| Abstract: | 2020 年之後，新媒體鋪墊而成的新日常，已成為COVID-19狀態下的生活常態，操作介面表達自我、與他人溝通，也是必要而為的社會活動。本研究聚焦於新媒體功能「Followers（名）」與「Following（流）」的傳播行為，觀察「名」與「流」互動效果生成的名流化現象；並循「名」與「流」的中文詞義，探究內含於其中的自我認知，以及新媒體的名流化文化對現代自我的影響。考量新媒體介面各異、數據乾淨度與演算法偏向等干擾因素，本研究採用三步驟研究法，蒐集量化、質量化、質化資料進行分析。
在步驟一，我們自受訪者的Instagram取得8,132 組Followers數據（名度）與Following數據（流度），對名流度進行相關性分析，並發現，新媒體的名流化邏輯的確和自我認知、自我呈現相關。接著，於步驟二，我們請受訪者自繪新媒體流徑地圖，並以名流化文本的五項敘事元件：時間、地點、標籤、人設、主語，分析使用行為與認知效果，從而瞭解，名流化現象除與新媒體名流有關，也須帶入介面功能與設計（如：Instagram的限時動態、Youtube的進度條）的效果研究，輔以觀察閱讀（共感）與書寫（共作），與名流化文化相互影響而成的使用者實踐。最後，在步驟三，我們根據名流化與現代自我流態文獻，分析自傳敘事的自述訪談資料，進一步瞭解名流化概念的核心──逐名與隨流的意識，與流動現代性如何結合，使現代自我經常性地處於臨界狀態。本研究認為，讀寫名流化文本的動機與「成為現代」有關，透過將自我置於臨界點（Critical Point），保持隨時更新的動態性，從而認知當代自我的現代性。
After the year 2020, daily life paved by new media has become the new normal under COVID-19 condition. People logging on to new media, expressing themselves and communicating with others through interface have become necessary social activities. This study focuses on functions,“Followers”and“Following”, which involve communication behavior of celebritization. We attempt to deconstruct “Celebrity”in the semanteme of Chinese as“名(ming)”and “流(liu)”, to get better understanding of the self-cognition reside in the concept, and how modern-self has been shaped by the culture of celebrification. Considering common confounders in new media research, such as algorithm bias, data cleanliness and interface differences, we developed 3-step method to collect quantitative data, visualize data and qualitative data for analysis.
In step 1, by collected 8,132 sets of“Followers”and“Following”data from interviewees’ Instagram, using correlation analysis to verify covariance between two variable. The result showed that celebrification have significantly reshaped self-cognition and self-presentation. In step 2, we analyzed visualized maps which were drawn by interviewees to metaphor user experience, using five narrative components of celebrification contents (time, location, tag, character, and nominative) to observe how reading (co-perception) and writing (co- authorship) work in media practice. We found that celebritization not only occurred via new media, but also related to interface functions (e.g., stories from Instagram, progress bar from Youtube). In step 3, we collected biographical material from self-narrative by interviewees, to conduct fluid celebrification dynamics analysis. According to assumed liquid modernity theory, contemporary era has been phasing in new transition, which became fluid rather than discrete. However, under the celebrification perspective, we constantly found modern-self in the critical state, which required to compressing self to transition from one status to another, by changing the pressure from“Followers”and“Following”of celebrification, the properties of self can be tuned to be more celebrity-like or more follower-like. We proposed that, motivation of reading and writing celebrification contents, may be related to being modern, to put self into critical point and to create a conducive condition for updating consistently as modernity. |
