從標籤理論看中壢「越」式按摩店

桃園縣中壢地區近年來開了許多間越式按摩店。這些店家招牌的共同的特徵就是標榜越南國籍的「越」字。本研究旨在探討業者對「越」字意涵及建構的相關問題。研究發現這些按摩店雇用越南籍新移民女性，提供「廉價」的半套性服務。從業的越南女性因為經濟的困境，自願進入按摩店工作，又因為國籍和族群的因素，相較於其他台灣小姐，越南女性只能接受較低的報酬。在台灣的越南女性，與後殖民女性主義所探討的非主流文化族群的婦女，因為她們的族群、國籍背景而遭受壓迫，使得她們無法享有平等的機會與人權的情況相互呼應。為了增加收入，她們努力討好客人的積極表現，吸引台灣媒體的關注，將越南女性形塑成豪放敢玩又便宜的性工作者。這類污名化的報導，加深了台灣民眾對越南女性的負面印象。從標籤理論來看越式按摩店的業者，發現他們在經營按摩店前，就理解社會的負面標籤。業者不但不畏懼這種負面標籤，反而利用這種負面標籤，在按摩店的招牌上特別標榜「越」字，以招攬生意。近年來，越式按摩店利用低價的策略，成功佔據廉價的性產業市場，也使得「價格」因素成為區隔性產業的「族群界線」。越南籍的業者認為媒體的污名化報導會造成所有越南女性的名譽受損。每個越南姊妹都有個別差異，卻同時被媒體污名化。即使在按摩店工作的越南女性，她們辛苦賺錢，也是為了養育子女或寄回越南娘家孝順父母。台灣社會和媒體給予她們的負面標籤和不公平報導，值得社會大眾共同省思。

關鍵字

越式按摩店；新移民女性；標籤理論

並列摘要

In recent years, various self-claimed Vietnamese style massage salons are established in ChungLi City of Taoyuan County. The common characteristic shared by these salons is its emphasis on the character of “越” to represent Vietnam or Vietnamese. This study aims to discuss the implications and construction of the “越”character of salons’ owners. This research finds that these salons employ Vietnamese immigrant women to provide “low-price” sexual service. Due to economic hardship and foreign nationality, some Vietnamese women are willing to work for the massage salons with lower salary compare to Taiwanese women. The situation of these Vietnamese women in Taiwan and women from non-mainstream cultural groups around the world discussed by postcolonial feminist scholars, suffer similar oppression because of their ethnic backgrounds and nationalities, they are deprived of opportunities to enjoy equality and human rights. To get higher income, the Vietnamese women of the salons try their best to please male clients and drawing media attention in Taiwan, which shapes them as sex workers who are dare to please clients with low-price services. This stigmatized image deepens the local Taiwanese negative or pejorative impression on Vietnamese women. From the point of labeling theory, the owners of Vietnamese style massage salons are aware of this social pejorative label and effectively use it as their business gimmick. It is therefore to make these Vietnamese style massage salons occupying cheaper sexual industry market successfully in the recent years. The Vietnamese owners recognize that stigmatized images from media will impair reputation of all Vietnamese women in Taiwan. They believe that Vietnamese women are different from one another, but with stigmatized images, they all suffer. Those Vietnamese women who work in the massage salons are painstaking in their work in order to bring up their children or remitting money to their parents back in Vietnam to show their filial obedience.