成功大學博碩士論文系統

簡易檢索 / 詳目顯示

回結果列表

研究生：	陳慧瑄 Chen, Hui-Hsuan
論文名稱：	探討線上出版平台之網絡：以生產型消費者參與原生內容產製為觀點 Examining the Networks of Online Publishing Platform: From Perspective of Prosumer Participation in Original Content Production
指導教授：	仲曉玲 Chung, Hsiao-Ling
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 創意產業設計研究所 Institute of Creative Industries Design
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	155
中文關鍵詞：	數位出版產業、線上出版平台、生產型消費者、消費者參與、原生內容產製
外文關鍵詞：	Digital Publishing Industry, Online Publishing Platform, Original Content Production, Prosumer, Participation
相關次數：	點閱：129 下載：5
分享至:	分享至facebook 分享至twitter

查詢本校圖書館目錄查詢臺灣博碩士論文知識加值系統勘誤回報

隨著智慧型載具、互聯網、社群網路的發展，出版業的產製活動正產生改變，傳統的消費者開始有管道能參與內容產製的過程。如本研究之主體—「線上出版平台」藉由提供內容產製流程的相關服務，引發了自助出版(self-publishing)的熱潮。在互聯網普及的年代，自助出版者可藉由線上出版平台連結群眾，而群眾能扮演審核、意見提供的角色，甚至參與「原生內容」的主題設定、編輯等產製流程。傳統定義的consumer已經轉變為結合producer與consumer兩種角色的prosumer—生產型消費者，該名詞是由學者Alvin Toffler於1980年提出，描述人被賦予生產工具後，能依照個人的興趣與需求從事生產行為。本論文即是透過生產型消費者參與原生內容產製的觀點，探討線上出版平台的網絡。本研究目的有以下三項：(1)盤點出版產業的數位趨勢、(2)檢視線上出版平台原生內容產製之參與行為、(3)勾勒線上出版原生內容產製過程所成形之網絡樣貌。
本質性研究以個案研究為主軸，採深度訪談、email問卷訪談法蒐集資料，個案挑選台灣的線上出版平台POPO，訪談對象為POPO之經理、網站經理、編輯，以及在平台上參與創作的作家共計十位。本研究主要發現：(1)受訪作家認為原生內容產製的過程仍依賴個人的時間與精神投入，然而線上出版平台提供作家與讀者及其他作家建立網絡的機會，透過平台內部的互動工具、平台外的通訊軟體、以及線上或線下活動，可讓作家獲得讀者的意見，藉此理解個人的原創性，進而強化或修正創作。(2)由於業餘作家普遍缺乏寫作或出版經驗，在現實生活也未必有共同創作的夥伴，因此平台產生的網絡讓業餘作家感到有同伴、被認同。(3)作家能夠建立緊密的社群關係，藉此獲得信心、成就感的補給，有助於提升個人付出時間、精力於個人原生內容創作上的動力。
本研究發現生產型消費者最核心的特質是自發性，因此建議線上出版平台除了開放性，更關鍵的是增進參與原生內容產製主體—內容、作家、讀者—的多元性及互動性，進而提升生產型消費者的主動參與；此外，由於實體出版仍是原生內容的主要獲利來源，線上出版平台若能建立與出版社的合作關係，除了提升作家參與的意願，也可能為作家、讀者、出版社三方創造原生內容產製的生態系統。

Because digital devices and internet access are now mainstream, there is a tendency for once passive consumers to become proactive ‘prosumers’, a combination of producer and consumer, referring to those who create goods, services or experiences for their own use or satisfaction. Online publishing platforms, which have evolved from self-publishing activities, fall into this trend, where self-motivated, amateur prosumers, including both writers and readers, are offered opportunities to proactively participate in publishing industry content production from its inception. Based on above, this research is aimed at (1) mapping the current digital trends in the publishing industry, (2) examining the characteristics of participation behavior in original content production on online publishing platforms, and (3) highlighting the networks of the original content production process in online publishing.
The qualitative data was collected from a case study of POPO, an online publishing platform based in Taiwan and in-depth interviews with prosumers (i.e. the online writers). The results discovered that although the original content production still primarily required the input of time and effort on the part of individual writers, the networks formed on the online publishing platform may allow the writer to collect ideas from the readers or receive emotional support, like confidence and a sense of accomplishment. The sense of togetherness may sustain willingness for long-term participation in the original content production. Therefore, the research suggested the diversity of the participants and the interactivity of the networks as two key factors that may stimulate autonomous participation in an online publishing platform, which might in turn support the sustainability of the original efforts toward production of content.

摘要	I
Abstract	II
誌謝	III
Table of Contents	V
List of Figures	X
List of Tables	XI
Chapter 1. Introduction	1
1-1. Research Background	1
1-1-1. Decline of the Traditional Publishing Industry	1
1-1-2. Growing Self-publishing Activities	2
1-1-3. Emerging Online Publishing Platforms Facilitating Self-publishing	3
1-2. Terminology	5
1-2-1. Publishing	5
1-2-2. Types of Publishing in Digital Age	6
1-2-3. Online Publishing Platform	8
1-2-4. Prosumer	9
1-3. Research Motivation	11
1-3-1. Characteristic of Self-Publishing Author in Online Publishing	12
1-3-2. Self-Publishing Author and Networks of Original Content Production	13
1-4. Research Objectives and Questions	14
Chapter 2. Literature Review	16
2-1. Digital Trends in Publishing Industry	16
2-1-1. The Growth of Digital Reading and Digital Publishing	16
2-1-2. Convergence: Digitization Disrupts the Role of Traditional Publishers	19
2-1-3. Content War: Copyright Ownership and Licensing	21
2-1-4. Divergence: Building Specialization and New Business Model	25
2-1-5. Summary and Continuation	26
2-2. Mapping the Characteristics of Prosumer Participation	27
2-2-1. Prosumer: New Generation of Consumer	27
2-2-2. Characteristics of Online Prosumer Participation: Productive, Collaborative, Dynamic, Efficient	29
2-2-3. Prosumer Participation in Cultural and Creative Industries	33
2-2-4. Examining the Prosumer Participation by Social Capital Theory	36
2-2-5. Summary and Continuation	38
2-3. Creativity and Original Content Production	39
2-3-1. The Meaning of Originality	39
2-3-2. The Development of Creativity in Original Content Production	41
2-3-3. Summary and Continuation	42
Chapter 3. Research Method	43
3-1. Research Framework	43
3-1-1. Research Concept	43
3-1-2. Research Process	45
3-2. Research Method	47
3-2-1. Qualitative Research	47
3-2-2. Case Study	47
3-2-3. Elite Interviewing	48
3-2-4. Semi-structured, In-depth Interviewing	48
3-2-5. Email Questionnaire	49
3-3. Data Collection Method	50
3-3-1. Data Sources and Type	50
3-3-2. Sampling Method of Interviews	50
3-4. Data Analysis Method	53
3-4-1. Text Analysis	53
3-4-2. Thematic Coding and Thematic Networks	53
3-4-3. Theoretical Based Coding Agenda	54
Chapter 4. Finding and Analysis	55
4-1 Case Introduction: POPO	55
4-1-1. Overview of POPO: Functions and Services	56
4-1-2. Motivations of Participation: Online Publishing Platform as Market and Touchstone	68
4-1-3. Actions of Writers’ Participation	72
4-1-4. Summary	80
4-2. Case Introduction: Ten Writers	82
4-2-1. The Writers with Traditional Publishing Experience	82
4-2-2. The Writers without Traditional Publishing Experience	88
4-2-3. Commonality and Differences	93
4-2-4. Summary: Writers of Digital Generation	95
4-3. Examining Prosumer Participation Behavior from writers’ Perspective	96
4-3-1. Collective Assets on POPO	96
4-3-2. Network Location of Writers	100
4-3-3. Agency of Writers	104
4-3-4. Activities Related to Original Content Production on POPO	105
4-3-5. Summary	109
4-4. Co-creation Community: Characteristics of relationships of writers and readers in Online Publishing	111
4-4-1. Cultivation: Seeding the Original Contents	111
4-4-2. Communication: Seeking and Understanding Target Readers	114
4-4-3. Connection: Developing and Maintaining Intimate Relations	117
4-4-4. Circulation: Fueling Motivation and Aspiration	119
4-4-5. Summary	121
4-5. Influences of Prosumer Participation on Original Content Production	123
4-5-1. The Fundamental Job of Writers Remains Unchanged	123
4-5-2. The Incubation of Original Content is Guarantee	126
4-5-3. The Market-Oriented Mindset is Notable	129
4-5-4. Summary	131
Chapter 5. Discussion and Conclusion	133
5-1. Discussion	133
5-1-1. Resource Accumulation, Open Participation, and Competitiveness: The Role of Online Publishing Platform	133
5-1-2. Partnering-up: Prosumers and Networks of Online Publishing Platform	134
5-1-3. Experience and Idea Exchange, Confidence Transmission: The Influences of Prosumer participation on original content production	136
5-1-4. Reviewing the connotation of original content production	137
5-2. Conclusion	139
5-3. Managerial Implications	141
5-4. Research Limitations	142
5-5. Suggestion for Future Study	144
Reference	145
Appendix	152
Appendix 1: Interview Questions for Elite, Manager and Editor	152
Appendix 2: Interview Questions for writers	153
                                    

Abrams, H. B. (1992). Originality and Creativity in Copyright Law. Law and Contemporary Problems, 55(2).
Attride-Stirling, J. (2001). Thematic networks: an analytic tool for qualitative research. Qualitative Research, 1(3), 385-405.
Banks, J. A., & Deuze, M. (2009). Co-creative labour. International Journal of Cultural Studies, 12(5), 419-431.
Bauwens, M. (2006). The Political Economy of Peer Production. post-autistic economics review, 37(28), 33-44.
Bayrn, N. K. (2006). Finding Quality in Qualitative Design: New York University Press.
Benkler, Y., & Nissenbaum, H. (2006). Commons-based Peer Production and Virtue. The Journal of Political Philosophy, 14(4), 394-419.
Berry, J. M. (2002). Validity and Reliability Issues in Elite Interviewing. PS: Political Science and Politics, 35(4), 679-682.
Blank, G., & Dutton, W. H. (2012). The Emergence of Next-Generation Internet Users. In J. B. John Hartley, and Axel Bruns (Ed.), New Media Dynamics (1 ed., pp. 122-141). London: Blackwell Publishing Ltd.
Blankfield, S., & Stevenson, I. (2012). Towards a Digital Spine: The Technological Methods that UK and US Publishers are Using to Tackle the Growing Challenge of E-Book Piracy. Publishing research quarterly.
Bowker. (2014). Self-Publishing in the United States, 2008-2013: Bowker.
Boyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input. Pathfinder International Tool Series Monitoring and Evaluation – 2.
Bruns, A. (2006). Towards Produsage: Futures for User-Led Content Production. Paper presented at the Cultural Attitudes towards Communication and Technology, Tartu, Estonia.
Bruns, A. (2008). The key characteristic of produsage Blogs, Wikipedia, Second Life, and Beyond: From Production to Produsage (pp. 9-36): Peter Lang Publishing Inc.
Burt, R. S. (2000). Structural Holes versus Network Closure as Social Capital. In N. Lin, K. S. Cook & R. S. Burt (Eds.), Social Capital: Theory and Research.
Carolan, S., & Evain, C. (2013). Self-Publishing: Opportunities and Threats in a New Age of Mass Culture. Publishing research quarterly, 29, 285-300. doi: 10.1007/s12109-013-9326-3
Carreiro, E. (2010). Electronic Books: How Digital Devices and Supplementary New Technologies are Changing the Face of the Publishing Industry. Publishing research quarterly, 26(4), 219-235.
Chandler, D., & Munday, R. (2011). Oxford Dictionary of Media and Communication: Oxford University Press.
Chang, K. (2013). E-Book Industry Trends in Korea. Publishing research quarterly, 29, 244-251. doi: 10.1007/s12109-013-9323-6
Charman-Anderson, S. (2013, December 10, 2013). Pubslush: Crowdfunding Just For Books. Retrieved 10.8, 2015, from http://www.forbes.com/sites/suwcharmananderson/2013/12/10/pubslush-crowdfunding-just-for-books/
Coker, M. (2014, 2014.7.5). 10 Reasons Self Published Authors Will Capture 50 Percent of the Ebook Market by 2020. Retrieved 8.7, 2015, from http://www.huffingtonpost.com/mark-coker/10-reasons-self-published_b_4915694.html
Cresser, F. e. a. (2001). Women's Experience Of Online E-Zine Publication. Media, Culture & Society, 23(4), 457-473.
Csikszentmihalyi, M. (1997). Creativity: Flow and the Psychology of Discovery and Invention. New York: Harper Perennial.
Csikszentmihalyi, M., & Getzels, J. W. (1971). Discovery-Oriented Behavior and the Originality of Creative Products: A Study with Artists. Journal of personality and social psychology, 19(1), 47-52.
Deuze, M., Bruns, A., & Neuberger, C. (2007). Preparing for an Age of Participatory News. Journalism Practice, 1(3), 322-338.
Duncombe, S. (1997). Notes from Underground: Zines and the Politics of Alternative Culture. London: Verso.
Elo, S., & Kynga¨s, H. (2008). The qualitative content analysis process. Journal of advanced nursing, 62(1), 107-115.
EncyclopædiaBritannica. (n.d.). History of publishing. In G. Unwin (Ed.), Encyclopædia Britannica.
Ewing, S., & Thomas, J. (2009). Creative Dynamics of the Broadband Internet: Australian Production and Consumption of Cultural Content. In G. Cardoso, A. Cheong & J. Cole (Eds.), World Wide Internet: Changing Societies, Economies and Cultures (pp. 268-295). Macao: University of Macau.
Feather, J. (2008). The information society: a study of contiunity and change (5 ed.). London, UK: Facet Publishing.
Feldman, D. H. (1999). The Development of Creativity. In R. J. Sternberg (Ed.), Handbook of Creativity (pp. 169-188): Cambridge University Press.
Gillespie, T. (2010). The Politics of "Platforms". New Media & Society, 12(3), 347-364.
Godin, S. (2012, 2012.5.10). The Real Threat to (big time) Book Publishing. 2014, from http://www.thedominoproject.com/2012/05/the-real-threat-to-big-time-book-publishing.html
Gomm, R., & Hammersley, M. (2000). Introduction. In R. Gomm, M. Hammersley & P. Foster (Eds.), Case Study Method: Key Issues, Key Texts (pp. 1-16). London: Sage Publications.
Grossman, L. (2009, 2009.1.21). Books Gone Wild: The Digital Age Reshapes Literature. Retrieved 8.12, 2015, from http://www.time.com/time/printout/0,8816,1873122,00.html
Groth, M. (2014). Building Vertical Communities and Connecting with End Users Retrieved from http://www.publishingtechnology.com/2014/05/building-vertical-communities-and-connecting-with-end-users/
Hars, A. (2003). Leveraging information technology for science From publishing to knowledge networks: reinventing online knowledge infrastructure. Heidelberg, Germany: Springer.
Hesmondhalgh, D. (2010). User-generated content, free labour and the cultural industries. ephemera, 267-284.
Hoare, I. (2001). "Originality" in Copyright Doctrine. from https://www.kent.ac.uk/law/ip/IPdissertations.htm
Hochschild, J. L. (2009). Conducting Intensive Interviews and Elite Interviews Workshop on Interdisciplinary Standards for Systematic Qualitative Research: National Science Foundation.
Howe, J. (2006). The Rise of Crowdsourcing. Wired Magazine.
Howkins, J. (2002). When Orcs Walked Across Oxford Circus The Creative Economy: How People Make Money from Ideas. UK: Penguin.
Ibaad, T., Nemotobd, K., Petersc, B., & Gloord, P. A. (2010). Analyzing the Creative Editing Behavior of Wikipedia Editors Through Dynamic Social Network Analysis. Procedia Social and Behavioral Sciences, 2, 6441-6456.
Jarmusch, J. (2004). Things I've Learned: Jim Jarmusch. MovieMaker Magazine, 53.
Jenkins, H. (2004). The cultural logic of media convergence. International Journal of Cultural Studies, 7(33), 33-43.
Katz, N., Lazer, D., Arrow, H., & Contractor, N. (2004). Network Theory And Small Groups. Small Group Research, 35(3), 307-332.
Kotler, P. (1986). The Prosumer Movement: a New Challenge for Marketers. Consumer Research, 13, 510-513.
Krippendorf, K. (1989). Content Analysis. In E. Barnouw, G. Gerbner, W. Schramm, T. L. Worth & L. Gross (Eds.), International encyclopedia of communication (Vol. 1, pp. 403-407). New York, NY: Oxford University Press.
Krugman, P. (2014). Amazon's Monopsony Is Not O.K. Retrieved 10.9, 2014, from http://www.nytimes.com/2014/10/20/opinion/paul-krugman-amazons-monopsony-is-not-ok.html?_r=1
Kular, C. (2005). The Venues for Vanity: Methods and Means of Self-Published Books. International Journal of the Book, 3(1), 85-90.
Lamont, M., & White, P. (2008). Qualitative Research Design and Methods: Strengths, and Shared and Unique Standards Workshop on Interdisciplinary Standards for Systematic Qualitative Research Washington, DC.
Lin, N. (1999). Building a Network Theory of Social Capital. Connection, 22(1), 28-51.
Litmana, J. (1990). The Public Domain. Emory Law Journal, 39, 965-1023.
Mayring, P. (2000). Qualitative Content Analysis. Forum Qualitative Sozialforschung / Forum: Qualitative Social Research, 1(2).
Meraz, S. (2009). Is There an Elite Hold? Traditional Media to Social Media Agenda Setting Influence in Blog Networks. Journal of Computer-Mediated Communication, 14, 682-707.
Merkoski, J. (2013). Burning the Page: The Ebook Revolution and the Future of Reading: Sourcebooks Inc.
Mod, C. (2012). Designing Books in the Digital Age. In H. McGuire & B. O'Leary (Eds.), Book: a Futurist's Manifesto: O'Reily.
O'Leary, B. (2012). Context, Not Container Book: a futurist's manifesto: O'Reilly.
OECD. (2007). Participative Web: User-Created Content: Organisation for Economic Co-operation and Development
Owen, L. H. (Producer). (2013, July 1). Welcome to the world’s largest book publisher: Penguin-Random House merger complete. Gigamo. Retrieved from http://gigaom.com/2013/07/01/welcome-to-the-worlds-largest-publisher-penguin-random-house-merger-is-complete/
Priedhorsky, R., Chen, J., Lam, S. K., Panciera, K., Terveen, L., & Riedl, J. (2007). Creating, Destroying, and Restoring Value in Wikipedia. Paper presented at the 2007 International Acm Conference on Supporting Group Work.
Pybus, J. (2013). Social networks and cultural workers: Towards an archive for the prosumer. Journal of Cultural Economy, 6(2), 137-152.
Rønning, H., & Slaatta, T. (2011). Marketers, publishers, editors: Trends in international publishing. Media, Culture & Society.
READMOO. (2014). 不讓亞馬遜專美於前，樂天Kobo打開自助出版的大門. from https://goo.gl/IlhMp7
Reytblat, J. (1999). Is Originality in Copyright Law a "Question Of Law Or a "Question Of Fact?": The Fact Solution. Cardozo Arts & Entertainment Law Journal, 181, 192-193.
Ronte, H. (2001). The Impact of Technology on Publishing. Paper presented at the Blinded by the E-Light, New York.
Rooney, M. (2015, 2015.1.2). Reflections and Observations (2014 – 2015). Retrieved 8.7, 2015
Sandusky, B. (2012). User Experience, Reader Experience. In H. McGuire & B. O'Leary (Eds.), Book: a Futurist's Manifesto.
Song, S. (2012). The digital challenge for the book industry: a viewpoint of Frankfurt Book Fair. New Library World, 113(No. 7/8), pp. 343-350.
Stake, R. (1995a). The art of case study research: Sage.
Stake, R. (1995b). Data Gathering The art of case study research (pp. 49-68). Thousand Oaks, CA: Sage.
Sterlicchi, J. (2008). Self-publish boom challenging old order Retrieved 6.7, 2015, from http://www.theguardian.com/business/2008/feb/20/useconomy.booksnews
Strauss, A., & Corbin, J. (1990). Basics of qualitative research: Technique and procedures of developing grounded theory (2 ed. Vol. 15). Newbury Park, CA: Sage.
Subramanya, S. R., & Yi, B. K. (2006). Digital rights management. Potentials, IEEE, 25(2), 31- 34. doi: 10.1109/MP.2006.1649008
Sullivan, H. A. (1958). Vanity Press Publishing. Library Trends, 7(1), 105-115.
Terranova, T. (2000). Free Labor: Producing Culture for the Digital Economy. Social Text 63, 18(2), 33-58.
Times, T. N. Y. (2014). Innovation.
Toffler, A. a. T., Heidi. (2006). Prosuming Revolutionary Wealth (pp. 151-201). New York: Doubleday.
Vassiliou, M., & Rowley, J. (2008). Progressing the definition of “e‐book” Library Hi Tech, 26(3), pp. 355 - 368.
Yin, R. K. (2009). Case study research: Design and methods (4 ed.): Thousand Oaks, CA: Sage. .
Zickuhr, K., & Rainie, L. (2014). Younger Americans and Public Libraries- How those under 30 engage with libraries and think about libraries’ role in their lives and communities. September, 10, 2014. from http://www.pewinternet.org/2014/09/10/younger-americans-and-public-libraries/
代幸梅. (2013). 自助出版：傳統出版的幸與不幸. 中國報業, 10, 131-132.
吳思華, 許牧彥, & 賴鈺晶. (2002). 開發數位內容交易平台技術以促進華文數位內容產業. Paper presented at the 經濟部技術處學界科專非技術領域學術研討會.
徐明珠. (2014). 數位出版產業編輯人才職能地圖之研究. 教育資料與圖書館學, 51(3), 445-493.
祝本堯. (2011). 臺灣數位出版之現況與前瞻. 全國新書資訊月刊, 65-68.
財團法人資訊工業策進會. (2014). 2013 Taiwan 數位內容產業年鑑. 臺北市: 經濟部工業局.
陳雪華, & 林維萱. (2008a). 華文地區數位出版產業發展之探討：以臺灣和大陸為例. 教育資料與圖書館學, 46(2), 267-292.
陳雪華, & 林維萱. (2008b). 數位出版產業之構面研究. 圖書資訊學研究, 3(1), 1-26.
陳穎青. (2010). 老貓學數位. 台灣: 貓頭鷹出版社.
經濟部. (2009). 經濟部數位內容產業發展計畫98—102年.
萬榮水, & 郭燕鳳. (2009). 臺灣數位出版服務平台的營運模式與前景分析. 文化事業與管理研究, 2, 83-99.

校內：2017-02-05公開
校外：不公開電子論文尚未授權公開，紙本請查館藏目錄

簡易檢索 / 詳目顯示

相關論文