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題名 泰BL劇之社群媒體行銷：透過擬社會互動與「嗑CP」行為
Thai BL Series Social Media Promotion through Parasocial Interaction and Shipping Practice作者 楊娜
Pongdumbun, Raksina貢獻者 蔡葵希
Christine Cook
楊娜
Raksina Pongdumbun關鍵詞 泰國媒體
BL 劇
男同性戀影集
粉絲參與度
粉絲互動
嗑CP行為
社群媒體
擬社會關係
擬社會互動
Thai media
Boys’ love (BL)
fan engagement
fan/industry interaction
shipping behavior
social media
parasocial relationships
parasocial interaction日期 2023 上傳時間 1-九月-2023 16:42:34 (UTC+8) 摘要 本研究旨在探討泰國男同志(BL)影集的主角，如何運用其個人社群帳號來宣傳泰 國 BL 影集，並揭示 BL 影集主角在社群平台與忠實粉絲互動背後的奧妙。本研究目標為揭 露提高粉絲參與度的機制。此研究包含兩個關鍵問題:(1)哪個社群平台，最能有效引 發泰國 BL 影集主角的粉絲們嗑 CP 的行為、並提高與男主角們互動的參與度(2)哪種泰 國 BL 影集主角與粉絲互動的特定方式，為瘋狂粉絲持續追劇並高度參與的主因。為回答 上述問題，本次向十五位受訪者進行深度訪談，受訪者身份包含粉絲或該領域的專業人士。 本次研究使用「紮根理論研究方法」並使用「代碼簿」進行數據分析，期以得出具洞見。有別文獻的預期，研究結果顯示 Twitter(目前更名為X)僅反映粉絲黏著度極高 原因下的冰山一角。粉絲們對於男主角所投注的熱情及關注度，遠遠超越社群平台本身所 帶來的影響力;更多後續所引發的粉絲效應，來自男主角與粉絲們的互動方式。本研究揭 示背後一系列精心安排的策略行銷，包括男主角間微妙的公開示愛及與長期的互動，展現 “嗑 CP”行為的複雜背景。此外，本研究亦指出粉絲自創內容是對男主角們保持高度關 注的關鍵原因。以互動來說，留言區更是增加粉絲及主角們關係的重頭戲。這不僅是演員回覆 留言而已，甚至製作公司及工作人員都加入討論。評論區就像名人的聚會，透過彼此往來的頻繁 接觸，除了主角與粉絲們得以維持聯繫，製片方與消費者間亦減少認知上的鴻溝。另外，本研究亦提出對BL產業的建議、其研究限制及對未來研究的方向。實質上， 本研究顯示粉絲參與度的概論以及社群媒體與，“嗑 CP“現象的交互關係，展現泰國 BL 影集的魅力之處。
This capstone project explores the world of Thai BL series promotion through protagonists’ personal social media accounts, exploring the enigmatic realm of direct interactions between Thai BL actors and their devoted fans on social media platforms. I aim to uncover the mechanisms behind heightened fan engagement. The study consists of two key questions: (1) Which social media platform most effectively fosters shipping behavior and increases engagement among fans of a Thai BL series’ male leads, and (2) what specific interactions between Thai BL actors and fans on social media correlate with the highest levels of fan engagement? To answer these questions, in-depth interviews were conducted with a total of 15 participants, including both fans and professionals in the field. The collected data were analyzed using a grounded theory approach and the development of a comprehensive codebook, leading to insightful findings.Contrary to expectations derived from extant literature, the findings reveal that Twitter (now referred to as X) is just the surface of a much deeper phenomenon. Fans’ attention transcends the platform itself, focusing more on the presence and interactions of the actors. The study unveils an array of captivating promotion strategies, including subtle public displays of affection and enduring interactions, shedding light on the intricate world of “shipping.” Additionally, the study demonstrates the pivotal role of fan-generated content in keeping enthusiasm alive. In the realm of interactions, commenting emerges as an unsung hero, weaving threads of authenticity and validation between actors and their dedicated fans. The impact extends beyond actor responses; even participation from producers and staff adds a touch of enchantment. It mirrors a celebrity rendezvous, where frequent engagement forges connections and narrows the divide between production and consumer.The capstone additionally addresses the practical implications of the present work, its limitations, and prospective directions for future research. In essence, this study illuminates the intricate panorama of fan engagement, yielding profound insights into the dynamic interplay of social media, the intricacies of the “shipping” phenomenon, and the captivating realm of Thai BL series.參考文獻 Baudinette, T. (2019). Lovesick, The Series: adapting Japanese ‘Boys Love’ to Thailand and the creation of a new genre of queer media. South East Asia Research, 27(2), 115–132. https://doi.org/10.1080/0967828x.2019.1627762Boon-anake, N. (2021). The Study of Behavior and Perception of the People Who Consume the ‘Boy-love’. Unpublished manuscript. Downloaded from library.tu.ac.th, Thammasat UniversityBoonlert, T. (2022, November 7). Challenging thenorm. https://www.bangkokpost.com. https://www.bangkokpost.com/life/arts-and- entertainment/2431639/challenging-the-normBooth, P. (2016). Digital fandom 2.0: new media studies. Peter Lang.Booth, P., & Kelly, P. (2013). The changing faces of Doctor Who fandom: New fans, newtechnologies, old practices? Participations, 10(1), 56–72.Brennan, J. (2016). Queerbaiting: The ‘playful’ possibilities of homoeroticism. InternationalJournal of Cultural Studies, 21(2), 189–206. https://doi.org/10.1177/1367877916631050Bunyavejchewin, P. (2018). The Wai (Y[aoi]) Genre: Local BL Media in Thailand, MechademiaConference on Asian Popular Cultures, Kyoto,Japan. https://www.test.tjori.com/download/6fba9_the-wai-y-aoi-genre-local-bl-media- in-wordpress-comCorbin, J., & Strauss, A. L. (2008). Basics of qualitative research : techniques and procedures for developing grounded theory. https://lib.ugent.be/en/catalog/rug01:001329526DailyNews.(2023,February18). รู้จักครอบครัวอบอุ่น ‘เช็ค ชณันรุจน์’ หลังดราม่า ‘ปลดพระเอกซีรี่ส์วาย’ ซุกเมีย – ลูก:Discovering Check Chanunruj’s Story Beyond the Controversial “BL Male Lead Removal” Drama. Daily News. Retrieved June 1, 2023,from https://www.dailynews.co.th/news/2010371/Ellcessor, L. (2009, May 28). People I Want to Know: Twitter, Celebrity and Social Connection. Flow. Retrieved February 22, 2023,from https://www.flowjournal.org/2009/05/people-i-want-to-know-twitter-celebrity-and- social-connectionliz-ellcessor-university-of-wisconsin-madison/Ellcessor, L. (2012). Tweeting @feliciaday: Online Social Media, Convergence, and Subcultural Stardom. Journal of Cinema and Media Studies, 51(2), 46–66. https://doi.org/10.1353/cj.2012.0010Enomoto, Y., Hashizume, K., & Kishimoto, M. (2022, April 10). Thailand’s “boys love” dramas stealing hearts around the world. Nikkei Asia. Retrieved January 2, 2023,from https://asia.nikkei.com/Business/Media-Entertainment/Thailand-s-boys-love- dramas-stealing-hearts-around-the-worldGaluszka, P. (2015). New Economy of Fandom. Popular Music and Society, 38(1), 25– 43. https://doi.org/10.1080/03007766.2014.974325Guzman, C. de. (2022, August 26). Thailand’s Boys’ Love Dramas Are Changing the Way Many People View Gay Romance. Time. https://time.com/6208817/thailand-bl-dramas- popularity/Hills, M. (2015). From Para-social to Multisocial Interaction: Theorizing Material/Digital Fandom and Celebrity. John Wiley & Sons, Inc. EBooks, 463–482. https://doi.org/10.1002/9781118475089.ch25Horton, D. C., & Wohl, R. R. (1956). Mass Communication and Para-Social Interaction. Psychiatry MMC, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049Jerome, C., Ahmad Hadzmy, A. J. B., & Su Hie, T. (2022). “I Can See Myself in Them, but They Are Not Me”: Asian Boys’ Love (BL) Drama and Gay Male Viewers. Social Sciences, 11(4), 163. https://doi.org/10.3390/socsci11040163Kim, M., & Kim, J. H. (2020). How does a celebrity make fans happy? Interaction between celebrities and fans in the social media context. Computers in Human Behavior, 111, 106419. https://doi.org/10.1016/j.chb.2020.106419Jirattikorn, A. (2018). Thai Popular Culture: A New Player in Asia Media Circulation and Chinese Censorship. Newsletter : Center for Southeast Asian Studies, Kyoto University, 76, 7–9. http://hdl.handle.net/2433/233928Kinsella, S. (1998). Japanese Subculture in the 1990s: Otaku and the Amateur Manga Movement. Journal of Japanese Studies, 24(2), 289. https://doi.org/10.2307/133236Kircher, M. M. (2015, August 4). “I ship them” — the strange concept that’s changing the way people talk about relationships. Business Insider. https://www.businessinsider.com/what- shipping-means-to-teens-2015-8Linden, H., & Linden, S. (2016). Fans and Fan Cultures: Tourism, Consumerism and Social Media. Springer.Marshall, P. D. (2010). The promotion and presentation of the self: celebrity as marker of presentational media. Celebrity Studies, 1(1), 35–48. https://doi.org/10.1080/19392390903519057Marwick, A. E. (2014). Status update: celebrity, publicity, and branding in the social media age. Choice Reviews Online, 51(09), 51–5062. https://doi.org/10.5860/choice.51-5062Marwick, A. E., & Boyd, D. (2011). To See and Be Seen: Celebrity Practice onTwitter. Convergence, 17(2), 139–158. https://doi.org/10.1177/1354856510394539Mitchell, A. (2020, July 8). The complex phenomenon of Boy Love dramas. I-D. https://i- d.vice.com/en/article/5dzyqd/the-complex-phenomenon-of-boy-love-dramasMizoguchi, A. (2003). Male-Male Romance by and for Women in Japan: A History and the Subgenres of “Yaoi” Fictions. U.S.-Japan Women’s Journal, 25, 49–75.Padungthai, T. (2023, February 15). มิว ศุภศิษฏ์ ทวีตโต้แฟนคลับ หลังถูกพาดพิงความสัมพันธ์กับ กลัฟ คณาวุฒิ รับปัญหาเกิดจาก Fan Service ในแวดวงซีรีส์วาย: Mew Suppasit tweeted to fans, after being suspected ofhaving a relationship with Gulf Kanawut, that “Fan Service” in the BL series was to blame for the problem. The Standard. Retrieved February 17, 2023,from https://thestandard.co/mew-tweet-after-being-accused/Prasannam, N. (2019). The Yaoi Phenomenon in Thailand and Fan/IndustryInteraction. Plaridel, 16(2), 63–89. https://doi.org/10.52518/2020.16.2-03prsnamRoyal Thai Government. (2021, July 4). เสริมทัพส่งออกโต! รัฐบาลเดินหน้าอุตสาหกรรมดิจิทัลคอนเทนต์ไทยสู่ตลาดโลก ซีรี่วายและเกมมาแรงในภูมิภาค: Reinforce export growth! The government moves forward in the Thaidigital content industry to the global market. Y series is trending in the region. Royal Thai Government. Retrieved January 2, 2023,from https://www.thaigov.go.th/news/contents/details/43419Smutradontri, P., & Gadavanij, S. (2020). Fandom and identity construction: an analysis of Thai fans’ engagement with Twitter. Humanities and Social SciencesCommunications, 7(1). https://doi.org/10.1057/s41599-020-00653-1Stever, G. S., & Lawson, K. E. (2013). Twitter as a way for celebrities to communicate with fans: Implications for the study of parasocial interaction. North American Journal of Psychology, 15(2), 339. https://psycnet.apa.org/record/2014-07390-009Sukthungthong, N., & Bunyavejchewin, P. (2019). Wai Series: A Preliminary Statistical Study. International Journal of East Asian Studies, 23(2), 360–383.THESTANDARDTEAM.(2020).LINE เปิดผลสำรวจ Y Economy พบ 78% คนดูซีรีส์วายเป็นผู้หญิง กำลังซื้อสูงพร้อมอุดหนุนสินค้าที่ศิลปินเป็นพรีเซนเตอร์: LINE has released the results of a survey on the YEconomy, revealing that 78% of viewers of BL series are female. They are active consumers with a high purchasing power and are supportive of products endorsed by artists. THE STANDARD. https://thestandard.co/line-found-people-78-watching-y-series- are-high-purchasing-power-women/Tortermvasana, K., Leesa-Nguansuk, S., & Worrachaddejchai, D. (2022, May 5). Asia falls in love with Thai Boys Love. Bangkok Post. Retrieved January 2, 2023,from https://www.bangkokpost.com/business/2305042/asia-falls-in-love-with-thai-boys- loveTurner, G. (2013). Understanding Celebrity. SAGE.VOGUEThailand.(2022,August22). ตามรอยความสำเร็จ "บิวกิ้น-พีพี" จากคู่จิ้นสู่ศิลปินระดับนานาชาติ ที่ไม่ได้ง่ายอย่างที่ใครคิด: Tracing the Remarkable Journey of the BKPP Couple: From Shipping Phenomenonto International Artists. Retrieved June 15, 2023,from https://www.vogue.co.th/fashion/article/billkin-pp-biographyWoods, N., & Hardman, D. (2021). ‘It’s just absolutely everywhere’: understanding LGBTQexperiences of queerbaiting. Psychology and Sexuality, 13(3), 583– 594. https://doi.org/10.1080/19419899.2021.1892808 描述 碩士
國立政治大學
全球傳播與創新科技碩士學位學程
111ZM1021資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111ZM1021 資料類型 thesis dc.contributor.advisor 蔡葵希 zh_TW dc.contributor.advisor Christine Cook en_US dc.contributor.author (作者) 楊娜 zh_TW dc.contributor.author (作者) Raksina Pongdumbun en_US dc.creator (作者) 楊娜 zh_TW dc.creator (作者) Pongdumbun, Raksina en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-九月-2023 16:42:34 (UTC+8) - dc.date.available 1-九月-2023 16:42:34 (UTC+8) - dc.date.issued (上傳時間) 1-九月-2023 16:42:34 (UTC+8) - dc.identifier (其他 識別碼) G0111ZM1021 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147340 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 全球傳播與創新科技碩士學位學程 zh_TW dc.description (描述) 111ZM1021 zh_TW dc.description.abstract (摘要) 本研究旨在探討泰國男同志(BL)影集的主角，如何運用其個人社群帳號來宣傳泰 國 BL 影集，並揭示 BL 影集主角在社群平台與忠實粉絲互動背後的奧妙。本研究目標為揭 露提高粉絲參與度的機制。此研究包含兩個關鍵問題:(1)哪個社群平台，最能有效引 發泰國 BL 影集主角的粉絲們嗑 CP 的行為、並提高與男主角們互動的參與度(2)哪種泰 國 BL 影集主角與粉絲互動的特定方式，為瘋狂粉絲持續追劇並高度參與的主因。為回答 上述問題，本次向十五位受訪者進行深度訪談，受訪者身份包含粉絲或該領域的專業人士。 本次研究使用「紮根理論研究方法」並使用「代碼簿」進行數據分析，期以得出具洞見。有別文獻的預期，研究結果顯示 Twitter(目前更名為X)僅反映粉絲黏著度極高 原因下的冰山一角。粉絲們對於男主角所投注的熱情及關注度，遠遠超越社群平台本身所 帶來的影響力;更多後續所引發的粉絲效應，來自男主角與粉絲們的互動方式。本研究揭 示背後一系列精心安排的策略行銷，包括男主角間微妙的公開示愛及與長期的互動，展現 “嗑 CP”行為的複雜背景。此外，本研究亦指出粉絲自創內容是對男主角們保持高度關 注的關鍵原因。以互動來說，留言區更是增加粉絲及主角們關係的重頭戲。這不僅是演員回覆 留言而已，甚至製作公司及工作人員都加入討論。評論區就像名人的聚會，透過彼此往來的頻繁 接觸，除了主角與粉絲們得以維持聯繫，製片方與消費者間亦減少認知上的鴻溝。另外，本研究亦提出對BL產業的建議、其研究限制及對未來研究的方向。實質上， 本研究顯示粉絲參與度的概論以及社群媒體與，“嗑 CP“現象的交互關係，展現泰國 BL 影集的魅力之處。 zh_TW dc.description.abstract (摘要) This capstone project explores the world of Thai BL series promotion through protagonists’ personal social media accounts, exploring the enigmatic realm of direct interactions between Thai BL actors and their devoted fans on social media platforms. I aim to uncover the mechanisms behind heightened fan engagement. The study consists of two key questions: (1) Which social media platform most effectively fosters shipping behavior and increases engagement among fans of a Thai BL series’ male leads, and (2) what specific interactions between Thai BL actors and fans on social media correlate with the highest levels of fan engagement? To answer these questions, in-depth interviews were conducted with a total of 15 participants, including both fans and professionals in the field. The collected data were analyzed using a grounded theory approach and the development of a comprehensive codebook, leading to insightful findings.Contrary to expectations derived from extant literature, the findings reveal that Twitter (now referred to as X) is just the surface of a much deeper phenomenon. Fans’ attention transcends the platform itself, focusing more on the presence and interactions of the actors. The study unveils an array of captivating promotion strategies, including subtle public displays of affection and enduring interactions, shedding light on the intricate world of “shipping.” Additionally, the study demonstrates the pivotal role of fan-generated content in keeping enthusiasm alive. In the realm of interactions, commenting emerges as an unsung hero, weaving threads of authenticity and validation between actors and their dedicated fans. The impact extends beyond actor responses; even participation from producers and staff adds a touch of enchantment. It mirrors a celebrity rendezvous, where frequent engagement forges connections and narrows the divide between production and consumer.The capstone additionally addresses the practical implications of the present work, its limitations, and prospective directions for future research. In essence, this study illuminates the intricate panorama of fan engagement, yielding profound insights into the dynamic interplay of social media, the intricacies of the “shipping” phenomenon, and the captivating realm of Thai BL series. en_US dc.description.tableofcontents 1. Introduction 12. Theoretical Background 42.1. The Role of Shipping Practices in Fan/Industry Engagement 42.2. The Impact of Social Media on Fan Culture 72.3. Transcending Parasocial Interaction 93. Methodology 113.1. Participants 113.2. Procedure & Materials 113.3. Analytical Strategy 124. Results 134.1. Social Media Platforms in Relation to Shipping Behavior 134.1.1. Social Media Platforms 134.1.2. Aspects surrounding PDA 144.1.2.1. The Level 144.1.2.2. The Boundary 184.1.2.3. The Duration 184.1.3. Fan-generated Content 204.2. Direct interaction between actors and fans 204.2.1. The Choice of Social Media Platform 204.2.2. The Type of Interaction 214.2.2.1. Commenting 224.2.2.2. Interacting with fan-generated content 234.2.2.3. Other types of interaction 254.3. The Frequency of Interaction 265. Discussion 295.1. Practical Implications 305.1.1. Opting for a pair of actors with strong interconnections 305.1.2. Conducting specialized seminars focused solely on “PDA” 325.1.3. Series crews Q&A session 325.2. Limitations and Future Directions 33References 35Appendix 39 zh_TW dc.format.extent 7310063 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111ZM1021 en_US dc.subject (關鍵詞) 泰國媒體 zh_TW dc.subject (關鍵詞) BL 劇 zh_TW dc.subject (關鍵詞) 男同性戀影集 zh_TW dc.subject (關鍵詞) 粉絲參與度 zh_TW dc.subject (關鍵詞) 粉絲互動 zh_TW dc.subject (關鍵詞) 嗑CP行為 zh_TW dc.subject (關鍵詞) 社群媒體 zh_TW dc.subject (關鍵詞) 擬社會關係 zh_TW dc.subject (關鍵詞) 擬社會互動 zh_TW dc.subject (關鍵詞) Thai media en_US dc.subject (關鍵詞) Boys’ love (BL) en_US dc.subject (關鍵詞) fan engagement en_US dc.subject (關鍵詞) fan/industry interaction en_US dc.subject (關鍵詞) shipping behavior en_US dc.subject (關鍵詞) social media en_US dc.subject (關鍵詞) parasocial relationships en_US dc.subject (關鍵詞) parasocial interaction en_US dc.title (題名) 泰BL劇之社群媒體行銷：透過擬社會互動與「嗑CP」行為 zh_TW dc.title (題名) Thai BL Series Social Media Promotion through Parasocial Interaction and Shipping Practice en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Baudinette, T. (2019). Lovesick, The Series: adapting Japanese ‘Boys Love’ to Thailand and the creation of a new genre of queer media. South East Asia Research, 27(2), 115–132. https://doi.org/10.1080/0967828x.2019.1627762Boon-anake, N. (2021). The Study of Behavior and Perception of the People Who Consume the ‘Boy-love’. Unpublished manuscript. Downloaded from library.tu.ac.th, Thammasat UniversityBoonlert, T. (2022, November 7). Challenging thenorm. https://www.bangkokpost.com. https://www.bangkokpost.com/life/arts-and- entertainment/2431639/challenging-the-normBooth, P. (2016). Digital fandom 2.0: new media studies. Peter Lang.Booth, P., & Kelly, P. (2013). The changing faces of Doctor Who fandom: New fans, newtechnologies, old practices? Participations, 10(1), 56–72.Brennan, J. (2016). Queerbaiting: The ‘playful’ possibilities of homoeroticism. InternationalJournal of Cultural Studies, 21(2), 189–206. https://doi.org/10.1177/1367877916631050Bunyavejchewin, P. (2018). The Wai (Y[aoi]) Genre: Local BL Media in Thailand, MechademiaConference on Asian Popular Cultures, Kyoto,Japan. https://www.test.tjori.com/download/6fba9_the-wai-y-aoi-genre-local-bl-media- in-wordpress-comCorbin, J., & Strauss, A. L. (2008). Basics of qualitative research : techniques and procedures for developing grounded theory. https://lib.ugent.be/en/catalog/rug01:001329526DailyNews.(2023,February18). รู้จักครอบครัวอบอุ่น ‘เช็ค ชณันรุจน์’ หลังดราม่า ‘ปลดพระเอกซีรี่ส์วาย’ ซุกเมีย – ลูก:Discovering Check Chanunruj’s Story Beyond the Controversial “BL Male Lead Removal” Drama. Daily News. Retrieved June 1, 2023,from https://www.dailynews.co.th/news/2010371/Ellcessor, L. (2009, May 28). People I Want to Know: Twitter, Celebrity and Social Connection. Flow. Retrieved February 22, 2023,from https://www.flowjournal.org/2009/05/people-i-want-to-know-twitter-celebrity-and- social-connectionliz-ellcessor-university-of-wisconsin-madison/Ellcessor, L. (2012). 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