隨著資訊科技發展，除了傳統的大眾傳播媒體外，以網路做為訊息平臺的新興媒體逐漸發揮影響力。而部落格概念的興起即宣告一個成本低、傳播速度快、並具高互動性的網路時代已經來臨。尤其近年來網路使用人數逐漸增加，使用部落格的族群也日趨多元，而流行藝人對如何吸引Fans一向是不遺餘力，亦開始利用此一媒體來包裝形象與行銷自己，增加與Fans間的互動。本研究採用文獻分析法，並配合比較法，針對臺灣流行藝人於部落格之現象做剖析。所探討之重點為：第一，流行藝人運用部落格於形象塑造之動機與目的；第二，從中瞭解其規劃、設立、與經營臺灣流行藝人部落格之視覺呈現及工作情形之相關案例；第三，流行藝人顯示於部落格之藝人行銷策略；第四，臺灣流行藝人將部落格應用於設計行銷所產生的從眾行為。希冀藉此研究了解流行藝人形象塑造之行銷趨勢與未來發展。

With the growth of information technology, internet has become a newly mass medium for people. Meanwhile, more and more people start using blogs as their individual public mediums in network. The role of blogs became increasingly mainstream; audiences began using them as tools for outreach and opinion forming. Many popular artists create their own blogs for marketing, branding, or PR purpose. For most artists, blogging is used to draw attention to attract fans. Thus, blogging is not only an on-line diary, but also part of a wider network of social media. This study uses documentary analysis and activation analysis to explore conformity in popular artists' blogs. It divides into four parts: (1) The advantages of creating popular artists' blogs, herewith the background, the motive and the goal is analyzed. (2) The visualization of popular artists' blogs and how they convey the image of each artist, (3) The marketing strategy of popular artists, (4) The influence and social value of conformity in popular artists' blogs.