近年來台灣報業經營不善、新聞質量江河日下，基層新聞從業人員飽受雙重壓力－外有社會各界的針砭與責難，內臨管理階層的壓逼，乃至於解職。本研究認為，前述現象的形成，成因眾多，然而媒體「勞動」乃是價值產生的泉源，卻未曾得到管理階層正視，應是相當重要的因素之一。本文因此透過「閱聽人商品」的辨析，指出生產價值者並非閱聽人之勞動之後，轉進有關價值的真正來源，也就是「記者」的勞動，以及「記者後備軍」之「勞動」，次第分析。透過對這三類主體的「媒體勞動」之分析，研究者希冀本論文－（一）藉由相關理論的比對與整理，從勞動的角度，初步建立理解資本體制的商營媒介之概念架構；（二）論稱「報業危機」的根本原因在於報業主採取了不利於「生產性勞動」的生產策略；（三）經由個案觀察，對做為未來記者的「記者後備軍」（學生）進行探索式觀察，以作為日後探論本領域其他「非典型勞動」的基礎。 / In recent years, Taiwanese newspaper industry has suffered from substaintial financial losses, and consequently its quality deteriorated. As such, the newsworkers faced double-bounded pressusures－ there have been acute criticisms from the society, and there is enforced worsening of working conditions, for many instances that they are made redundant. There might be various reasons responsible for the phenomenon above, however, the researcher contends that the most important factor is the management does not take the media "labour" as the real source of the value. Therefore, this article kept the audience out of the valorization by discerning the "audience commodity", and pointed out that the fountain of value might only be the labour power those journalists and the "reserve-army-of-journalsit" provided. By analizing the three categories of the "media labor", the author hopes this dissertation－(1) to build up a primary concept framework from the stand of "labor" to understand the media biz in capitalism by theoretical comparison, (2) to argue that the fundemental cause for the press crisis is the press owner took strategies in disadvantage of "productive labor", and (3) to offer a basis to explore the other "informal labor" in this field by an observation toward a group of " reserve army of journalist", who are students currently served for press for chances to be journalists in the future.

The study aims to analyze how user-generated content contributes to the representation ofcompanies in the context of digital trends. Digital marketing has become a norm forbusinesses in all fields and is a constantly changing phenomenon. Due to the overwhelminguse of influencer-marketing, trust in influencers has decreased. This has contributed to agrowing demand for authentic and relatable material on social platforms. Because of this,user-generated content is on the rise, especially on platforms like TikTok, which has becomean arena for digital marketing. This study examines how the brand Normal is portrayedthrough user-generated content through the TikTok-trend “Run, don’t walk to”. Normal is acompany that has become successful through user-generated content and electronic Word ofMouth (eWOM) on Tiktok, especially via the TikTok-trend “Run, don’t walk to”.We have used a qualitative multimodal analysis to study how the company Normal isportrayed in the trend “Run, don’t walk to”. The analysis examines several semioticresources: linguistic, auditory, visual and gestural and the interaction of the semioticresources. To understand the trend, the way users participate and interact is also studied. Wediscovered that Normal is portrayed in a positive way through user-generated content onTikTok. This is due to users' ambitious and authentic videos that load the brand withfavorable value and attributes. Users participate and interact primarily through archivingpurposes that include liking and archiving. Users' participation in the trend manifests itself ina similar way across all videos. The result is consistent with Dallas Smythe's theory ofaudience commodity, as users do not perceive the production of videos as a burden eventhough they contribute to the free marketing of the brand Normal. Users' participation in thetrend and the calls for consumption can be seen as a transaction and payment for an entry intothe consumer society.