2 Keywords: sportscape, consumption landscape, male-chauvinistic identity, baseball field, festivity. ( 2004)

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1 1-22 (2006) JOURNAL OF GEOGRAPHICAL SCIENCE (43) : 1-22 (2006) 1 The Consumption Landscape of Taiwan s Baseball Field * Shi-Zheng Wu ** Shew-Jiuan Blank Su Abstract The present paper adapts a cultural spatial perspective to discuss the consumption landscape of Taiwan s professional baseball field. Qualitative interviews, participant observation and questionnaires are used to analyze the characteristics of consumption landscape in Taiwan s baseball field. The professional baseball games and activities are considered venues for commercial products that are symbolized with baseball culture. They also convey a consumption of male-chauvinistic image and identity. Pleasures and carnival activities of the spectators become part of the composition of baseball carnival landscape, or sports landscape if one likes. To identify with the player s male perfection image and to consume the spiritual climax of games are the rationales of spectators participation of the games. The choice of viewing seats, the decision of colors of outfit, and the ways of participation in the baseball field are major reflection of the spectator s identity. Identity thus can be considered a manifestation of cultural consumption, in which pleasure landscape and carnival landscape are central. While the seats choice, colors of outfit and participant activities are manifest in baseball field, they, nonetheless, form the place of the baseball game. Hence, it is argued a sport (in particular baseball field) landscape is a landscape of cultural space. * Master, Department of Geography, National Kaohsiung Normal University. ** Professor, Department of Geography, National Kaohsiung Normal University.

2 2 Keywords: sportscape, consumption landscape, male-chauvinistic identity, baseball field, festivity. ( 2004)

3 3 (multi-methods) Jorgensen (1999) Babbie (1998) Babbie (1998) (operationalization) ( ) () (Sport Landscape) (Sportscape) (Lewis, 1979) 1 (Bale, 2003)

4 4 (landscape) (selection) (representation) 2 (sport landscape) () Meinig (1979) The beholding eye: the visions of the same scene 3 Bale (1994) Meinig Landscapes of Modern Sport (ideology) Meinig (1979) Landscape as ideology Bale (1994) Sport landscape as ideology 1936 (masculine landscapes) (sportize) (text) (context) Harvey (2003) Derrida

5 5 Harvey () Michael DearDavid Harvey Derek GregoryEdward W. Soja Soja (1996) Foucault Soja (1996) Soja (1996) ( ) 4 () Baudrillard (1970) 1

6 6 表 1 棒球賽事的金融經濟與文化經濟比較表解 Fiske (1989) Bourdieu 5 1 / / 圖 1 研究架構圖 - 臺灣棒球場域消費景觀圖式

7 7 1 () 1. Baudrillard 6 (1) (2) (3) (4) Debord ( ) 7 Baudrillard (1970) ( ) (2)

8 8 表 2 臺灣棒球場域職業化前後符號性質比較 ( ) (1996) (lucky seven) () (M1 ) (F2 ) (M6 ) (M3 ) (M9 )

9 9 BokhtinBarthes KantSchopenhauer (Fiske, 1989) 3 表 3 快感文化處理表示 BarthesBokhtin KantSchopenhauer Fiske (1989) Fiske (1989) ( ) 1 ( ) (including) (excluding) ( 1) 8 ( 2) ( )

10 照片 1 景觀規訓機制下的客場三壘邊, 一種顏照片 2 主場球迷由藍色圈線內的球團工作人員色的意識形態, 綠就是綠, 不會是帶動, 活動最熱烈的是正上方的黃色圈線黃! 一種均一協調的視覺刺激範圍, 往外野箭頭二邊的外野和本壘遞減可由景觀照片中橘色和綠色加油棒組成顏色之遞減觀察出顏色的變化就是快感的起伏 (4) (2) () (2004) fanatic Fiske (1989) ( )

11 11 ( 1994) 表 4 球迷對球場內不同位置之加油活動快感程度差異次數加權 (5) (4) (3) (2) (1) ~1 圖 2 臺灣棒球場域快感地勢圖

12 12 (M7 ) (M9 ) Bakhtin (1938) Bakhtin 1. ( ) ( ) (1995) Wave ( )

13 13 ( ) ( ) 2. ( 3) ( 4) ( ) (2004) 照片 3 統一獅王坐神轎 (2005) 照片 4 統一獅王坐神轎出巡

14 14 照片 5 保勝大帝戲仿自民間宗教的保生大帝, 也是狂歡節活動中的冕象徵保勝大帝護不住勝利, 是狂歡節活動的加冕脫冕戲仿作者攝 5 LED 2004 (Michael Garcia) 2004 KO Double Play ( ) ( 2002)

15 15 (2004) 照片 6 興農牛隊的球迷抬出阿扁娃娃, 希望阿扁魔咒能發威, 賣力加油 ( ) Harvey (1990)

16 16 1. Bale (2003) Sporst Geography sport landscape sportscape landscape landschaft landschaft Hartshorne (The Nature of Geography, 1939) (Perspective on the Nature of Geography, 1946) landschaft landscape sportscape landscape sports landscape 3. landscape as Nature landscape as Habitat landscape as Artifact landscape as System landscape as Problemlandscape as Wealthlandscape as Historylandscape as Placelandscape as Aesthetic 4. (1993) ( ) (1995) (2000) (2002) (1992) 1895 ( 28 ) 1926 ( 15 ) (2002) ( ) (1994) (2003) (2004) 5. Featherstone, M. (1990) Ritzer (2003) Best and Douglas (1997) 104

17 17 8. ( ) (1993) ( ) Cobras BBS Cobras 2005 (2004) 3: (1995) (2002) (1994) (2002)

18 18 2: ( ) (1993) ( ) (1994) (1993) ( ) (1995) (2002) ( ) (2004) (2004) 197: (2004) 273: 4950 (2000) (1992) 1895 ( 28) 1926 ( 15) (2003) (1996) (2005) Hit 19: 41 Best, S. and Douglas, K. (1997) The Postmodern Turn (1997) Bakhtin, M. M. (1938) Labelai and His Worlds. Trans. by H l ne I. (1984), Bloomington: Indiana University Press. (1998) Babbie, E (1998) The Practice of Social Research (1998) Baudrillard, J. (1970) La societe de Consommation (2000) Featherstone, M. (1990) Consumer Culture and Postmodernism (2000) Fiske, J. (1989) Understanding Popular Culture (2001) Jorgensen, D. L. (1989) Participant Observation: A Methodology for Human Studies (1999) Hartshorne, R. (1946) The Nature of Geography: A Critical Survey of Current Thought in the Light of the Past (1996) Hartshorne, R. (1959) Perspective on the Nature of Geography (1963) Harvey D. (1990) The Condition of Postmodernity An Enquiry into the Origins of Culture Change

19 19 (2003) Ritzer, G. (1997) Postmodern Social Theory (2003) Soja, E. W. (1996) Thirdspace (2004) Bale, J. (1994) Landscape of Modern Sport, New York: Leicester New York Leicester University Press. Bale, J. (2003) Sports Geography, 2 nd ed., London: Routledge. Meinig, D. W. (1979) The beholding eye: the version of the same scene. In: Meinig, D. W., Jackson, J. B., Lewis, P. F., Lowenthal, D., Samuels, M., Sopher, D. E. and Tuan, Yi-Fu, The Interpretation of Ordinary Landscapes Geographical Essays, New York: Oxford University Press, 受訪者資料表 ( ) M M F1 Steffi 2005 F2 28 Cobras M3 39 VS 1990 M4 26 6

20 20 受訪者資料表 ( 續 ) ( ) M La New La New new M La M7 16 F M8 16 M 問卷調查細目 v.s.la New % v.s.la New % La New v.s. Cobras % La New v.s. Cobras 7 5.4% v.s % v.s.la New % %

21 21 臺灣棒球場域資本 - 消費景觀調查問卷 v.s. NO ~30 31~40 41~ ~ ~ ~ ( ) ~2 3~4 5~ ~2 3~4 5~ ~2 3~4 5~ ~2 3~4 5~6 1. ( ) PLAYA ICBC Der Jimm Ben-Q DASKIN 7-11 YAMAHA ATUNAS Acer 1111 MAXXIS

22 22 2. ( ) 1. (1) (2) (3) (4) 2. ( ) 1. (1) (2) (3) (4)

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