漂洋過海愛上你：全球化下臺灣網球迷的消費文化與跨國實踐

Abstract

無論是當今黃金年代的費德勒、納達爾、喬科維奇以及莫瑞。又或是過去的網球傳奇，山普拉斯、阿格西、葛拉芙、沙芬⋯⋯，每一個都是網球迷耳熟能 詳的名字。當這些網球明星在全球媒體的轉播和訊息傳遞下，吸引來自全球的 網球迷成為了跨國球星時，臺灣也無法置身事外。因此在全球化下，臺灣網球 迷因為這些跨國網球明星產生的消費文化與跨國實踐行為，即是本研究關注的 核心。為了描繪臺灣網球迷的圖像，本研究共訪談了 24 位受訪者，並以認同產生為起點，討論臺灣網球迷的經歷和故事。

本研究發現，在全球化下被網球賽事和網球明星吸引的臺灣網球迷，在親身的跨國實踐和媒介中介跨國實踐中不斷轉換。在日常生活中，臺灣網球迷藉由電視、網路等數位科技，進行電子/虛擬的跨國實踐。透過電視或是網路轉播觀看網球賽事，並經由網路獲取訊息，並利用「第二螢幕」形成群聚觀賞和集體狂歡的想像力的共同體。網球迷們也透過購買球員和賽事的產品展現自己是一個網球迷，他們克服數十小時的時差與世界職業網壇以及支持的球員緊緊相連。此外，臺灣網球迷也會為了所愛的球員，和體驗網球嘉年華飛越千哩，成為現代的朝聖者，前往網球賽事現場進行運動觀光。

此外，「國族」和「網球運動」的關係在全球化和消費主義作用下，因為媒體、賽制、商業化等因素加入，被賦予了更多元的意義。在網球場上，展現國族情緒是偶然和情境式的。臺灣網球迷可以為自己喜愛的球員融入球員原生國的微型國族主義，透過球員原生國的符號表達團結，和展演自己球迷的身份，也以此慶祝網球場上的嘉年華。此外，在某些時刻，他們也會現場觀看臺灣球員賽事，高舉自己的國旗，回到球迷的國族身份，以臺灣之光為傲，展演屬於臺灣的國族情緒。Federer, Nadal, Djokovic, Murray Sampras, Agassi, Graf and Safin, the well-known legendary names for all tennis fans, have attracted millions of fans around the world with the worldwide media nowadays. Taiwan is no exception. Thus, is research focuses on the consumer culture and transnational practices bring along with the international stars under globalization. To depict the Taiwanese tennis fans, this research includes the interview of 24 respondents who discussed about their identity, experience and stories as a tennis fan.

This research found that Taiwanese tennis fans switch between direct transnational practice and mediated transnational practice. In daily lives, Taiwanese tennis fans usually perform electronic/Virtual transnational practices with cable TV or digital technologies such as the internet. They access games from live broadcasting on either TV or internet, access information and from the community of imagination that performs co-viewing and Collective effervescence with the second screen. To show their identity, Taiwanese tennis fans also purchases the byproducts of games and their favorite sports stars. They feel closely connected with the tennis tournaments despite the thousand-mile-distance and time differences. Moreover, some of them would fly oversea for Sports tourism to support their favorite player and experience Tennis carnival.

The relationship between “Nationalism” and “Tennis Sports” diversified with the interaction of globalization, media, competition, and business. The nationalism displayed on tennis courts is accidental and situational. Taiwanese tennis fans can fit into Petite-nationalism of their favorite players. They also show their unity as a fan with national symbols of players and celebrate the tennis carnival. On the other hand, they attend Taiwanese player’s games, wave Taiwan national flags and cheer for their own fellow countryman.