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題名 以跨文化內容創作為分析視角：非台灣創作者與台灣受眾互動之研究
Cross-Cultural Content Creation Analysis: Non-Taiwanese Creators Engaging Taiwanese Audiences
作者 鄧美樺
Teerakunrak, Pattarapapa
貢獻者 蔡葵希
Christine Linda Cook
鄧美樺
Pattarapapa Teerakunrak
關鍵詞 跨文化內容創作
Instagram Reels
非台灣籍創作者
受眾互動
爆紅影片
台灣
cross-cultural content creation
Instagram Reels
non-Taiwanese creators
audience engagement
breakthrough videos
Taiwan
日期 2026
上傳時間 2-Feb-2026 14:14:42 (UTC+8)
摘要 本研究以跨文化內容創作為分析視角，探討非台灣籍內容創作者如何透過 Instagram Reels 與台灣受眾建立互動，並在爆紅後維持穩定的參與度。既有數位內容與網紅研究多聚焦於平台機制或行銷成效，較少從創作者與內容層級系統性分析跨文化互動歷程，因此本研究試圖補足此一研究缺口。 本研究採用混合研究方法（mixed-methods），結合質性內容分析與量化互動指標，分析五位以台灣為主題進行創作的非台灣籍 Instagram 創作者。研究將「爆紅影片」（breakthrough videos）界定為能引發觀看數與互動指標顯著上升的關鍵內容，並視其為創作者發展歷程中的實證轉折點。為衡量互動品質，本研究使用每千次觀看互動數（Engagement per 1,000 Views, EPV），系統性比較爆紅前、爆紅期與爆紅後三個階段的內容表現。 質性分析結果顯示，高互動內容在結構設計、視覺形式、語言策略與互動技巧上呈現出可重複的模式，且這些模式與台灣受眾的文化期待與使用習慣高度契合。量化分析進一步驗證，爆紅影片與高互動影片在互動強度上顯著高於一般內容，顯示跨文化互動的成功並非來自單一爆紅事件，而是創作者在爆紅後持續調整並穩定其內容策略的結果。 本研究期望透過對跨文化數位溝通與平台化內容創作的理解，提供在理論上的參考，說明非在地創作者如何在演算法導向的平台環境中回應文化差異與受眾期待；在實務上，亦提供具實證基礎的策略建議，協助非台灣籍內容創作者以更符合文化脈絡與平台特性的方式與台灣受眾建立有效連結。
This study examines how non-Taiwanese content creators achieve and sustain engagement with Taiwanese audiences on Instagram Reels through cross-cultural content adaptation. While existing research on digital content creation has largely focused on platform affordances or influencer marketing outcomes, fewer studies have systematically analyzed cross-cultural engagement processes at the creator–content level. Using a mixed-methods design, this study integrates qualitative content analysis with quantitative engagement metrics to investigate five non-Taiwanese creators producing Taiwan-focused Instagram Reels content. Breakthrough videos—defined as posts that generate sudden increases in visibility and engagement—are analyzed as empirical turning points in creator trajectories. Engagement per 1,000 views (EPV) is employed to assess engagement intensity relative to reach, allowing comparison across pre-breakthrough, breakthrough, and post-breakthrough phases. Qualitative analysis identifies recurring content structures, visual conventions, language strategies, and engagement techniques that resonate with Taiwanese audiences, while statistical comparisons validate whether these patterns correspond to significant engagement differences. The findings demonstrate that cross-cultural engagement success is not driven by isolated viral events, but by creators’ strategic adaptation and stabilization of content practices following breakthrough moments. This study contributes to cross-cultural digital communication research by clarifying how non-local creators navigate culturally specific audience expectations on algorithmic platforms. Practically, it offers empirically grounded insights for content creators seeking to engage Taiwanese audiences through culturally attuned, platform-native strategies.
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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
112zm1041
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112ZM1041
資料類型 thesis
dc.contributor.advisor 蔡葵希zh_TW
dc.contributor.advisor Christine Linda Cooken_US
dc.contributor.author (Authors) 鄧美樺zh_TW
dc.contributor.author (Authors) Pattarapapa Teerakunraken_US
dc.creator (作者) 鄧美樺zh_TW
dc.creator (作者) Teerakunrak, Pattarapapaen_US
dc.date (日期) 2026en_US
dc.date.accessioned 2-Feb-2026 14:14:42 (UTC+8)-
dc.date.available 2-Feb-2026 14:14:42 (UTC+8)-
dc.date.issued (上傳時間) 2-Feb-2026 14:14:42 (UTC+8)-
dc.identifier (Other Identifiers) G0112ZM1041en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/161506-
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) 112zm1041zh_TW
dc.description.abstract (摘要) 本研究以跨文化內容創作為分析視角，探討非台灣籍內容創作者如何透過 Instagram Reels 與台灣受眾建立互動，並在爆紅後維持穩定的參與度。既有數位內容與網紅研究多聚焦於平台機制或行銷成效，較少從創作者與內容層級系統性分析跨文化互動歷程，因此本研究試圖補足此一研究缺口。 本研究採用混合研究方法（mixed-methods），結合質性內容分析與量化互動指標，分析五位以台灣為主題進行創作的非台灣籍 Instagram 創作者。研究將「爆紅影片」（breakthrough videos）界定為能引發觀看數與互動指標顯著上升的關鍵內容，並視其為創作者發展歷程中的實證轉折點。為衡量互動品質，本研究使用每千次觀看互動數（Engagement per 1,000 Views, EPV），系統性比較爆紅前、爆紅期與爆紅後三個階段的內容表現。 質性分析結果顯示，高互動內容在結構設計、視覺形式、語言策略與互動技巧上呈現出可重複的模式，且這些模式與台灣受眾的文化期待與使用習慣高度契合。量化分析進一步驗證，爆紅影片與高互動影片在互動強度上顯著高於一般內容，顯示跨文化互動的成功並非來自單一爆紅事件，而是創作者在爆紅後持續調整並穩定其內容策略的結果。 本研究期望透過對跨文化數位溝通與平台化內容創作的理解，提供在理論上的參考，說明非在地創作者如何在演算法導向的平台環境中回應文化差異與受眾期待；在實務上，亦提供具實證基礎的策略建議，協助非台灣籍內容創作者以更符合文化脈絡與平台特性的方式與台灣受眾建立有效連結。zh_TW
dc.description.abstract (摘要) This study examines how non-Taiwanese content creators achieve and sustain engagement with Taiwanese audiences on Instagram Reels through cross-cultural content adaptation. While existing research on digital content creation has largely focused on platform affordances or influencer marketing outcomes, fewer studies have systematically analyzed cross-cultural engagement processes at the creator–content level. Using a mixed-methods design, this study integrates qualitative content analysis with quantitative engagement metrics to investigate five non-Taiwanese creators producing Taiwan-focused Instagram Reels content. Breakthrough videos—defined as posts that generate sudden increases in visibility and engagement—are analyzed as empirical turning points in creator trajectories. Engagement per 1,000 views (EPV) is employed to assess engagement intensity relative to reach, allowing comparison across pre-breakthrough, breakthrough, and post-breakthrough phases. Qualitative analysis identifies recurring content structures, visual conventions, language strategies, and engagement techniques that resonate with Taiwanese audiences, while statistical comparisons validate whether these patterns correspond to significant engagement differences. The findings demonstrate that cross-cultural engagement success is not driven by isolated viral events, but by creators’ strategic adaptation and stabilization of content practices following breakthrough moments. This study contributes to cross-cultural digital communication research by clarifying how non-local creators navigate culturally specific audience expectations on algorithmic platforms. Practically, it offers empirically grounded insights for content creators seeking to engage Taiwanese audiences through culturally attuned, platform-native strategies.en_US
dc.description.tableofcontents 1 Introduction 1 2 Theoretical background 4 2.1 Content Creation and Social Media Formats 4 2.2 Digital Media Figures in the Contemporary Online Landscape 6 2.3 Cross-Cultural Content Creation and Taiwanese Digital Consumption 9 2.4 Viral Content Dynamics and Cross-Cultural Engagement Success Factors 13 3 Methodology 17 3.1 Participants 19 3.2 Procedure 19 3.2.1 Account Selection 20 3.2.2 Breakthrough Video Identification 20 3.2.3 Analytical Phases of Content Development 21 3.2.4 Pattern Identification 22 3.2.5 Findings Synthesis and Practical Application 24 3.3 Materials 25 4 Results 27 4.1 Sample Definition and Analytical Scope 27 4.2 Engagement Timeline and Breakthrough Identification 28 4.3 Engagement Performance Across Phases 33 4.4 Engagement Concentration and Extreme Performance 35 4.5 Validation of Engagement Shifts Using EPV Multipliers 38 4.6 Qualitative Case Analyses: Content Strategies Behind Engagement Patterns 40 4.6.1 Case Analysis:@suzyandaustin 41 4.6.2 Case Analysis: @emmyhuangkexin 47 4.6.3 Case Analysis: @andrercarrillo 55 4.6.4 Case Analysis: @jaxlouisax 62 4.6.5 Case Analysis: @jacob.ltd 70 4.7 Cross-Case Consolidation of Recurring Content Patterns 78 4.7.1 Clear Opening Frames 78 4.7.2 Everyday Taiwan as Content Material 79 4.7.3 Creator as the Narrative Anchor 79 4.7.4 Language as Audience Alignment 79 4.7.5 Serial and Format-Based Continuity 80 4.7.6 Efficient Editing and Information Density 80 4.7.7 Authenticity Through Process and Reaction 80 4.7.8 Positive, Relational Tone 81 5 Discussions 82 5.1 Breakthrough Videos as Empirical Turning Points 82 5.2 Content Adaptation and the “Embedded Outsider” Position 83 5.3 Relational Storytelling and Everyday Taiwanese Contexts 86 5.4 Content Characteristics Linked to High Engagement 87 5.5 Audience Interaction as Relational Evidence 87 5.6 Limitations 88 5.7 Future Research Directions 88 6 Conclusion 90 References 92 Appendix 111zh_TW
dc.format.extent 7539931 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112ZM1041en_US
dc.subject (關鍵詞) 跨文化內容創作zh_TW
dc.subject (關鍵詞) Instagram Reelszh_TW
dc.subject (關鍵詞) 非台灣籍創作者zh_TW
dc.subject (關鍵詞) 受眾互動zh_TW
dc.subject (關鍵詞) 爆紅影片zh_TW
dc.subject (關鍵詞) 台灣zh_TW
dc.subject (關鍵詞) cross-cultural content creationen_US
dc.subject (關鍵詞) Instagram Reelsen_US
dc.subject (關鍵詞) non-Taiwanese creatorsen_US
dc.subject (關鍵詞) audience engagementen_US
dc.subject (關鍵詞) breakthrough videosen_US
dc.subject (關鍵詞) Taiwanen_US
dc.title (題名) 以跨文化內容創作為分析視角：非台灣創作者與台灣受眾互動之研究zh_TW
dc.title (題名) Cross-Cultural Content Creation Analysis: Non-Taiwanese Creators Engaging Taiwanese Audiencesen_US
dc.type (資料類型) thesisen_US
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