道德企業的臉書粉絲團：社群對話與意義行銷 / Fair Trade is for more than just coffee: Oliberté and prAna sell clothing, shoes, and accessories. Corporate social responsibility now takes the shape of business models. For each item sold, TOMS and Warby Parker give an item to someone in need. The present study takes a closer look at what is happening on these four brands’ Facebook pages with the focus on user-generated contributions. Observation of those pages during the 2014 American holiday shopping season identifies what people are posting. Depth interviews with active Facebook followers provide insight as to why people are posting about these companies and how they came to be brand advocates. The results indicate that though there are plenty of discussions about products, Facebook brand pages are not merely advertising channels. They are tools that the greater ethical consumption community uses to strengthen and expand its values-based groups of followers. People also choose Facebook over face-to-face conversation to start tough conversations about consumer and political issues within their own networks because it is easier to present controversial ideas. The informants, regardless of voting frequency, reported being skeptical of government and large organizations. Yet, they have faith in capitalism’s ability to carry out good around the world, and they are an active audience for meaningful marketing. Finally, informants reported hating shopping. Yet, they invested time checking corporate websites, reading literature written by a brand’s founder, and sharing information about companies on Facebook. Websites and social media are essential to the shopping process today because they are spaces where consumers learn about and share brand stories.

社群媒體伴隨行動載具的交互應用而蓬勃發展，傳統從網站首頁進入瀏覽或搜尋內容的使用經驗面臨嚴峻挑戰。越來越多網路使用者選擇直接在社群媒體訂閱、接收、和分享資訊，迫使內容傳遞或出版者必須通過經營社群渠道 ( 粉絲專頁 Fans Page ) 來為自身的平台贏得更多曝光與流量。 網絡的集體創作與分享特性，形塑了數位溝通的新樣貌。有別於傳統的高度組織化且單向遞輸內容的模式，社群渠道更注重與使用者之間扁平而多方的互動關係。藉由不同形式的語意語彙、視覺溝通、議題反饋、與時機頻率等交互操作，來提升使用者的參與 ( Engagement ) 和到達率 ( Reach )，對多數網路平台或品牌經營者而言，仍是高度重要之課題。 基於上述社群媒體經營的架構背景，本研究的重點項目，在於如何針對社群網站上的內容管理開發與優化互動成效，透過實際案例剖析與研究支持，尋求資訊傳遞與使用行為經驗之間存在滿足彼此需求的影響因子。 研究最終發現，在貼文形式與內容類別的變因下，對整體觸及和參與表現均有相當程度的影響，同時導致使用者的互動行為產生差異化。希冀本研究能對社群經營者勾勒出更明確的內容開發型態策略，進一步提升使用者的黏著度，並擴大傳播效益與廣度。

Granovetter proposed that weak ties connect different sections of social networks, thus function as the channel for individuals to gain access to useful information unavailable at existing social circles. The first motivation of this study is to explore to what extent strength of ties theory explains information exchange behaviour of Taiwanese Facebook users. According to past research, Chinese rely on those with close guanxi, such as family members and close friends to satisfy individual’s needs. This leads us to ask if guanxi would also play an important role in satisfying individual’s needs for information. Thus the second motive of this study is to explore the significance of guanxi for Chinese Facebook users in selecting the counterpart for information exchange. It is hoped that the results of this investigation will contribute to social networks, guanxi, information behaviour research and social network sites users’ study, especially in Taiwan. Based the data collected via online survey, this study found that respondents tend to rely on strong ties as their primary sources of information. If their strong ties were not able to provide the information, respondents would rely on the connections of these strong ties, rather than the weak ties in their network, to find the information they needed. Thus strong ties are the key to information exchange in a social network.

社交網站Facebook鼓勵使用者將真實世界中的人際關係串連至線上空間，與各種親疏遠近的朋友進行互動與維持情感交流。隨著社交規模與範圍的擴大，Facebook使用者需要透過規格化或公式化的互動，確保人際網絡的穩定交流。這些行為經過反覆實踐，發展為社交互動儀式。然而，互動行為本身卻與社交初衷逐漸背離。因此，本研究關注的正是Facebook上的互動儀式鏈如何呈現，以及使用者社交行為與意義之間產生落差，導致「行禮如儀」的原因。 本研究以社會學者Goffman（1955）互動儀式與Collins（2004）互動儀式鏈的理論為基礎，探討Facebook的網路中介儀式形成的契機與淪於形式的可能。研究方法方面，本研究選出四則關鍵個案，先以內容分析檢視互動儀式鏈中各項元素的組成；再從個案中選取具代表性的當事人與參與者進行深度訪談，進一步探究實踐互動儀式的原因、時機與對象等細節，並檢視互動儀式過程與結果。 研究結果顯示，雖然社交訊息事件都有機會發展為完整的互動儀式鏈，不過訊息事件的類型差異會影響互動儀式鏈的參與形式。此外，研究發現乍看毫無意義的網路互動行為（尤指按讚）並非如過往研究提到的扁平單一，甚至略帶貶意。這些互動其實乘載多重含意，例如：避免表錯情的慰問、掩飾內心掙扎的祝福、欲辯忘言的關注、對多義訊息的部分贊同等。每當使用者內心與行動不一致或脫鉤時，這些行為便成為每一次的緩衝，調解了「口不對心」的矛盾。 上述貌似「行禮如儀」的社交互動行為隨著訊息事件的種類而變化，行動意涵亦不停流動、轉變，逐漸成為眾人心照不宣的隱藏邏輯，內化成為使用者的行動策略。成為具有「僵固的儀式形式，多元流動的儀式意義」的互動行為，亦可作為網路世代專屬的行動符號。 / Social network sites, such as Facebook, enable users to interact with friends and maintain their relationship. The growing scope and scale of social network require users to cope with huge numbers of friends in formulated and standardized ways. These formulated actions practiced repeatedly on Facebook have become ritualized and thus shape the particular cultural landscape. However, these interaction actions gradually become alienated from original social intents. Facebook users tend to push “Like” bottom whenever they read friends’ news updates, but they just go through the motion without any meaning. This particular research applies sociologist Goffman’s interaction ritual theory and Collin’s interaction ritual chain theory to the context of Facebook behavior. The researcher attempts to answer 2 questions: 1. What a complete social interaction ritual chain would be like on Facebook? And what are its ritual ingredients and outcomes? 2. Does social interaction behavior mismatch its social intent? If the gap exists, why does it happen? This research collects data from researcher’s 750 friends’ information in time frame from March 2013 to April 2013. Four Facebook events are chosen as critical cases. Content analysis and deep interview are employed to discover the ingredients, process and outcomes of interaction ritual chains and every detail on Facebook. The result indicates it’s highly possible that every social information event would develop a complete interaction ritual chain. But the difference of event characters may have impacts on people’s forms of participation. Secondly, Facebook users often depreciate the meaning of “Like”, however “Like” turns out to show multiple meanings. Whenever Facebook users’ physical action couldn’t match attempts, “Like” would serve as the buffer solving the inconsistency. Finally, pushing “Like” bottom becomes “formulated but with multiple meanings”, and it also becomes exclusive action symbol of Facebook generation.

本研究共訪問二十位來台唸書的陸生，試圖透過深度訪談了解陸生在台灣所面臨的文化衝擊以及文化適應方法，以及臉書在陸生文化適應扮演的角色。從訪談與線上觀察了解陸生使用臉書表現，探究臉書對於陸生認識台灣與交友的影響，並歸納陸生使用臉書所採用的疑慮消除策略。 研究發現，多數陸生在台灣面臨的壓力為學業壓力、人際關係、意識型態與政策限制。由於受訪者多為碩博士學生，剛來台灣就感受到龐大的學業壓力，直接進入文化衝擊期。多數的文化衝擊，陸生都能透過自我調適或尋求人際管道、大眾媒體調整自我，融入台灣社會。另外，在使用臉書的疑慮消除策略上，多數陸生皆採取被動策略與互動策略。隨著在台時間越久，對台灣社會越熟悉，人際網絡越牢固，陸生使用臉書改採被動策略。由此可知，臉書對於陸生初進入跨文化社會時，提供一個方便觀察與認識台灣的管道。 / By conducting 20 in-depth interviews with Mainland students studying in Taiwan, this research aims to investigate the culture shock that Mainland students are confronted with and their cultural adaptation in Taiwan. Moreover, the role of “Face-book” in cross-cultural adaptation for Mainland students is also a subject of the study. Based on the interviews and online observation, this research seeks to understand the behavior of Mainland students’ using Facebook, and explore how Facebook affects Mainland students’ understanding of Taiwan and interpersonal relations with Taiwanese. Finally, the research attempts to conclude what uncertainty reduction strategies Mainland students adopt with their using Facebook. The research finds that Mainland students are most pressured by academics, interpersonal relations, ideology and policy restrictions for their study in Taiwan. The 17 interviewees are all graduate students, owing to which they experience“culture shock stage”with enormous academic stress in the early days of their living in Taiwan. Most culture shocks could be overcome and they integrate themselves into local society by self-adaptation, interpersonal communication and mass communication. Moreover, most Mainland students use passive and interactive strategies to reduce their uncertainty in Facebook using. The longer they stay in Taiwan, the deeper they understand local society and the stronger they stay in Taiwan, the deeper they understand local society and the stronger their friendship network grows, and then they turn to passive strategies in uncertainty reduction. Therefore, Facebook provides Mainland students with a channel of observing and understanding Taiwan on the initial stage of entering a new culture.

旅居者在進入新文化社會時，往往面臨著跨文化適應的議題。而社群媒體的出現與滲透，也改變著旅居者流動於原文化與主文化之間的樣貌。本研究透過深度訪談探究背負著特殊脈絡的馬來西亞僑生，在進入台灣社會過程中所歷經的文化衝擊與跨文化適應歷程，並以新傳播科技臉書社群平台的角度切入，分析線上管道對馬來西亞僑生的疑慮消除及雙邊文化連結的影響，試圖描繪出臉書在旅台馬來西亞僑生跨文化適應經驗中所扮演的功能與角色。 研究發現，多數馬來西亞僑生在來台前透過人際與媒體管道的接觸而對台灣有著美好的印象，因此進入台灣社會即面臨著種種的文化衝擊，其中包含：生活、語言溝通、學業、人際關係、意識型態與價值觀等五個方面的適應問題。其跨文化適應歷程呈現壓力－調適－成長的螺旋上升模式。在旅居新文化社會台灣的初期，由於擁有較劇烈的衝擊，因此會在臉書採取主動、被動與互動的疑慮消除策略兼用的方式適應台灣，有助於初期龐大壓力的調解；而隨著時間的積累，雖然他們仍會面臨新議題事件的碰撞，但由於日常人際網絡日趨穩固以及跨文化經驗的提升，因此轉向被動策略的臉書使用。 整體來說，臉書為馬來西亞僑生在台灣的跨文化生活所提供的助益包括：資訊獲取與整合、情感支持、維繫關係與發展關係。在旅居初期如同橋樑一般，提供馬來西亞僑生在台灣社會中凝聚與跨越雙邊文化網絡的管道，讓流動於不同脈絡的他們，可以同時發揮不同連結人際網絡的潛力，將衝突化為成長的奠基，從而達到更好的跨文化適應階段，並在成長過後，更加自如地運用臉書作為生活的調味料，點綴其旅居生涯，成為更深層的跨文化能動者。 / Sojourners often come across the issue of cultural adaptation when they step into a new social environment. However, the presence of social media and its penetration change the way sojourners shift between host and ethnic culture. This study is about the cultural adaptation of Overseas Malaysian Chinese students in Taiwan’s social environment, through the social media platform, Facebook. This research analyzes in which way Facebook affects uncertainty reduction and bilateral culture context of the students, therefore demonstrating the functions and the role of Facebook in the cross-cultural adaptation of Overseas Malaysian Chinese students in Taiwan. The study is done through in-depth interviews with the students. This research shows that before most Overseas Malaysian Chinese students arrive, they have a remarkable impression of Taiwan. All these made up through social and media exposure of the country. It is also the reason they encounter culture shock upon their arrival, adaptation problems include living, communication, academic, social relationships, personal ideology and values. The stress – adaptation – growth model shows a rising spiral pattern during the period of adaptation. Due to severe culture shock during the early stage of the sojourners’ arrival, they tend to actively, passively and interactively utilize uncertainty reduction strategies to adapt Taiwan, it is effective to accommodate the high level of stress faced by them. In time, although they would still bump into new issues, they could passively make use of Facebook because they have stronger social networks and more cross-cultural experiences. To conclude, the benefits of Facebook toward Overseas Malaysian Chinese students in Taiwan include, gathering and compiling information, emotional support, sustaining and developing relationships. In the early stage, Facebook acts as a connecting bridge, providing a channel that bonds and breaches bilateral culture contexts, at the same time unleashing the potential their social relations among different ties. Eventually this will improve the cross-cultural adaptation process as conflicts are transformed into a foundation for growth. Subsequently after the growth, they are more casually utilizing Facebook being a condiment in their lives, to enhance the living in the country, as well as being an experienced cross-cultural agent.

This research adds further knowledge to the crisis communication field by studying the Samsung Galaxy Note 7 issue that occurred in 2016. It focuses on social media and specifically on Facebook. This research uses Situational Crisis Communication Theory (SCCT) from Coombs in order to determine which strategies Samsung used to solve the crisis in France and in the United-States. The results showed that Samsung used Corrective Action and Ingratiation in France and added Full Apology in the United-States. This research also analyses the different comments from Samsung’s customers posted on Facebook: Samsung France and Samsung Mobile USA. Comments have been classified according to a set of emotions that help us understand the customer’s reactions to Samsung strategies. Findings showed that customers mainly experienced anger, outrage, disappointment, anxiety, neutral emotion and/or sympathy at different stage of the crisis and according to the country analyzed. Finally, this study explains why Samsung used different strategies in France and in the United States through Hofstede’s Cultural Dimensions Theory guidance. Results show that Power Distance, Individualism vs Collectivism, and Uncertainty Avoidance can be reasons why Samsung adapted their strategies. Marketers should keep in mind that a crisis can strike a company at any time and that strategies and messages should be fully adapted to countries’ culture. This study gives extensive explanation of Samsung Galaxy Note 7 crisis and help to marketers to better understand the stakes and strategies for a company’s crisis communication.

基於生理、心理與社會因素，女性愉悅較男性複雜。本論文試圖藉由美國當代暢銷作家尼克拉斯‧史派克的愛情小說為文本，結合許多性別相關的理論去探討女性愉悅。史派克的羅曼史是當代文本，唯美的純愛是其特色，然而，這些帶來美好感受的愛情故事，是否是讀者們真心嚮往的美好愛情? 讀者在享受閱讀文本的當下，或許也默默地被一種僵化的愛情公式所限制，所謂的快樂，也許只是一種暫時的麻痺。 本篇論文從幾個不同角度切入去分析女性愉悅和羅曼史的關聯，第一章以丁尼斯坦的理論為切入點，就心理與社會層面探究為何女性在選擇伴侶上比男性有著更多限制，其理論也連結到嬰兒期由母親養育對於不同性別成年後伴侶關係有影響 ; 第二章以史派克這三本羅曼史<<手札情緣>><<瓶中信>><<分手信>>文本為主，並結合性別理論去分析羅曼史，探討其女性在羅曼史中的真相為何，文本裡也有許多部份展現出女性的許多壓抑；第三章以讀者回應為主要分析，藉由社群網站臉書的讀者真實回應，並結合過去其他做過相關讀者回應的理論與實際田野調查，分析不同時候讀者都藉由羅曼史得到快樂，不同的讀者群有共同與相異的讀者回應；第四章從這三本羅曼史的書信體形式，研究他者的缺席如何帶來快樂與痛苦，遠距離的愛情造就書信的存在，這其中的等待與期待，盼望與失望，主體不斷找尋失落客體的過程，都不斷創造失落與愉悅；第五章結論綜合前四章論點，提出女性要真正愉悅的努力方向。 / Due to biological, psychological and social reasons, female pleasure is seen as much more complicated than male pleasure. In this thesis, I try to analyse female pleasure by applying gender theories to the romances of Nicholas Sparks. Sparks is a contemporary writer mainly producing pure love stories. Are these love stories the ideal that readers pursue? When readers get pleasure from reading romance, they may be brainwashed unconsciously and limited by a fixed pattern of love. So-called happiness might be a temporary escape. This thesis attempts to analyse the relationship between female pleasure and romance from several perspectives. Chapter 1 assesses Dorothy Dinnerstenin’s viewpoint that women face more psychological and societal constraints when choosing a partner. The mother takes care of children when they are infants, leading to differentiation of the opposite sex as they grow up. Chapter 2 examines three of Sparks’ romances – The Notebook, Message in a Bottle and Dear John – in the context of various theories to analyse the truth in romance and how repression is reflected in these texts. In Chapter 3, readers’ responses are the main focus. I have used readers’ responses gathered from Facebook and have made a connection with other romance reader responses. I have also attempted to combine both the similar and different viewpoints in Radwan’s Reading Romance and Linda K. Christian-Smith’s Becoming a Woman through Romance with my own analysis. In Chapter 4, I have used the epistolary form of these three romances to research how the lack of the other brings pleasure and pain. The epistolary form stems from long distance relationships, and during the process of waiting letters, the subject keeps finding the lost object and acquires pleasure and pain again and again. Chapter 5 is my conclusion and proposes a way for women to find real pleasure.

社交網站，尤其是Facebook，在近幾年使用人口日趨增加，變得非常熱門。本研究觀察到在組織內，許多人運用Facebook這類社交網站與同事維繫人際關係。有趣的是，當Facebook進入組織情境後，這種以電腦中介傳播為基礎的人際互動方式，與實體人際關係模式不同，也迥異於全然線上的人際互動模式，其特殊性進一步帶來組織內人際關係的重要改變。 　　本研究共分三方面來探討Facebook進入組織情境後，對組織內人際關係所造成的改變。首先，受Facebook科技屬性影響，組織成員在Facebook上人際關係樣態根基於「虛實交錯」此一概念。由於同事間相互認識，其人際關係發展歷程從線下的實體互動開始，蔓延到Facebook的線上互動，而眾人在線上互動結果又會再度影響實體關係。換句話說，組織成員在「虛擬」和「實體」不同場域來回擺盪，造成「虛實交錯」情形，也讓組織內人際關係模式產生改變。 　　在這基礎上，本研究進一步發現Facebook「虛實交錯」的人際關係模式展現在兩個層面上。從整體角度來看，當Facebook出現後，在組織內形成另一個人際關係場域，彷彿是辦公室內的「線上茶水間」，組織成員在該場域互動、維繫人際關係的方式與實體茶水間有所不同，有其獨特性，因此我們用「線上茶水間」來描繪Facebook「虛實交錯」下的人際關係場域特性。在線上茶水間，組織成員以大量且多樣化資訊做為連結人際關係基礎，達到不同於實體茶水間的社交功能，如大量且速成的安慰與支持、跨越時空的陪伴感等，也使得線上茶水間的人際關係具有一定特色，例如淺層情感交流等。從個人層次來探討，組織成員的形象在此人際關係場域內也有不同展現方式，當Facebook出現後，它的科技屬性提供組織成員「另一個舞台」，讓個人得以展現出在正式組織場域中難以呈現的某種形象，因此我們用「另一個舞台」來描繪其轉變與特性。然而Facebook終究位於組織體系內，因此組織成員無法扮演一個全新或不真實形象，在舞台上的「演出」難免受到束縛。儘管如此，組織成員仍可透過Facebook調節自己在實體組織場域予人的形象，展現出欲呈現面貌。 / This study discusses the impact and influence of Facebook on interpersonal relationships at the work place. Social networking sites (SNS), Facebook in particular, have grown in popularity in recent years. In addition to personal usage, many use Facebook as a tool to interact with their colleagues in corporate settings. When used in this manner, the mode of interaction is based on computer-mediated communication (CMC), which is distinct from physical interactions or from virtual online interactions. This study focuses on three aspects of Facebook that influence and shape the relationships among employees in a corporation. Firstly, the members of a business organization know each other, so the process of interaction begins with physical acquaintance. The interaction then migrates online through Facebook, which, in turn, shapes the nature of the physical interaction. In other words, aided by technology, the corporate personnel interact both in "virtual (online)" space and in "physical" space, resulting in a mode of interaction that can be called "virtually and physically interlaced" interaction. On this basis, this study examines the effects of "virtually and physically interlaced" interaction from two perspectives. First, from the overview perspective, the introduction of Facebook in a corporate setting creates a space for a new form of interaction, an "online break room" of sorts, in which the corporate personnel's interaction is experienced differently than in a physical break room. Employees in "online break rooms" communicate with each other in multiple modes and methods such as videos, music, forwarded articles and so on. Unlike in a physical break room where the conversations are limited in number and also limited by the necessity of shared space and time, the online break room offers unconstrained space where employees can readily exchange their thoughts, opinions, as well as their feelings with others. The experience creates a new social dimension to the "online break room" at hand that employees can be accompanied by colleagues anytime and anywhere and also be able to receive much comfort and support from the coworkers. However, the level of communication remains superficial because employees do not interact in person. Second, from the individual perspective, an employee's experience of interaction with others in an "online break room" is changed. The introduction of Facebook in a corporate setting provides its personnel an alternate platform to express themselves more personally, in ways which may have been difficult to do in a rigid and formal business environment. We use the term "alternative stage" to describe the changes in interactions afforded by the addition of another platform. On the "main stage" of a conventional corporate environment, a person may feel compelled to conform to the corporate culture, and the expression of individuality may be limited, which results in a projected image that tends to be formal. In such an environment, Facebook becomes a stage/place where individuals can express and highlight their own personality or hobbies, giving a more personal and informal image to adjust the physical and conventional formal images.