運動、媒體與文化創意產業－魔戒與紐西蘭運動產業

本文由運動、媒體與文化創意產業之角度，探論魔戒故事與紐西蘭運動文化之關係。魔戒的文化想像翻轉了紐西蘭的運動文化地景，由文學延伸的媒介文化地景，更拓展為運動的魔戒想像文化圖景，結合運動、媒介與文化想像，扣連運動的身體經驗與心靈體驗，召引了迷文化、運動文化消費與地方知識等權力關係，在紐西蘭的自然地景上重塑空間與呈現文化權力的運作。研究方法以論述分析的方式，援引包曼重塑空間的概念，析論紐西蘭如何運用魔戒的故事，扣合運動、媒體與文化想像，說明魔戒故事和紐西蘭文化地景是如何構連與形塑，而身體與地方知識又如何體現在此文化想像的地景中，在成功促成運動文化經濟提升的面向外，本文也由批判性的視角，探論運動文化經濟的提升卻可能加深身體被文化資本收編之隱憂，在運動文化揉合了人文風貌的同時，運動的身體仍應保持運動精神與文化的重要質素。本文在探論紐西蘭的案例之後，提出此案例可茲臺灣參考借鏡之處，期使本文兼容理論的探論與實務之應用之參考價值。

關鍵字

運動產業；魔戒；媒體；文化創意產業；文化地景

並列摘要

This paper takes aspects of sport, media and cultural creative industry to explore the relationship between the story of The Lord of the Rings and sport industry in New Zealand. The cultural imagination of the Lord of the Rings has transformed the sport cultural landscape in New Zealand. Literature and media cultural landscape extended into sport industry and in so doing combined sport, media and cultural imagination. Sport industry which combines body exercise and spiritual experience which merges with fan culture, cultural consumption and local knowledge etc. forms power relationships. These cultural power relationships have reshaped the cultural spaces which have been overlapping different imaginative cultural maps upon nature space in New Zealand. This paper uses discourse analysis as the research method. The theory applied Zygmunt Bauman' concept about 'reshaping space' to examine the manner by which The Lord of the Ring combined sport, media and cultural imagination to link with the cultural landscape of New Zealand. The research also revealed how body and local knowledge are embodied with cultural capital and consumption and represented in the cultural landscape. Merging of The Lord of the Rings with sport industry has enhanced cultural economy. However, this paper also critically examines possible damage that body in the sport industry and embodied cultural capital can be swamped by commercialism or overpowered. When sport merges with humanity culture, sport body shall retain spirit and culture essence and does not become only commercialized. This paper also takes the New Zealand experience as a reference and points out the possibilities that sport industry as a whole can learn, in particular the sport industry in Taiwan could benefit. The paper hopes that not only theory but also practical usages can be of value for the sport industry in Taiwan.