影音分享網站之個人印象管理研究

The Study of Individual Impression Management in an Online Video Sharing　Website

影音分享網站的獨特性激發使用人口日趨成長，並帶領人們進入一場前所未有的自我展演與媒體消費革命。本文運用網路民族誌深入探討影音分享網站上自我展演影片，閱聽人運用哪些戰術經營管理個人網路印象。研究結果顯示，最常被運用戰術包括：模仿、神秘、惡搞、自我宣傳、反串。個人印象管理過程則呈現單一或混搭多種戰術的現象，展演者時而模仿時而神秘、時而惡搞時而宣傳自我理念、時而女扮男裝時而男扮女裝，將戰術發揮地淋漓盡致，並呈現試圖形塑之形象。

With a spectacular growth, online video sharing websites seem to usher in a quiet revolution in people's self-presentation and media consumption. This paper employs Netnography to discuss what types of tactics the amateur individual employs onto online video sharing websites such as YouTube and how they present themselves to attract their online audiences. The results construct a taxonomy of individual impression management tactics: imitating, mystifying, kuso, self-promotion and gender-switching. Qualitative data analysis suggests while participants manage their individual online impression, engaging in different tactics or tactics in combination designed to create an ideal image. They fully observe, imitate, evaluate and adopt various tactics to count whether the ideal image should be fulfilled or not.