台灣社群媒體之「取消文化」現象初探:以臉書娛樂新聞留言為例

Abstract

人們對名人的關注早已成為生活習慣之一，社群媒體的盛行使得大眾對名 人的討論能更加熱絡，甚至影響名人的生活及演藝生涯。近年，「取消文化」 (cancel culture)一詞成為網路流行詞彙用語，其意義為對不當言論或是違反社 會道德行為之公眾人物、名人等，利用社群媒體發起抵制與網路羞辱等行為， 達到取消之目的。取消的發生是透由大眾的言論構成的取消行動，經過主流媒 體再次建構取消事件，將議題的影響力擴大延伸，獲得更多人對此公眾人物及 名人劣跡行為之關注。因此，取消現象開始引發名人及各界人士，探討其存在 之利弊。本研究聚焦於 2020 年至 2021 年娛樂圈取消名人的相關新聞事件，以 臉書新聞粉絲專頁作為分析場域分析貼文及留言，利用 van Dijk 的論述分析， 探討社群媒體貼文對取消文化事件與人物的建構、留言者對取消行為的認知與 想像，以及留言論述背後濳藏的社會意義與意識型態。本研究發現，社群媒體編輯掌握著對取消事件中，角色形象及事件樣貌的建構，貼文中則透過論述對話呈現社群成員的意識型態與社會現象。透過論述分析貼文及留言論述後，得出三個研究結論:(一)社群編輯能為取消事件注入的人物形象、話題性與偏見;(二)被取消者與受害者身分能根據人物原本形象，以及事件發展導致角色對調，且能由取消行為論述透露出社群成員的集體意識;(三)台灣存在兩項社會現象:第一，女性群體為弱勢群體，第二，台灣人對他者團體擁有高標準的道德觀意識型態。People's interest in celebrities has long been a habit of life. Social media has made people to discuss celebrities more enthusiastically and even influence their lives and careers. In recent years, the term “cancel culture” has become a popular term on the Internet, defined as the use of social media to boycott and shame public figures and celebrities for inappropriate speech or socially immoral behavior. The cancel happens through the cancellation actions constituted by the public's opinions.The mainstream media reconstructs the cancel event, extending the influence of the issue and gaining more people's attention to the bad behavior of public figures and celebrities. Therefore, people start to explore the phenomenon of cancellation, and to attract celebrities and people from all walks of life to explore the pros and cons of its existence. This study focuses on the cancel news events related to the entertainment industry from 2020 to 2021. The Facebook news fan page was used as the analysis field to analyze the posts and comments, and van Dijk's discourse was used to explore the social mediaposts and comment user' construction of events and figures, and the social meanings and ideological patterns behind the message discourse. This study found that social media editors are in control of the construction of characters and events in canceling events, while posts present the ideologies and social phenomena of community members through discursive dialogue. After analyzing the posts and comments discourses, three conclusions were drawn from the study: (1) Community editors can inject character imagery, topicality and bias into cancellation events; (2) The identity of the cancelled person and the victim can be switched according to the original image of the character and the development of the event, and the discourse of cancelling behavior can reveal the collective consciousness of the community members; (3) There are two social phenomena in Taiwan: first, the female group is a vulnerable group; second, Taiwanese have high moral and ideological standards for others group.