本研究旨在探討在當代社群平臺生態與不穩定的創意勞動結構下，臺灣街舞產業工作者個人品牌實踐之現況，並剖析其面對演算法治理時的生存困境與動態協商策略。隨著注意力經濟滲透，平臺演算法已化身為當代街舞創作的「隱形編舞者」，不僅規訓了舞者的創作邏輯與身體展演，更迫使這群仰賴身體資本的創意勞動者，陷入經營人設與數據監控的「渴望勞動」之中，引發深刻的展演焦慮。為解構此數位生態中的生存博弈，本研究採質性研究取徑，深度訪談十位跨世代且具備高度社群涉入度的臺灣街舞產業工作者，並以紮根理論結合影響力成長模型進行文本詮釋分析。
針對研究問題與核心發現，本研究歸納出三大關鍵構面。首先，在展演政治與真實性協商上，當代舞者已發展出「跨平臺分流」戰術。舞者將 Instagram 視為展示專業技術的視覺前臺；同時將 Threads 挪用為宣洩真實情緒的情感後臺。這種看似卸下心防的業餘感，實則為經過受眾意識篩選的「策展後真實」，舞者藉此有效降低受眾商業防衛心，取得動態平衡。其次，在互動關係質變與資本轉化上，舞者與粉絲的關係已從傳統單向的擬社會互動，走向具備經濟邏輯的「社群共創」。舞者發展出私訊公開化以積累信任資本，並透過決策權讓渡（如限動投票）賦權粉絲，此舉不僅滿足受眾的心理擁有感，更成功將虛擬的線上互動，精準轉化為線下報名課程的實質經濟資本。再者，在勞動調適與跨世代生存戰術上，新生代舞者展現直覺棲居的流動真實；中生代舞者因面臨世代交替與身體資本衰退的雙重夾擊，深陷被 KPI 綁架的數據焦慮與自我剝削；資深世代則以深厚的線下實體資本為底氣，採取邊界防禦策略，堅守公私領域分際以保護創作主體性。
總結而言，面對高度不穩定且流量紅利遞減的平臺生態，本研究提出，成功的個人品牌實踐終將走向一場『系統化逃逸』。單純依賴社群流量的舞者終將淪為演算法剝削下的「流量佃農」；唯有實踐多角化經營的「齒輪理論」，將線上累積的注意力引流至私域，並建構實體的教學系統與商業投資，方能昇華為掌握勞動主導權的「產業地主」 。基於上述洞察，本研究建議當代街舞產業工作者在經營個人品牌時，應避免將資源全數挹注於單一社群平臺，而應積極建立線下實體防線，將虛擬影響力轉化為實體存量，期能為臺灣創意勞動者於數位時代的永續經營，提供兼具理論深度與實務價值之反思與解方。

This study aims to explore the personal branding practices of Taiwanese street dance industry workers navigating the contemporary social media ecology and the precarious structure of creative labor. With the pervasive penetration of the attention economy, platform algorithms have essentially transformed into the "invisible choreographers" of street dance creation. These mechanisms not only strictly discipline dancers' creative logic and physical performances but also force these creative workers—who rely heavily on their physical capital—into the "aspirational labor" of relentless persona management and data monitoring, thereby triggering profound performance anxiety. To deconstruct this digital survival game, this study adopted a qualitative approach, conducting in-depth interviews with ten cross-generational dancers highly engaged in social media. Data were interpreted and analyzed using grounded theory combined with the Influence Growth Model.
Addressing the core findings, this study identifies three key dimensions of dancers' dynamic negotiation strategies. First, regarding performance politics and the negotiation of authenticity, contemporary dancers have developed a highly strategic "cross-platform diversion" tactic. They utilize Instagram as a professional visual frontstage to cater to short-video algorithms, while co-opting Threads as an emotional backstage to vent authentic feelings. This seemingly unguarded amateurism is, in fact, a meticulously "curated authenticity" filtered through audience awareness, allowing dancers to effectively lower audiences' commercial defensiveness and maintain a dynamic balance between professionalism and approachability. Second, concerning interactive relations, dancer-fan dynamics have transitioned from traditional, one-way parasocial interactions to an economically driven "community co-creation." By making private messages public to accumulate trust capital and transferring decision-making power to empower fans, dancers successfully convert virtual engagement and psychological ownership into tangible economic capital, such as offline class enrollments. Third, survival tactics vary significantly across generations: the new generation of digital natives exhibits the fluid authenticity of intuitive dwelling; the middle generation, facing the double squeeze of generational succession and declining physical capital, is trapped in KPI-driven data anxiety and self-exploitation; the senior generation relies on profound offline capital to adopt a boundary defense strategy, strictly maintaining the public-private divide to protect their creative subjectivity.
In conclusion, facing a highly unstable platform ecology, successful personal branding ultimately necessitates a "systematic escape." To avoid becoming algorithm-exploited "traffic tenants," dancers must practice the "gear theory"—channeling online attention into private domains and robust offline systems—to elevate themselves into "industry landlords" with labor dominance. Thus, contemporary street dance workers should avoid over-relying on single social media platforms and actively build physical defense lines to convert virtual influence into tangible assets, ensuring sustainable careers for creative laborers in the digital age.

中文部分（依筆畫排序）

王銘德（2022）。臺灣街舞發展影響因素與策略之研究：以街舞工作者之觀點為例（未出版之碩士論文）。國立臺灣師範大學。
林詠霖（2023）。社群媒體時代的個人品牌經營研究（未出版之碩士論文）。國立臺灣師範大學。
張智翔（2020）。臺灣街舞文化之發展與舞者職涯探究（未出版之碩士論文）。國立臺灣體育運動大學。
許雅婷（2019）。表演藝術工作者的勞動處境與品牌實踐（未出版之碩士論文）。國立臺北藝術大學。
黃士豪（2013）。今天去哪跳？臺灣街舞次文化資本的形成與空間政治（未出版之碩士論文）。國立臺灣大學。
韓炳哲（2015）。倦怠社會（王一凡譯）。大塊文化。（原著出版於2010年）

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