本論文探討了 Netflix 系列《挑戰 F1》中所使用的行銷策略，以及這些策略對於推 廣 F1(一級方程式賽車)所帶來的影響。該系列透過引人入勝的故事情節和前所未 有的接觸方式，革新了賽車界，吸引了新一代的賽車運動愛好者。研究發現，《挑 戰 F1》中的故事情節顯著地影響了觀眾對 F1 車手、車隊和賽事的態度。車手的形 象和故事在擴大球迷基礎方面扮演了關鍵角色，視覺吸引力和故事的可親近性為球 迷支持所做出了貢獻。然而，論文承認對於車手形象的準確性存在批評，并強調球 迷對現場觀賽的強烈渴望儘管存在限制。《挑戰 F1》對於觀眾參與 F1 產生了重大 影響，但建議觀眾將其視為娛樂，保持明察的角度。

This thesis examines the marketing strategies used in the Netflix series Drive to Survive and their impact on promoting Formula 1. The series has revolutionized the racing world through immersive storytelling and unprecedented access, attracting a new generation of motorsport enthusiasts. The research reveals that storytelling in Drive to Survive significantly influences audience attitudes toward Formula 1 drivers , team, and race. The appearances and stories of drivers play a crucial role in expanding the fanbase, with factors like visual appeal and relatable narratives contributing to fan support. However, the thesis acknowledges criticisms regarding the accuracy of driver portrayals and highlights the fans' strong desire to attend live events despite constraints. Drive to Survive exerts a significant influence on audience engagement with Formula 1, but audiences are advised to approach it as entertainment and maintain a discerning perspective.

Thesis Validation Letter ................................................................................................... i
Acknowledgments .......................................................................................................... ii
摘要 ............................................................................................................................... iv
Abstract ......................................................................................................................... v
Table of Contents ........................................................................................................... vi
Table of Figures ............................................................................................................ viii
Table of Tables ............................................................................................................. viii
Chapter 1 ....................................................................................................................... 1
Introduction ................................................................................................................... 1
1.1 Motivation ........................................................................................................................ 2
1.2 Research Question ............................................................................................................ 3
1.3 Significance of the Study ................................................................................................... 3
1.4 Research Objectives .......................................................................................................... 4
1.5 Research Outline ............................................................................................................... 4
Chapter 2 ....................................................................................................................... 6
Literature Review ........................................................................................................... 6
2.1 Definition of Motorsport, Formula 1, and Drive to Survive ................................................. 6
2.1.1 Motorsport ....................................................................................................................................... 6
2.1.2 Formula 1 ......................................................................................................................................... 9
2.1.3 Drive to Survive ............................................................................................................................... 11
2.2 Sport Marketing .............................................................................................................. 12
2.3 Storytelling ...................................................................................................................... 14
2.3.1 Definition of Storytelling ................................................................................................................ 15
2.3.2 Storytelling and Narrative in Drive to Survive ................................................................................ 16
2.3.3 Emotional Appeal in Drive to Survive ............................................................................................. 21
Chapter 3 ..................................................................................................................... 23
Research Methodology ................................................................................................. 23
3.1 Introduction .................................................................................................................... 23
3.2 Research Design .............................................................................................................. 23
3.3 Data Collection ................................................................................................................ 24
3.3.1 Secondary Data .............................................................................................................................. 24
3.3.2 Interview ........................................................................................................................................ 25
3.4 Data Analysis ................................................................................................................... 30
Chapter 4 ..................................................................................................................... 31
Case Study: Netflix’s Documentary Drive to Survive ...................................................... 31
4.1 The Success of Drive to Survive ........................................................................................ 31
4.1.1 The Decline in Viewership Preceding the Release of Drive to Survive ........................................... 31
4.1.2 Drive to Survive on Netflix .............................................................................................................. 34
4.1.3 Drive to Survive Expands the Audience Base .................................................................................. 35
4.2 Storytelling ...................................................................................................................... 37
4.2.1 Narrative Structure ......................................................................................................................... 39
4.2.2 Emotional Appeal ........................................................................................................................... 41
4.2.3 Storytelling in Drive to Survive to Increase the wider audience ..................................................... 44
4.3 Audience's Attitude Toward F1 Teams, Drivers, Races ..................................................... 46
4.3.1 Audience’s Attitude Toward F1 Teams ........................................................................................... 46
4.3.2 Audience’s Attitude Toward Drivers .............................................................................................. 48
4.3.3 Audience’s Attitude Toward Races................................................................................................. 53
Chapter 5 ..................................................................................................................... 55
Findings, Conclusion, Implications, and Limitations ...................................................... 55
5.1 Findings ........................................................................................................................... 55
5.2 Conclusion ....................................................................................................................... 56
5.3 Implications ..................................................................................................................... 56
References .................................................................................................................... 59
Appendix ...................................................................................................................... 63

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