| 研究生: |
利雅芳 Li, Ya-Fang |
|---|---|
| 論文名稱: |
付費買的是「未來」還是「安慰」: 數位命理如何將命運話語轉化為可被消費的情緒價值? Paying for Guidance or Emotional Comfort?The Transformation of Fate Discourse in Digital Divination |
| 指導教授: | 劉慧雯 |
| 口試委員: |
胡綺珍
謝承諭 |
| 學位類別: |
碩士
Master |
| 系所名稱: |
傳播學院 - 傳播學院碩士在職專班 M.A. Program in Communication |
| 論文出版年: | 2026 |
| 畢業學年度: | 114 |
| 語文別: | 中文 |
| 論文頁數: | 126 |
| 中文關鍵詞: | 數位命理語言 、情緒價值 、統計式共感 、平台化 、信任生成 |
| 外文關鍵詞: | Digital Divination Language, Emotional Value, Statistical Empathy, Platformization, Trust Formation |
| 相關次數: | 點閱:27 下載:2 |
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本研究探討數位平台中命理語言的轉變現象,分析傳統以靈性詮釋與儀式互動為核心的命理話語,如何在平台化條件下,逐漸轉化為可被推播、複製與消費的情緒價值語言。相較於傳統命理依賴命理師的專業權威與面對面互動,數位命理語言則大量呈現模糊、正向、可複製與情緒導向等特徵。然而,即使缺乏傳統儀式場域與人格權威,數位命理平台仍讓使用者仍普遍產生「被說中」、「被理解感」與情緒安慰的感受。因此,本研究關注數位命理語言如何形塑情緒反應與信任感,並進一步轉化為可被消費的情緒價值。
基於此,本研究提出「統計式共感」概念,指出數位命理平台中的共感,已不再完全建立於真實人際理解,而是透過大量情緒資料、互動回饋與高成功率語言模板所形成的高機率情緒效果。此外,本研究亦發現,使用者所消費的並不只是命理答案,而是透過語言所獲得的慰藉感、不確定性管理與期待感。數位命理語言的核心功能,已逐漸由「解釋命運」轉向「管理情緒」。
This study examines the transformation of digital divination language within digital platforms, focusing on how traditional fortune-telling discourse—once grounded in ritual interaction and spiritual authority—has evolved into a form of emotional value that can be distributed, reproduced, and consumed under conditions of platformization. Unlike traditional divination practices that relied on face-to-face interaction and the authority of fortune-tellers, digital divination language is characterized by ambiguity, positivity, reproducibility, and emotionally oriented expressions. Despite the absence of ritual settings and interpersonal authority, users continue to experience feelings of being “accurately understood” and emotionally reassured. Accordingly, this study investigates how digital divination language shapes emotional responses and trust formation, and how such language is transformed into consumable emotional value.
Based on these findings, this study proposes the concept of Statistical Empathy, arguing that empathy within digital divination platforms no longer depends primarily on genuine interpersonal understanding, but instead emerges through high-probability emotional responses generated from interaction data and standardized linguistic patterns. Furthermore, users consume not merely divinatory knowledge, but emotional value in the form of comfort, uncertainty management, and sustained hope. Consequently, the core function of digital divination language has gradually shifted from interpreting fate to managing emotions.
壹、緒論 10
第一節、研究背景與問題意識 10
一、傳統命理靈性特質 10
二、傳統命理儀式的媒介形式至數位命理平台機制的轉變 11
三、數位命理語言作為情緒價值的媒介化條件:平台邏輯、用戶情感與消費驅動 13
四、占卜算命從靈性命理語言轉向數位命理語言的信任生成與情緒價值 15
第二節、研究動機與目的 17
第貳章、文獻回顧 21
第一節、傳統的靈性命理語言與命理儀式脈絡:信任是怎麼被建構的 22
一、儀式化的靈性命理語言系統:把不確定變成「可承受的過程」 22
二、象徵的傳統靈性命理語言系統:把個案嵌入「可敘述的秩序」 24
三、靈性命理語言的師承權威模式:把解釋者建成「可靠的聲音」 26
四、小結:靈性命理語言的信任三角模型-儀式、象徵與權威 27
第二節、平台化下的「數位命理語言」:語言輕量化與模板化 28
一、平台化條件下的命理語言轉變:從具身儀式到平台介面 29
二、匿名與權威重構:數位命理語言中的信任轉移 32
三、即時性、碎片化與推播節奏:語言節奏的再編碼 34
四、模板化與商業化語法:情緒的可複製與可轉換 37
五、平台化語言的再編碼:從信任話語到情緒模板 39
第三節、數位命理語言的情緒價值生成機制:情緒鏡映與巴納姆效應 40
一、情緒鏡映:語言如何「回映」情緒以創造信任 41
二、巴納姆效應:模糊而正向的語言如何「被感覺為真」 43
三、從心理機制到語言模板:數位命理語言的工程化轉譯 45
四、平台化條件下的情緒價值化:數位命理語言的制度基礎 47
第四節、本章小結:從靈性命理語言到數位命理語言的理論座標 49
第參章、 研究方法 51
第一節、研究問題與研究架構 51
第二節、研究設計與研究取徑 52
一、質性研究取徑之選擇理由 52
二、導向式質性內容分析 53
三、研究設計與分析層次之對應 54
第三節、研究材料與語料來源 54
一、研究標的之界定:數位命理語言與平台文本取樣 55
二、研究材料範圍 57
三、案例選取原則與理論取樣 58
四、語料來源與蒐集方式 60
五、分析對象之研究定位 61
第四節、分析類目建構與文本分析程序 61
一、分析類目建構 61
二、文本分析與跨案例比較程序 62
三、語言特徵歸納與分析架構 62
第五節 研究可信度與分析有效性 63
第肆章、 研究分析:數位命理語言之結構生成 66
第一節、數位命理文本之語言結構分析 66
一、案例A:Tarotap平台感情問題1文本語言結構分析 66
二、案例B:Tarotap平台感情問題2文本語言結構分析 68
三、案例A與案例B之語言結構比較 70
四、案例C:Tarotap平台工作情境文本之語言結構 73
五、文本語言特徵整理 74
六、文本語言特徵與文獻理論之對應檢視 77
七、不同情境之語言架構分析 78
第二節、不同數位命理運作平台之文本語言結構分析 80
一、案例D:大眾運勢+抽牌文本語言結構分析 81
三、案例F:望遠鏡塔羅可重新解讀占卜文本語言結構分析 84
四、案例D、E、F語言結構綜合比較 87
第三節、小結 90
第伍章、 研究結果與討論 94
第一節、平台化條件下數位命理語言如何形塑情緒反應與信任感 94
一、模糊語言如何形成情緒認領效果 94
二、正向語言如何生成「被理解感」與信任感 96
三、可複製語言如何形成統計式共感 98
第二節、命理語言轉化為可被消費情緒價值的條件與機制 101
一、慰藉價值如何形成 101
二、不確定性管理價值如何形成 103
三、情緒價值如何形成 105
第三節、綜合結論:數位命理語言作為情緒價值生成機制 107
第四節、研究貢獻與限制 110
參考文獻 113
中文文獻 113
英文文獻 113
附錄 117
附錄一:案例A文本(TAROTAP,占卜對話) 117
附錄二:案例B文本(TAROTAP,占卜對話) 118
附錄三:案例C文本(TAROTAP,占卜對話) 119
附錄四:案例D 文本(朱莉安塔羅,每日星座運勢+塔羅指引) 121
附錄五:案例E 文本(直覺式塔羅牌線上占卜) 122
附錄六:案例F 文本(望遠鏡塔羅 第一次解讀) 124
附錄七:案例F 文本(望遠鏡塔羅 第二次解讀) 125
中文文獻
極客公園(2021年4月23日)。〈焦慮且孤獨的年輕人,撲向「網路占卜」〉。《商業周刊・獨立觀點》。 https://www.businessweekly.com.tw/business/blog/3006233
齊偉先(2018)。〈台灣漢人民間信仰與新媒體:以臉書為媒介的宗教建構〉。收於林瑋嬪(主編),《媒介宗教》(頁227–266)。台北:臺灣大學出版中心。
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