Staging on the Internet: research on online photo album users in Taiwan with the spectacle/performance paradigm.

This study explores motivations of online photo album users in Taiwan and the distinctive "staging" phenomenon with media gratifications and an a priori theoretical framework, the spectacle/performance paradigm (SPP). Media drenching, performance, function and reference are "new" gratifications, which no prior research was found. These gratifications are consistent with the argument of the "diffused audience" on the Internet. This study verifies that the process-content distinction may not be applicable in the Internet setting because distinctions between the real world and the mediated world are vanishing, which is also the main argument of the SPP paradigm.