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| Title: | 女生跑起來！ 企業、媒體與路跑中的女性
Girls, Run! Business, Media, and Women in Road Running |
| Authors: | 林政穎
Lin, Cheng Ying |
| Contributors: | 劉昌德
Liu, Chang De
林政穎
Lin, Cheng Ying |
| Keywords: | 女性路跑
媒體再現
行銷策略
路跑行動者
台灣路跑
生活風格運動
female road running
media representation
marketing strategies
road running actors
Taiwanese road running
lifestyle sport |
| Date: | 2016 |
| Issue Date: | 2016-08-09 11:47:09 (UTC+8) |
| Abstract: | 近年來，短距離的主題式路跑風行全台，女性，過去被視為運動中的弱勢、附屬角色開始吸引運動設備商的目光，舉辦限定女性參加的路跑活動。本研究探討台灣的路跑刊物如何再現運動中的女性，著重在路跑女性的特色、性別權力關係和身體美學價值，選擇兩種不同讀者定位(女性和一般大眾)的路跑書籍和雜誌，共十二個文本做文本分析，另外深度訪談路跑活動中的相關能動者，包括運動雜誌編輯、路跑行銷人員，試圖了解女性路跑的行銷策略。
研究發現，台灣的路跑刊物再現路跑女性為陽光、自信、強烈個人特色的形象，推崇具高度女性化的身體美學，也強調適當的肌肉展現，對「女性氣質」有了新的詮釋，但在性別權力關係上，仍遵循傳統的性別權力關係。女性路跑在運動設備商和媒體的共構下，儼然成為一種充滿時尚感的生活風格運動，但與此同時，女性透過路跑的自我賦權在運動設備商、贊助商和媒體產製者的影響下，只限於特定的都市中產階級女性。
Short distance running with diverse themes, compared with traditional marathons, has become popular all over Taiwan in recent years. Women whom usually are seen as a subordinate and minor group in sports have attracted sporting goods manufacturers to jump onward the bandwagon of holding female road running events. This study (1) describes how Taiwanese road running publications represent sporting women, including the characteristics, gender power relationships and body aesthetic values; and (2) explores strategies of sporting goods manufacturers, marketing companies, and media producers to construct female road running. By conducting discourse analysis and in-depth interviews, this paper compares related contents of six female road running publications and six general road running publications, as well as interviews road running related actors, including magazine editors, and road running organizers. The results indicate that Taiwanese female road running publications represent females with a bright, confident image, and possessing of a vivid personality and strong presence, thereby lauding a highly feminine body aesthetic. Meanwhile, these publications emphasize an appropriately muscular, lean female body, which renders a new interpretation for the word “femininity”. The ratio of women’s exposure in female road running publications is significantly higher than that in general road running publications. Nevertheless, the self-empowerment of women in female road running publications compromise the traditional gender order. Besides, sporting goods manufacturers and the media enjoy an intimate relationship and co-construct female road running into a fashionable and lifestyle sport, attracting various business powers involved. Under the influence of sporting goods manufacturers, sponsors and media producers, road running has become a popular leisure activity and a gendered practice for middle class urban women. |
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| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
102461003 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1024610031 |
| Data Type: | thesis |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
|
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| 003101.pdf | | 3784Kb | Adobe PDF2 | 327 | View/Open | | 003102.pdf | | 3784Kb | Adobe PDF2 | 470 | View/Open |
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