網紅公關危機： 以愛莉莎莎#MeToo貼文事件為例

Abstract

本研究以網紅愛莉莎莎#MeToo貼文事件為研究對象，分析Facebook、Instagram、YouTube、Dcard 和 PTT 五大社群平台該事件相關留言，探討網紅面對公關危機處理的方式及其後續影響；包含社群閱聽者的反應、新聞媒體後續傳播等。研究發現，雖然愛莉莎莎曾為此道歉，各社群平台仍充斥負面留言，且留言內容多為人身攻擊。本研究在分析過程也比對了AI和真人的情緒判斷，進而探究以AI進行情緒分析的可行性。社群平台外，另進行新聞媒體社群資料傳播歷程的爬梳。本研究對網紅公關危機的因應和結果進行探討，可豐富公關危機處理及網紅主題研究。

This study examines the #MeToo posts involving social media influencer Alisasa. We conduct an analysis of comments across various platforms including Facebook,Instagram, YouTube, Dcard, and PTT to investigate how influencers navigate public relations crises and their resultant impact on audience response, media coverage, etc.Findings reveal that despite Alisasa's apology, negative comments prevailed across the platforms, with personal attacks being prevalent. The analysis also compares emotion detection by AI and humans, exploring the viability of AI in sentiment analysis. Beyond social media, the study scrutinizes the process of data dissemination in news media. The findings offer insights into crisis management for influencers and contribute to the broader research on public relations crises in the influencer domain.