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    Title: 運動媒體複合體的文化中介:NBA在臺灣的早期擴展歷程
    Other Titles: The cultural intermediaries of sports/media complex: The early expansion of NBA in Taiwan
    Authors: 陳鴻嘉
    Chen, Hung-Chia
    Contributors: 新聞學研究
    Keywords: 文化中介者;曲自立;美國國家籃球協會;運動媒體複合體;運動全球化
    cultural intermediaries;globalization of sports;National Basketball Association;sports/media complex;Tzu-Li Chu
    Date: 2024-01
    Issue Date: 2024-02-29 09:35:20 (UTC+8)
    Abstract: 憑藉著職業運動賽事的轉播以及各國國族英雄的優異表現,「運動媒體複合體」順利打開全球各個在地市場的例子屢見不鮮。不過,美國國家籃球協會於上個世紀末在沒有臺灣國族英雄的情況下,便已在本地的運動/媒體文化中占有一席之地。本研究即是要剖析美國國家籃球協會是在怎樣的背景與過程進入臺灣社會。結果發現,1970年初期,中視已有常態性的美國國家籃球協會比賽轉播,不過最終因無廣告收益而停播,「運動媒體複合體」並未因賽事轉播而進入臺灣。1980年代左右,「文化中介者」先驅曲自立開始有意識地產製揉合在地文化元素的NBA文本,一方面讓本地民眾更容易領略NBA文化,另一方面吸引到更多有志於NBA寫作的新血投入,更重要的是,這些新一代的「文化中介者」在千禧年前後紛紛進入臺灣的重要媒體,持續推廣NBA。由此觀之,「文化中介者」在NBA深耕臺灣社會的過程中扮演了關鍵的角色。而運動傳播的相關研究在剖析「運動媒體複合體」擴展全球市場時,也應考慮文化中介的觀點。
    With the broadcasting of sports events and the outstanding performances of national heroes, the sports/media complex has successfully expanded worldwide. For example, Major League Baseball entered the Taiwan market, because of the excellent performance of “Taiwan’s glory”, Chien-Ming Wang. However, before Jeremy Lin’s rise in the National Basketball Association (NBA), Taiwanese audiences had already been watching NBA games broadcasted on local television six days a week in 1998. In other words, even without a Taiwanese national hero, NBA was already one of Taiwan’s most important sports/media cultures in the late 20th century. One may thus ask: If national identity is not the critical factor behind the NBA’s expansion early in Taiwan, then what has been the process of the NBA culture entering Taiwanese society? This study aims to answer this research question by reviewing and analyzing relevant literature, secondary data (e.g., newspapers, magazines, etc.), and Taiwan print media’s NBA texts.
    Relation: 新聞學研究, 158, 113-167
    Data Type: article
    DOI link: https://doi.org/10.30386/MCR.202401.0003
    DOI: 10.30386/MCR.202401.0003
    Appears in Collections:[Mass Communication Research] Articles

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