女團偶像商業模式的傳播－從「秋葉原」到「上海」

2005年在日本秋葉原誕生的偶像團體AKB48透過各種媒體戰略與宣傳策略，逐漸發展為超級偶像。其成長模式被複製到日本各地的姊妹團體，也傳播至印尼、台灣、中國等亞洲各地。本論文首先舉出禁止戀愛、選拔總選舉、握手券、選秀會、紀錄片等實例，介紹AKB48的理念與媒體戰略。其次介紹熱情歌迷的獨特口號與動作，也就是俗稱的「御宅藝」，並回溯至明治大正時代，說明其與過去偶像歌迷的表現有何差異。接著討論2012年於上海誕生的AKB48姊妹團體SNH48在複製了AKB48的模式與御宅藝之後，為求中國化而獨立走向不同路線的前因後果，最後藉由東亞偶像文化的傳播與接納，論述其背後因素應為大眾普遍具有喜愛非專業藝能的傾向。

關鍵字

AKB48 ； SNH48 ；御宅藝；秋元康；偶像文化

並列摘要

AKB48, a Japanese girl idol group, was established in the Akihabara area in Tokyo in 2005. AKB48 advocated the concept of so-called＂ idols you can meet＂, and adopted many gimmicks in Japanese entertainment industry, such as ＂handshake event＂, ＂general election＂, scandals of its members, and documentary films, all of which made it became the most popular idol group in Japan. The model of promoting AKB48 spread over local cities in Japan such as Nagoya, Osaka, Fukuoka, Niigata and exported to cities in Asian countries such as Taipei, Jakarta, Shanghai, and Bangkok, where sister groups were established. The expansion of the AKB48 business model and the rampant establishment of sister groups not only vitalize Japan's regions, but also advertise Japanese pop culture in Asia. Consequently, its birthplace, Akihabara, has been worshipped by Asian fans as the holy land of pop culture. This paper will first examine the expansion of AKB48 on Asia, which has also spread abroad the popularity of ＂Wotagei＂, a type of dancing and shouting gestures performed by fans at idol concerts in Japan, formed in the early twentieth century in Japan and, as the paper will investigate, gains its different developments in other duplicated idol groups. Finally, as is the case with SNH48 established in 2012 in Shanghai and originally one of the sister groups of AKB48, its complete imitation of, and later departure from the AKB48's business model, performance, and ＂Wotagei＂ will be analyzed in the paper.