媒體在運動商品化過程中的角色

The Role of Mass Media in the Commodification Process of Sports

劉昌德(Chang-De Liu)

《台灣社會研究季刊》 32期 (1998/12) Pp. 215-247

https://doi.org/10.29816/TARQSS.199812.0006

摘要

近年來台灣運動商品化的趨勢愈演愈烈，本文希望經由資料的蒐集整理，並佐以對相關業者的訪談，勾勒媒體在其間所扮演的角色。大體來說，媒體／運動複合體的運作邏輯，不過是為了創造更多利潤。媒體依靠運動轉播與報導，增加本身的發行量與廣告收入；運動組織則仰賴媒體增進其三種主要收入來源（門票、贊助商、轉播權利金），擴大本身的利基。另外，媒體以掌握運動組織經濟來源的方式，逐漸對運動發揮不可忽視的影響力。本文從這樣的認識出發，探究分析九○年代台灣職業運動產業草創以來，傳播媒體所發揮各項推波助瀾的功能，並描述媒體／運動複合體的概況。由於市場結構的改變（尤其是廣電媒體），使得台灣的媒體與職業運動的結合，基於二者的利潤追求而愈發緊密。

關鍵字

運動商品化 ； 職業運動 ； 媒體／運動複合體 ； 媒體市場結構 ； 轉播權利金

並列摘要

The commodification of sports in Taiwan has been getting more explicit in recent years. This thesis, drawing upon interpretation and compilation of relevant scholarships, data, and interviews, attempts to give a description of the role of mass media in the commodification process. The operational mechanism of media/sports complex, in short, is only to create even more profits. Media increases its circulation and advertisement by producing sports programs and reports; while sports organizations rely on media and increase their major three sources of income-tickets, sponsorship, and TV rights. Meanwhile, because of its domination of those profit sources of sports organizations, media is even able to hold sway over sports in various ways. Following this argument, this thesis moves to examine the operation of local media/sports complex according to the historical development of local professional sports industry since the 1990's. The transformation of local media market structure-especially for the electronic broadcasting-has intensified combination of media and professional sports.

並列關鍵字

commodification of sports ； professional sports ； media/sports complex ； media market structure ； TV rights fee

參考文獻

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