臺灣職業籃球運動明星之英雄形象及網路輿情探究

Abstract

籃球是為臺灣熱門的運動項目。自 2020 年起，臺灣建立了兩個職 業籃球聯盟，吸引了不少閱聽人。 職業球隊為補強球員而從海外招覽外 籍選手，無論是上賽季之「魔獸」霍華德或是臺裔球員林書豪加入臺灣 職業籃球聯盟，都引起臺灣運動閱聽人的廣泛關注與討論。過往多篇研 究已經證實運動明星能夠有效 吸引媒體報導，亦對職業籃球競爭力有相 當提升。臺灣運動傳播學者亦曾以明星運動員為主題進行研究。目前為 􏰀，臺灣學者對運動明星的研究均聚焦於其價值、魅力、對行銷的影響、 以及國族認同的建立過程等等。然而，大部分研究者都忽略了臺灣運動 明星的形象為何。過去由於職業籃球運動發展尚未成熟，運動產業的話 題性往往只局限於旅外國際征戰的運動選手。而目前臺灣擁有兩個職業 籃球聯 盟都分別帶出話題性，球員亦有更多表現的機會。由於職業籃球 聯賽的缺乏，過往學界對於整體臺灣運動明星之形象沒有全面探究，大 部分都是集中在王建民、林書豪等等的個別之知名運動員。故此本研究 以臺灣職業籃球明星之形象為研究主題。本研究對十位征戰於 2022-2023 年職業籃球聯賽賽季之運動明星，以內容分析法分析他們的運動英雄形 象為何。再者本研究以大數據分析閱聽眾關心之運動明星相關內容為何。Basketball is a popular sport in Taiwan. Since 2020, Taiwan has established two professional basketball leagues, attracting significant viewership. Professional teams recruit foreign players to strengthen their roster; players like Dwight Howard and Taiwanese-American player Jeremy Lin joining Taiwan's professional basketball leagues have garnered widespread attention and discussion among Taiwanese sports audiences. Previous studies have confirmed that sports stars effectively attract media coverage and enhance the competitiveness of professional basketball. Taiwanese scholars in sports communication have studied the impact of sports stars on values, charisma, marketing influence, and national identity formation. However, most studies overlook the specific image of Taiwanese sports stars. Due to the relatively immature development of professional basketball in the past, discussions in the sports industry focused mainly on internationally competing athletes. With Taiwan now having two professional basketball leagues, there is increased topicality, providing players more opportunities for visibility. This study addresses the overlooked aspect of the overall image of Taiwanese sports stars, which has previously been narrowly focused on individual well-known athletes like Chien-Ming Wang and Jeremy Lin. Therefore, this research focuses on the image of Taiwanese professional basketball stars. Using content analysis, the study examines the sports hero images of ten stars from the 2022-2023 professional basketball season. Additionally, the research employs big data analysis to explore what content about these sports stars captures audience interest.