負面客家形象的建構：以電視綜藝性談話節目為例

A Discourse Analysis of Construction of Hakka Negative Images in TV Talk Shows

孫榮光(Jung-Kuang Sun)

《復興崗學報》 98期 (2010/06) Pp. 125-143

https://doi.org/10.29857/FHKAJ.201006.0006

摘要

近年，台灣的談話性節目(talk show)日趨風行，其中部分收視率頗佳、頗受年輕族群喜愛的綜藝性談話節目紛紛製播與客語／客家族群／客家文化相關的主題，有的邀請客籍演藝人員至節目中以輕鬆搞笑的方式談論客家文化，有的則以辯論方式，由主持人與來賓針對傳統客家刻版印象進行激辯。本文以再現為理論基礎，對綜藝性談話節目建構的負面客家形象進行論述分析，探討客家族群在該類型節目中如何被描繪與再現，以及這種媒體再現一再重覆出現的社會脈絡與意識型態。本文發現，小氣、吝嗇是最常出現的負面客家形象；而客家人的硬頸精神也經常被有意無意地與小氣混為一談。這些談話內容表面上只是藉由藝人的激烈對話與自我解嘲製造笑點，卻深化並傳遞了客家族群的負面形象。

關鍵字

綜藝性談話節目 ； 客家族群 ； 再現 ； 客家形象 ； 論述分析

並列摘要

In the past few years, some of the popular entertaining talk shows unusually and extraordinarily put Hakka people and culture under spotlight. Some of them invited Hakka performers to chat and satirize related subjects, while some invited performers to debate on stereotypes of Hakka people. Based on the theory of representation, this study analyzed negative images constructed in these television programs by means of discourse analysis and discussed the context in which these negative images were brought forth repeatedly. It was found that stinginess and parsimony were qualities most frequently mentioned, while Hakka spirit of Ing-Jing, a quality of persistence and assiduity, was mixed up with parsimony. On the surface, these topics appeared to be harmless teases; however, they strengthened and continued negative images of Hakka people.

並列關鍵字

entertaining talk shows ； Hakka ； representation ； Hakka images ； discourse analysis