Browsing by Author "Chih-Hsien Chen"

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Mirror of beauty: Cultural values reflected in online skincare advertising in the Philippines and Taiwan
(交通大學, 2017-12-01)
Chih-Ping Chen
;
Chih-Hsien Chen
;
Anna Marie C. Cañete
As mirrors of culture, advertisements are believed to reflect values relevant to consumers. This research aims to examine whether the cultural values are reflected in online skincare advertisements between countries with different cultural influences and then further investigate what values consumers maintain and shift. Content analyses of online skincare advertisements and in-depth interviews with consumers in the Philippines and Taiwan were conducted in this study. The research focused in particular on how slogan values, brand prominence, and product prominence and context of online skincare advertisements can be manipulated in a strategic way to pass on implicit messages to the receiver. The results highlight that the notion of beauty in online skincare advertisements and the minds of consumers is socially and culturally constructed and its meanings are maintained and changed by social forces and globalized communication of advertising media.
數位媒體與社群平台使用者之勞動分析
(國立交通大學台灣資訊社會研究學會, 2018-07)
陳志賢
;
Chih-Hsien Chen
加拿大經濟學者 Dallas Smythe 四十年前以閱聽人商品概念批判電視觀眾無償收視勞動，生產出具備消費意識與傾向的閱聽人，賣給廣告主以賺取剩餘價值。當媒體從注意力經濟轉向投入經濟之際，數位時代的主動參與使用者似乎讓Smythe 的說法更具說服力，而且大數據讓數位的閱聽人商品看來更具體、更鉅細靡遺。使用者的勞動成為數位媒體與社群平台的主要獲利來源，但是其中是否涉及剝削，卻引起左派陣營的爭議。本文認為，反對剝削的論點忽略了數位時代的隱形勞動與混雜經濟，更低估新經濟在消費領域中利用媒體使用者的生產力，打造替「認知資本主義」需求管理而勞動的新主體。