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研究生:翁巧柔
研究生(外文):Weng, Chiao Jou
論文名稱:K-POP影像化與新媒體上之迷行為探討
論文名稱(外文):An exploratory research of K-POP Fans' practices from the perspectives of video-turn and new media
指導教授:張瑜倩張瑜倩引用關係
口試委員:簡妙如郭秋雯
學位類別:碩士
校院名稱:國立政治大學
系所名稱:科技管理與智慧財產研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
畢業學年度:105
語文別:中文
論文頁數:120
中文關鍵詞:K-POP新媒體影像化BTS
外文關鍵詞:K-POPFansNew mediaVideo-turnBTS
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  韓流(Korean Wave)發展至今已二十多個年頭,由過去臺灣人熟知的韓劇到如今的韓國流行音樂 (Korean Pop Music, K-POP),已經有了跨國性的高度成長;韓流現象不再僅限於亞洲地區,更是透過K-POP在國際上發光發熱。隨著科技日新月異,網路時代成為時下的主宰媒體,K-POP也運用創新思維,以新媒體社群網站 (SNS) 和影音分享平台迅速傳播音樂內容,進而與各國迷群互動。其中,為了在新媒體直接與迷互動,音樂出現影像化的趨勢,便於傳遞且降低語言障礙的影像內容,成為迷接收分享的主要標的之一。
  本研究為了解迷如何透過新媒體吸收資訊、與內容互動,以國際知名的韓國團體防彈少年團 (BTS) 做為研究個案,藉由深度訪談與網路上的觀察,檢視BTS迷入迷的歷程及行為,探討影像內容的特色及效用,進而補足過往於音樂產業中較少討論的內容經營與設計。
  本研究發現,迷會依照不同新媒體的特性及使用族群,而有不同使用的意圖,但共通點皆是利用新媒體作為消息主要的來源;除此之外,影像所具備的索引性、視覺性和動態感,讓音樂更為輕易地傳播擴散於迷之間,使影片成為入迷的關鍵和持續深入的要素。最後,本研究從新媒體傳遞內容的兩大面向:黏著性和擴散性,檢視迷與影像化內容互動的效用,進一步了解影像化對迷而言的行銷意涵。總體而言,本研究將影像化的特質及效用納入音樂產銷結構中,重視迷與影像互動之特色,使影片作為迷與偶像之間的橋樑,連結音樂與影像,進而將音樂的精神完整傳遞給迷,讓迷彼此之間的情感更為緊密,並藉由廣泛擴散讓音樂觸及更多人。
Korean Wave has developed more than 20 years and expanded to the globe with the power of K-POP. With the highly advanced technologies, Internet has dominated the channel of delivering and communicating messages and contents. K-POP leverages new media such as social networking sites (SNS) and video-sharing websites to spread music instantly and interact with fans in various countries. In order to communicate with fans directly with new media, music is combining with visual elements so is called “video turn”. With the features of easy-to-spread and less limitations on languages, video has become the key content for fans to absorb and share.
The study uses Korean boys group “BTS” as a case study and adopts in-depth interviews and internet observations to understand how fans absorb and interact with contents by using new media, the process of becoming fans and their practices as well as the features and effect of video contents, in order to bridge the research gap of the content management and design in pop music industry.
The study finds out that fans use different types of new media depending on their features and users while the majority of fans recognize new media as the main source of information. Besides, the videos featuring with indexes, visualizing and dynamic make music spread to fans more easily and become the core factor to attract fans. Finally, this research investigates the two dimensions, which are stickiness and spreadability, on the content delivery in order to understand the interaction and effect between fans and video contents. To sum up, this study pays attention to the features of the interaction between fans and videos; it is suggested that videos should link to the nature of music and spread the soul of music to fans which would establish a close relationship between fans and idols aiming to attract more fans to addict to the pop music.
第一章 緒論 1
 第一節  研究背景 1
 第二節  研究動機 3
 第三節  研究問題與目的 7
 第四節  研究方法 8
 第五節  名詞解釋 9
第二章 文獻探討 10
 第一節  K-POP產業與於臺灣發展之概況 10
 第二節  迷的特質與實踐 18
 第三節  數位化下的新媒體與消費行為 24
 第四節  流行音樂影像化 30
 第五節  小結與研究架構 34
第三章 研究方法 35
 第一節  研究工具 36
 第二節  研究個案選擇 38
 第三節  研究個案介紹──「防彈少年團(BTS)」 39
 第四節  訪談對象選擇 45
第四章 資料分析 48
 第一節  迷接收音樂之消費行為 48
 第二節  迷與影像化內容互動之特色 70
 第三節  影像化內容類型運用之特色 86
 第四節  影像化內容對K-POP迷的影響與效用 89
第五章 結論與建議 100
 第一節  研究發現 100
 第二節  研究貢獻 105
 第三節  研究限制 109
參考文獻 110
附錄 120
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한국기업평판연구소 - KOREA REPUTATION CENTER韓國企業評價研究所. Retrieved Feburary 26, 2017, from http://www.rekorea.net/
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