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題名 越南女性婚姻移民Youtuber現象分析：從吃播到群體認同和數位姐妹情誼
Vietnamese Female Marriage Immigrant YouTubers: From Eating Broadcasts to Manifesting Social Identity and Online Sisterhood on Social Media作者 陳黃孝草
Tran, Hoang Hieu Thao貢獻者 葉嘉炘
Yeh, Chia-Hsin
陳黃孝草
Tran, Hoang Hieu Thao關鍵詞 社會認同理論
數位媒體表徵
移民身分
Mukbang內容分析
越南僑民社群
Social Identity Theory
Digital Media Representation
Immigrant Identity
Mukbang Content Analysis
Vietnamese Diaspora日期 2023 上傳時間 1-Feb-2024 11:34:01 (UTC+8) 摘要 本論文聚焦於越南女性婚姻移民YouTubers所呈現的形象及其與越南女性移民社會認同的相關性，這些YouTubers大多使用母語，來為跨國僑民社群製作以食物為主題的影片。 近來，這些YouTubers迅速走紅，引發公眾廣泛的關注，但對此一現象的學術探討和分析卻相對較少，因此 本研究檢驗了兩個具體的研究問題：(i) 越南女性移民如何看待這些越南女性婚姻移民YouTubers，以及(ii) 她們又是如何看待這些YouTube影響者的Mukbang（吃播）影片。 為了探討越南女性移民如何看待YouTube上同樣也身為越南女性婚姻移民的網紅及其製作的吃播視頻，本論文採用實驗法來進行研究，主要針對越南女性移民對這些網紅的看法來進行分析探討。最後一共有39名越南女性移民參與了此次30-40分鐘的實驗研究，實驗內容主要來自居住在日本和韓國的三位熱門越南女性移民YouTubers（YewonTV、QuynhTranJP和Ba Nhan Vlog）頻道中的四部影片，四部影片由兩項自變數所構成，即食物類型與敘述主題，食物類型分別為原籍國（越南）和移居國（韓國或日本）的美食，影片的敘述主題則為美食本身的故事和她們在移居國的生活瑣事。 本實驗採用了前測和後測模式，以評估受試者在觀看越南女性婚姻移民YouTubers製作的影片之後，對於國家認同、集體認同和集體自尊三方面的影響，這三種社會認同影響層面的評估，主要是依據多群體民族認同測量（MEIM-R）、AGCC量表、群體認同量表、包容他人的自我（IOS）量表和集體自尊量表適度修訂後來進行。此外，並採用客製化的量表來評估受試者對越南女性婚姻移民YouTubers及其製作吃播內容的看法，並針對影片中食物類型和敘事主題兩自變數來進行分析。根據先前的參考文獻，本研究初步預測，觀看這些影片後會增強參與者的民族認同感，加強他們的集體群體認同，並提升整體集體自尊，其他預測包括自我刻板印象的減少、社會流動性觀念的提升，同時更傾向於在社群媒體上使用自身族群的共通語言，此外，也初步預測吃播影片中所敘述的內容和主題比起食物本身而言，會使這些影片更加吸引受試者的目光和正面評價。 然而，最後研究結果卻顯示，越南女性移民對這些YouTubers的看法更趨於負面評價，此一研究發現挑戰了「移民數位媒體創作者自然而然促進積極的社會認同和社區聯繫」的一般觀念，更具體而言，本實驗的受試者在接觸越南女性婚姻移民YouTubers的故事和她們所製作的媒體內容之後，並沒有顯著地增強同族女性移民國家與群體的認同與自尊，類似的實驗結果同樣顯示，受試者在接觸網紅的吃播影片之後，自我刻板印象反而增加了，對社會流動性的期待卻下降了，對於社群媒體中母語使用的意願卻降低了，除此之外，本論文研究也發現，受試者對吃播影片中展示的食物，比起YouTubers本人的生活瑣事，似乎更感興趣，意味著在各種吃播影片類型中，觀眾可能更加偏好美食探索，而非個人敘事的內容。
The thesis focuses on the perceived image of the Vietnamese female marriage immigrant YouTubers who produce food-based videos in their mother tongue for a transnational diaspora community and its correlation with the social identity of Vietnamese female immigrants. Those YouTubers’ rise to stardom has caught the public's attention recently but has been hardly discussed and analyzed. Two particular research questions are examined: (i) how Vietnamese female immigrants perceive the Vietnamese female marriage immigrant YouTubers and (ii) how they perceive those YouTube influencers' Mukbang (Eating Broadcast) videos. To explore how the Vietnamese female marriage immigrant influencers on YouTube and their Mukbang videos are viewed by their fellow ethnic members, the thesis includes an experiment-based study. It collects responses from Vietnamese female immigrants on their perception of the Vietnamese female marriage immigrant influencers on YouTube. A total of 39 Vietnamese female immigrants were asked to participate in a 30-40 minutes experimental study in which they watched four videos generated from the channels of three popular Vietnamese female immigrant YouTubers living in Japan and Korea (YewonTV, QuynhTranJP and Ba Nhan Vlog). The food choices in the videos offered to participants were a combination of the food of the origin country (Vietnam) and the host country (Korea or Japan). The topics of narration in these videos were chosen to be either about the food they are eating or about a particular story about their life in the host country. The experiment employed a pre- and post-test model to evaluate changes in participants' levels of national identity, collective identity, and collective self-esteem following exposure to videos produced by Vietnamese female marriage immigrant YouTubers. These social identity levels were measured using the Revised Multigroup Ethnic Identity Measure (MEIM-R), the AGCC Scale, the Group Identification Scale, the Inclusion of Others in the Self (IOS) Scale, and the Collective Self-Esteem Scale. Participants' perceptions of the Vietnamese female marriage immigrant YouTubers and their content, including the origin of food and types of narrations in the Mukbang videos, were measured using tailored scales. It was expected that exposure to the videos would enhance participants' national identity, strengthen their collective group identity, and enhance overall collective self-esteem. Other predictions included a reduction in self-stereotyping, increased perceptions of social mobility, and a greater tendency to use ethnic language on social media. Additionally, the narration styles in the Mukbang videos were anticipated to have a more substantial impact on participants' perceptions than the origin of the food featured. The findings reveal a predominantly negative perception of these YouTubers among Vietnamese female immigrants, challenging the notion that immigrant digital media creators automatically foster positive social identity and community connection. The results indicated that exposure to the stories about the Vietnamese female marriage immigrant YouTubers and the media content they produced did not significantly enhance the co-ethnic female immigrants' national or collective identity or self-esteem. Instead, the results indicated an increase in self-stereotyping, a decreased perception of social mobility, and a decline in ethnic language use post-exposure to the Mukbang videos. Furthermore, the study found that viewers were more interested in the foods presented in the videos than the stories about the YouTubers themselves, suggesting a clear preference for content that focuses on culinary exploration over personal narratives in the Mukbang video genre.參考文獻 2Sao. (2023). 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
107461015資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107461015 資料類型 thesis dc.contributor.advisor 葉嘉炘 zh_TW dc.contributor.advisor Yeh, Chia-Hsin en_US dc.contributor.author (Authors) 陳黃孝草 zh_TW dc.contributor.author (Authors) Tran, Hoang Hieu Thao en_US dc.creator (作者) 陳黃孝草 zh_TW dc.creator (作者) Tran, Hoang Hieu Thao en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-Feb-2024 11:34:01 (UTC+8) - dc.date.available 1-Feb-2024 11:34:01 (UTC+8) - dc.date.issued (上傳時間) 1-Feb-2024 11:34:01 (UTC+8) - dc.identifier (Other Identifiers) G0107461015 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/149628 - 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) 107461015 zh_TW dc.description.abstract (摘要) 本論文聚焦於越南女性婚姻移民YouTubers所呈現的形象及其與越南女性移民社會認同的相關性，這些YouTubers大多使用母語，來為跨國僑民社群製作以食物為主題的影片。 近來，這些YouTubers迅速走紅，引發公眾廣泛的關注，但對此一現象的學術探討和分析卻相對較少，因此 本研究檢驗了兩個具體的研究問題：(i) 越南女性移民如何看待這些越南女性婚姻移民YouTubers，以及(ii) 她們又是如何看待這些YouTube影響者的Mukbang（吃播）影片。 為了探討越南女性移民如何看待YouTube上同樣也身為越南女性婚姻移民的網紅及其製作的吃播視頻，本論文採用實驗法來進行研究，主要針對越南女性移民對這些網紅的看法來進行分析探討。最後一共有39名越南女性移民參與了此次30-40分鐘的實驗研究，實驗內容主要來自居住在日本和韓國的三位熱門越南女性移民YouTubers（YewonTV、QuynhTranJP和Ba Nhan Vlog）頻道中的四部影片，四部影片由兩項自變數所構成，即食物類型與敘述主題，食物類型分別為原籍國（越南）和移居國（韓國或日本）的美食，影片的敘述主題則為美食本身的故事和她們在移居國的生活瑣事。 本實驗採用了前測和後測模式，以評估受試者在觀看越南女性婚姻移民YouTubers製作的影片之後，對於國家認同、集體認同和集體自尊三方面的影響，這三種社會認同影響層面的評估，主要是依據多群體民族認同測量（MEIM-R）、AGCC量表、群體認同量表、包容他人的自我（IOS）量表和集體自尊量表適度修訂後來進行。此外，並採用客製化的量表來評估受試者對越南女性婚姻移民YouTubers及其製作吃播內容的看法，並針對影片中食物類型和敘事主題兩自變數來進行分析。根據先前的參考文獻，本研究初步預測，觀看這些影片後會增強參與者的民族認同感，加強他們的集體群體認同，並提升整體集體自尊，其他預測包括自我刻板印象的減少、社會流動性觀念的提升，同時更傾向於在社群媒體上使用自身族群的共通語言，此外，也初步預測吃播影片中所敘述的內容和主題比起食物本身而言，會使這些影片更加吸引受試者的目光和正面評價。 然而，最後研究結果卻顯示，越南女性移民對這些YouTubers的看法更趨於負面評價，此一研究發現挑戰了「移民數位媒體創作者自然而然促進積極的社會認同和社區聯繫」的一般觀念，更具體而言，本實驗的受試者在接觸越南女性婚姻移民YouTubers的故事和她們所製作的媒體內容之後，並沒有顯著地增強同族女性移民國家與群體的認同與自尊，類似的實驗結果同樣顯示，受試者在接觸網紅的吃播影片之後，自我刻板印象反而增加了，對社會流動性的期待卻下降了，對於社群媒體中母語使用的意願卻降低了，除此之外，本論文研究也發現，受試者對吃播影片中展示的食物，比起YouTubers本人的生活瑣事，似乎更感興趣，意味著在各種吃播影片類型中，觀眾可能更加偏好美食探索，而非個人敘事的內容。 zh_TW dc.description.abstract (摘要) The thesis focuses on the perceived image of the Vietnamese female marriage immigrant YouTubers who produce food-based videos in their mother tongue for a transnational diaspora community and its correlation with the social identity of Vietnamese female immigrants. Those YouTubers’ rise to stardom has caught the public's attention recently but has been hardly discussed and analyzed. Two particular research questions are examined: (i) how Vietnamese female immigrants perceive the Vietnamese female marriage immigrant YouTubers and (ii) how they perceive those YouTube influencers' Mukbang (Eating Broadcast) videos. To explore how the Vietnamese female marriage immigrant influencers on YouTube and their Mukbang videos are viewed by their fellow ethnic members, the thesis includes an experiment-based study. It collects responses from Vietnamese female immigrants on their perception of the Vietnamese female marriage immigrant influencers on YouTube. A total of 39 Vietnamese female immigrants were asked to participate in a 30-40 minutes experimental study in which they watched four videos generated from the channels of three popular Vietnamese female immigrant YouTubers living in Japan and Korea (YewonTV, QuynhTranJP and Ba Nhan Vlog). The food choices in the videos offered to participants were a combination of the food of the origin country (Vietnam) and the host country (Korea or Japan). The topics of narration in these videos were chosen to be either about the food they are eating or about a particular story about their life in the host country. The experiment employed a pre- and post-test model to evaluate changes in participants' levels of national identity, collective identity, and collective self-esteem following exposure to videos produced by Vietnamese female marriage immigrant YouTubers. These social identity levels were measured using the Revised Multigroup Ethnic Identity Measure (MEIM-R), the AGCC Scale, the Group Identification Scale, the Inclusion of Others in the Self (IOS) Scale, and the Collective Self-Esteem Scale. Participants' perceptions of the Vietnamese female marriage immigrant YouTubers and their content, including the origin of food and types of narrations in the Mukbang videos, were measured using tailored scales. It was expected that exposure to the videos would enhance participants' national identity, strengthen their collective group identity, and enhance overall collective self-esteem. Other predictions included a reduction in self-stereotyping, increased perceptions of social mobility, and a greater tendency to use ethnic language on social media. Additionally, the narration styles in the Mukbang videos were anticipated to have a more substantial impact on participants' perceptions than the origin of the food featured. The findings reveal a predominantly negative perception of these YouTubers among Vietnamese female immigrants, challenging the notion that immigrant digital media creators automatically foster positive social identity and community connection. The results indicated that exposure to the stories about the Vietnamese female marriage immigrant YouTubers and the media content they produced did not significantly enhance the co-ethnic female immigrants' national or collective identity or self-esteem. Instead, the results indicated an increase in self-stereotyping, a decreased perception of social mobility, and a decline in ethnic language use post-exposure to the Mukbang videos. Furthermore, the study found that viewers were more interested in the foods presented in the videos than the stories about the YouTubers themselves, suggesting a clear preference for content that focuses on culinary exploration over personal narratives in the Mukbang video genre. en_US dc.description.tableofcontents Chapter 1 Introduction 1 1.1 Research Motivation 1 1.1.1 Historical Context and Media Representation of Vietnamese Marriage Migration 1 1.1.2 Social Media as a Means for Connectivity and Self-Representation 2 1.1.3 Social Identity and the Imagined Community in Digital Spaces 4 1.2 Research Background 4 1.2.1 The Phenomenon Of Vietnamese Female Marriage Immigrant YouTubers 4 1.2.2 Vietnamese Media Coverage About The Vietnamese Female Marriage Immigrant YouTubers 7 1.2.3 Social Media And YouTubers In The Vietnamese Market 9 1.2.4 Use Of Social Media Among Vietnamese Marriage Immigrants 11 1.2.5 Imagined Community and Transnational Identities 12 1.2.6 Digital Food and Perceived Online Sisterhood 13 1.3 Research Purpose & Objectives 14 Chapter 2 Literature Review 17 2.1 Vietnamese Diaspora and Migration 17 2.1.1 Early Migration 17 2.1.2 Labor Migration 18 2.1.3 Educational Migration 19 2.2 Marriage Migration in Vietnam 20 2.2.1 The State of Marriage Migration in Vietnam 20 2.2.2 Vietnamese Marriage Immigrants in Different Destination Countries 21 2.2.3 Marriage Migration Agencies 26 2.2.4 Socio-Economic Impacts and Perceived Social Mobility Of The Vietnamese Marriage Migration 29 2.3 Social Identity Theory 31 2.3.1 National Identity 32 2.3.2 Collective Identity 36 2.3.3 Collective Self-Esteem 39 2.4 Media Effects 42 2.4.1 Cultivation Theory 42 2.4.2 Stereotypes Against Vietnamese Female Marriage Immigrant In Traditional Media 43 2.4.3 Immigrants, Digital Media Production And Media Self-Representation 46 2.5 Mukbang / Eating Broadcast Culture 47 2.5.1 Food Imagery and Mukbang or Eating Broadcast Culture 48 2.5.2 Mukbang Video Narrations 49 2.6 Hypotheses 51 Chapter 3 Methodology 54 3.1 Participants and Recruitment 54 3.1.1 Participants 54 3.1.2 Recruitment Process 54 3.2 Materials 55 3.2.1 Demographics 55 3.2.2 Measurements 56 3.2.3 Video Stimuli 59 3.3 Procedure 60 3.3.1 Briefing and Consent 60 3.3.2 Before Experiment 61 3.3.3 Video Experimental Session 61 3.3.4 After Experiment and Additional Interviews 62 3.3.5 Predictions 62 Chapter 4 Results 64 4.1 Questions 64 4.2 Demographic 69 4.2.1 Demographic Profile of Participants 69 4.2.2 Analysis Of Participant's Perceptions Of Vietnamese Female Marriage Immigrant Youtubers Based On Age Range 73 4.2.3 Analysis Of Participants' Perceptions of Vietnamese Female Marriage Immigrant Youtubers Based On Education Level 74 4.2.4 Analysis Of Participants' Perceptions Of Vietnamese Female Marriage Immigrant Youtubers Based On Country Of Residence 75 4.3 Analysis Of Social Identity And The Perceptions Of Vietnamese Female Marriage Immigrant Youtubers 76 4.3.1 Analysis Based on Three Levels of Social Identity 76 4.3.2 Analysis of the Perceptions Of Vietnamese Female Marriage Immigrant YouTubers 77 4.3.3 Analysis of Based on Three Levels of Social Identity and the Perceptions towards Vietnamese female marriage immigrant YouTubers 78 4.4 Analysis of Self-Stereotyping, Social Mobility and Ethnic Language Use 81 4.4.1 Analysis of the Mitigating Effects on Self-Stereotyping 81 4.4.2 Analysis of Social Mobility 82 4.4.3 Analysis of the Ethnic Language Use 84 4.5 Analysis of Stimuli 85 4.5.1 Analysis Based on Mukbang Video Origin of Food 85 4.5.2 Analysis Based on Mukbang Video Types of Narration 86 Chapter 5 Discussion 88 5.1 Perceptions of Female Vietnamese Marriage Immigrant Youtubers and Effects on Social Identity 89 5.1.1 Negative Effects on National Identity Following the Video Stimuli 89 5.1.2 Negative Effects on Collective Identity Following the Video Stimuli 90 5.1.3 Negative Effects on Collective Self-Esteem Following the Video Stimuli 90 5.2 Perceptions of Female Vietnamese Marriage Immigrant Youtubers and Effects on Self-Stereotyping, Social Mobility and Ethnic Language Use 91 5.2.1 Counter-Mitigating Effects on Self-Stereotyping 91 5.2.2 Negative Effects on Social Mobility 91 5.2.3 Negative Effects on Ethnic Language Use 92 5.3 Mukbang Videos and the Effects of Origin of Food and Types of Narrations 93 5.3.1 The Effect of Food Origins in Mukbang Videos 93 5.3.2 The Effect of Narration Types in Mukbang Videos 94 Chapter 6: Conclusion 95 6.1 Findings 95 6.1.1 Negative Perceptions of Female Vietnamese Marriage Immigrant Youtubers 95 6.1.2 Preference for Food Stories in Mukbang Videos 96 6.1.3 Implications for Digital Media Representation and Audience Perception 96 6.2 Contributions of Study 97 6.3 Limitations 98 6.4 Suggestions for Future Research 99 References 100 Appendix A: Statement of Informed Consent 131 Appendix B: Questionnaire 135 zh_TW dc.format.extent 3695240 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107461015 en_US dc.subject (關鍵詞) 社會認同理論 zh_TW dc.subject (關鍵詞) 數位媒體表徵 zh_TW dc.subject (關鍵詞) 移民身分 zh_TW dc.subject (關鍵詞) Mukbang內容分析 zh_TW dc.subject (關鍵詞) 越南僑民社群 zh_TW dc.subject (關鍵詞) Social Identity Theory en_US dc.subject (關鍵詞) Digital Media Representation en_US dc.subject (關鍵詞) Immigrant Identity en_US dc.subject (關鍵詞) Mukbang Content Analysis en_US dc.subject (關鍵詞) Vietnamese Diaspora en_US dc.title (題名) 越南女性婚姻移民Youtuber現象分析：從吃播到群體認同和數位姐妹情誼 zh_TW dc.title (題名) Vietnamese Female Marriage Immigrant YouTubers: From Eating Broadcasts to Manifesting Social Identity and Online Sisterhood on Social Media en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 2Sao. 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