從政治消費觀點看台灣新世代的「台獨」認同建造

本文在古典國家認同的根基上，以政治消費觀點觀察年輕世代的台灣認同建構。本文主張這是一種透過商品或文化消費手段，實踐一種以個人主義的多元身分與文化認同為基礎，建構出的想像的台灣國族共同體。本文首先處理中華民國與台灣的關係，藉以梳理年輕世代的「台獨」觀。接著描繪本文的研究對象以及文化消費與自我認同的關係。太陽花運動是本文觀察政治消費現象的起點，運用構框理論及場域分析來解析運動中的權力結構，進一步觀察「台獨」符碼在運動中的呈現，以及運動參與者如何以個人主義化的個體加入抗爭的大敘事。最後觀察陳水扁時期與當代選舉中政治消費的差異，以及其他當代政治消費現象。研究發現，透過消費實踐的各種身分編輯、認同拼貼，讓「台獨」透過消費個人主義化，這裡面的認同尺度不是集團化的國家想像，而是個人主義化的自我，以個人主義來追尋一種共同的台灣國族想像。這種多重身分及多元文化的認同構築，讓古典國族認同建構中的對立元素得以共存而不衝突。

關鍵字

台獨；政治消費；世代；太陽花運動；個人主義

並列摘要

This study is based on the classic model of national identity. It has viewed the identity construction of Taiwan's younger generation through the concept of political consumerism which was announced to be the merchandise-consuming or culture-consuming practice which builds an imaginary Taiwan's nationality which is on the basis of diverse identity and cultural identity under the concept of individualism. This study first tided up the historical context between Republic of China and Taiwan to figure out the perspective of Taiwan's younger generation on Taiwan independence. The second step was to understand the relationship between the culture-consuming concept, self-identity and the objects of this study. Sunflower Movement was the start of the observation on the political-consuming phenomenon. This study applied framing theory and field theory to analyze the hierarchy of authority in this movement. Furthermore, the symbols represented Taiwan independence and the meta-narrative of the attendees (how each individualist joined this movement spontaneously) were observed and recorded. In the end, this study reviewed the differences on political consumerism between Taiwan's contemporary elections and the course of President Chen Shui-bian and also reviewed the other phenomena which were related to political consumerism. The results showed that diverse identity editing and identity collaging which were demonstrated by consuming practices "individualismized" the concept of Taiwan independence through the consuming behaviors. The scale of the identity here is not a group imagination on nation-building, instead, it is an "individualismized" consciousness which pursues an imaginary national identity of Taiwan by the way of individualism. The construction of self-identity which is composed by multiple identities and diverse cultures makes the opposite elements become reasonable in the classic model of national identity.