休閒活動儀式意涵之研究－以觀賞中華職棒為例

The Research of Ritual Implications in Leisure Activities-A Case Study of Chinese Professional Baseball League Spectatorship

10.3966/181666012018041401003

李嘉祥(Chia-Hsiang Li)；高立學(Li-Shiue Gau)

儀式 ； 棒球觀賞 ； 沉迷 ； 高峰經驗 ； 觀賞運動 ； ritual ； watching baseball ； addiction ； peak experience ； spectator sport

行銷科學學報

14卷1期（2018 / 04 / 01）

51 - 70

繁體中文

研究目的探討觀賞中華職棒（Chinese Professional Baseball League, CPBL）的儀式意涵，宗教中與棒球觀賞中儀式的感受比較，由涉入理論找出觀賞棒球運動變為沉迷或儀式的分水嶺。採用啟發式探詢（Heuristic Inquiry），依靠研究者本身對於研究主題的個人經驗、想法，去洞察並且進行研究的設計、分析與解釋，深度訪談喜愛觀賞CPBL球迷共五名達飽和點。結果顯示觀賞CPBL確實存有儀式五階段：Pre-ritual、Separation、Suggestion、Execution、Maintenance。且分別存於不同場域：（1）棒球場、（2）選手比賽裝備、（3）球隊比賽衣服、（4）啦啦隊唱跳、加油口號與加油手勢、（5）加油道具、（6）棒球規則。宗教儀式與棒球觀賞儀式存在著相同的感受，分別為習慣、高峰經驗、相信與安定感四個層面。影響棒球觀賞運動變為正向儀式或負向沉迷的主要原因為自我表達與中心性兩個因素。

The purpose of this study is to explore the ritual implications of watching the Chinese Professional Baseball League (CPBL) games and to compare rituals in religion with those in watching baseball. Based on the theory of involvement, this study attempts to determine the factors that attribute to making baseball game viewing indulgent or ritual. Using heuristic inquiry and relying on the researcher's personal experiences, this study made research design, analysis and interpretation to acquire insights. Five CPBL fans who regularly watch baseball games were interviewed. Data analysis showed the point of data saturation. The results indicate that there are five stages of ritual in watching CPBL games: pre-ritual, separation, suggestion, execution, maintenance. The five stages might be found in six areas: (1) baseball stadium, (2) athletes' equipment, (3) team uniform, (4) cheerleading slogan and gesture, (5) cheerleading props, (6) baseball rules. Religious rituals and rituals in watching baseball games generate the same feelings in four aspects: habits, peak experience, trust and stability. Self-expression and centrality are two major aspects to determine whether watching baseball games is a positive ritual or negative indulgence.

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