解構台灣「自行車熱」的媒體論述

本研究企圖瞭解當今台灣自行車熱的形成脈絡與背景，透過媒體論述做進一步的分析，分別從三個研究問題出發，首先從歷史脈絡進行分析，觀看不同時期與不同社會條件如何再現自行車這項客觀的交通運具；其次，在初步的媒體報導觀察上發現，大致有兩個議題分別為樂活、慢活等生活美學與自行車產生連結，另一個為環保議題與自行車產生連結，因此欲探討大眾媒體塑造與描繪自行車形象的過程；最後，進一步探討自行車與環保產生連結時，與其他環保論述之差別，探討不同論述的背後有什麼樣的運作關係。研究發現，從論述分析中得知，騎自行車在媒體論述中成為消費主義下的產物以及形塑出布迪厄所言品味秀異的展現，並且在講求慢速的環境下，騎自行車風潮成為保羅維希留所稱之的速度政權下產物；最後，當自行車成為環保實踐具體展現，卻在被塑造成為主流價值的同時，遮掩的其他社會環境異質性的可能，甚至壓迫邊緣的環保議題。

關鍵字

自行車熱；再現理論；論述分析

並列摘要

This study explores the formation of the “Bicycle Heat” in Taiwan and analyzes the process of media representation. It has three main aims. First of all, the study examines different ways of seeing the objective vehicle-bicycle in different social contexts. Secondly, there are two issues as the initial finding of analyzing media reports. One is the art of LOHAS and slow living articulating with cycling. Another is environmental protection issue. Thus, the study tries to find out how the media constructs the image of cycling. Finally, when cycling articulates with environmental protection issue and becomes mainstream discourse, how the media reports the other environmental protection issues. To find out the difference between mainstream and non-mainstream discourses is the further aim of the study. The study based on discourse analysis found that media tends to report cycling under consumerism context and construct it as the concept of Bourdieu’s “distinction” theory. Besides, in the context of slow living, cycling becomes the result of Virilio called “dromocratie”. Finally, when cycling becomes the practice of environmental protection and plays in a mainstream role, cycling might obscure social and cultural differences, ignore the heterogeneous environmental responsibility and even oppress non-stream issues.