王建民緋聞事件之形象修護策略探析

運動明星的言行舉止是大眾關注的焦點，私領域部分更是媒體放大處理的焦點。棒球明星王建民，在2009年承認發生婚外情，重挫個人形象，其面臨生涯重大考驗與評論，王建民亦立即召開記者會，向社會大眾道歉。鑑此，本研究以王建民緋聞事件為案例，應用形象修護策略，分析王建民記者會聲明內容，與爆發後至2013年6月13日止作回應的企業、球迷等相關之論述，及其形象修護策略效果。王建民緋聞事件採用Benoit的形象修護策略，分別為卸責、止痛、療傷與認錯等四大策略。結果顯示，媒體、球迷、大眾回應與民調顯示，除極少數的負面評論外，皆偏向正向之論述，再者，仍獲得Acer持續的贊助，並首戰代表藍鳥隊出賽，使大眾對王建民的負面觀感降低。王建民緋聞事件適當運用形象修護策略，讓王建民再次為閱聽眾的聚光燈、產品代言人與生活中的焦點話題。

關鍵字

棒球；運動員；公眾人物

並列摘要

The image of sports stars had always attracted public attention, inclusive of their private life. The baseball star, Chien-Ming Wang, whose image was seriously injured when he admitted to having an extramarital affair in 2009 faced a career crisis and criticism. He called for a press conference and apologized to the public. This research aimed to examine the Image Repair Strategies applied in Wang scandal. Text analysis of Wang's press conference announcement and related news reports on major newspapers after the conference, dated from April 24, 2012 to June 13, 2013, were employed to review responses from the enterprises and sport fans and the effect of the Image Repair Strategies. Wang scandal adopted Benoit's Image Repair Strategies, which are evade responsibility, reduce offensiveness, corrective action and mortification, respectively. The results indicated that positive responses from media, sport fans, public and opinion poll, Acer's continuous sponsorship to Wang and Wang's start for bluebird after the event had successfully reduced public's negative views to Wang. To conclude, the practice of Image Repair Strategies in Wang scandal was appropriately incorporated so that news reports, the attitude of fans and public and opinion poll all tend to be positive. Wang, hence, returned to the spotlight, celebrity endorsement and topical focus.