臉書的文化實踐與認識：網絡平台的知覺技術與認知秩序衝擊

The Cultural Practice and Understanding of Facebook: The Shock of Perceptual Technology and Cognitive Order in Network Platform

黎煥延(Huan-Yen Lee)

文化認識 ； 社群網絡 ； 秩序衝突 ； 視覺展示 ； 臉書平台 ； Cultural Understanding ； Social Network ； Conflict Order ； Visual Display ； Facebook Platform

臺中教育大學學報：教育類

33卷1期（2019 / 06 / 01）

57 - 74

繁體中文

當代社群平台的媒介技術，不只延伸人們的感官知覺，更創造了一個虛擬互動的網絡世界。在這個封閉的知覺技術體系裡，臉書事先配置也賦予了人們互動的技術工具、再現的表達模式和共同的語言秩序。由於臉書的人口是世界第一的規模，因此也成為人際交流和認識事物最重要的資訊媒介。社群網絡已成為生活中文化認識與生產消費的空間，也是自身與外在世界連結的重要管道。但是，這個虛擬真實再現的網絡世界，卻比現實世界更為生動，而人們的數位身分也變得更有價值了。其中，臉書的社群網絡平台經由蒐集真實、記錄真實，更進一步地也創造了真實的起源，使其自身具有文化秩序中真實合理的地位。臉書經由平台秩序的監視、標準化以及檢查等合法程序，也重新賦予了事物新的生命、形象與次序關係。這種視覺展示的權威秩序，也決定了人們資訊傳播和學習認識等活動時，參與和排除的秩序標準。因此，對臉書文化實踐與秩序衝突的認識，就成為重要的課題。

The media technology of the contemporary community platform not only extends people's sensory perception, but also creates a virtual interactive network world. In this closed sensory technology system, the prior configuration of Facebook has given people, interactive technical tools, expressions of representation, and common language order. Its population is the largest in the world, so Facebook has also become the most important information medium for human communication and knowledge. In daily life, social network has become the space of cultural understanding and production-consumption, important channels for linking itself with the external world. However, this virtual reality network is more vivid than the real world, and people's digital identities have become more valuable. Among them, the social network platform of Facebook, through the collection of truth and true records, has further created a true origin and made it a truly legitimate position in the cultural order. Facebook also endowed the new life, image, and order relationships of objects through legitimate procedures such as monitoring, standardization, and inspection of the platform's order. This kind of visual display of authoritative order also determines the standard of participation and exclusion when people communicate, learn and understand. Today, understanding the conflicts between the cultural practice and opponent order of Facebook has become an important topic.

1. 36 氪 ( 2017 , 11 月 2 日 ) 。 臉書最新財報大公開 ! 靠廣告大賺 3000 億台幣 , 馬克喊話 : 維護社群比獲利重要 。 取自 https://buzzorange.com/techorange/2017/11/02/2017-fb- quarterly-results/
2. 36kr ( 2017 , 4 月 12 日 ) 。1 億粉絲的美國網紅 , 爲何要退出互聯網 ? 取自 https : // www . inside.com.tw/2017/04/12/internet-fame-quit
3. Andrews, L.(2011).I know who you are and I saw what you did: Social networks and the death of privacy.New York, NY:Free Press.
4. Castells, M.(2010).The Rise of the network society.Malden, MA:Blackwell.
5. Crary, J.(1996).Techniques of the observer: On vision and modernity in the nineteenth century.Cambridge, CA:MIT Press.
6. Dance, G. J. Z., Laffin, D., Jordan, D., & Browne, M. (n.d.). How Cambridge analytica exploited the Facebook data of millions. New York Times. Retrieved from https://www.nytimes.com/video/technology/100000005806669/cambridge-analytica-facebook-profiles.html
7. Foucault, M.(1975).Discipline and punish: The birth of the prison.New York, NY:Random House.
8. Foucault, M.(2003).The birth of the clinic.London, UK:Routledge.
9. Foucault, M.(2005).The order of things: An archaeology of the human sciences.London, UK:Taylor and Francis e-Library.
10. Fraser, M.,Dutta, S.(2008).Throwing sheep in the boardroom: How online social networking will transform your life, work and world.Mississauga, ON:John Wiley & Sons.
11. Grossman, L. (2010, December 15). Mark Zuckerberg. Retrieved from http://content.time. com/time/specials/packages/article/0,28804,2036683_2037183_2037185,00.html
12. Jordan, T.(1999).Cyberpower: The culture and politics of cyberspace and the Internet.London, UK:Rotledge.
13. Manjoo, F. (2017, April 25). Can Facebook fix its own worst bug? The New York Times. Retrieved from https://www.nytimes.com/2017/04/25/magazine/can-facebook-fix-its-own- worst-bug.html?_ga=2.150124790.1137737820.1522655133-1018114415.1496634243 2.150124790.1137737820.1522655133-1018114415.149663
14. Rosenfeld, K. N.(2015).Digital online culture, identity, and schooling in the twenty-first century.New York, NY:Palgrave Macmillan.
15. Shirky, C.(2008).Here comes everybody: The power of organizing without organizations.London, UK:Penguin Group.
16. van Dijk, J.(2006).The network society: Social aspects of new media.London, UK:SAGE.
17. Youtube. (2018b, April 10). PART 2: Facebook CEO Mark Zuckerberg testifies at senate judiciary committee. Retrieved from https://www.youtube.com/watch?v=I37macQoasQ
18. Youtube. (2018a, April 10). PART 1: Facebook CEO Mark Zuckerberg testifies at senate judiciary committee. Retrieved from https://www.youtube.com/watch?v3DwoEq42aKEI4
19. Zittrain, J.(2008).the future of the internet and how to stop it.New Haven & London:Yale University Press.
20. 失履 Sir ( 2014 ) 。 臉書門事件一用戶才是最好的小白鼠 。 取自 http://www.xinli001.com/ info/100012497
21. 吳妍儀（譯）(2015).雲端大腦時代 : 無限人群 , 無限腦容量 , 無限影響力.新北市:野人文化.
22. 吳怡寬 ( 2008 , 3 月 30 日 ) 。 一槍讓佐伯格跳腳的 90 後吹哨人 。 取自 https://udn.com/ news/story/6811/3077528
23. 沈孟學 ( 2015 , 1 月 29 日 ) 。 超越中國 , Facebook 以 13.9 億月活躍人次成了世界第一大國• 取自 https://buzzorange.com/techorange/2015/01/29/the-biggest-country-in-the-world- facebook/
24. 汪冰（譯）(1998).文化肌膚 : 眞實社會的電子克隆.保定市:河北大學出版社.
25. 辛莉萍(2012)。新竹縣，中華大學。
26. 冒牌生 ( 2016 , 7 月 30 日 ) 。 全世界最多人追蹤的網紅 , 超過 2 億雙眼睛都在盯著她看 。 取自https://www.bnext.com.tw/article/40388/BN-2016-07-29-131059-178
27. 紀素珍,田力(1991).中外科技史概要.北京市:中國人民大學.
28. 張水金（譯）(2012).2100 科技大未來.臺北市:時報文化.
29. 陳冠榮（2016，11 月 3 日）。Facebook 第三季營收突破 70 億美元，廣告收入成長恐將放緩。財經新報。取自 https://finance.technews.tw/2016/11/03/facebook-q3-2016-earnings/
30. 陳修賢(2012).雲端經濟 4 強決戰 : 完全圖解 「 後 PC 世界 」 的蘋果 、 Google 、 Facebook 與亞馬遜野心與布局.臺北市:大寫.
31. 鉅亨網新聞中心 ( 2014 ) 。fb 爲研究秘密操控用戶情緒被轟違德違法恐淪政治工具 。 取自 http://news.cnyes.com/news/id/1183186
32. 維基百科 (2015)。Fackbook 外交。取自 https://zh.wikipedia.org/wiki/Facebook%E5%A4%96%E4%BA%A4
33. 劉紀蕙（譯）(2006).文化的視覺系統 I.臺北市:麥田.

1. 賴誠斌,蔡春美(2022)。與司法平反者對話之敘說教學實踐研究。教育實踐與研究，35(1)，1-38。
2. (2024).An Investigation of Mobile Retouching Behavior and Image Management on Social Media: The Case of Females Aged 25 to 34.教育資料與圖書館學,61(1),29-56.