台灣博奕資本主義發展辯證關係之研究

Dialectic Relation of the Gaming Capitalism Development

陳俊玄(Chun-Hsuan Chen)

指導教授 ： 王宗吉

國立臺灣師範大學/運動與休閒學院/體育學系/博士(2009年)

摘要

摘 要

博奕資本主義在全球展開一種全球性爆炸的擴張。在台灣由於公益彩券、運動彩券的相繼發行，使得博奕論述在台灣成為一項不可輕忽的媒體論述。再者，國家機器在台灣博奕彩券的發展過程中佔有重要的地位，博奕透過媒體的放送與傳播，更加形塑消費者購買的意識，而此建構資本主義所產生文化與資本力量。因此，本研究的目的在於了解台灣博奕資本主義在歷史發展下所建構的意識形態、符碼文化以及資本等三個面向所產生的文化樣態。研究方法論是以文化再製的研究典範，對本研究進行系統性分析。研究結論呈現在四個面向上：
一、博奕意識形態辯證關係：
（一）愛國獎券意識形態呈現「反共意識/國家優先」、「復興中華文化/建構台灣文化」、「宣揚倫理道德/發揚儒家精神」、「社會多元風格」等四個辯證意識。
（二）公益獎券意識形態呈現在「強勢資本/ 弱勢公益」、「政府聚財/社福挪用」的辯證關係上。
（三）運動彩券意識形態呈現在「賭博強勢 / 運動弱勢」、「國家資金分配本位 / 體育本位」的辯證關係上。
（四）而博奕觀光賭場論述意識形態呈現在「以賭興邦/以賭建國」的辯證關係上。
二、博奕廣告/看板符碼辯證關係：
（一）「賭博印象」利用大眾傳媒傳輸，運用博奕英雄塑造以及博奕節目濫觴，成功將「賭博印象」轉換為「博奕形象」。
（二）博奕公益彩券/運動彩券電視廣告，呈現「資本主義」、「階級主義」、「物化女性」、「男性霸權」、「物質景觀」、「科技文化」、「運動文化」的文化辯證關係。
（三）博奕愛國獎券/公益彩券/運動彩券看板與海報，呈現「愛國意識」、「中華文化」「資本主義」、「公益行善」、「運動文化」的文化辯證關係。
三、博奕資本累積辯證關係：
（一）政治資本：呈現政治人物舞台表演與政治精算資本累積的辯證關係。
（二）經濟資本：「國家機器」、「銀行財團」、「頭獎得主」累積豐碩的經濟資本，而博奕彩券中下階層投注者是最大的受害者。
（三）社會資本：社會資本累積首先建置在民眾對「發行制度結構」的信任與連結，其次是「社會福利團體」與「體育團體」的內部團結與外部對抗的社會資本累積，最後是公益彩券的盈餘在各地縣市政府首長中，成為一項重要累積社會資本的工具。
（四）文化資本：是建構在「賭博文化稟性」的資本形態、政府作莊的「變相博奕」賭博文化資本以及由大眾媒體建置的「虛擬文化資本」之統合辯證關係。
四、台灣博奕資本主義未來可能面對的挑戰有三個面向：「全球賭博爆炸的事實與挑戰」、「台灣內部反博奕觀光賭場設置團體與論述的擴張」以及「觀光博奕特區設置與發展後，所必須面臨的經濟性（產業）與社會性（犯罪）的挑戰」。值此，台灣政府機關所必須面對的回應，在於為提昇台灣博奕/觀光賭場的競爭力，博奕觀光賭場必須在「政府監督」與「自由經濟」的概念下進行，並且積極發展相關博奕知識經濟計畫以及設立博奕管理培育機構。

綜述研究所得發現，台灣博奕資本主義發展是建構在國家機器所掌握的「賣方」以及台灣市民大眾所服膺的「買方」階級關係上。而這樣的博奕階級關係的建立，是國家機器透過博奕權力分配以及博奕法律規章的控制原則，進行博奕意識以及國家意識形態的階級鞏建；透過符號學以及傳播政治學的觀點發現，台灣博奕符碼文化呈現在國家、資本、公益以及運動的圖騰記號上；而資本的累積最終匯向國家機器/政治人物的政治資本、國家機器/發行銀行/頭獎得主的經濟資本、國家/人民以及體育/社福團體的團結與信任之社會資本、以及整體博奕/賭博文化資本的建制上。而愛國獎券、公益彩券、運動彩券以及博奕觀光賭場的發展，未來依然是走國家化、資本化與媒體化的發展徑路。
研究建議呈現在三個面向上：一、後續研究：博奕資本主義意識形態的研究可以從各個不同社會學家博奕觀點進行解析，以提供更完整的博奕休閒社會學理論基礎；後續符碼分析可以藉由博奕觀光賭場的電視以及看板廣告進行研究；資本研究取向可以藉由馬克思的觀點予以切入，以充實不同向度的研究光譜。二、對運動專長殘障者安置/彩券盈餘運用建立良好的安置與控管機制；三、國家機器/政府機關應該培養專業的博奕觀光人力資源。

關鍵字

博奕資本主義 ； 意識形態 ； 文化符碼 ； 資本

並列摘要

Abstract
Gaming capitalism has developed an explosive expansion around the globe. In Taiwan, after the issuance of the Public Welfare Lottery and Taiwan Sports Lottery, discussion on gaming has become a media frenzy that cannot be neglected. Furthermore, the state apparatus has a significant position in the development of Taiwan’s lottery game. Through the broadcast and publicity of the media, consumers’ consciousness in purchasing lottery tickets is even more enhanced, and so the power of culture and capital is generated from this capitalism establishment. Therefore, the purpose of this study is to understand the cultural pattern of Taiwan’s gaming capitalism from three dimensions, which are ideology, cultural code and capital, as it developed over time. The research method applied in this study is based on the norm of the sociology of leisure and cultural reproduction to conduct a systematic analysis. The research results are presented in four dimensions:
二、 Dialectic relation of gaming ideology:
(1) The ideology of Patriotic Lottery presents four dialectic consciousness, which are “Anti-communism/Country first”, “Revive Chinese culture/Construct Taiwanese culture”, “Promote moral ethics/Enhance Confucian spirit”, and “Social multifaceted style”.
(2) The ideology of Public Welfare Lottery presents the dialectic relation of “Strong capital/Weak public welfare”, and “Government raking in profits/Social welfare being misappropriated”.
(3) The ideology of Taiwan Sports Lottery presents the dialectic relation of “Strong gaming/Week sports”, and “National capital distribution oriented/Sports oriented”.
(4) The ideology of casino gambling presents the dialectic relation of “Gaming is to revive a nation/Gaming is to construct a nation”.
2. The dialectic relation of gaming ad/billboard code:
(1) “Gambling impression” applies mass media to shape the image of game heroes and game shows to successfully convert it into “gambling image”.
(2) The TV ads of Public Welfare Lottery/Taiwan Sports Lottery present the cultural dialectic relation of “capitalism”, “classicism”, “materialized female image”, “male hegemony”, “material landscape”, “technological culture”, and “sports culture”.
(3) The billboards and posters of Patriotic Lottery/Public Welfare Lottery/Taiwan Sports Lottery present the cultural dialectic relation of “patriotic ideology”, “Chinese culture”, “capitalism”, “doing good for public benefit”, and “sports culture”.
3. The dialectic relation of gaming capital accumulation:
(1) Political capital: Presents the dialectic relationship between politician’s stage performance and capital accumulation of political calculation.
(2) Economic capital: “The state”, “banks and financial groups” and “first prize winners” accumulate flourishing economic capital while middle and lower level lottery bidders are the victims most hurt.
(3) Social capital: The accumulation of social capital is first established in the trust and connection of “the structure of issuing institution”; the second accumulation comes from the establishment of the social umbilical code of internal/external collective struggle and connection of the “minority group/sports group” and capital. And lastly the surplus of Public Welfare Lottery has become a significant accumulation tool of social capital for government officials of all cities and counties.
(4) Cultural capital: It is established in the dialectic relationship between the gaming cultural capital with a capital pattern of “gaming culture property” through government hosted “transformed gaming” and the “virtual cultural capital” created by the mass media.
4. In the future, Taiwan’s gaming capitalism may face challenges from three dimensions: “the fact and challenge of global game explosion”, “the expansion of anti-casino groups in Taiwan and their discussions”, and “the economic (industry) and social (crimes) challenges coming after the establishment and development of special gaming zones”. Viewing this, Taiwan government authorities must respond by promoting the competitive power of Taiwan’s gaming casinos which must be administered under the concept of “government supervision” and “free economy”. The government should also actively develop gambling related knowledge and economic plan, and set up cultivation institutes for gambling management.

Based on the above results, this paper concludes that the development of Taiwan’s gaming capitalism is established based on the class relation between the “selling party” dominated by the state and the “buying party” of Taiwan’s general public. The establishment of such gaming class relation is operated through the power distribution and control of gaming laws and regulations that the state orchestrates to consolidate the class notion of gaming and national ideology. From the viewpoints of semiology and political communication study, the gaming cultural code in Taiwan presents itself in the symbols of nation, capital, public welfare and sports. The accumulation of capital will eventually make its way to the establishment of political capital of the state/politicians, economic capital of the state/issuing bank/first prize winners, social capital of unity and trust of the nation/people and sports/social welfare groups, and cultural capital of the entire gaming/gambling culture. The future development of the Patriotic Lottery, Public Welfare Lottery, Taiwan Sports Lottery and gaming casinos will still follow the route of nationalization, capitalization and media oriented.

並列關鍵字

gaming capitalism ； ideology ； cultural code ； capital

參考文獻

林水波（1999）。公共政策新論。台北市：智勝。

林芳玫（1996）。女性與媒體再現。台北：巨流。

劉再傑（2009）。台灣發展觀光賭場之探討--以金門為例。未出版碩士論文，暨南國際大學國際企業學系，南投縣。　

賴彥如（2007）。解讀、觀展/表演與文化資本：探討「台灣龍捲風」網路社群的差異。未出版碩士論文，台灣大學新聞研究所，台北市。

王怡文（2008）。本土社會信任理論模型的建構：環境決策過程中的社會信任分析。未出版博士論文，臺灣大學建築與城鄉研究所，台北市。