聽障奧運、媒體行銷與身體文化－聽不見的身體與眾聲喧嘩的媒體與城市

In the Name of Deaflympics, Media Event and Body Culture: Disabled Bodies and Noisy Media and Cities

孫嘉穗(Chia-Sui Sun)

《運動文化研究》 13期 (2010/06) Pp. 53-83

https://doi.org/10.29818/SS.201006.0002

摘要

本文以聽障奧運為例，探討運動、媒體、城市行銷與身體文化之關係，以聽障奧運之名聚焦的不僅是運動的競技，聽障奧運的展場更是媒體的展演場所及媒體行銷的競逐場域，透過媒體事件的轉播匯聚而來的商業利益及政治效應，使得運動場域展現各種賦意的可能。聽障奧運原有為失能者發聲的功能，以及展現社會多元的效應，然而細究其運作過程，聽障奧運真的展現了社會的多元嗎？還是僅是一個媒體包裝下以多元為表徵，實際上卻是被收編的運動，以及嘉年華式的媒體奇觀，當中的迷文化又是如何被收編與掌控，媒體在其中的角色為何，又是如何行銷，經由聽障奧運，城市被看到了，但身體文化呢？應為運動主體的運動員身體是否在其中淪為配角，運動明星如何透過媒體被塑造，來行銷政治及服務商業，或者，聽障運動選手不夠完美的身體甚至不能成為明星，故而運動賽事需要製作成大型媒體事件，讓運動文化臣服於媒體擬像之下，使新聞聚焦於各種穿插而入的文化活動中，讓更完美的流行音樂明星及各種完美身體的展現，取代原應投注關切的聽障運動者身體展現、掙扎及運動精神的心靈旅程。當聽不見的身體淹沒在眾聲喧嘩的媒體與城市行銷中，並被擠壓到媒體報導的邊緣時，弱勢者的身體及運動文化是否更顯弱勢，而背離了舉辦運動本身應有的初始目的，以聽障奧運之名，是否是更進一步的剝削了失能者，而運動及身體文化又應如何透過媒體的適切呈顯，重新成為及回歸主體，並使媒體扮演積極角色，成為失能者與外界溝通及發聲的平臺。

關鍵字

聽障奧運 ； 媒體 ； 身體文化 ； 城市 ； 運動

並列摘要

This paper takes Deaflympics in Taipei as an example to investigate relationships between sport, media, city branding and body culture. Deaflympics not only provides space for competitive sport, but also become space which emerge media and political agenda, commercial benefit and city branding. Deaflympics provides opportunities for people with disabilities to take part in sports events. However, as a result of media events and political intent, the sports events became an exhibition for media representation that was adapted to city branding and commercial power. The disabled bodies and sports should be the centre of the event, but in reality, city and media have turned the focus to political and economic use resulting in the consequence of cultural element for bodies and sports being put aside. When the voices of bodies cannot be heard due to the wave of noisy media and city branding, itself driven by political and commercial forces, the event may lose its original meaning and become devalued. The media needs to examine its role to reveal disabled athlete's efforts in sport and body culture and their stories of fighting to lift their spirits and throw light on the sport ground. Media should play an active role and become the bridge connecting disabled people to the world and assert their equality and human rights. Disabled athletes ought to be the centre of media coverage. In doing so the media could empower disabled people and sport.

並列關鍵字

Deaflympics ； media ； body culture ； city ； sport

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