Publication:

焦點v.s.｢嬌｣點-建構媒體形塑的性別與運動

長久以來，傳統對於性別角色的期待與箝制，導致運動被視為專屬於男性，因此，女性若出現在被歸屬於男性的運動場域，則無形中會被期待與要求仍然要保持著「女性的陰柔特質」。在這多元化的社會中，「媒體」則扮演著訊息傳遞的重要角色，當媒體聚焦在運動賽事中，報導關於形塑「女性運動員」的女性形象的相關報導似乎總保有高度的關注，亦為社會矚目的話題。本研究旨在審視新聞文本的字裡行間顯露出的性別迷思及潛在的社會價值觀。蒐集相關2008年北京奧運之國內媒體報紙文本，總篇數為4480筆，相關女性運動員的報導為1374筆，透過初步的類屬分析發現，新聞標題與報導文本中，隱含著性暗示雙關語、異性戀的婚姻期待、外貌身材等等的報導形式。進一步採質性研究之論述分析方法，研究發現：一、媒體形塑的美體曲線：媒體文本以一種男性凝視女體的方式撰述著，女性仍被要求展現陰柔形象；二、主流社會價值觀的衡亙觀點：女性角色隱含著社會期望的觀點，仍內化至媒體、甚至女性本身，對於婚姻仍是推崇，尤是「異性戀」婚姻；三、性╱別蹺蹺板之僵持：性╱別仍然有別，透過性別刻板印象、社會期望、媒體形塑的交叉影響，運動場域中存在著合適男╱女的運動項目之運動項目性別化的印記。

Under the long-time oppression of patriarchal domination, sport has been considered as a masculine domain in Taiwan society. This existing social ideology directly results the limited development and secondary status of Taiwan female athletes. Recently, the rise of feminism not only sheds light on the social theory, but further provides the in-depth explanation toward the multiplicity of social phenomenon and mass ideology. In order to investigate this problem, this study attempted to compare the news coverage of 2008 Olympic Games from Taiwan local newspapers, and further examined how the existing gender ideology was represented and re-enforced through elite female athletes. Totally, 4480 news items were collected, and both the content analysis and discourse analysis were adopted separately to analyze the data and interpret the in-depth meanings of the texts. According to the data analysis, the general amount of sport news coverage has a significant increase. Yet, news converge regarding women sport did not reflect this upsurge, and only 1374 out of 4480 news reports were directly relating to female athletes.Through the utilization of both content analysis and discourse analysis, this study revealed 3 important conclusions: First, news coverage failed to represent female athletes’ professional achievements and elite performance, but rather focused on their feminine characteristics, that correlate with traditional stereotyping of women. Moreover, the oppression of patriarchal domination directly results heterosexual hegemony power, especially “Heterosexuality”. Finally, the media coverage implied that the physical appearance of female athletes seriously contradicted to appropriate image of social expectation. In consequence, female athletes were compelled to receive more critiques on the issue of body image, especially compared with men.