從政治消費觀點看臺灣男性政治人物「姿本力」之建構與再現——以吳怡農為例

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2022

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本文欲以政治消費為研究基底,在既有的政治消費觀點所建構的台灣國族認同上,增補「姿本力」的認同元素,勾勒出當代政治消費圖像的其他可能面貌。本研究以吳怡農作為主要研究對象,嘗試以男性政治人物的「姿本力」作為研究主軸,藉由梳理選舉過程中,由傳統媒體的報導、新興媒體上的個人展演及網路粉絲專頁中的留言及評論等,三者所構築的對話空間所共同折射出的人物形象,進而尋找台灣人在政治消費的運作邏輯下,如何在消費端消費「男性政治人物」,這樣的消費又具備哪些意義。本研究發現「姿本力」如同實體物品及文化符號,也能進入政治消費邏輯中成為消費的標的。吳怡農所擁有的姿本力,在政壇中顯得獨樹一格,因此選民藉由社群媒體的便利性,在各種貼文、新聞報導下,以「留言」如此日常且輕鬆的方式,不忌尺度的實踐想像、意淫其姿本力的消費,從吳怡農的外在形貌,一路消費到他的內在理念與價值觀。另一方面,作為立委選舉競爭對手,蔣萬安難以跳脫傳統的男性身體敘事,仍舊秉持「新好男人」作為個人招牌。吳怡農為首的政治消費,則代表部分選民厭棄舊有敘事,轉而消費而更具想像空間的候選人,這樣的消費實踐顯示出台灣社會中,「理想男性」的新典範正在悄悄成形。
Based on political consumerism, this research aims to add the identity element of “erotic power” into the Taiwanese national identity constructed by the existing political consumerism, outlining other possible appearances of contemporary political consumerism. This study takes Enoch Wu as its main research object, focusing on male politicians’ “erotic power.” Traditional media reports, self-presentations on emerging media, and comments on fan pages construct a dialogic space during the election process. This study analyzes the character images established by this space to clarify how Taiwanese people consume “male politicians” on the consumer side under the operational logic of political consumerism and its significance.The findings reveal that “erotic power,” such as physical objects and cultural symbols, can also enter the logic of political consumerism and become the target of consumption. Wu’s erotic power is unique in the political circle. Therefore, voters use a daily and casual method, “comments,” on various posts and news reports by taking advantage of social media. They practice limitless imagination and obscenity to consume his erotic power, from his external appearance to his inner ideas and values. Conversely, as Wu’s competitor in the legislative election, Chiang can hardly get rid of the traditional male body narrative, branding himself as a “new good man.” The political consumption headed by Wu suggests that some voters have abandoned the old narrative and turned toward consuming a more imaginative candidate. Such a consumption practice shows that a new paradigm of the “ideal male” is quietly taking shape in Taiwanese society.

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吳怡農, 政治消費, 姿本力, 男性政治人物, Enoch Wu, Political consumerism, Erotic captital, Male politicians

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