本研究旨在爬梳新媒體與陽剛氣質的關係，釐清陽剛氣質在新媒體中的運作邏輯與特性，進一步揭發台灣當代的性別秩序走向，以理解台灣社會正在被甚麼樣的性別訊息所影響。網紅身為新媒體時代下的新寵兒，本研究以台灣的男性網紅為例，分析其展演與建構。目的為理解陽剛氣質的展演層次、手段與媒介等，建構新媒體中的陽剛氣質類型，以重新審視陽剛氣質對於台灣整體性別環境的影響。
經由研究分析，拼貼型的陽剛氣質透過新媒體空間使得性別環境趨向極化，新媒體中的陽剛氣質將不利於多元性別環境的共融。本研究延伸應用「注意力政治（politics of attention）」的概念，說明陽剛氣質的展演將更加強勁地黏附於新媒體之中。研究貢獻在於適時更新陽剛氣質理論，重新評論台灣的性別平等意象與權力關係，使得人們在接受網路資源的各種文本訊息之餘，不忘其中的性別意識與影響力。
This study aims to realize the relationship between new media and masculinity, and to clarify the logic and characteristics of masculinity in new media. By discovering contemporary gender order, we can understand what kind of gender messages are present in Taiwan. In new media, Internet celebrities are popular nowadays. Thus, this study examines the masculine performativity and (re)construction of Taiwanese male Internet celebrities.
The research method mainly uses text analysis to analyze the news social events and video texts, and additionally adds semi-structured interviews. The classification of three flame types (fire-supporting, fire-fighting, and fire-playing) first illustrate the masculine characteristics of Internet celebrities. The results show that: (1) Internet celebrities in new media use a "direct/indirect" way to demonstrate masculinity. The classification of the three animal types (peacock, centaur, and hedgehog) can illustrate the differences in how Internet celebrities display masculinity. (2) Masculinity in new media presents a type of "collage masculinity". Zoom out is a blurry image, zoom in are many "masculine tiles" among the Internet celebrities. Moreover, collage-type masculinity will form a "centrifugal gender order" through gendered subjectivity. It means that masculinity in new media will make Taiwan's gender order deviate from a gender-friendly environment and an inclusive social culture, forming a disordered society.
The collage masculinity tends to polarize the gender environment through the new media space, and the masculinity in new media will be detrimental to the integration of the multi-gender environment. This study applies the concept of "politics of attention", indicating that masculinity will be more strongly attached to new media. The research contribution is to update the theory of masculinity in a timely manner, and re-evaluate the image of gender equality and power relations in Taiwan, so that people can rise the gender awareness and influence while accepting various text messages from Internet.
