網路世界眾聲喧嘩，臉書(Facebook)平台以其社群形式，全面改寫了傳統大傳媒體的閱聽人的角色，並賦予其更多傳播、新聞再製、重製的權力。事實上網絡的每個節點與另一個節點之間，都透過分享、評論與按讚等行為，而呈現有機變化。 本研究以臉書社群上之使用者為研究個案，透過模擬帳號於臉書平台上複製出使用者平時會看到的內容與情境，透過受訪者對於網路即時事件的回應行為進行觀察，歸納出個文章主題之偏好程度與性別、年齡、職業別是否有差異性；而後，再透過一對一的訪談方式，以進一步理解每一位受訪者對臉書貼文之回應行為動機，以及於臉書中自我展演行為之看法。 根據本研究之發現，得出四項成果: 1. 臉書文章主題之閱讀偏好與使用者性別、年齡、職業別有關。 2. 閱聽人之自主性展演表現於「略過」行為。 3. 閱聽人之自主性展現，對於研究設計內容及其回應之關聯性，難以脈絡化。 4. 閱聽人之觀展行為，使得虛擬與實境間的界線消失。 / The Net world is full of sounds and noises. Taken its format of social networking, Facebook radically rewrites the role of spectator used to be designated by traditional mass media. Nowadays the spectator is given the power of transmitting, rewriting, and remolding any social event when surfing and browsing Facebook. As we look at each spectator as a node in the Net world, the relation between one node and many other nodes has become organic as they perform the actions of “share”, “comment”, and “like” on Facebook. This study aims to analyze how and why Facebook users react to certain articles as they browse through a specifically designed Facebook account, in which articles of various themes and topics are posted. It also tries to differentiate those Facebook users according to gender, age, and occupation, in order to understand their personal preferences toward different articles. The methodologies of this study include participation and observation, and one-on-one in-depth interview, so that motivations of each study subject’s responses to those articles can be found. The study findings are as following: 1. The preferences of certain article correspond to gender, age, and occupation of study subjects. 2. The self presentation of study subjects is reflected through the “skip” function. 3. It is difficult to contextualize the relationship between the self presentation of study subjects and those chosen articles. 4. The surfing and browsing action performed by study subjects on Facebook elimate the line between virtual world and real world.