社群時代下的閱讀展演──臺灣IG書帳內容呈現與社群互動模式

Abstract

在疫情期間，社群網站從閱讀的競爭對手，一躍而成推廣行銷的工具。網路不僅改變了行銷的管道，亦對閱讀文化產生影響，在社群時代閱讀從純文字的私密活動轉變為可以在螢幕上展演的社群行為，Instagram（以下簡稱IG）也因此成為目前網路閱讀文化的集合地之一。本研究以臺灣IG上的書帳作為研究對象，透過對其貼文圖片、文字以及留言內容的分析，探討社群時代下的讀者，如何透過網路平台展現嶄新的閱讀樣貌，並分析新時代的閱讀社群是如何透過社群平台進行互動。本研究蒐集20個IG書帳中200則貼文，針對其貼文圖片、文字及內容進行編碼分類後，透過內容分析探討臺灣IG書帳的經營現況、臺灣IG書帳透過貼文所展演的閱讀樣貌以及臺灣IG書帳與閱讀社群的互動模式。研究結果發現以下五點：首先，職場成長類型的書帳追蹤人數平均為人文小說的3倍以上；其次，臺灣IG書帳的閱讀展演樣態受到書籍類型影響；第三，臺灣IG書帳的主題標籤使用目的以宣傳連結為主；第四，臺灣IG書帳的表情符號使用目的為增加貼文易讀性與互動性；最後，臺灣IG書帳與閱讀社群的互動頻繁且氛圍友善。依據研究結論給予有志於經營社群平台推廣閱讀者建議如下：貼文所搭配之圖片建議設計具有個人風格之圖卡或使用統一濾鏡與拍照模式的照片，書評撰寫模式應依照書籍類型有所調整，針對特殊節日或因應時事分享主題書單以增加互動，善加運用主題標籤增加貼文曝光度，適時使用表情符號促進貼文互動性。During the COVID-19 pandemic, the role of social media turned from the rival of reading to a useful tool of promotion. The internet has not only transformed marketing channels but also impacted reading culture. In the era of social media, reading has shifted from a private, text-based activity to a social behavior that can be performed and shared on screens. Consequently, Instagram has become one of the key hubs for contemporary online reading culture. This study takes Taiwan Bookstagram as an example for content analysis. By examining the images, texts and the comments of their posts, this study tries to discuss how the readers in social media era show a brand new face on the network platform, and how they interact with the reading community.This study collects total 200 posts from 20 Bookstagrams for analyzation. The results of this study can be summed up as the following points: First, the followers of the Bookstagram of self-help books are three times more than the Bookstagram of novels. Second, the presentation of Taiwan Bookstagram is influenced by the genres of books they comment. Third, Taiwan Bookstagram uses hashtags mainly to promote and link to the reading community. Fourth, Taiwan Bookstagram uses emojis to increase the posts' readability and interaction. Fifth, the atmosphere of reading community is warm and friendly. According to the conclusion, there are five recommendations proposed for those who wish to promote reading through social media: First of all, design personal style images or unified filters of the pictures. Secondly, modify writing style with different genres while reviewing books. Thirdly, share specific theme of book lists while encounter special holidays or events. Forth, make good use of hashtagsto increase the exposure of your posts. Last but not the least, using emojis is a good way to encourage people interact with you.