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題名 女生跑起來！ 企業、媒體與路跑中的女性
Girls, Run! Business, Media, and Women in Road Running
作者 林政穎
Lin, Cheng Ying
貢獻者 劉昌德
Liu, Chang De
林政穎
Lin, Cheng Ying
關鍵詞 女性路跑
媒體再現
行銷策略
路跑行動者
台灣路跑
生活風格運動
female road running
media representation
marketing strategies
road running actors
Taiwanese road running
lifestyle sport
日期 2016
上傳時間 9-Aug-2016 11:47:09 (UTC+8)
摘要 近年來，短距離的主題式路跑風行全台，女性，過去被視為運動中的弱勢、附屬角色開始吸引運動設備商的目光，舉辦限定女性參加的路跑活動。本研究探討台灣的路跑刊物如何再現運動中的女性，著重在路跑女性的特色、性別權力關係和身體美學價值，選擇兩種不同讀者定位(女性和一般大眾)的路跑書籍和雜誌，共十二個文本做文本分析，另外深度訪談路跑活動中的相關能動者，包括運動雜誌編輯、路跑行銷人員，試圖了解女性路跑的行銷策略。
研究發現，台灣的路跑刊物再現路跑女性為陽光、自信、強烈個人特色的形象，推崇具高度女性化的身體美學，也強調適當的肌肉展現，對「女性氣質」有了新的詮釋，但在性別權力關係上，仍遵循傳統的性別權力關係。女性路跑在運動設備商和媒體的共構下，儼然成為一種充滿時尚感的生活風格運動，但與此同時，女性透過路跑的自我賦權在運動設備商、贊助商和媒體產製者的影響下，只限於特定的都市中產階級女性。
Short distance running with diverse themes, compared with traditional marathons, has become popular all over Taiwan in recent years. Women whom usually are seen as a subordinate and minor group in sports have attracted sporting goods manufacturers to jump onward the bandwagon of holding female road running events. This study (1) describes how Taiwanese road running publications represent sporting women, including the characteristics, gender power relationships and body aesthetic values; and (2) explores strategies of sporting goods manufacturers, marketing companies, and media producers to construct female road running. By conducting discourse analysis and in-depth interviews, this paper compares related contents of six female road running publications and six general road running publications, as well as interviews road running related actors, including magazine editors, and road running organizers. The results indicate that Taiwanese female road running publications represent females with a bright, confident image, and possessing of a vivid personality and strong presence, thereby lauding a highly feminine body aesthetic. Meanwhile, these publications emphasize an appropriately muscular, lean female body, which renders a new interpretation for the word “femininity”. The ratio of women’s exposure in female road running publications is significantly higher than that in general road running publications. Nevertheless, the self-empowerment of women in female road running publications compromise the traditional gender order. Besides, sporting goods manufacturers and the media enjoy an intimate relationship and co-construct female road running into a fashionable and lifestyle sport, attracting various business powers involved. Under the influence of sporting goods manufacturers, sponsors and media producers, road running has become a popular leisure activity and a gendered practice for middle class urban women.
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
102461003
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1024610031
資料類型 thesis
dc.contributor.advisor 劉昌德zh_TW
dc.contributor.advisor Liu, Chang Deen_US
dc.contributor.author (Authors) 林政穎zh_TW
dc.contributor.author (Authors) Lin, Cheng Yingen_US
dc.creator (作者) 林政穎zh_TW
dc.creator (作者) Lin, Cheng Yingen_US
dc.date (日期) 2016en_US
dc.date.accessioned 9-Aug-2016 11:47:09 (UTC+8)-
dc.date.available 9-Aug-2016 11:47:09 (UTC+8)-
dc.date.issued (上傳時間) 9-Aug-2016 11:47:09 (UTC+8)-
dc.identifier (Other Identifiers) G1024610031en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99816-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 102461003zh_TW
dc.description.abstract (摘要) 近年來，短距離的主題式路跑風行全台，女性，過去被視為運動中的弱勢、附屬角色開始吸引運動設備商的目光，舉辦限定女性參加的路跑活動。本研究探討台灣的路跑刊物如何再現運動中的女性，著重在路跑女性的特色、性別權力關係和身體美學價值，選擇兩種不同讀者定位(女性和一般大眾)的路跑書籍和雜誌，共十二個文本做文本分析，另外深度訪談路跑活動中的相關能動者，包括運動雜誌編輯、路跑行銷人員，試圖了解女性路跑的行銷策略。
研究發現，台灣的路跑刊物再現路跑女性為陽光、自信、強烈個人特色的形象，推崇具高度女性化的身體美學，也強調適當的肌肉展現，對「女性氣質」有了新的詮釋，但在性別權力關係上，仍遵循傳統的性別權力關係。女性路跑在運動設備商和媒體的共構下，儼然成為一種充滿時尚感的生活風格運動，但與此同時，女性透過路跑的自我賦權在運動設備商、贊助商和媒體產製者的影響下，只限於特定的都市中產階級女性。		zh_TW
dc.description.abstract (摘要) Short distance running with diverse themes, compared with traditional marathons, has become popular all over Taiwan in recent years. Women whom usually are seen as a subordinate and minor group in sports have attracted sporting goods manufacturers to jump onward the bandwagon of holding female road running events. This study (1) describes how Taiwanese road running publications represent sporting women, including the characteristics, gender power relationships and body aesthetic values; and (2) explores strategies of sporting goods manufacturers, marketing companies, and media producers to construct female road running. By conducting discourse analysis and in-depth interviews, this paper compares related contents of six female road running publications and six general road running publications, as well as interviews road running related actors, including magazine editors, and road running organizers. The results indicate that Taiwanese female road running publications represent females with a bright, confident image, and possessing of a vivid personality and strong presence, thereby lauding a highly feminine body aesthetic. Meanwhile, these publications emphasize an appropriately muscular, lean female body, which renders a new interpretation for the word “femininity”. The ratio of women’s exposure in female road running publications is significantly higher than that in general road running publications. Nevertheless, the self-empowerment of women in female road running publications compromise the traditional gender order. Besides, sporting goods manufacturers and the media enjoy an intimate relationship and co-construct female road running into a fashionable and lifestyle sport, attracting various business powers involved. Under the influence of sporting goods manufacturers, sponsors and media producers, road running has become a popular leisure activity and a gendered practice for middle class urban women.en_US
dc.description.tableofcontents ABSTRACT...........................................i
ACKNOWLEDGEMENTS...................................iii
LIST OF TABLES.....................................vi
LIST OF FIGURES ...................................vii

CHAPTER ONE: INTRODUCTION..........................1
1.1 Research Background and Motives................1
1.2 Purpose of the Research........................6
1.3 Thesis Structure...............................7
CHAPTER TWO: LITERATURE REVIEW.....................10
2.1 Sports and Gender..............................10
2.2 Sporting Women: Media Representations..........14
2.3 Sports and Media: The Happiest Marriage........19
2.4 A Brief History of Taiwan’s Road Running.......26
CHAPTER THREE: RESEARCH QUESTIONS AND METHODS......34
3.1 Research Questions.............................34
3.2 Methods........................................37
CHAPTER FOUR: RESULTS AND ANALYSIS.................47
4.1 Female Runner’s Self-Empowerment in the Media..47
4.1.1 Represented Images of the Road Running Female50
4.1.2 Gender Power Relationships in Road Running...56
4.1.3 Represented Body Aesthetic...................61
4.2 Shaping Taiwan’s Female Road Running Scene.....67
4.2.1 Sporting Goods Manufacturers.................67
4.2.2 Sponsors.....................................76
4.2.3 Female Road Running and the Media............82
CHAPTER FIVE: CONCLUSIONS..........................91
5.1 Concluding Remarks.............................92
5.2 Research Limitations and Suggestions...........95
REFERENCES.........................................99
APPENDIX...........................................120
Appendix A: List of Interview Questions............120		zh_TW
dc.format.extent 3875494 bytes-
dc.format.extent 3875494 bytes-
dc.format.mimetype application/pdf-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1024610031en_US
dc.subject (關鍵詞) 女性路跑zh_TW
dc.subject (關鍵詞) 媒體再現zh_TW
dc.subject (關鍵詞) 行銷策略zh_TW
dc.subject (關鍵詞) 路跑行動者zh_TW
dc.subject (關鍵詞) 台灣路跑zh_TW
dc.subject (關鍵詞) 生活風格運動zh_TW
dc.subject (關鍵詞) female road runningen_US
dc.subject (關鍵詞) media representationen_US
dc.subject (關鍵詞) marketing strategiesen_US
dc.subject (關鍵詞) road running actorsen_US
dc.subject (關鍵詞) Taiwanese road runningen_US
dc.subject (關鍵詞) lifestyle sporten_US
dc.title (題名) 女生跑起來！ 企業、媒體與路跑中的女性zh_TW
dc.title (題名) Girls, Run! Business, Media, and Women in Road Runningen_US
dc.type (資料類型) thesisen_US
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