台灣職棒賽事導入啦啦隊文化傳播研究

Abstract

本研究旨在探討台灣職業棒球賽事中「啦啦隊女孩文化」的興起、傳播與其對觀眾、媒體及球隊行銷策略所產生的影響。透過深度訪談法與紮根理論進行質性分析，研究從球迷、媒體從業者及球團行銷人員等多元觀點切入，探討啦啦隊女孩如何成為球場中的視覺焦點與職業球隊的行銷主力，並進一步分析其對觀賽體驗、粉絲心理與性別再現的深層影響。研究發現，啦啦隊女孩文化不僅成功提升職棒賽事的娛樂性與話題性，也對球隊品牌形象建構與粉絲經濟模式產生關鍵影響。隨著新媒體與社群平台的推波助瀾，啦啦隊女孩得以擴大個人與球隊影響力，成為吸引進場觀眾、刺激周邊商品銷售的核心IP。然而，這些文化現象亦引發對女性物化、性別刻板印象、以及商業化爭議的反思。本研究嘗試從視覺快感理論與女性主義角度切入，建構啦啦隊女孩文化的文化傳播範圍與社會意涵，並提出平衡娛樂價值與性別印象的未來發展建議。研究結果將有助於理解現代職棒賽事中的啦啦隊應援文化現象，並為後續相關研究提供參考基礎。This study investigates the emergence, dissemination, and impact of “cheerleading girl culture” within Taiwan’s professional baseball league (CPBL). Using qualitative in-depth interviews and grounded theory, the research gathers perspectives from fans, media professionals, and marketing staff to examine how cheerleaders have transformed from supportive figures into key visual and commercial icons of the sport.Findings reveal that cheerleading culture significantly enhances the entertainment value of games, strengthens team branding, and fosters fan engagement through visual pleasure and emotional connection. With the rise of digital and social media, cheerleaders have become influential IPs, driving ticket sales and merchandise consumption. However, the study also addresses critical concerns, such as the objectification of women, gender stereotypes, and commercial pressures resulting from this phenomenon.Drawing from feminist theory and the concept of the male gaze, the research outlines how cheerleading culture operates within Taiwan’s sports marketing system and popular culture. It offers reflections on balancing commercial appeal with gender representation, aiming to support more ethical and sustainable development of this cultural trend.