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    Title: 從運動產業複合體看運動節目的性別偏差－以SBL及WSBL為例
    Authors: 連思晨
    Contributors: 翁秀琪
    連思晨
    Keywords: 運動產業複合體
    運動商品化
    運動全球化
    性別偏差
    sport/industry complex
    sport commercialization
    sport globalization
    gender disproportion
    SBL
    WSBL
    Date: 2007
    Issue Date: 2009-09-17 15:50:17 (UTC+8)
    Abstract: 　本論文旨在探討台灣運動節目性別偏差之成因，從運動產業複合體運作過程的角度切入，了解運動產業中資本流動對於節目性別偏差的影響為何。本論文主要有兩個研究問題：（一）了解台灣的運動產業複合體的運作情況；（二）台灣的運動產業複合體架構對運動節目性別偏差之影響。本論文所採用的研究方法為深度訪談法，來了解運動產業複合體三者（運動組織－媒體組織－企業組織）之間的互動關係，針對性別偏差的部分則是以文本分析為主、深度訪談為輔。

    　本論文以SBL及WSBL為研究案例。研究結果發現，台灣運動產業複合體的運作邏輯，大致符合西方文獻中所述的運動與資本的關係，三者間的資金流動造成其相互依賴；而性別偏差的部分，從量與質兩大面向的分析結果，發現台灣運動轉播節目確實有性別偏差的現象，且造成此一現象的原因，是因為運動產業三者間存有「群眾≒利潤」的思考邏輯，使得運動組織、媒體組織、企業組織皆以男籃為主、忽視女籃，而形成了節目偏異的結果。
    　This paper purposes to discuss the reasons of the gender disproportion of the sports programs in Taiwan. The main direction of this paper is the sport/industry complex, and this paper tried to understand how the capital circulating in the complex effects the gender disproportion of sports programs. The two main questions include: (1) How the Taiwan sport/industry complex works? (2) How the framework of Taiwan sport/industry complex influences the gender disproportion of sports programs? I used the method of in-depth interviewing to find out the relationship within the three parts of sport/industry complex (sport organizations-media organizations-enterprise organizations). Text analysis is the major method to analyze the gender deviation, and the secondary method is in-depth interviewing.

    　The study cases are SBL and WSBL in this paper. The result reveals that the logic of working sport/industry complex approximately conforms with the relationship of sport and capital described in the west literature. From two directions of quality and quantity, the observing results show that there is gender disproportion in Taiwan sport programs. More important, the logic “audience≒profit” within the three kinds of organizations is the reason of gender deviation. It also makes the sport, media, enterprise organizations put their resources on the male basketball games and ignore the female basketball games. Therefore, the gender disproportion in the Taiwan sport programs forms.
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