社群媒體－使用者研究之概念、方法與方法論初探

Social Media and Users Research: Concepts, Methods, and Methodology

10.6123/JCRP.2014.015

施伯燁(Po-Yeh Shih)

社群媒體 ； 使用者 ； 意義建構方法論 ； social media ； users ； methodology of sense-making ； Web 2.0

傳播研究與實踐

4卷2期（2014 / 07 / 01）

207 - 227

繁體中文

本文將社群媒體－使用者研究中相關概念、方法與方法論進行回顧。針對什麼是社群媒體？什麼是社群媒體使用者？如何理解社群媒體與使用者研究的後設觀點？如何從社群媒體的巨量資料中萃取意義？社群媒體與使用者研究的可靠度與限制為何？分別提出討論，並以Facebook粉絲專頁為例，初步探討社群媒體－使用者間的意義建構與解構。

This article reviews the concepts, methods and methodology for studying social media and users. Taking Facebook Fan-pages as examples, the author tries a preliminary survey of the meaning construction and deconstruction between social media and their users, which is typically Web2.0-based, with user-generated contents (UGC). The issues concerned are: What are social media? What are social media users? How to grasp the theoretical presuppositions behind a research of social media and users? How to do text mining from the big data of social media? To what degree could a study of social media and users be deemed as reliable? What are its potential limitations?

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