社群媒體劇場中的數位勞動：對圖文創作者之探討

Abstract

網路空間造就了許多社群媒體，吸引愈來愈多的新興創作者投入圖文 創作市場。其中，圖文創作者得建立獨樹一幟的風格以殺出重圍，此即攸 關了 Goffman 自我展演的概念。因此，圖文創作者的工作範圍也從「創作」 本身延伸到線上的社交活動，並進而成為創作者在社群媒體上的數位勞動。觀察到此現象，本研究透過深度訪談以探討圖文創作者經營社群媒體 時的自我展演，以及所付出的數位勞動及情緒因應。研究結果則包括下列：

1. 在自我呈現策略中，受訪圖文創作者主要根據其自身個性、興趣及

生活發展圖文粉專的主題與角色。創作者不僅精心設計角色形象，並且策 略性地選擇特定面貌，以營造個人的粉專形象，並引發粉絲共鳴。

2.在數位勞動過程中，圖文創作者透過品牌特性與品牌經營建立自我 品牌，進行了「自我品牌勞動」。而關於「創業勞動」，在不穩定的網路 創業環境中，受訪創作者增進了各種競爭條件以維持競爭力，並且獨自面 對創業失敗的各式風險。最後，在「情緒勞動」方面，創作者透過熱忱維 持創作動力，但也持續消化外界與自身附加的壓力所造成的負面情緒。

上述發現可提供學界及業界參考。同時，吾人亦可更加關注圖文創作 者在經營線上社群、展演自我時的各種勞動，並正向回應其作品，以促進 圖文創作及社群媒體的永續發展。

The cyberspace has created a lot of social media and attracted more and more emerging creators to the graphic arts market. The need for a graphic creator to establish a distinctive style to stand out from the crowd is relevant to Goffman’s notion of self-presentation. As a result, the scope of graphic creators’ work extends from “creation” to online social activities, and futher becomes creators’ digital labor on social media.Observing this phenomenon, this study investigated, through in-depth interviews, the self-presentation as well as the digital labor and emotional responses of graphic creators in social media. Research results include the following:

1. Among the strategies for self-presentation, graphic creators interviewed mainly developed themes and roles for graphic fanzines based on their own personalities, interests, and lives. Not only did they design their characters carefully, but they also strategically chose particular faces to create their personal fanpage images and trigger fans’ resonance.2. In the process of digital labor, graphic creators built their own brands through brand identity and brand management, performing “self-branding labor.” And in terms of “entrepreneurial labor,” in the unstable environment of online entrepreneurship, interviewed creaters enhanced various competitive conditions to maintain competitiveness and faced the risks of failure alone. Finally, in terms of “emotional labor,” creators sustained their creative drive with passion, but constantly absorbed negative emotions caused by pressures imposed by the external and themselves.The above findings can provide references for the academia and the industry. At the same time, we can pay more attention to the various labor of graphic creators during their running online communities and presenting themselves, and respond their work positively, so as to promote sustainable development of graphic creations and social media.