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系統識別號 U0002-1502201418183800
中文論文名稱 隨蝴蝶離開的小綠人:MSN王朝在媒介板塊中的興衰
英文論文名稱 The rising and falling of MSN dynasty, some observations on ecology of the medium plate
校院名稱 淡江大學
系所名稱(中) 資訊傳播學系碩士班
系所名稱(英) Department of Information and Communication
學年度 102
學期 1
出版年 103
研究生中文姓名 張嘉晉
研究生英文姓名 Chia-Chin Chang
學號 600040132
學位類別 碩士
語文別 中文
口試日期 2014-01-17
論文頁數 137頁
口試委員 指導教授-楊智明
委員-湯允一
委員-唐大崙
中文關鍵字 Web2.0  即時通訊  媒介地圖  社群網站  行動化  整合 
英文關鍵字 Web 2.0  instant messaging  media map  social network  mobile  integration 
學科別分類
中文摘要 以即時通訊MSN在過往發展為個案,不斷以各種更新、釋出試用版以獲取使用者的青睞,由文字傳輸、圖檔傳輸、語音傳輸、影像傳輸等,可以得知MSN在即時通訊市場中所做出的努力,因而曾成為即時通訊市場中第一的地位,在2010年時,使用用戶數更高達3億多人,但仍於2013年熄燈結束13年的服務。
本研究問題在於MSN的過往發展當中,不斷以各種更新、釋出試用版以獲取使用者的青睞,由文字傳輸、圖檔傳輸、語音傳輸、影像傳輸等,可以得知MSN在即時通訊市場中所做出的努力,因而曾成為即時通訊市場中第一的地位。但在2013年由Skype全面接手,走向結束的因素為何?
本研究採用“Media map”中的變項(公開/隱私、高使用率/低使用率)作為架構,從媒介歷史中的演變,相互驗證媒介地圖中變相對於媒介市場的影響,以了解各變項對於媒介受歡迎程度的影響。本研究方法以時間軸方式了解MSN歷史發展與所遭遇之困難,因此許多問題的徵兆是以隨著時間面對大環境,而逐步分析;再透過媒介地圖概念解析,面臨問題卻無法及時有效因應之因素。研究結果發現:(1)在MSN時期時,社群網站諸如MySpace、Friendster及在全球引發熱潮的Facebook,倚靠媒介熱度將曾為提供即時通訊服務的MSN Messenger功能單純以聊天室功能取代,造成讓MSN Messenger提供了近14年的服務之後熄燈的因素之一。(2)在Windows Live Messenger時期,在智慧型手機出現之後所帶來的影響不僅止於通話與發簡訊的習慣改變,手機不再僅止於傳統過往功能。軟體功能更體現行動化演進,過往通話及傳送短訊都須經由GSM系統的服務,但透過網路傳送訊息、通話、遊戲、瀏覽網頁、…多到不可勝數的功能,讓行動化成為趨勢。(3)「整合」成了重要策略,再不加以區隔各個使用族群取向的情形之下,將其他功能一併納入,媒介的整合改寫了過往的媒介走向。
英文摘要 Since Internet can be accessed by everyone that developed from Arpanet, it caused Internet beyond the situation before. When the Web 2.0 came to our life, more and more people want to access the virtual and opening space. Therefore, everyone is amazed by evolution of personal computer and Internet. According to the case study in MSN, it is earned favorable impression by some strategy like update, beta version release. We can understand that efforts in the market of instant messaging to MSN by text transmission, picture transmission, voice transmission, video transmission, etc. We can know how hard the MSN made, therefore MSN once got first in the instant messaging market. In 2010, the number of user once got 300 million people, but Microsoft still shut down MSN in 2013.
The issue in the research is MSN once got first in instant messaging market, but why Microsoft choose to shut down MSN? What factor caused MSN to be terminated? We may realize the historical development and difficulties they encountered of MSN in this research, therefore analyze many signs of the problems in the whole medium environment, and then, approaching by Media Map to know why Microsoft couldn’t efficiently solved all problems they met.
The results of research are: (1) New media, social network, appeared with medium heat, social network became more and more popular, especially like MySpace and Facebook. And they launched their chat function, instead of instant messaging client server. It’s a factor impacted the operation of MSN. (2) In Windows Live Messenger period, the smartphone launched. People can use smartphone to access the mobile internet, therefore mobile application software is launched a lot and fast. At the same time, mobile instant messaging launched and occupied people’s time and attention. It caused another instant messaging market and challenged for MSN. (3) "Integration". It becomes an important strategy now and then. Because how to integrate the new function or product leading to the different situation totally and the future of whole medium environment.
論文目次 目錄
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的與問題 3
第二章 文獻探討 5
第一節 網路與PC時代 5
第二節 Web2.0潮流 15
2-2-1 即時通訊發展 15
2-2-2 部落格發展 22
2-2-3 微型部落格&社群網站發展 29
第三節 SOLOMO的來臨 32
2-3-1 社群網站發展 32
2-3-2 行動即時通訊 46
第四節 行動通訊應用技術 48
第三章 研究方法 53
第一節 媒介生態學 53
第二節 時間軸分析 55
第三節 相關分析概念及理論 56
3-3-1 Web2.0 56
3-3-2 SOLOMO行銷概念 59
3-3-3 媒介地圖 61
第四章 微軟策略下的MSN Messenger成敗 64
第一節 由開拓走向爭霸的MSN Messenger 65
第二節 屋漏偏逢連夜雨:社群、行動與產品安全漏洞的考驗 80
第三節 整合策略的成敗:配角成道具 90
第四節 媒「界」模糊下的MSN 99
第五章 結論與建議 108
第一節 研究發現與討論 108
第二節 研究限制與後續研究 110
參考文獻 111
中文 111
書籍 111
期刊論文 111
網路資料 112
英文 114
書籍 114
期刊論文 114
網路資料 114
附錄 134

圖目錄
圖2-1 Talk使用介面圖 11
圖2-2 網路發展起源簡圖 15
圖3-1 SoLoMo 59
圖3-2 Online to Offline(O2O)示意圖 60
圖3-3 Media map 61
圖3-4 Map of Online Communities 2007 62
圖3-5 Map of Online Communities 2010 63
圖4-1 Google Wave 93
圖4-2 Instant Messenger Market Share Worldwide 2011-2013 98
圖4-3 Facebook、MSN功能特性示意圖 100
圖4-4 Windows Live服務頁面 101
圖4-5 Facebook、MSN品牌產品角度示意圖 102
圖4-6 MSN表情符號 105
圖4-7 Line貼圖 106

表目錄
表4-1 MSN年份事件意義表(一) 78
表4-2 MSN年份事件意義表(二) 89
表4-3 MSN年份事件意義表(三) 97
參考文獻 中文:
書籍:
1.汪益譯(1999)。《預知傳播紀事》。台北:台灣商務印書館。(原書McLuhan, M., McLuhan, E., & Zingrone, F. [1995]. Essential McLuhan. Canada: Ontario.)。
2.邱文寶譯(2003)。《科技的美麗與哀愁》。台北市:經典傳訊。(原書Charles Jonscher [2000]. WiredLife : who are we in the digital age? )。
3.王樂成、林祐聖、葉欣怡譯(2002)。《網際網路與社會》。台北市:弘智。(原書James Slevin [2000]. Internet and Society.)。
4.何道寬譯(2003)。《傳播的偏向》。北京:中國人民大學出版社。(原書Harold Innis[1951]. The Bias of Communication . Toronto: University of Toronto)。
5.趙偉妏譯(2011)。《速度文化:即時性社會的來臨》。新北市:韋伯文化國際。(原書John Tomlinson[2007]. The Culture of Speed: The Coming of Immediacy. London: Sage)。
6.錢清等譯(2003)。《引爆流行:小事如何產生大變化》。北京:中信。(原書Malcolm Gladwell[2002]. The Tipping Point: How Little Things Can Make a Big Difference.)
7.何道寬譯(2010)。《科技奴隸》。台北市:博雅。(原書Neil Postman[1992]. Technology: The Surrender of Culture to Technology.)
8.宋偉航譯(2000):《數位麥克魯漢》。台北:城邦;譯自Levinson, Paul J.(1999)Digital McLuhan :A guide to the information millennium.
9.陳信宏譯(2011):《今昔之筆:從鉛筆到像素作者》台北:貓頭鷹 ;譯自Baron ,Dennis (2009) A better pencil: readers writers and the digital revolution.
期刊論文:
1.謝新蓉(2011)。《以媒介共時理論觀點但就大學生媒介使用現況》。淡江大學資訊傳播學系碩士論文。
2.王沛娣、楊繼群(2005)。《媒體「新」版圖? 跨越疆界的媒體產業》。政治大學廣播電視學系碩士論文。
3.林文剛(2003)。〈媒介生態學在北美之學術起源簡史〉,《中國傳媒報告》,4(2):4-16。
網路資料:
1.整合通訊暨即時協作平台。上網日期:2013年11月4日,檢自:http://www-01.ibm.com/software/tw/promotion/success/sametime.html
2.透過電腦進行語音和視訊通訊。上網日期:2013年11月4日,檢自:https://support.google.com/chat/answer/159499?hl=zh-Hant
3.關於透過 Gmail 撥打電話。上網日期:2013年11月4日,檢自:https://support.google.com/chat/answer/187614?hl=zh-Hant
4.Wikipedia,XMPP。上網日期:2013年11月4日,檢自:http://zh.wikipedia.org/wiki/XMPP
5.Windows Live Messenger 與 Yahoo!Messenger 互通囉~。上網日期:2013年11月4日,檢自http://gene7299.wordpress.com/2006/07/13/windows-live-messenger-%E8%88%87-yahoomessenger-%E4%BA%92%E9%80%9A%E5%9B%89/
6.Blogger的故事。上網日期:2013年11月4日,檢自http://www.blogger.com/about
7.Facebook,當我戳了某人時,會怎麼樣。上網時間:2013年11月6日,檢自; http://www.facebook.com/help/210552142308915
8.社群網戰再起——Facebook 收購 Instagram 背後的故事(上)。上網時間:2013年11月14日,檢自;http://www.inside.com.tw/2013/05/09/the-story-behind-facebook-acquires-instagram-1
9.什麼是Web 2.0。上網時間:2013年11月12日,檢自;http://dreamerscorp.com/blog/%E4%BB%80%E9%BA%BC%E6%98%AFweb-20/
10.未來新趨勢-SoLoMo(社交+適地+行動)。上網時間:2013年11月17日,檢自:http://www.startuplive.cc/2011/05/04/%E6%9C%AA%E4%BE%86%E6%96%B0%E8%B6%A8%E5%8B%A2-solomo%E7%A4%BE%E4%BA%A4%E9%81%A9%E5%9C%B0%E8%A1%8C%E5%8B%95/
11.ARO/MMX觀察:即時通訊軟體使用情形。上網時間:2013年12月7日,檢自:http://www.iama.org.tw/upload/ResourceReport/20130909113744399.pdf
12.微軟推出MSN Messenger Service 3.0中文版用戶可免費下載最新及時傳訊軟體,透過語音線上交談。上網時間:2013年12月26日,檢自:http://www.microsoft.com/taiwan/press/2000/0721.htm
13.全新 Windows Live 編織更精彩更豐富的社交人生。上網時間:2013年12月29日,檢自:http://www.microsoft.com/taiwan/press/2010/10/1006.mspx
14.MSN Messenger 7.0 與 MSN Spaces 正式版全球同步登場。上網時間:2013年12月28日,檢自:http://www.microsoft.com/taiwan/press/2005/04/0407.mspx
15.MSN Messenger 7.5 正式版即日開放下載。上網時間:2013年12月28日,檢自:http://www.microsoft.com/taiwan/press/2005/08/0824_2.aspx
16.Windows Live Messenger 8.1 正式版功能解說。上網時間:2013年12月28日,檢自:http://winliveintro.wordpress.com/2007/02/08/windows-live-messenger-8-1-%E6%AD%A3%E5%BC%8F%E7%89%88%E5%8A%9F%E8%83%BD%E8%A7%A3%E8%AA%AA/
17.Windows Live Messenger 8.5 正式版全球同步登場。上網時間:2013年12月28日,檢自:http://www.microsoft.com/taiwan/press/2007/11/1107_2.mspx
18.MSN 十年有成‧Messenger 時刻精彩。上網時間:2013年12月29日,檢自:http://www.microsoft.com/taiwan/press/2009/01/0109_2.mspx
19.MSN Messenger Service 4.5中文版免費下載。上網時間2013年12月27日,檢自:http://www.microsoft.com/taiwan/press/2001/1024.htm
20.在Windows XP上同時執行Windows Messenger及MSN Messenger 5.0。上網時間:2013年12月27日,檢自:http://support.microsoft.com/kb/330117/zh-tw
21. MSN Messenger 6.0 正式版上線 互動遊戲更精彩 。上網時間:2013年12月28日,檢自:http://www.microsoft.com/taiwan/press/2003/0718_2.htm
英文:
書籍:
1.Brookshear, J.G.,(2007). Computer Science: An Overview (9th ed.).Boston: Addison Wesley。
期刊論文:
1.Widmann, R. L.(1971). Annual Survey of Recent Developments, Computers and the Humanities, 6(1), p.3.
2.Dasgupta, S.; Lall, S.; Wheeler, D. (2001). Policy reform, economic growth, and the digital divide - an econometric analysis. Policy, Reform working paper ; no. WPS 2567. Washington, DC: World Bank.
3.Hillebrand, Friedhelm (2002). The Creation of Global Mobile Communications. GSM and UMTS, John Wiley & Sons.
網路資料:
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