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題名 當偶像和粉絲共同創造內容：Hololive Vtuber的參與文化
When idols and fans create content together: The participatory culture of Hololive Vtubers
作者 吳杰
Wu, Jack
貢獻者 黃俊銘
Huang, Chun-Ming
吳杰
Wu, Jack
關鍵詞 Vtuber
虛擬YouTuber
直播
參與文化
日本創意媒體
偶像文化
御宅
內容創作
社群
YouTube
Vtubers
Virtual YouTubers
Live Streaming
Participatory Culture
Japanese Creative Media
Idol Culture
Otaku
Content Creation
Community
YouTube
日期 2023
上傳時間 1-Sep-2023 15:17:57 (UTC+8)
摘要 YouTube已成為現代流行文化中最重要的媒體平台之一。近年來，一個新的趨勢席捲了YouTube，那便是虛擬YouTuber（Vtubers）。這一趨勢於2017年開始，並在2019年末真正的火爆起來，Vtuber是採用虛擬形象來創作內容的YouTuber。虛擬主播的內容在經歷了多次調整後，目前直播已經成為主流的內容形式。

本論文是探討Vtuber文化是否可以視為參與文化的一種形式，以及Vtuber粉絲們是如何看待企業勢和獨立勢Vtuber之間的參與差距。由於Vtuber與過往的流行文化（如YouTube、直播和日本創意媒體，如動漫和偶像）具有許多共同特點，因此本研究所使用的文獻包括先前在這些相關領域的參與文化研究。

考慮到Vtuber是一種新的趨勢，本研究採用定性方法，通過線上會議的形式進行一對一的訪問。受訪者要麼是一直關注Vtuber文化的硬核粉絲，要麼是與Vtuber相關的內容創作者。受訪者被詢問他們是如何參與Vtuber文化以及他們是如何看待企業勢和獨立勢Vtuber之間的參與差距。

本研究發現，Vtuber文化的確可以視為一種參與文化，其主要形式包括關聯、表達和傳播。此外，雖然受訪者們認知到並承認了參與差距的存在，但他們並不認為這種差距完全是負面的。企業勢和獨立勢Vtuber確實被認為是不同的，但兩者並不一定有優劣之分。

這項研究將為未來的學者打下研究這種流行文化形式的基礎。它還可以幫助有意在未來成為Vtuber的人們更加了解這種文化，並為他們取得成功提供幫助。
YouTube has become one of the most significant media platforms for modern popular culture. One of the more recent trends, having started in 2017 and really took off in late 2019, that has taken YouTube by storm is Vtubers. They are YouTubers who have adopted a virtual avatar to create content. Vtuber content has gone through many adjustments and has currently settled on streaming as its most mainstream content form.

This thesis is a study of whether or not Vtuber culture can be considered a form of participatory culture and how Vtubers fans view the participation gap between agency-based and independent Vtubers. Due to Vtubers’ shared qualities with previous forms of popular culture such as YouTube, streaming, and Japanese creative media (e.g. anime and idols), the literature used in this research includes previous studies of participatory culture in these respective fields.

Considering how new the phenomenon of Vtubers is, this study took a qualitative approach via one-on-one interviews conducted online through video meetings. Interviewees were either hardcore Vtubers who’ve been following the culture or Vtuber content creators. The interviewees were asked about how they participate in Vtuber culture and how they view the participation gap between agency-based and indie Vtubers.

This study determined that Vtuber culture can indeed be considered a form of participatory culture, with the primary forms being affiliations, expressions, and circulations. Additionally, while the participation gap is observed and acknowledged by the interviewees, it’s not considered to be something that’s solely negative. Agency-based Vtubers and indie Vtubers are acknowledged as different, but one isn’t necessarily superior to the other.

This research will help lay a foundation for future scholars to dive deeper into this form of popular culture. It can also help the industry and people who are looking to become Vtubers in the future learn more about the culture and what they can do to succeed.
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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)
108461007
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108461007
資料類型 thesis
dc.contributor.advisor 黃俊銘zh_TW
dc.contributor.advisor Huang, Chun-Mingen_US
dc.contributor.author (Authors) 吳杰zh_TW
dc.contributor.author (Authors) Wu, Jacken_US
dc.creator (作者) 吳杰zh_TW
dc.creator (作者) Wu, Jacken_US
dc.date (日期) 2023en_US
dc.date.accessioned 1-Sep-2023 15:17:57 (UTC+8)-
dc.date.available 1-Sep-2023 15:17:57 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2023 15:17:57 (UTC+8)-
dc.identifier (Other Identifiers) G0108461007en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147003-
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) 108461007zh_TW
dc.description.abstract (摘要) YouTube已成為現代流行文化中最重要的媒體平台之一。近年來，一個新的趨勢席捲了YouTube，那便是虛擬YouTuber（Vtubers）。這一趨勢於2017年開始，並在2019年末真正的火爆起來，Vtuber是採用虛擬形象來創作內容的YouTuber。虛擬主播的內容在經歷了多次調整後，目前直播已經成為主流的內容形式。

本論文是探討Vtuber文化是否可以視為參與文化的一種形式，以及Vtuber粉絲們是如何看待企業勢和獨立勢Vtuber之間的參與差距。由於Vtuber與過往的流行文化（如YouTube、直播和日本創意媒體，如動漫和偶像）具有許多共同特點，因此本研究所使用的文獻包括先前在這些相關領域的參與文化研究。

考慮到Vtuber是一種新的趨勢，本研究採用定性方法，通過線上會議的形式進行一對一的訪問。受訪者要麼是一直關注Vtuber文化的硬核粉絲，要麼是與Vtuber相關的內容創作者。受訪者被詢問他們是如何參與Vtuber文化以及他們是如何看待企業勢和獨立勢Vtuber之間的參與差距。

本研究發現，Vtuber文化的確可以視為一種參與文化，其主要形式包括關聯、表達和傳播。此外，雖然受訪者們認知到並承認了參與差距的存在，但他們並不認為這種差距完全是負面的。企業勢和獨立勢Vtuber確實被認為是不同的，但兩者並不一定有優劣之分。

這項研究將為未來的學者打下研究這種流行文化形式的基礎。它還可以幫助有意在未來成為Vtuber的人們更加了解這種文化，並為他們取得成功提供幫助。		zh_TW
dc.description.abstract (摘要) YouTube has become one of the most significant media platforms for modern popular culture. One of the more recent trends, having started in 2017 and really took off in late 2019, that has taken YouTube by storm is Vtubers. They are YouTubers who have adopted a virtual avatar to create content. Vtuber content has gone through many adjustments and has currently settled on streaming as its most mainstream content form.

This thesis is a study of whether or not Vtuber culture can be considered a form of participatory culture and how Vtubers fans view the participation gap between agency-based and independent Vtubers. Due to Vtubers’ shared qualities with previous forms of popular culture such as YouTube, streaming, and Japanese creative media (e.g. anime and idols), the literature used in this research includes previous studies of participatory culture in these respective fields.

Considering how new the phenomenon of Vtubers is, this study took a qualitative approach via one-on-one interviews conducted online through video meetings. Interviewees were either hardcore Vtubers who’ve been following the culture or Vtuber content creators. The interviewees were asked about how they participate in Vtuber culture and how they view the participation gap between agency-based and indie Vtubers.

This study determined that Vtuber culture can indeed be considered a form of participatory culture, with the primary forms being affiliations, expressions, and circulations. Additionally, while the participation gap is observed and acknowledged by the interviewees, it’s not considered to be something that’s solely negative. Agency-based Vtubers and indie Vtubers are acknowledged as different, but one isn’t necessarily superior to the other.

This research will help lay a foundation for future scholars to dive deeper into this form of popular culture. It can also help the industry and people who are looking to become Vtubers in the future learn more about the culture and what they can do to succeed.		en_US
dc.description.tableofcontents Acknowledgments i
Abstract ii
Table of Contents iii
List of figures and tables v
1. Introduction 1
2. Research Background 4
2.1 What are Vtubers? 4
2.2 Hololive Productions 7
3. Literature review 10
3.1 Participatory Culture 10
3.2 Participatory Culture and YouTube 11
3.2.1 The participation gap 12
3.3 Participatory culture and live streaming 13
3.3.1 Vtubers and live streaming 15
3.4 The participatory culture of the Japanese creative media industry 17
3.4.1 The “Otaku” system 18
3.5 Vtubers and the Japanese creative media industry 20
3.5.1 Professional agencies in Vtuber culture 21
3.6 Vtubers and participatory culture 23
3.6.1 The participation gap in Vtuber culture 26
3.7 Other known issues in Vtuber culture 28
4. Research goals and questions 32
5. Research Method 34
5.1 Individual Interviews 34
5.2 Vtuber group and market considerations 34
5.3 Research setting and procedure 36
5.4 Interviewee search process and sampling 38
6. Research Results 41
6.1 How were you introduced to Vtuber culture? 41
6.2 The appeal of Vtuber culture 42
6.3 Vtuber content form preference 44
6.4 The Vtuber Community 46
6.5 SuperChat (SC) and Memberships 49
6.5.1 SuperChat (SCs) 49
6.5.2 Memberships 52
6.6 Thoughts on Indie Vtubers 53
6.6.1 Differences between Hololive Vtubers and Indie Vtubers 54
6.7 Thoughts on an agency-dominated Vtuber culture 56
6.7.1 Suggestions for Indie Vtubers 59
6.8 Thoughts on Vtuber Drama 61
6.9 Future Changes in Vtuber Culture They would like to see 62
7. Research Discussions, Implications, and Limitations 65
7.1 Research Discussions 65
7.2 Research Implications 70
7.3 Research Limitations 71
8. Future research topics 73
References 74
Appendix 81		zh_TW
dc.format.extent 1370649 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108461007en_US
dc.subject (關鍵詞) Vtuberzh_TW
dc.subject (關鍵詞) 虛擬YouTuberzh_TW
dc.subject (關鍵詞) 直播zh_TW
dc.subject (關鍵詞) 參與文化zh_TW
dc.subject (關鍵詞) 日本創意媒體zh_TW
dc.subject (關鍵詞) 偶像文化zh_TW
dc.subject (關鍵詞) 御宅zh_TW
dc.subject (關鍵詞) 內容創作zh_TW
dc.subject (關鍵詞) 社群zh_TW
dc.subject (關鍵詞) YouTubezh_TW
dc.subject (關鍵詞) Vtubersen_US
dc.subject (關鍵詞) Virtual YouTubersen_US
dc.subject (關鍵詞) Live Streamingen_US
dc.subject (關鍵詞) Participatory Cultureen_US
dc.subject (關鍵詞) Japanese Creative Mediaen_US
dc.subject (關鍵詞) Idol Cultureen_US
dc.subject (關鍵詞) Otakuen_US
dc.subject (關鍵詞) Content Creationen_US
dc.subject (關鍵詞) Communityen_US
dc.subject (關鍵詞) YouTubeen_US
dc.title (題名) 當偶像和粉絲共同創造內容：Hololive Vtuber的參與文化zh_TW
dc.title (題名) When idols and fans create content together: The participatory culture of Hololive Vtubersen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) References
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