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研究生: 郭湘潔
Kuo, Hsiang-Chieh
論文名稱: Motivations, Difficulties and Coping Strategies in the Process of Becoming a YouTuber in Taiwan
Motivations, Difficulties and Coping Strategies in the Process of Becoming a YouTuber in Taiwan
指導教授: 張媁雯
Chang, Wei-Wen
口試委員: 賴志樫
Lai, Chih-Chien
李栢浡
Lee, Pai-Po
張媁雯
Chang, Wei-Wen
口試日期: 2022/08/30
學位類別: 碩士
Master
系所名稱: 國際人力資源發展研究所
Graduate Institute of International Human Resource Developmemt
論文出版年: 2022
畢業學年度: 110
語文別: 英文
論文頁數: 72
英文關鍵詞: YouTube, YouTuber, internet celebrity, internet celebrity economy, cross-cultural process
研究方法: 參與觀察法生活史訪談觀察研究言談分析現象分析社會網路分析半結構式訪談法
DOI URL: http://doi.org/10.6345/NTNU202201670
論文種類: 代替論文:專業實務報告(專業實務類)
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  • In the era of the internet and social media, more and more individuals are seeking to gain recognition, popularity, and achievements by growing their social media presence and maximizing their internet exposure. This study aims to explore the process of becoming a YouTuber in Taiwan via semi-structured interview, document review, and observation with a focus on understanding YouTuber’s motivations, challenges, and coping strategies. Data was collected from 24 participants. This research generated three notable findings. Firstly, throughout the process of adaptation in becoming a prominent YouTuber, the participants experienced a change in their objectives of managing a YouTube channel, in which they altered from a simple life documenting purpose to profit oriented. Secondly, most of the participants experienced culture shock which was depicted by the U-curve of cross-cultural adjustment theory. And more than half of them suffered or were suffering the plight of giving up the management of their YouTube channel due to the hardship and uncertainty embraced during the adaptation process. Lastly, albeit the experience of adaptation into the career role of YouTuber was distinct and differed across individuals, the participants shared strikingly similar difficulties and coping solutions. These findings provided noteworthy implications for the novice in this industry about what to expect and potential coping strategies. These findings can assist them during their exploration in the journey of managing a YouTube channel or administering cross-media platform as a key opinion leader.

    ABSTRACT I TABLE OF CONTENTS III LIST OF FIGURES V CHAPTER I INTRODUCTION 1 Background of the Study 1 Problem Statement 2 Research Purposes 3 Research Questions 3 Definitions of Terms 3 CHAPTER II LITERATURE REVIEW 5 YouTube and YouTuber 5 Internet Celebrity Economy 6 The U-Curve of Cross-Cultural Adjustment Theory 8 CHAPTER III RESEARCH METHOD 11 Research Approach 11 Research Framework 12 Participants 13 Data Collection 19 Data Analysis 21 Research Procedure 21 Research Quality 24 CHAPTER IV FINDINGS AND DISCUSSIONS 27 Motivations to be YouTubers 27 Difficulties and Strategies: Before and After Making A Profit 33 Strategies of Well-Time Control and Increase Passion After Profitability 37 Results of the Curves of Participants' Drawing 41 Adaptation Process and Suggestions 45 Discussion 49 CHAPTER V CONCLUSION AND SUGGESTIONS 53 Conclusion 53 Implications 53 Research Limitations 55 Suggestions for Future Study 57 REFERENCES 59 APPENDIX I: CHINESE INTERVIEW CONSENT FORM 63 APPENDIX II: ENGLISH INTERVIEW CONSENT FORM 65 APPENDIX III: CHINESE INTERVIEW QUESTIONS 67 APPENDIX IV: ENGLISH INTERVIEW QUESTIONS 71

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