職業運動朝聖初探－以Lamigo桃猿棒球隊為例
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2021
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本研究聚焦於Lamigo桃猿隊球迷朝聖儀式探討。筆者本身為Lamigo桃猿隊球迷，並認為其球場氣氛頗具有宗教朝聖特徵，冀透過研究論證之，為本研究重要研究動機。據此，本研究目的為探究Lamigo桃猿隊球迷進場看球之朝聖儀式內涵，及其球團行銷模式與職業運動朝聖之關聯性。既有研究認為，棒球賽事同樣具有通過儀式的特質，同時也具有準宗教性吸引球迷朝聖；因此，研究假設Lamigo桃猿隊對球迷來說是一種「宗教」，並採用文獻分析法、深度訪談法、參與觀察法等方法進行資料蒐集以論證之。研究結果發現Lamigo桃猿隊球迷在儀式過渡階段中，展現了中介特質，特別是「全猿主場」共同體的形塑；其次，觀看總冠軍賽對Lamigo球迷來說具有朝聖意涵，符合Turner分析朝聖者之中介特質；再次，Lamigo球團採「娛樂化」行銷方式強化球迷儀式體驗，同時強調「神聖性」與「世俗性」，以吸引球迷入場。
This study focuses on the pilgrimage of Lamigo Monkeys baseball team fans. The author himself is a fan of the Lamigo Monkeys and believes that the atmosphere of the baseball stadium can make pilgrimage characteristics, hoping to prove it through research, which is an important research motivation for this research. Based on this, the purpose of this research is to explore the connotation of the pilgrimage for Lamigo Monkeys fans watch baseball, as well as the connection between its marketing strategy and professional sports pilgrimage. Existing research believes that baseball games also have the characteristics of rites of passage and are also quasi-religious to attract fans to pilgrimages; therefore, the research assumes that Lamigo Monkeys is a “religion” for fans, and uses document analysis and in-depth interviews, participant observation methods to prove it. The results of the study found that Lamigo Monkeys baseball team fans displayed liminality characteristics during the transition phase of the ritual, especially the formation of the “Home of all Monkeys” communitas; secondly, Watching the championship game has a pilgrimage significance to Lamigo fans, which is in line with Turner’s analysis of the liminality characteristics of pilgrims. lastly, Lamigo Monkeys adopts “entertainment” marketing methods to enhance the fans’ ritual experience, while emphasizing “sacred” and “profane” at the same time to attract fans to watch the ball game.
This study focuses on the pilgrimage of Lamigo Monkeys baseball team fans. The author himself is a fan of the Lamigo Monkeys and believes that the atmosphere of the baseball stadium can make pilgrimage characteristics, hoping to prove it through research, which is an important research motivation for this research. Based on this, the purpose of this research is to explore the connotation of the pilgrimage for Lamigo Monkeys fans watch baseball, as well as the connection between its marketing strategy and professional sports pilgrimage. Existing research believes that baseball games also have the characteristics of rites of passage and are also quasi-religious to attract fans to pilgrimages; therefore, the research assumes that Lamigo Monkeys is a “religion” for fans, and uses document analysis and in-depth interviews, participant observation methods to prove it. The results of the study found that Lamigo Monkeys baseball team fans displayed liminality characteristics during the transition phase of the ritual, especially the formation of the “Home of all Monkeys” communitas; secondly, Watching the championship game has a pilgrimage significance to Lamigo fans, which is in line with Turner’s analysis of the liminality characteristics of pilgrims. lastly, Lamigo Monkeys adopts “entertainment” marketing methods to enhance the fans’ ritual experience, while emphasizing “sacred” and “profane” at the same time to attract fans to watch the ball game.
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Lamigo桃猿隊, 中華職棒, 通過儀式, 朝聖, Lamigo Monkeys, Chinese Professional Baseball League, rites of passage, pilgrimage