隨著訊息傳播的蓬勃發展社交媒體平台的多元化，更加速自媒體的發展。自媒體的自主性、地域性、即時性及主題多樣性，使受眾能夠即時參與事件和話題，分享彼此資訊。而過去在沒有自媒體的時候，公眾議題藉由專家、設計師和創作者直接傳播給受眾。自媒體出現後，它就像中介的角色，居中傳遞資訊，同時也產生了把關遴選的特質，而中介者不同創意策略和產製邏輯也大不相同。本研究的目的是探討自媒體在訊息來源和受眾之間轉譯的角色，以及它在溝通裡扮演的角色。特別是在重新編碼時的內容扭曲或建構。

為此，本研究提出訊息處理的歷程模型，探討自媒體本身的動機和轉譯的策略、原始資訊的重新處理模式，以及此類對受眾的影響總結、強化的溝通促進效果，並且進一步探討如何在自媒體與分群中介入自我動機，以及受眾產生的訊息扭曲解讀。總的來說，本研究檢視自媒體訊息中介的角色和社群訊息的轉譯效果，以此討論從觀眾溝通的視角對自媒體的進一步發展和管理。

研究方法採用了案例研究，對自媒體類型進行了群集分析。本文從分類中選擇了一個代表類別（Cluster2），即中等表現和穩定成長的頻道類型作為研究對象。這種類型的自媒體傳達問題的特殊性，以及它引起的大眾影響，引發了熱烈的討論和正面和負面的影響。目前的發展狀態和環境互動的變化可以顯示自媒體發展的新現象。透過Cluster2自媒體的研究，可以作為未來數位化推廣內容問題時，個人、公司和政府控制和參考媒體創建的內容的參考。

研究發現，傳播技術的持續演進給傳統媒體帶來了前所未有的挑戰，特別是在快速內容生產和維持內容真實性之間找到平衡。在當今快速發展的自媒體生態系統中，資訊的建設性和扭曲已不再是單一選擇，而是創作者必須找到正確的結合。透過對不同頻道群集的綜合觀察和評估，揭示了觀眾對內容的期望以及他們是否真正了解創作者的意圖，從而顯示了內容的建設性和潛在扭曲。
基於研究發現，本研究建議創作者在創作過程中需要考慮的關鍵因素包括：1.內容的容錯率，2.創作者與虛擬形象之間的管理差距，3.頻道形象的可擴展性。這將是自媒體健康成長的操作策略。

With the flourishing of information and diversification of social media platforms, recent development of we media has been accelerated. we media's responsiveness, regionality, immediacy and diversity of topics allow audiences to participate in events and topics in real time, and share information with each other. In the past, when there was no we media, experts, designers, and creators used public issues to directly disseminate their information to the audience. As we media appeared, it was like an intermediary, conveying information in the middle, and produced the characteristics of gate selection, and the creative motives of different creative strategies of the intermediary, and the production logic are also very different. The purpose of this research is to explore the role of recoding between the source and the audience of the media, and what kind of communication role it plays, in particular, the content distortion or construction as they recode.

To this end, this research proposes a process model of the information processing, discusses the motivation of the we media itself and the recoding strategy, the reprocessing mode of the original information source, and the summary of the effect of such processing on the audience, the enhanced communication promotion effect, and further discussion how to intervene in self-motivation in we media and niche subgroups, and distorted the interpretation of messages generated by the audience. As whole, this research examines the role of we media message intermediaries and the recoding effect of social messages, , drawing on which to discuss the further development and management of we media from the perspective of audience communication.

The research method used case studies with an cluster analysis of we media types. This article selects a representative category (Cluster2) from the classification, that is, self-media with medium performance and stable growth channel type as the research object. The particularity of the way this type of self-media conveys issues, and the mass impact it causes has a heated discussion and positive and negative impacts. The current development status and changes in environmental interaction can show the new phenomenon of self-media development.. From the research of Cluster2 we media, it can be used as a future digital While promoting content issues, individuals, companies, and governments control and refer to content created by the media.
The findings indicated that the continuous evolution of communication technology has brought unprecedented challenges to traditional media, especially in finding a balance between rapid content production and maintaining content authenticity. In today's rapidly developing we media ecosystem, the constructiveness and distortion of information are no longer single options, but creators must find the right combination of them. Through comprehensive observation and evaluation of different channel groups, it reveals the audience's expectations of the content and whether they truly understand the creator's intentions, thus showing the constructiveness and potential distortion of the content.

Based on the findings, this study recommends that the key factors that creators need to consider during the creative process include: 1. The fault tolerance rate of the content, 2. The management gap between the creator and the virtual image, 3. The scalability of the channel image. It will be an operating strategy for we media’s healthy growth.

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