男性氣概和運動：運動員模特兒在男性生活時尚雜誌廣告中的形象分析

Masculinity and Sports: An Image Analysis of Sports Celebrities in Men's Lifestyle Magazine Advertisements

10.6123/JCRP.2017.019

譚躍(Tan, Yue)；蕭蘋(Shaw, Ping)

男性身體形象 ； 運動明星 ； 男性生活時尚雜誌廣告 ； 內容分析 ； 視覺符號分析 ； men's body image ； sports celebrity ； men's lifestyle magazine ads ； content analysis ； semiotic analysis

傳播研究與實踐

7卷2期（2017 / 07 / 01）

179 - 201

繁體中文

本研究檢視不同社會中男性生活時尚雜誌廣告所呈現的男性運動員形象。本研究包含兩個部分，首先，以量化內容分析方法，審視2008至2010年之間臺灣、中國和美國最受歡迎的男性雜誌廣告中男性運動員模特兒的形象。結果發現，在636則廣告樣本中只有28則的男性主角是運動員。這些男性運動員與其他的男性模特兒相似，常單獨出現，展現粗曠陽剛的男性氣概，以休閒運動的場景為主，用來促銷男性的保養品和運動用品。其次，本研究在第二階段進行質性的視覺符號分析。結果發現，這些運動員模特兒的目光專注，不存在女性撫觸、退縮感和儀式性臣服的動作。大部分的運動員都被呈現在動態的過程中，以仰視的攝影角度，全身入鏡，與閱聽人保持公共的距離。

Using content analysis and semiotic analysis approaches, this study examines the representations of sports celebrities in the advertisements of men's lifestyle magazines in Taiwan, China, and the United States to determine how sports celebrity endorsements influence the media's representation of masculinities across cultures. The authors analyzed the content of 636 advertisements featured in the most popular men's lifestyle magazines from 2008 to 2010. Twenty-eight out of the total are recognizable athletes. Compared with other male models, sports celebrity models were more likely to be portrayed in a gender-stereotyped way (e.g., Tough and Macho, in recreational and professional roles, individually, and endorsing personal-care and sports products). In addition, in terms of the semiotic analysis, they are never portrayed in gaze aversion, feminine touch, licensed withdrawal and ritualization of subordination. The athletes are mainly represented as doers in narrative process, and portrayed in whole bodies, maintaining a public distance with the viewers.

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