An Analysis of Contents and Audience of Facebook Live

• Main Authors: NI,JUI-YANG, 倪瑞陽
• Other Authors: YANG,YI-JING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/35ms28

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 106 === The live streaming industry has been thriving over the last two years and has become an important aspect of online marketing. This study’s research target is the live streaming feature of Facebook. Through a two-stage analysis, the study attempts to understand the general picture of live streaming in Taiwan and the reception meaning of audience interpretation of live streaming videos. The results of content analysis showed that the majority of the live streaming videos in Taiwan are celebrity talk shows that last less than an hour. Videos dedicated to purely commercial purposes also accounted a significant portion. The frequency of interaction between the host of the live streaming video and fans is moderate to high. This type of interaction usually takes the form of responding to specific comments, addressing fans by their names, and greetings. Interaction usually takes the forms of recommendation and having common interests. The results of in-depth interviews revealed that male and female audiences seek different outcomes from live videos. Male audience members tend to consider functionality as the basis of interaction while female audience members tend to be more emotionally involved. In terms of scenarios, the behavior of an audience tends to be a reflection of the controlled elements in a scenario despite their high degree of control. In addition, if the host of a Facebook lives video is not a public figure, the carnival atmosphere tends to be even more pronounced because audience can casually ridicule the host when that host has few supporters. In terms of the medium, the experience of the audience is one of the important influencing factors. With regards to audience satisfaction, the study found that the satisfaction of audience member comes from the co-created content and the degree to which the live video host is emotionally involved. Nonetheless, a live streaming host tends to control most of the content even through the audience receives satisfaction from interacting with the host through comments to become a part of the co-creation. In terms of social satisfaction, the real-name system of Facebook live streaming and the features of social media platforms generate a sense of identity and belonging. As a result, the audience receives social satisfaction from the high level of trust. With regard to narrative satisfaction, since a live streaming host control the program content, his／her storytelling skills are crucial to the audience. Moreover, because the audience of a live video lacks control over the content, they rarely derive satisfaction from performing in live streaming videos even though feedback is quickly received by the host. The live streaming feature on Facebook satisfies the audience’s desire to understand the host. In addition, the degree of satisfaction depends on the degree of audience’s curiosity and favor toward the host. Diehard fans may find these videos meaningful because they can discover how their idols act behind the scenes.