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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. 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Elon Journal Of Undergraduate Research In Communications, 6(2): 2-21.線上資料一隻阿圓（2020年3月1日）。〈澄清一下 可能有些網友不清楚我回來的時間〉。【臉書動態更新】。取自https://www.facebook.com/nanciaociao/posts/pfbid02ojjv6cQFqmo1yF1akBFsxz5wqLAsQffWkjT2Ynee7PWkUcBS8HuwmnZ4TW61JWral凡槿（廣告小妹）（2022年2月1日）。〈我是代孕支持方〉。【臉書動態更新】。取自https://www.facebook.com/jinmurmur/posts/pfbid02K3cRiMVuthMXfGZicHrDs7r9kjc9k2Ry4XEAokTRpx4eqqZJoDWK5qqpDTFfa8LAl木曜4超玩（2020年3月3日）。〈致 木曜4超玩 最愛的粉絲們〉。【臉書動態更新】。取自https://www.facebook.com/Muyao4/posts/pfbid02wRKPwVijazLf9kWFGhLy1uEbA8qgG7uXVS6CAPter69NoUsGLhfdyBAUbo3frHsSl阿滴英文（2022年6月22日）。〈前幾天看到有人在網路上批評我接房地產代言沒有良心，我滿頭問號〉。【臉書動態更新】。取自https://www.facebook.com/RayDuEnglish/posts/pfbid0stSYhkNoEnf8QFmony2nqPHeprTkGiWJCDL2qFYvo8u4rsDzQZPepEacxcY1Cvu5l這是老K ThatsOldKay（2021年10月2日）。《想說卻還沒說的》。【YouTube影片】。取自https://www.youtube.com/watch?v=Lshzb524nPc愛莉莎莎Alisasa（2021年2月14日）。《對不起》。【YouTube影片】。取自https://www.youtube.com/watch?v=kbrTRDmwWs4&t=121s蔡阿嘎（2020年9月1日）。〈【蔡桃貴主題捷運站】9月主題：鬼月祈福！〉。【臉書動態即時更新】。取自https://www.facebook.com/watch/?v=309841920084910&ref=sharing蔡阿嘎（2020年9月14日）。〈真相只有一個！桃捷用心打造A2親子主題車站的緣由〉。【臉書動態即時更新】。取自https://www.facebook.com/WithGaLoveTaiwan/posts/pfbid02fkMwRTRQvmKgYFSGxLZQgkb91sB5ZcLeEqPd9hdSC6KqL7u7aeVxvGKTzQSpnBB6l蔡傑曦（2021年11月27日）。〈我是傑曦，對不起犯了非常嚴重的錯誤〉。【Instagram動態即時更新】。取自https://www.instagram.com/p/CWw9AP3hk2h/鍾明軒（2020年11月5日）。《本該是我配音的！！》。【YouTube影片】。取自https://www.youtube.com/watch?v=aFHmeJzq03g龍龍的沒梗人生（2021年10月12日）。〈這幾天波及到的所有人事物，造成所有麻煩和不舒服，我真心向各位致歉〉。【臉書動態即時更新】。取自https://www.facebook.com/lunglungtragiclife/posts/pfbid033vChS8x5EHfh3jFfu4A5Dr1jpa5tQmVTjLioA6MpH12889xXCi7yMTm7pz2Qsb5ml飆悍（2018年8月6日）。〈這張圖原作者希望大家幫我找他〉。【臉書動態即時更新】。取自https://www.facebook.com/permalink.php?id=1471772763091863&story_fbid=2129819580620508Celine & Cynthia（2022年2月13日）。〈霞喀羅淨山活動道歉聲明〉。【Instagram動態即時更新】。取自https://www.instagram.com/p/CZ64Eqhpi4P/?utm_source=ig_embed&utm_campaign=loadingLofi House（2020年4月30日）。〈Lo-Fi House 畫作抄襲事宜道歉聲明〉。【Instagram動態更新】。取自https://www.instagram.com/lo.fi.house/p/B_mRlK1nf2d/?utm_medium=copy_linkStand up, Brian！博恩站起來！（2019年8月9日）。〈大家好，很抱歉沒有即時做任何說明〉。【臉書動態即時更新】。取自https://www.facebook.com/brianstandup/posts/pfbid027G3tWdDzqbhFmHco1NFQmbExQAmZrdXqVNuFnJEnZyDHDNxTQ2RhcqFg1L3KczPalCeline & Cynthia（2022年2月13日）。〈霞喀羅淨山活動道歉聲明〉。【Instagram動態即時更新】。取自https://www.instagram.com/p/CZ64Eqhpi4P/?utm_source=ig_embed&utm_campaign=loadingLofi House（2020年4月30日）。〈Lo-Fi House 畫作抄襲事宜道歉聲明〉。【Instagram動態更新】。取自https://www.instagram.com/lo.fi.house/p/B_mRlK1nf2d/?utm_medium=copy_linkStand up, Brian！博恩站起來！（2019年8月9日）。〈大家好，很抱歉沒有即時做任何說明〉。【臉書動態即時更新】。取自https://www.facebook.com/brianstandup/posts/pfbid027G3tWdDzqbhFmHco1NFQmbExQAmZrdXqVNuFnJEnZyDHDNxTQ2RhcqFg1L3KczPal 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-Chih en_US dc.contributor.author (Authors) 邱僅棠 zh_TW dc.contributor.author (Authors) Chiu, Jin-Tang en_US dc.creator (作者) 邱僅棠 zh_TW dc.creator (作者) Chiu, Jin-Tang en_US dc.date (日期) 2023 en_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) G0109464029 en_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) 109464029 zh_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/#G0109464029 en_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 Crisis en_US dc.subject (關鍵詞) Image Repair Strategy en_US dc.subject (關鍵詞) Prior Reputation en_US dc.subject (關鍵詞) Social Media Influencer en_US dc.subject (關鍵詞) Self Responsibility Attribution en_US dc.subject (關鍵詞) Three Stages of Crisis en_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 Attribution en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 參考文獻王石番（1991）。《傳播內容分析法——理論與實證》，頁42-47。台北：幼獅文化。丘采薇（2019年12月26日）。〈收服韓黑！韓國瑜上脫口秀 2百萬點閱奇蹟怎做到的？〉，《聯合報》。取自https://theme.udn.com/theme/story/6773/4249568朱慧君（2002）。《情境、形象修護策略與策略效果之關聯性研究-以男性政治人物性醜聞為例》。世新大學傳播研究所博士論文。吳亭樺、劉孟儒（2021年6月）。〈什麼樣的道歉會被接受? 以形象修復理論探討Youtuber 的危機處理〉，「中華傳播學會研討會」，台北市文山。姚惠忠（2010）。候選人競選危機情境、形象修復策略與效果之研究(E96035) 【原始數據】。取自中央研究院人文社會科學研究中心調查研究專題中心學 術調查研究資料庫 https://srda.sinica.edu.tw。doi:10.6141/TW-SRDA-E96035-1姚惠忠、汪睿祥（2008）。〈選舉情境分類之探討〉，《選舉研究》，15(2)：67-90。Doi：10.6612/tjes.2008.15.02.67-90莊智凱（2005）。《演藝人員之形象修護策略分析—以負面感情事件為例》。世新大學傳播研究所碩士論文。許稚佳（2018年12月1日），〈貴婦奈奈無名小站發跡人氣上千萬 成名14年毀於一旦〉，《蘋果日報》。上網日期：2021年12月1日，取自https://tw.appledaily.com/life/20181201/SBPFIIZNOPRDVZ665EHJJJ32TQ/黃懿慧（2001）。〈危機回應：淺談形象修復策略〉，《公關雜誌》，42：38-41。彭曉珍（2007）。《政府危機溝通策略之研究：比較扁、馬市府團隊》。國立交通大學傳播研究所碩士論文。溫偉群（2010）。〈八八水災救災過程中馬團隊對外傳播的檢討與啟示〉。《選舉評論》。2010（8）: 1-17。doi：http://dx.doi.org/10.30075/TJER.201006.0001劉詣、湯國英（2019）。〈生產、維持和崩塌：明星人設的三種邏輯〉。《青年文化》，2019（12）：65-69。《聯合報》（2020年4月15日）。〈「Taiwan can help」登紐時！向世界傳達了什麼？〉。取自https://ubrand.udn.com/ubrand/story/12117/4494057Austin, J. 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Elon Journal Of Undergraduate Research In Communications, 6(2): 2-21.線上資料一隻阿圓（2020年3月1日）。〈澄清一下 可能有些網友不清楚我回來的時間〉。【臉書動態更新】。取自https://www.facebook.com/nanciaociao/posts/pfbid02ojjv6cQFqmo1yF1akBFsxz5wqLAsQffWkjT2Ynee7PWkUcBS8HuwmnZ4TW61JWral凡槿（廣告小妹）（2022年2月1日）。〈我是代孕支持方〉。【臉書動態更新】。取自https://www.facebook.com/jinmurmur/posts/pfbid02K3cRiMVuthMXfGZicHrDs7r9kjc9k2Ry4XEAokTRpx4eqqZJoDWK5qqpDTFfa8LAl木曜4超玩（2020年3月3日）。〈致 木曜4超玩 最愛的粉絲們〉。【臉書動態更新】。取自https://www.facebook.com/Muyao4/posts/pfbid02wRKPwVijazLf9kWFGhLy1uEbA8qgG7uXVS6CAPter69NoUsGLhfdyBAUbo3frHsSl阿滴英文（2022年6月22日）。〈前幾天看到有人在網路上批評我接房地產代言沒有良心，我滿頭問號〉。【臉書動態更新】。取自https://www.facebook.com/RayDuEnglish/posts/pfbid0stSYhkNoEnf8QFmony2nqPHeprTkGiWJCDL2qFYvo8u4rsDzQZPepEacxcY1Cvu5l這是老K ThatsOldKay（2021年10月2日）。《想說卻還沒說的》。【YouTube影片】。取自https://www.youtube.com/watch?v=Lshzb524nPc愛莉莎莎Alisasa（2021年2月14日）。《對不起》。【YouTube影片】。取自https://www.youtube.com/watch?v=kbrTRDmwWs4&t=121s蔡阿嘎（2020年9月1日）。〈【蔡桃貴主題捷運站】9月主題：鬼月祈福！〉。【臉書動態即時更新】。取自https://www.facebook.com/watch/?v=309841920084910&ref=sharing蔡阿嘎（2020年9月14日）。〈真相只有一個！桃捷用心打造A2親子主題車站的緣由〉。【臉書動態即時更新】。取自https://www.facebook.com/WithGaLoveTaiwan/posts/pfbid02fkMwRTRQvmKgYFSGxLZQgkb91sB5ZcLeEqPd9hdSC6KqL7u7aeVxvGKTzQSpnBB6l蔡傑曦（2021年11月27日）。〈我是傑曦，對不起犯了非常嚴重的錯誤〉。【Instagram動態即時更新】。取自https://www.instagram.com/p/CWw9AP3hk2h/鍾明軒（2020年11月5日）。《本該是我配音的！！》。【YouTube影片】。取自https://www.youtube.com/watch?v=aFHmeJzq03g龍龍的沒梗人生（2021年10月12日）。〈這幾天波及到的所有人事物，造成所有麻煩和不舒服，我真心向各位致歉〉。【臉書動態即時更新】。取自https://www.facebook.com/lunglungtragiclife/posts/pfbid033vChS8x5EHfh3jFfu4A5Dr1jpa5tQmVTjLioA6MpH12889xXCi7yMTm7pz2Qsb5ml飆悍（2018年8月6日）。〈這張圖原作者希望大家幫我找他〉。【臉書動態即時更新】。取自https://www.facebook.com/permalink.php?id=1471772763091863&story_fbid=2129819580620508Celine & Cynthia（2022年2月13日）。〈霞喀羅淨山活動道歉聲明〉。【Instagram動態即時更新】。取自https://www.instagram.com/p/CZ64Eqhpi4P/?utm_source=ig_embed&utm_campaign=loadingLofi House（2020年4月30日）。〈Lo-Fi House 畫作抄襲事宜道歉聲明〉。【Instagram動態更新】。取自https://www.instagram.com/lo.fi.house/p/B_mRlK1nf2d/?utm_medium=copy_linkStand up, Brian！博恩站起來！（2019年8月9日）。〈大家好，很抱歉沒有即時做任何說明〉。【臉書動態即時更新】。取自https://www.facebook.com/brianstandup/posts/pfbid027G3tWdDzqbhFmHco1NFQmbExQAmZrdXqVNuFnJEnZyDHDNxTQ2RhcqFg1L3KczPalCeline & Cynthia（2022年2月13日）。〈霞喀羅淨山活動道歉聲明〉。【Instagram動態即時更新】。取自https://www.instagram.com/p/CZ64Eqhpi4P/?utm_source=ig_embed&utm_campaign=loadingLofi House（2020年4月30日）。〈Lo-Fi House 畫作抄襲事宜道歉聲明〉。【Instagram動態更新】。取自https://www.instagram.com/lo.fi.house/p/B_mRlK1nf2d/?utm_medium=copy_linkStand up, Brian！博恩站起來！（2019年8月9日）。〈大家好，很抱歉沒有即時做任何說明〉。【臉書動態即時更新】。取自https://www.facebook.com/brianstandup/posts/pfbid027G3tWdDzqbhFmHco1NFQmbExQAmZrdXqVNuFnJEnZyDHDNxTQ2RhcqFg1L3KczPal zh_TW
