響其選擇形象修護策略及危機起因。本研究期望能讓未來面臨形象危機之網紅，了解其如何運用形象修護策略修護形象。
本研究有五項主要結果發現。第一，證據明確與否決定網紅之策略選擇，但此發現不適用於桃色糾紛。第二，女性網紅藉由與女網友建立姐妹情誼修護形象，男性網紅澄清危機，男女組合網紅則發布聲明以回應危機。第三，不同之傳播角度，不影響危機起因與形象修護策略之關係。第四，除了「生成階段」外，網紅在危機三階段使用之形象修護策略，與社交中介危機傳播模型之建議相同。第五，網紅過往形象在「否認」及「減少危機傷害」等兩種策略，及危機起因有顯著差異。
Recently, the vibrancy of social media has led to the rise of social media influencers (SMI). With the passage of time, SMIs have gradually transformed from the symbol of subculture and entertainment to a voice maker of mainstream opinion becoming a new generation of social influencers in marketing, politics, and public affairs. However, social media is a two-sided blade that quickly brings fame towards an organization or an individual, but just as rapidly it can also damage their reputation. This type of incident is a common occurrence for SMIs in their career. Although social media may bring a crisis, a lot of public relation research indicates that it is an efficient tool for public figures to repair their image.
In the following research, this study uses image repaired strategies brought by Benoit as the main theory, and the three stages of the image crisis on social media and self responsibility attribution as variables. We use quantitative context analysis as the research method, and the SMIs crisis response in social media as the analysis sample. First, we analyze the characteristics of SMIs using image repair strategies in different types of crises during different crisis stages. Secondly, we summarize how SMIs use image repair strategies to describe the causes of crises. Finally, we analyze how the prior reputation of SMIs influences their choice of image repair strategies and the causes of crisis. The purpose of this study is to help future SMIs who face image crises by understanding how they can utilize image repair strategies to repair their images.
There are five key findings from this study. First, the clarity of crisis evidence determines the strategic choice of SMIs, but this finding does not apply to love scandals. Secondly, female SMIs repair their images by building sisterhood with female netizens, whereas male SMIs clarify rumors, and the male and female group SMIs issue legal statements in response to the crisis. Thirdly, the result shows that the different communication perspective does not affect the relationship between the image repair crisis and the cause of crisis. Forth, except for the “generation stage”, the image repair strategies that SMIs use in the three-stage of crisis were the same as suggestions made by the Social-Mediated Crisis Model. Fifth, there is a statistical significance between the image repair strategies “denial” and “reducing offensiveness of event”, and the causes of crisis.
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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
109464029
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109464029
資料類型 thesis
dc.contributor.advisor 江靜之zh_TW
dc.contributor.advisor Chiang, Chin-Chihen_US
dc.contributor.author (Authors) 邱僅棠zh_TW
dc.contributor.author (Authors) Chiu, Jin-Tangen_US
dc.creator (作者) 邱僅棠zh_TW
dc.creator (作者) Chiu, Jin-Tangen_US
dc.date (日期) 2023en_US
dc.date.accessioned 2-Aug-2023 14:09:34 (UTC+8)-
dc.date.available 2-Aug-2023 14:09:34 (UTC+8)-
dc.date.issued (上傳時間) 2-Aug-2023 14:09:34 (UTC+8)-
dc.identifier (Other Identifiers) G0109464029en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146592-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 109464029zh_TW
dc.description.abstract (摘要) 近年來，社群媒體的活絡帶動社群媒體影響者興起。隨著時代的遷徙，擁有眾多追蹤者與粉絲的網紅也從次文化娛樂之象徵，逐漸轉變為主流意見之發聲者，成為新一代行銷、政治及公共事務領域之社會影響者。然而，社群媒體是一把雙面刃，它能讓組織或個人快速獲得許多關注，也能使人一夕之間跌落神壇，而其中與社群媒體共存共榮的網紅之形象也是如此。雖然社群媒體可能帶來危機，卻也是公眾人物修補危機或形象的良好工具。
在此背景下，本研究以Benoit之形象修護策略為主要理論，並以社群媒體形象危機三階段及自我責任歸因為變項，量化內容分析作為研究方法，分析網紅在社群媒體之危機回應。首先分析網紅在不同危機類型及不同危機階段，使用形象修護策略之特徵。其次分析網紅如何使用形象修護策略說明危機起因。最後歸納網紅過往形象如何影響其選擇形象修護策略及危機起因。本研究期望能讓未來面臨形象危機之網紅，了解其如何運用形象修護策略修護形象。
本研究有五項主要結果發現。第一，證據明確與否決定網紅之策略選擇，但此發現不適用於桃色糾紛。第二，女性網紅藉由與女網友建立姐妹情誼修護形象，男性網紅澄清危機，男女組合網紅則發布聲明以回應危機。第三，不同之傳播角度，不影響危機起因與形象修護策略之關係。第四，除了「生成階段」外，網紅在危機三階段使用之形象修護策略，與社交中介危機傳播模型之建議相同。第五，網紅過往形象在「否認」及「減少危機傷害」等兩種策略，及危機起因有顯著差異。		zh_TW
dc.description.abstract (摘要) Recently, the vibrancy of social media has led to the rise of social media influencers (SMI). With the passage of time, SMIs have gradually transformed from the symbol of subculture and entertainment to a voice maker of mainstream opinion becoming a new generation of social influencers in marketing, politics, and public affairs. However, social media is a two-sided blade that quickly brings fame towards an organization or an individual, but just as rapidly it can also damage their reputation. This type of incident is a common occurrence for SMIs in their career. Although social media may bring a crisis, a lot of public relation research indicates that it is an efficient tool for public figures to repair their image.
In the following research, this study uses image repaired strategies brought by Benoit as the main theory, and the three stages of the image crisis on social media and self responsibility attribution as variables. We use quantitative context analysis as the research method, and the SMIs crisis response in social media as the analysis sample. First, we analyze the characteristics of SMIs using image repair strategies in different types of crises during different crisis stages. Secondly, we summarize how SMIs use image repair strategies to describe the causes of crises. Finally, we analyze how the prior reputation of SMIs influences their choice of image repair strategies and the causes of crisis. The purpose of this study is to help future SMIs who face image crises by understanding how they can utilize image repair strategies to repair their images.
There are five key findings from this study. First, the clarity of crisis evidence determines the strategic choice of SMIs, but this finding does not apply to love scandals. Secondly, female SMIs repair their images by building sisterhood with female netizens, whereas male SMIs clarify rumors, and the male and female group SMIs issue legal statements in response to the crisis. Thirdly, the result shows that the different communication perspective does not affect the relationship between the image repair crisis and the cause of crisis. Forth, except for the “generation stage”, the image repair strategies that SMIs use in the three-stage of crisis were the same as suggestions made by the Social-Mediated Crisis Model. Fifth, there is a statistical significance between the image repair strategies “denial” and “reducing offensiveness of event”, and the causes of crisis.		en_US
dc.description.tableofcontents 第一章 緒論 1
第二章 文獻檢閱 5
第一節 形象修護策略 5
壹、 公眾人物之形象 5
貳、 Benoit形象修護策略 6
參、 Coombs危機回應策略 12
第二節 形象修護時機 16
壹、 形象修護之黃金時間 16
貳、 社群媒體形象修護之黃金時間 18
第三節 形象修護與危機責任歸因 22
壹、 危機責任歸因與危機情境 22
貳、 危機責任歸因與過往形象 24
第三章 研究方法 27
第一節 研究資料 28
壹、 網紅危機個案與分析樣本 28
貳、 搜尋趨勢 31
參、 網紅過往形象 33
第二節 分析類目與前測 36
壹、 分析類目 36
貳、 前測與信度檢驗 45
第四章 研究發現與討論 46
第一節 危機與形象修護策略 46
壹、 危機類型與形象修護策略 46
貳、 性別與危機類型、形象修護策略 58
參、 個人、團體網紅與危機類型、形象修護策略 69
肆、 回應方式與危機類型 76
第二節 危機三階段、自我責任歸因與形象修護策略 80
壹、 危機三階段與形象修護策略 80
貳、 危機三階段與回應方式 85
參、 自我責任歸因與形象修護策略 86
肆、 自我責任歸因與回應方式 91
伍、 危機三階段與自我責任歸因 94
第三節 過往形象與形象修護策略、自我責任歸因 97
壹、 過往形象與形象修護策略 97
貳、 過往形象與自我責任歸因 98
參、 小結 100
第五章 結論與建議 101
第一節 主要研究發現 101
壹、 危機類型與形象修護策略 101
貳、 網紅類型與形象修護策略、回應方式 102
參、 形象修護策略、回應方式、自我責任歸因與危機三階段 104
肆、 過往形象與形象修護策略、自我責任歸因 106
第二節 研究貢獻、限制與建議 107
壹、 研究貢獻 107
貳、 研究限制與未來建議 108
參考文獻 110
線上資料 117
附錄 119		zh_TW
dc.format.extent 3272251 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109464029en_US
dc.subject (關鍵詞) 自我責任歸因zh_TW
dc.subject (關鍵詞) 危機三階段zh_TW
dc.subject (關鍵詞) 形象危機zh_TW
dc.subject (關鍵詞) 形象修護策略zh_TW
dc.subject (關鍵詞) 過往形象zh_TW
dc.subject (關鍵詞) 網紅zh_TW
dc.subject (關鍵詞) Image Crisisen_US
dc.subject (關鍵詞) Image Repair Strategyen_US
dc.subject (關鍵詞) Prior Reputationen_US
dc.subject (關鍵詞) Social Media Influenceren_US
dc.subject (關鍵詞) Self Responsibility Attributionen_US
dc.subject (關鍵詞) Three Stages of Crisisen_US
dc.title (題名) 台灣網紅形象危機之修護策略：修護時機、過往形象與自我責任歸因zh_TW
dc.title (題名) The Image Repair Strategy of Taiwanese Social Media Influencers` Image Crisis: The Timing of Image Restoration, Prior Reputation and Self Responsibility Attributionen_US
dc.type (資料類型) thesisen_US
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線上資料
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