炎上網紅:粉絲、黑粉、路人的展演與愛恨情仇

Abstract

本研究目的為探討多元型態的閱聽人如粉絲、黑粉與路人如何炎上網紅，且在炎上的過程中有何展演與情感價值的流露，並以此回應網紅的生存之道。研究使用網路田野中非結構性的參與觀察法、個案研究法且輔以文本分析法。研究透過Abercrombie與Longhurst（1998）提出閱聽人研究中的觀展/表演典範（Spectacle/Performance）作為研究之眼，觀察炎上網紅的閱聽人有何種形式的展演，且輔以Gray（2019）對反迷的分類，從中觀察言上文化中閱聽人的情緒與情感型態。針對網紅的內容則以學者們對網紅真實性的理論輔以分析，如McRae（2017）對真實性的研究，以及McCorquodale（2020）針對網紅在數位社群的影響力做討論。研究發現粉絲、黑粉與路人炎上網紅的過程著有著多樣化的自戀與展演，Dcard論壇則是成為閱聽人表達觀點的匯流之地。多樣型態的閱聽人在Dcard論壇上所言所敘都會變成其他閱聽人觀看的文本，這些文本除了參雜著文字之外，也包含著表情符號、影音內容、迷因梗圖等，這些元素皆形塑了炎上中的奇觀與展演。此外，網紅會因真實性的展演爭議而陷入炎上風波，而這些真實性的展演圍繞著與與正義、容貌、道德及知識權威等相關的議題。然而，只要網紅仍擁有數位影響力，他們依然能在炎上爭議後得以在網路社群中生存，只不過生存模式會根據炎上爭議的大小而有所調整。This study explores how various audience types—fans, anti-fans, and bystanders—engage in the"flaming" of internet influencers, focusing on the expressions of performance and emotional value that emerge during this process. Using unstructured participant observation, case studies, and textual analysis, the research examines how these audiences perform and express emotions in online environments. The study draws on Abercrombie and Longhurst's (1998) Spectacle/Performance paradigm to observe the performative actions of these audiences, and Gray's (2019) classification of anti-fans to analyze their emotional responses. The research also incorporates theories of authenticity, particularly McRae's (2017) work on authenticity and McCorquodale's (2020) discussion of internet celebrities' influence in digital communities. Findings reveal that fans, anti-fans, and bystanders exhibit diverse forms of narcissism and performance during the flaming process, with platforms like Dcard serving as hubs for audience expression. These expressions include not only text but also emojis, audiovisual content, and memes, contributing to the spectacle and performance within flaming culture. Internet influencers often face flaming controversies related to their authenticity, involving issues of justice, appearance, morality, and knowledge authority. However, those who maintain digital influence can survive these controversies, though their strategies may vary depending on the severity of the situation.