東西方報紙運動禁藥報導內容比較研究

Cross-Cultural Comparison of Doping Offenses in Newspapers between Western and Eastern Countries

10.29818/SS.201112.0003

莊珮琪(Pei-Chi Chuang)

運動禁藥 ； 新聞報導 ； 內容分析 ； doping ； newspaper articles ； content analysis

運動文化研究

19期（2011 / 12 / 01）

53 - 95

繁體中文

本研究以1988年漢城奧運班‧強生違規使用運動禁藥、1994年廣島亞運多名中國游泳選手使用運動禁藥，及1998年環法自行車賽查獲大量運動禁藥事件為研究樣本，並透過分析臺灣、中國、美國及英國等四地報紙新聞報導數量及內容，解釋不同文化背景下的新聞媒體，在訊息傳遞與社會意識型態建構所扮演之角色，及其產生之影響；最後基於內容分析的結果，提出建議以平衡運動場內、外，對於運動員使用運動禁藥的負面觀感。研究結果顯示，運動禁藥報導數量以美國為首，依序為英國、臺灣及中國。其次，中外媒體的報導主題多著重於公平／舞弊，惟健康／不健康的關注有後來居上的趨勢；亞洲地區對於楷模／毀譽的重視較高，反之，自然／不自然的議題則是在歐美地區較受關注。再者，在全球化的影響下，即使各國的社會文化背景不同，報導內容及主題分類卻大同小異。此外，全球運動組織對運動員使用運動禁藥的懲處，也隨著世界反運動禁藥機構（WADA）的成立逐漸形成共識。研究建議有二：一是藉由拓展學術研究的取徑，引導社會大眾正視運動員的處境與問題，並透過教育提升運動員對自我的認知及其生涯規劃，避免用意識型態的框架限制其主體性的發展，降低具有工具性及目的性的成敗指標，致力於將運動員使用運動禁藥的汙名導向對運動員自身健康的照護；二是促成新聞媒體的平衡報導，期待媒體以更開放的視野看待運動員使用運動禁藥的背景因素，利用醫學科技的報導，讓原本侷限於運動員身體與自然的界線的運動禁藥議題，與社會大眾日常生活的用藥習慣、藥物濫用及用藥影響作結合，共同反省藥物氾濫的社會現況。

Three doping offense cases were examined in this study, and a purposive sample of four newspapers was drawn from four countries, namely Taiwan, China, United Kingdom and United States. This study began by providing background of these doping offenses. The research method was then described, and finally, an analysis of the data as they related to the media coverage of doping scandal and the establishment process of World Anti-Doping Association (WADA). The result indicated that the highest amount of doping articles emerged in The New York Times, followed by The Guardian, The United Daily and People's Daily. Fair play-cheating was the most common issue in all newspapers. Health-harm was getting more attention through times. While role modeling-shame was considered more valuable in Eastern; on the contrary, Nature-freak is far behind discussion in Western. Driven under influence by globalization, media in both disparate cultures seemed to share same concepts in sport. In addition, the punishment for violated athletes tended to be equal because of the establishment of WADA. The writer suggested to explore more aspects regarding to doping offense, and tried to offer more positive judgments toward athletes. Furthermore, consider the combination of media, sport structure, and the society, doping issue is not only the problem in sport field, but a subject for all of us.

1. 許綺玲(2010)。環法自行車大賽如史詩─試論羅藍巴特的神話解析書寫。中央大學人文學報，41，65-92。
   連結：
2. 劉昌德(2008)。帝國搖旗，國族吶喊：棒球勞動國際分工與運動國族論述之轉變。臺灣社會研究季刊，70，33-77。
   連結：
3. Fotheringham, W., “Cycling's Widening Dope Scandal: Zulle Trio Banned for Eight Months over Drugs; William Fotheringham on Punishment Handed Down to the Three Swiss Members of the Shamed Festina Team,” Guardian, 1 Oct. 1998, sec. Sports Page, p.31.
4. Longman, J., “Swimming; U.S. Ban of Chinese Swimmers Criticized,” New York Times, 15 Feb. 1995, sec. B, p.12.
5. “The Guardian,” Wikipedia, , 15 Apr. 2011.
6. New York Times Editorial, “Drug-Assisted Stardom,” New York Times, 19 Dec. 1994, sec. A, p.18.
7. Janofsky, M., “The Seoul Olympics; Johnson Loses Gold to Lewis after Drug Test,” New York Times, 27 Sep. 1988, sec. A, p.1.
8. 陳世昌，〈亞運使用禁藥，大陸八選手曝光，日媒體以「浸泡在藥缸裡的英雄」稱呼，另有評論指北京爭辦廿一世紀奧運可能受影響〉，《聯合報》，1994.11.30，2 版。
9. Henley J. & Fotheringham, W., “Scandal Robs Tour of Glorious Ending,” Guardian, 31 July 1998, p.3.
10. 聯合報，〈大陸教練透露「秘密」中藥雞湯餵泳將〉，《聯合報》，1994.09.19，24 版。
11. Janofsky, M., “Track and Field; Inquiry Gets to Its Heart: Johnson,” New York Times, 1 March 1989, sec. B, p.10.
12. 盧燕俐，〈義大利帕塔尼成了民族英雄〉，《聯合報》，1998.08.04，30版。
13. 劉家瑜，〈環法自由車賽，禁藥禁賽，費斯提維車隊資格遭取消〉，《聯合報》，1998.07.19，30 版。
14. Longman, J., “Olympics; U.S. Coach Blames China's Approach,” New York Times, 2 Dec. 1994, sec. B, p.11.
15. Burns, J., “The Seoul Olympics; Ban Could Cost Plenty to Johnson,” New York Times, 27 Sep. 1988, sec. D, p.31.
16. Mackay, D., “Plague Pulls Pedallers from Their Pedestal; If Pippig Loses Her Appeal Next Year It Will Serve to Reinforce the Public Perception That Most Olympic Athletes Are Using Drugs,” Guardian, 30 Dec. 1998, sec. Sports Page, p.19.
17. A Brief History of Anti-Doping,” World Anti-Doping Agency, June 2010. World Anti-Doping Agency , 10 May 2011.
18. Altman, K. L., “The Doctor's World; New Olympic Drug Test Foiled Sprinter,” New York Times, 4 Oct. 1988, sec. A, p.1.
19. Longman, J., “Olympics; Samaranch Wants Broader Sanctions for Drug Abuses,” New York Times, 14 Dec. 1994, sec. B, p.17.
20. Chaudhary, V., “Plague Pulls Pedallers from Their Pedestal; If Pippig Loses Her Appeal Next Year It Will Serve to Reinforce the Public Perception That Most Olympic Athletes Are Using Drugs,” Guardian, 30 Nov. 1998, p.19
21. Rodda, J., “Drugs in Sport: China's Cheats Caught,” Guardian, 29 Nov. 1994, sec. Sports page, p.22.
22. Janofsky, M., “Warm Feelings as Olympics End,” New York Times, 2 Oct. 1988, sec. 1, p.1.
23. 曾清淡，〈檢查禁藥滴水不漏〉，《聯合報》，1988.09.28，6 版。
24. Pearson, H., “Up to Speed with the Wheeler Dealers; This Sporting Life,” Guardian, 25 July 1998, p.12.
25. Freedland, J., “Standing Together on Life's Podium: Prozac, Viagra and Other Little Helpers,” Guardian, 29 July 1998, p.16.
26. Guardian Editorial, “Drugs in Sport: Positive Blow to Samaranch Line; Duncan Mackay and John Duncan on the Latest Scandal to Hit Athletics as Two Olympic Medalists Fail Drug Tests,” Guardian, 28 July 1998, sec. Sports Page, p.24.
27. Rhoden, W. C., “Ideas & Trends; Varying Standards on Steroid Use,” New York Times, 2 Oct. 1988, sec. 4, p.9.
28. 聯合報，〈金牌選手服禁藥，中共震驚遺憾〉，《聯合報》，1994.11.30，1 版。
29. 梁丽娟，〈奥林匹克不允许欺骗〉，《人民日報》，1988.09.28，4 版。
30. Altman, K. L., “Concern Grows over Steroids,” New York Times, 28 Sep. 1988, sec. D, p.32.
31. 賴錦宏，〈北京體育官員：日本藥檢可能有問題〉，《聯合報》，1994.11.30，2 版。
32. Chaudhary, V., “Analysis: Performance Drugs: Sport's Excess Phials,” Guardian, 23 Sep. 1998, p.21
33. Guardian Editorial, “Cycling: Casagrande Finest Hour Hit by Drug Test,” Guardian, 12 Aug. 1998, sec. Sports Page, p.22.
34. Alfano, P., “Sports of the Times; Beware the Tides of March,” New York Times, 4 March 1989, sec. 1, p.49.
35. Anderson, D., “Sports of the Times; Kamsa Hamnida, Ben Johnson,” New York Times, 3 Oct. 1988, p.11.
36. Alexander, S.(1994).Newspaper Coverage of Athletics as a Function of Gender.Women's Studies International Forum,17(6),655-662.
37. Berelson, B.(1952).Content Analysis in Communication Research.New York:Free Press.
38. Bourdieu, P.(1978).Sport and Social Class.Social Science Information,17(6),819-40.
39. Cho, Y.(2009).Unfolding Sporting Nationalism in South Korean Media Representations of the 1968, 1984 and 2000 Olympics.Media, Culture & Society,31,347-364.
40. Coakley, J.(ed.),Dunning, E.(ed.)(2000).Handbook of Sports Studies.London:Sage.
41. Crossman, J.,Hyslop, P.,Guthrie, B.(1994).A Content Analysis of the Sports Section of Canada's National Newspaper with Respect to Gender and Professional/Amateur Status.International Review for the Sociology of Sport,29(2),123-132.
42. Denham, B. E.(2004).Sports Illustrated, the Mainstream Press and the Enactment of Drug Policy in Major League Baseball.Journalism,5(1),51-68.
43. Eitzen, D. S.(2001).Sport in Contemporary Society: An Anthology.New York:Worth.
44. Eitzen, D. S.(ed.)(1989).Sport in Contemporary.New York:St. Martin's Press.
45. Frey, J. H.,Eitzen, D. S.(1991).Sport and Society.Annual Review of Sociology,17,503-522.
46. Hanstad, D. V.(2008).Drug Scandal and Organizational Change within the International Ski Federation: A Figurational Approach.European Sport Management Quarterly,8(4),379-398.
47. Hardina, M.(2004).Sporting Images in Black and White: Race in Newspaper Coverage of the 2000 Olympic Games.Howard Journal of Communications,15(4),211-227.
48. Holsti, O. R.(1969).Content Analysis for the Social Sciences and Humanities.MA:Addison Wesley.
49. Huizinga, J.、成窮譯(1998)。人︰游戲者─對文化中游戲因素的研究。貴州:貴州人民。
50. International Olympic Committee(1999).Lausanne Declaration on Doping in Sport.Lausanne:International Olympic Committee.
51. Jarvie, G.,Maguire, J.(1994).Sport and Leisure in Social Thought.New York:Routledge.
52. Kennedy, E.,Hills, L.(2009).Sport, Media and Society.New York:Berg.
53. Koppet, L.(1981).Sports Illusion, Sports Reality: A Reporter's View of Sports Journalism, and Society.Boston:Houghton Mifflin.
54. Laine, T.(2006).Shame on Us: Shame, National Identity and the Finnish Doping Scandal.The International Journal of the History of Sport,23(1),67-81.
55. Lee, J.(1992).Media Portrayals of Male and Female Olympic Athletes: Analyses of Newspaper Accounts of the 1984 and the 1988 Summer Games.International Review for the Sociology of Sport,27(3),197-219.
56. Lever, J.,Wheeler, S.(1984).The Chicago Tribune Sports Page, 1900-1975.Sociology of Sport Journal,1(4),299-313.
57. McQuail, D.(1983).Mass Communication Theory: An Introduction.London:Sage.
58. Møller, V.(2010).The Ethics of Doping and Anti-Doping.New York:Routledge.
59. Richardson, J. E.(2007).Analyzing Newspapers: An Approach from Critical Discourse Analysis.New York:Palgrave Macmillan.
60. Schneider, A. J.,Friedmann, T.(2006).Gene Doping in Sports: The Science and Ethics of Genetically Modified Athletes.Boston:Elsevier Academic Press.
61. Valgeirsson G.,Snyder, E. E.(1986).A Cross-Cultural Comparison of Newspaper Sports Sections.International Review for the Sociology of Sport,21(2/3),131-39.
62. Weber, R. P.(1990).Basic Content Analysis.Newbury Park, CA:Sage.
63. Wenner, L. A.(ed.)(1989).Media, Sports, and Society.Newbury Park, CA:Sage.
64. Wilson, W.(ed.),Derse, E.(ed.)(2001).Doping in Elite Sport: The Politics of Drugs in the Olympic Movement.Champaign, IL:Human Kinetics.
65. 王仁雅(2009)。碩士論文(碩士論文)。嘉義，南華大學傳播研究所。
66. 張以麗(2007)。碩士論文(碩士論文)。臺北，銘傳大學傳播管理研究所。
67. 湯志傑(2010)。運動：一個詞彙，兩種不同的身體文化。東亞運動思潮，1，73-104。
68. 蘇志榮(1999)。碩士論文(碩士論文)。臺北，國立臺灣師範大學體育研究所。