當泰國潑水節在臺灣遇見S2O：以KEYPO大數據搜尋引擎作為分析工具

2019年7月，S2O泰國潑水音樂節活動首度來臺舉辦，引發臺灣網路民眾針對「泰國潑水節」相關話題之熱烈討論。本研究使用大數據工具蒐集網路巨量資料，藉以了解東南亞國家廣為人知的「泰國潑水節」在臺灣的網路輿論趨勢，其中研究結果：以KEYPO大數據搜尋引擎多面向分析發現，2019年至 2020年間「泰國潑水節」引發臺灣網路民眾高度討論聲量、以及網路搜尋熱門關鍵字皆與來自泰國的「S2O泰國潑水音樂文化節」有著密切相關。原先具有宗教意義性的主體泰國潑水節，節慶在「商品化」作用下而衍生出客體S2O泰國潑水音樂節，但客體聲量反倒壓迫主體泰國潑水節，產生「文化論述異化」之現象。且S2O宣傳多以腥羶色的聳動標題、物化女性的清涼穿著作為宣傳賣點，吸引網路民眾目光，進而推廣活動辦理的相關資訊，吸引民眾購票參與活動。 S2O的興起，「異化」了泰國潑水節原先祝福意涵的本質，更為商業利益而將「節慶商品化」販售，透過情色化宣傳標語提升關注度，進而創造商機從中獲利。而節慶意義被異化後的結果卻帶來了網路高度聲量且網民大多對其討論抱持著中立或正向情緒。他國的莊重慶典習俗，在我國卻僅成了商業包裝活動的題材，追求商品化，而忽略其傳統文化，將他國重要文化慶典情色化的現象實則應當警惕。

關鍵字

泰國潑水節； S2O ；大數據； KEYPO ；文化商品化

並列摘要

S2O Songkran Music Festival sparks widespread discussion of Songkran among netizens when it first introduces into Taiwan in July 2019. In this study, Big Data is adopted to build up large collections of data on internet in order to research Taiwanese public opinion towards Songkran, a festival well-known in some Southeast Asian coun-tries. Based on KEYPO Big Data search engine, the study’s multi-dimensional analy-sis reveals that: (a) Songkran became a hot discussing subject on social media from 2019 to 2020, and (b) internet keywords were closely related to S2O Songkran Music Festival instead of Songkran itself. Through the commercialization of Songkran, S2O successfully turns a festival which contains religious undertones into a business object. It makes the S2O Songkran Music Festival more trending than Songkran itself. The result reflects a phenomenon of cultural alienation. Additionally, sponsor brings up sensational topics in order to publicize S2O Songkran Music Festival, such as objectified women are used as unique selling proposition (USP). Through the above-mentioned strategy, it can catch sight of netizens, and attracts audiences to purchase ticket of the Music Festival. The rising trend of S2O Songkran Music Festival alienates original concept of blessing from Songkran, and commodifies it for commercial interests. Creating busi-ness opportunities to pursue benefit by publicizing slogans which express sexual innu-endo in order to draw the publicity. The alienated meaning of festival brings out high concern and most netizens give neutral or positive response to those discussions. The solemn rituals of celebration during Songkran turn into a campaign for commercial ac-tivity. In conclusion, the study suggests that we should vigilant in the matter of ne-glecting traditional culture and making other country’s celebrations porn during the commercialization of festival by S2O.