自媒體(Wedia=We media) 是一個很新的概念，意指在社群網站上，人人都可以隨時隨地透過行動載具散佈訊息。原本這些人都是在傳統傳播媒介中的閱聽人，卻在網路世界裏，都變成了新聞的發佈者，人人都是自媒體，生活大小事都是新聞。我們也和所有訊息的廣播者一樣，開始關心著張貼出去的內容，如何能得到更多的觀眾回應？於是設計了這系列以FB為自媒體平台的網路漫畫內容研究。研究分為兩大部份，分述如下：　　
　　第一部份，網路漫畫劇在自媒體的應用研究：使用手機APP　( Bitstrips )作為網路漫畫製作的工具，以FB為自媒體發佈平台，由三位研究者在10個月內貼出265張漫畫，觀察其觀眾反應(讚、留言、分享)，並以高夫曼劇場理論三要素(角色、 場景和對白)來分析漫畫中圖文呈現與觀眾反應的關係。研究結果發現：觀眾並不在乎演出的角色人數，但對內容的確有其好惡，校園的場景顯著地比工作場合討喜，積極正面的對話較能引起讚和分享。此外，我們也發現，漫畫中有打賭和送禮的情節時，會引發較多的留言。當這些元素都是可以操控的，網路漫畫便有了置入行銷的商機。　　
　　第二部份，似顏繪人偶與自我認知研究：延續劇場理論中前台分身(I)，與後台本尊(ME)的觀點，企圖透過準實驗來了解漫畫主角的自我與情緒這兩個要素，對觀眾反應的影響。準實驗邀請 34位 設計者使用APP( Bitmoji)創建人偶，製作共136張搭載商品訊息的置入行銷漫畫，於8週中觀察其FB網友的反應。研究結果顯示：人偶呈現正向情緒(笑臉)的漫畫，顯著能得到較多的讚和分享；當設計者本尊(ME)與人偶分身(I)情緒不一致時，會得到較多關懷的留言(接近顯著)。這一次的準實驗中，有14張漫畫被分享(10.2%)，顯示只要操作得宜，觀眾並不排斥這樣的置入行銷廣告方式。　　　
　　本文，除了提出劇場理論，在虛擬網路生活劇場上的應用之外；也將自媒體(We Media)的內容創意，結合了行銷的概念，並確實找出一些規範，建議大家以好吃、好玩、好康為故事主題，結合正向對話和禮物元素，便能成功地以漫畫置入行銷。這套操作方式，已經提供給台灣的觀光業者，做實際遊程或場館的網路行銷應用。

　　We-media (aka wedia) is a concept where the users of social networking sites, such as Facebook, turn into the broadcasters. This study has two parts. Part1 used the popular application Bitstrips as the quasi experiment tool. Facebook was used as the Wedia platform for publishing designed comics, then used the three elements of Goffman’s dramaturgy model—role, scene and dialog—to analyze 265 comics created by 3 researchers and observe the audience’s responses within 10 months.
　　The results showed that people want to see a good story with positive dialogue, and prefer scene is school more than work. As all these elements are controllable, Wedia communication has the potential for more applications. We also found that including the elements of news, gambling and gift-giving tended to trigger greater response. Furthermore, We suggesting that such embedding of product information in web episodes (webisodes) with caricature could be a successful marketing strategy.
　　Part2 is according to the Dramaturgy theory, when the broadcaster plays a role (call it the “I”) who is close to the true “me,” the broadcasting may receive more agreements. This effect may be moderated by situational factors.to test the drawn hypotheses, we invited 34 designer used Bitmoji and snap chat APPs to construct avatars playing 136 comics and published on Facebook as wedia (we the media) platform to observed audiences’ responses within 8 weeks.
　　This study indicated that, by personal visualization, when the played “I” (front stage) is close to true “me” (back stage), the comics would receive more “likes” and “shares”. In contrast, comments will increase. Wedia’s audience preferences regarding the types of situations presented in comics were in the following order: life, romance, and news. But they did not show any preference for actor’s inner world and private things, and, people prefer the avatars in a positive mood to a bad mood. Impression management is necessary in the virtual world.

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