從關係理論探討迷現象—以台灣韓劇迷為例

社會上充斥著各式各樣的「迷」，而過往也有許多學者從不同角度探討「迷」，本研究以「關係」為理論視角，「台灣的韓劇迷」為研究對象，透過深度訪談的方式，探討台灣韓劇迷成癮於韓劇的現象，包含韓劇迷身分的形成和維持，並將關係區分為兩個面向加以探討，一為韓劇迷與韓劇的雙向關係，觀察在韓劇迷的群體中，韓劇迷與韓劇之間建立的是何種型式的關係；另一則為韓劇迷與韓劇迷之間建構在以韓劇為基礎上的網絡關係，探究韓劇迷經由韓劇與其他韓劇迷間的互動，如何影響韓劇迷與韓劇之間的雙向關係。研究結果發現，韓劇迷與韓劇之間存在類似人際關係的型態，韓劇迷之所以著迷於韓劇，是因為彼此間建立以情感為基礎如同朋友般的友誼關係，或是建立比較理智型的諮詢顧問關係和類似師生之間的關係。此外，在個體與其他個體的網絡關係中，本研究則發現韓劇迷與韓劇迷之間會顯現出Muniz and O’ Guinn (2001)所提出品牌社群的三個主要特色：共享意識、擁有特殊儀式與傳統及具有道德責任，並大致可歸納成三種類型的社群：傳播型、即興創作型以及任務型。韓劇迷們從在社群中展現出品牌社群的特色來凝聚對韓劇的認同感，也就是說，韓劇迷透過韓劇與其他韓劇迷的網絡關係，會使韓劇迷和韓劇有更緊密的連結，意即強化迷與劇的雙向關係，使韓劇迷們持續沈迷於韓劇中，在生活中表現出「迷」的特性。

關鍵字

迷；關係理論；品牌關係；韓劇

並列摘要

There are many kinds of fans in the society, and scholars have explored the fan phenomenon from different perspectives. This research discusses the phenomenon of the Korean drama fans in Taiwan from the perspective of the relationship theory by deep-interview with the Korean drama fans. This study discussed the relationship be-tween Korean drama fans and Korean dramas from two sides. On the one hand, this study explored the dyadic relationship between fans and dramas with special attention on the types of the relationships which were constructed within the group of the fans. On the other, this study discussed the network relationship between the fans and fans on the basis of the dramas. Particularly, this study illustrated the way fans influenced the dyadic relationship with the Korean dramas by interacting with other fans. This study found the relationship between the Korean drama fans and the Korean dramas was similar to human relations, such as the emotion-based friendships, or the intellectual-based consultant-people and the teacher-student relationships. Also, this re-search found that in the network relationships, the fans would present three main cha-racteristics of the brand community (the consciousness of kind, the rituals and traditions, and the moral responsibility) proposed by Muniz and O’ Guinn (2001). Moreover, there were three types of the communities, namely transmitted, improvised, and missioned community. By showing the characteristics of the brand community, the fans could co-construct the identity of drama in these communities. In other words, fans could bridge closer connections between the fans and the dramas, indicating that the connec-tions could strengthen the dyadic relationships between the fans and the dramas. Con-sequently, the Korean drama fans stayed addicted to the Korean dramas, and showed the characteristics of “fans” in daily life.

並列關鍵字

fan ； relationship theory ； brand relationship ； Korean drama

參考文獻

莊道明（1998），《我國學術資訊網路使用及資訊倫理教學之研究》，圖書館學刊，第十三期，頁169-197

張雅婷（2008），《探討閱聽人對韓劇《我叫金三順》的解讀研究》，交通大學傳播研究所碩士論文

葉嫦芬（2001），〈韓劇、日劇大對決〉，民生報，2001年11月22日Ｃ６版。

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闕奕婷（2007），《華文社群之「韓劇迷」解讀型態研究－以《我叫金三順》一劇為例》，元智大學資訊傳播研究所碩士論文

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從關係理論探討迷現象—以台灣韓劇迷為例

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