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研究生:何亦昕
研究生(外文):I-Hsin Ho
論文名稱:透過集體認同建構社群–以消費者文化理論探索台灣電競社群為例
論文名稱(外文):Constructing the local eSports community through the formation of the collective identity: A consumer culture theory study in Taiwan
指導教授:柯冠州
口試委員:練乃華陳瑀屏
口試日期:2019-06-21
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:英文
論文頁數:77
中文關鍵詞:電競英雄聯盟虛擬社群集體認同集體記憶消費者文化理論紮根理論
DOI:10.6342/NTU201903017
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隨著電競的蓬勃發展,電競市場的總營收、觀看人口都有大幅成長。然而電競環境中充斥著許多流行語、迷因及特別的消費者行為,這些文化內容皆無法透過數字呈現及瞭解。因此,本研究透過消費者文化理論,以質性研究的方式,採用紮根理論深入探索台灣的英雄聯盟社群。
資料收集包含了22位社群成員的訪談以及14個月的田野觀察,田野觀察的地點包含了線上社群、線上實況頻道以及線下比賽現場。將英雄聯盟社群下的人物透過觀察到的行為分類,將其歸納出創造者、播報員、紀錄者、轉貼者、接收者及再創造者六種不同角色,並辨認不同角色的行為如何地去幫助集體認同的形成,最後整理出一個以角色互動形成社群集體認同的模型。除此之外,本研究也額外關注集體認同形成要素中的集體記憶,探索不同社群下的集體記憶及集體認同差異。
The growth of the eSports industry is strong in terms of the increasing market values and number of eSports communities emerged. However, neither the academic researchers nor industrial experts fully understand how the communities of eSports have been formed and why they emerged. In addition, there are many jargons, memes, and special consumer behaviors in the eSports communities, which have not been investigated.
To explore the phenomenon of eSports communities, this research applied consumer culture theory and grounded theory. This research explored the League of Legends (LOL) community in Taiwan. Field notes from 14-months fieldwork in online communities, in online stream channels, at live games and 22 interviews with LOL fans were collected as the research data. This research classified six characters including the creator, broadcaster, recorder, reposter, receiver, and re-creator in the LOL community. It developed a conceptual framework to describe how these characters interacted with each other in the community and identified their specific behaviors as the component of the collective identity of Taiwanese LOL community. Besides, this research also focused on the community’s collective memory to explore how Taiwanese LOL community differs from LOL communities in other countries.
摘要 I
ABSTRACT II
CONTENTS III
LIST OF FIGURES IV
LIST OF TABLES V
1.Introduction 1
2.Literature review 4
2.1.Community and collective identity 5
2.2.Collective memory 8
3.Methods 17
3.1.Field sites 18
3.2.Interview 19
3.3.Data analysis 20
4.Findings 24
4.1.Creator 26
4.2.Storyteller 31
4.2.1.Broadcaster 32
4.2.2.Recorder 37
4.2.3.Reposter 40
4.3.Receiver 44
4.4.Re-creator 52
4.5.Collective memory 57
5.Discussion 62
5.1.Limitations and future directions 64
6.Reference 66
7.Appendix – Table of Coding Rules 71
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