誰的全球暖化?節能減碳議題商品化的省思
Reflections on the Commodification of "Energy Saving and Carbon Reduction"

胡育堃
Hu Yu-kun

全球暖化的議題喧囂塵上已久，身為地球村的一員，近年來政府又打出「節能減碳」的口號，欲為環境盡一份心力；此外，在休閒運動方面，隨著樂活觀念與騎單車的竄紅，在社會上形成了一股為環保而消費的風氣；然而，在這波環境運動的風潮中，在大眾媒體的推波助瀾下，兩者巧妙的結合在一起，表面上看來是一次「政治正確」的運動，實際上卻是建立在結構性的不平等與資本主義的商品化邏輯之中。於是乎，本文欲由政治經濟的途徑，試圖從媒體結構、主流論述中探究此波運動服膺資本主義運作而商品化的原由；最後部分由分析屬於休閒運動的單車、樂活運動做為個案式的分析。

The global warming has been a big issue to human beings. As a member of global village, the government of Taiwan constructs a slogan “Energy Saving and Carbon Reduction” to catch the train of environment protection. On the other side, mass media tries to link the sport industry and environmental campaign in order to construct an air of consumption. The aim of this paper is to explore the structural inequality of the modern society according to an critical political economy of communication perspective; finally, by the analysis of bike fever and LAHOS as a case-study, this paper will have a closer look at the dynamic of capitalism commodification.

傳播政治經濟學，商品化

critical political economy of communication， commodification

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S029-誰的全球暖化節能減碳議題商品化的省思.pdf