手機修圖行為與社群媒體形象管理之探討－以25歲至34歲女性為例

Abstract

本研究以25歲至34歲的女性為研究對象，目的在於了解使用者使用手機進行修圖的動機、修圖行為與過程中遇到的困難，接著以Goffman的戲劇理論為基礎，觀察使用者在社群媒體上的展演（前台）與表面之下的修圖行為（後台），並且分析其在社群媒體上如何透過修圖進行形象管理、與現實生活中的落差程度，最後探討粉絲的回饋對使用者造成的影響。本研究的抽樣方式採便利抽樣及滾雪球抽樣。為了達到研究目的，本研究採用質性研究中的照片引談法（photo-elicitation），請受訪者在訪談時提供五張兩年內最滿意且曾經發布在社群媒體上的修圖人像照，依照訪談大綱針對這五張照片進行半結構式深度訪談。研究結果顯示：（一）修圖的動機為吸引目光、維持版面的美感、強調照片想要表達的事物及增加照片的可看性；（二）修圖能夠使人像更加符合理想中的模樣、凸顯照片主角，以及提升照片整體的視覺效果；（三）修圖過程中遇到的困難為擔心照片過度失真、投入過多的時間與精神成本，以及修圖功能或技能不足；（四）透過修圖照片在社群媒體上進行形象管理；（五）在社群媒體上經營的形象與現實生活形成不同程度的差距；（六）社群媒體上粉絲的回饋會造成心情與行為上的影響。This study focuses on women aged 25 to 34 as participants, aiming to understand the motivations, retouching behaviors, and difficulties encountered by users when retouching on their mobile phones. Drawing on Goffman's dramaturgical theory, the study observes users' public displays on social media (frontstage) and the retouching behaviors behind the scenes (backstage). Additionally, it analyzes how users manage their image on social media through retouching, the extent of the disparity between online image and real-life image, and explores the impact of followers’ feedback on users. Convenience sampling and snowball sampling were used for participant selection in this study. To achieve the research objectives, the photo-elicitation method of qualitative research was utilized. Participants were asked to provide five retouched portrait photos posted on social media within the past two years during the interview. Semi-structured, in-depth interviews were conducted based on an interview guide focusing on these five photos.The results of the study revealed: (1) Motivations for retouching include attracting attention, maintaining the beauty of the layout, emphasizing important elements in photos, and improving photo appearance. (2) Retouching can make portraits more aligned with the ideal image, highlight the main subject, and improve the overall visual effect. (3) Difficulties encountered during the retouching process include concerns about excessive distortion, investing too much time and mental effort, and lacking retouching features or skills. (4) Retouching is utilized for image management on social media. (5) Discrepancies exist between the online image on social media and real-life image. (6) Followers’ feedback on social media can impact users' emotions and behaviors.