球賽勝負與球迷認同程度對運動媒介觀影經驗之影響-以2013經典賽中華棒球隊為例

Abstract

本研究以2013WBC的中華隊為例，來探討觀眾利用媒介觀看賽事時的觀影經驗差別，並輔以媒體報導的分析深入理解2013WBC中華隊的相關新聞如何被媒體所呈現。 本研究採取兩種研究方法進行研究。首先在內容分析法中，本研究主要目的為了解媒體在報導中華隊賽事上是否有特別立場存在。結果發現，台灣媒體在報導立場上會偏向中華隊，而且在報導中有國族感和英雄主義的呈現。 其次，本研究在網路實驗研究中，進行球迷端的賽事觀影經驗探究。實驗結果發現觀眾享樂感會受到球迷認同程度的影響，情感傾向則會調節球迷認同程度對享樂感的影響。此外，球迷認同程度在國族感對享樂感的影響中為一中介變項。本研究亦發現，觀眾輸球時會偏向採用沉浸反映出的榮耀策略因應結果，而球迷認同程度較低的觀眾無論輸贏皆會採用停止反映出的失敗策略。最後本研究提出幾項建議供實務以及學術上參考。

This research takes “2013 WBC Chinese Taipei Baseball Team” as example to examine the mediated sports games among different spectators, and to illustrate how Chinese Taipei Baseball team is presented through analyzing relative media’s reports. This research uses two research methods. In content analysis, this research aims at questioning whether Taiwanese media have an assumption of supporting Chinese Taipei Baseball team while reporting. The result shows that Taiwanese media not only have above tendency but produce news with ethnocentrism and heroism characteristics when address Chinese Taipei Baseball team. On the other hand, this research uses Internet experiment in order to study the viewing experience among baseball fans. The result shows that spectators’ enjoyment are affected by their loyalty while watching baseball game and spectators’ affective disposition will moderate spectators’ enjoyment. Besides, spectators’ identification is a mediator in the affection that ethnocentrism put on spectators’ enjoyment. Also, it’s discovered that when Chinese Taipei Baseball team lost games, spectators prefered using BIRGing strategy; however, the spectators with low loyalty, would use CORFing strategy no matter they win or not. At the last, this research provides some advice for practice and scholarship.