臺灣之光的符號消費與擬像世界：一條布希亞（Jean Baudrillard）學說的分析徑路

Symbol Consumption and Simulation World of the Pride of Taiwan: Analytical Path of Theory of Jean Baudrillard

陳俊玄(Chun-Hsuan Chen)

《運動研究》 30卷1期 (2021/06) Pp. 1-25

https://doi.org/10.6167/JSR.202106_30(1).0001

摘要

「臺灣之光」一詞在臺灣體育運動領域的體現，主要是回應王建民在美國職棒大聯盟的優異表現。當王建民、陳偉殷、曾雅妮、戴資穎等運動界的「臺灣之光」經由政黨團體、政治人物、商業資本家與大眾傳媒的共同創造與設計，「臺灣之光」及其衍生的商業品項不僅順利轉化為「消費對象」與「符號商品」，更成為電視與網路場域中「虛擬運動空間／擬像運動世界」的要角。本文擬自詮釋典範的研究方法論出發，藉由布希亞（Jean Baudrillard）「符號消費」與「擬像」的理論觀點及分析視角，針對「臺灣之光」的詞彙與意義進行深度分析，試圖瞭解詞彙文本背後所隱藏的符號意涵與擬像景觀。本文研究結果，呈現在六個面向：一、政治黨團與政治人物之論述符號；二、臺灣主體意識的符號載體；三、運動明星商品化與運動消費符號化；四、西方運動資本與臺灣運動場域的追夢與割捨；五、運動明星擬像與日常生活的確立與融合；六、超真實運動場域與虛擬運動空間的接受與認同。本研究結論顯示，「臺灣之光」（擬像）藉由「螢光幕上臺灣頂尖運動員」（擬仿物）的拚搏意象與各式傳媒的塑造與傳送，已成功換化為一種「社會符號／文化符碼」，並且毫無破綻的轉換成「完美擬像」與「超真實狀態／螢幕場域」，真實主體（頂尖運動員／運動社會）消失，符號（螢幕影像）創造的主體才是真實的主體，「符號創造擬像」、「擬像超越真實」。

關鍵字

擬仿物 ； 超真實 ； 日常生活

並列摘要

The term ＂the pride of Taiwan＂ in sports field of Taiwan mainly responds to excellent performance of Chien-Ming Wang in MLB. By co-creation and design of ＂the pride of Taiwan＂ in sports field of Taiwan, Chien-Ming Wang, Wei-Yin Chen, Yani Tseng, Tzu-Ying Tai, through political groups, politicians, capitalists, and mass media, ＂the pride of Taiwan＂ and the related goods are not only turned into ＂subjects of consumption＂ and ＂goods of symbol,＂ but also becomes main characters of ＂virtual sports space/simulation sports world＂ on TV and internet. Based on Research Methodology of hermeneutics paragon and from theoretical and analytical perspectives of Jean Baudrillard's ＂symbolic consumption＂ and ＂simulations,＂ this study conducts in-depth analysis on figurational process and profound implication of vocabularies of ＂the pride of Taiwan＂ and attempts to recognize the underlying symbolic meaning and simulation landscape of the term and text. Research findings are shown in six dimensions: (1) discursive symbol of political party and politician; (2) symbol carrier of subjective consciousness of Taiwan; (3) commercialization of sports stars and symbolization of sports consumption; (4) pursuit and abandonment of western sports capital and Taiwan sports field; (5) sports stars simulation and daily life validation and combination, and (6) acceptance and identification with hyperrealistic sports field and virtual sports space. According to research conclusion, ＂the pride of Taiwan＂ (simulation), through image construction of heroic totem of ＂great athletes＂ (simulacra) and powerful transmission of media, is successfully transformed as ＂political and national symbol/consumption cultural code.＂ Realistic sports field is perfectly acculturated into ＂hyper-realistic state/virtual screen space.＂ Image of realistic subject (great athletes/physical sports field) successively diminishes and subject created by symbol (image of screen) is the real one. ＂Symbol creates simulation＂ and ＂simulation surmounts reality.＂

並列關鍵字

simulacras ； hyperreality ； daily life

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