| 摘要: | 近年來數位產業興起，隨著虛擬技術、製圖技術的快速成長進化，其所提供消費者的沉浸性、互動性、想像性、代入感之使用體驗特性，不僅運用在二次創作虛擬角色使用之商業化上，亦出現在虛擬直播主VTuber角色上，使各大企業爭相將該等虛擬角色之商品化作為運用，並成為自家產品之廣告代言人。
創作者或企業利用2D或是3D電腦生成影像及多媒體技術，創造角色之外觀、形象、個性、風格、造型，來貼合其商品需求進行代言已蔚為風潮。使得原創VTuber或二次創造虛擬角色的呈現方式，亦更加多元，虛擬角色商品化因此已然成為人們生活文化與商業活動的一部分。
虛擬角色打破現實／虛擬、人類／非人界線，然而如何認定虛擬角色受著作權保護與商標權的判斷標準，給與虛擬角色應有的保護，成為當今重要議題。尤其是當企業商品發生消費糾紛時，VTuber或虛擬角色與其所有權或商標權之法律責任如何論斷處理等等，此等問題於現今虛擬文化發展蓬勃時代格外重要。
目前產業實務中多以各式契約調整，就法制未及與法理未明之處進行填補，但由於不同虛擬角色與所屬企業之簽約主體間存在地位落差、資訊不對稱等，契約的具體內容、實際執行和爭議解決也存在公平性和一致性的問題，難以得到公平、明確之解，因而本文嘗試在學理、司法及行政實務見解梳理中，從行政責任、民事責任、刑事責任等不同面向分別討論分析這些問題。
本論文之研究目的，旨在瞭解原創VTuber角色、或二創虛擬角色之特性、定義、內涵、整理並分析虛擬角色表演內容之法律地位、虛擬角色與所屬企業之法律關係規範與模式，與及虛擬角色於現行智慧財產權框架下的保護途徑。在虛擬角色特徵商品化後，其個人形象的經濟上價值與法律爭議，作為本文切入研析未來我國虛擬角色法律規範及保護制度，探討與改進方向之方法。
With the rapid growth and evolution of virtual and graphics technology, the immersive, interactive, imaginative, and immersive experience provided by virtual characters. It is not only used in the commercialization of virtual characters creation, but also in virtual live-streamer VTuber characters. The commercialization of these virtual characters has led corporates to use them to advertise their products.
It has become a trend for creators or companies to use 2D or 3D computer-generated images and multimedia technology to create characters' appearance, image, personality, style, and shape to fit their products' needs for endorsement. As a result, the presentation of original VTubers or secondary virtual characters has become more diversified, and the commercialization of virtual characters has become a part of people's life, culture and business activities.
Virtual characters have broken the boundary of reality/virtual and human/non-human, but how to determine the criteria of copyright protection and trademark rights for virtual characters and give them the protection they deserve has become an important issue nowadays. In particular, when there are consumer disputes over corporate products, how to determine the legal responsibility of VTubers or virtual characters and its ownership or trademark rights, etc. These issues are particularly important in the current era of flourishing virtual culture.
However, due to the difference in status and information inequality, there are some issues of fairness and consistency in the specific contents of the contracts, actual implementation and dispute resolution. It is difficult to obtain a fair and clear solution. Therefore, this paper attempts to discuss and analyze these issues from different perspectives, such as administrative liability, civil liability, and criminal liability.
The purpose of this paper is to understand the characteristics, definitions, and connotations of the original VTubers or the second-created virtual character, to organize and analyze the legal status of the content of the virtual character's performance. Also, to understand the regulation and mode of the legal relationship between the virtual character and its enterprise, and the ways to protect the virtual character under the current intellectual property rights framework. This paper will also analyze the economic value and legal controversies of the personal image of virtual characters after the commercialization of their characteristics. |
