運動與「看」運動─身體經驗的擬像與真實

Abstract

本研究主要探討台灣HBL(高中籃球聯賽)近年來由於商業與媒體介入，所形成的特殊籃球文化形貌，以法國當代思想家布希亞擬像翻轉真實的觀點，探討籃球比賽日益商業化、媒介化、符號化的現象。首先，以後現代與布希亞的學說探究媒體涉入運動中所造成的影響；再者，台灣HBL藉由美國NBA發展作為改造的模型，使比賽朝向職業化的發展，改變了台灣籃球的生態文化；最後，進入HBL的外在結構背後的深層意涵，從比賽(擬像)與球隊練習(真實)的觀察，以及其中運動者(教練、球員)、參與者(看運動的一群人─媒體記者、大會工作者、贊助廠商人員、裁判、觀眾)的參與經驗，釐清HBL當中的另類特殊轉變。研究結果呈現出，HBL逐漸著重在強調比賽的商業化行銷、媒體的大量曝光率、以及臨場的熱鬧化與戲劇化的真實感；在整個價值與意義轉變的過程裡，比賽擁有越來越多的人為操控，比賽的結果更勝於練習時所一點一滴累積的過程；運動員與教練的表現作為符碼，成為媒體傳播下的賣點。在HBL的表演舞台上，傳遞著一種台灣籃壇特殊的擬像樣貌。This thesis focuses mainly on the special behaviors in basketball culture of Taiwan’s HBL (High-school Basketball League) which recently has been strongly influenced by commercial activities and the mass media. Based on the French contemporary philosopher Jean Baudrillard’s concept of reversing simulacra to reality, various phenomena in basketball games, such as commercialization, dependence on the mass media and forming of a new semiology, will be dealt with accordingly. First, according to postmodern theories and Baudraillard’s viewpoints, influences on sport resulted by interference of the mass media are presented. Second, the author endeavors to depict how the HBL, by taking the US NBA development as a reform pattern and thus making basketball games more professional, has changed Taiwan’s basketball ecology and culture. Lastly, the study tries to go beyond the external structure of the HBL to explore the inner connotation to specify alternatively special changes in the HBL by observing “games (simulacra) and team practice (reality)” and “athletes (coaches, players) and participants (audiences watching games, including reporters of the mass media, game organizers, commercial sponsors, referees and general game viewers)”. The results of this study demonstrate that the HBL is gradually putting more emphasis on commercialized marketing for games, exposure rate in the mass media, and on the bustling and dramatic atmosphere at game venues. In this transformation process of value and meaning of sport games, more and more man-made manipulation is found which has led to over-emphasis on game scores and neglect of team training; which has also led to the forming of a new semiology embodied by athlete’s and coach’s performance and thus becomes the main selling points of the mass media. On the stage of the HBL, a show of special simulacra in Taiwan’s basketball field is going on.