台灣同志運動之媒體策略模式研究：以2009年台灣同志遊行為例
Promoting Rainbow Pride in Formosa:A Study on the Media Strategies Model of the LGBT Rights Movement in Taiwan

侯政男

台灣同志運動團體一直試圖結合大眾傳播媒體來提昇大眾對同性戀議題的認識，並增進與各界溝通。本個案研究對象為台灣同志遊行聯盟，瞭解這個團體如何設法吸引媒體報導同志權益運動事件，並根據聯盟對2009 年台灣同志遊行的運作建置一個競爭共生模式，來檢視同志權益運動團體與政府當局在遊行新聞報導競爭上所採取媒體策略之過程與結果。結果可以看出1990 年代以來台灣同志運動的積累，同志遊行不僅相當程度的報導與關注，同志團體期望藉由近用媒體、對社會的價值觀發揮影響力，達成社會運動效果。而行動者也必須採用行動與框架策略才能與新聞媒體的存取與框架架構競爭，才能獲得質量兼具的新聞成果。本文所建構的競爭性共生模式提供了一套分析工具，可用來探究同志權益運動團體如何適度採用媒體策略來轉換同志的政策議題。

The LGBT rights movement in Taiwan has blossomed in recent years with public gatherings, social and political activism. Gay and lesbian movement groups have been trying to cooperate with mass media to raise awareness of issues affecting homosexuals and to stimulate gay-straight communication. Taiwan LGBT Parade Alliance is the group in this case study, and the group has been managing to attract media coverage of gay and lesbian movement events. After examining the case of “Taiwan Pride Parade 2009”, this research constructs a competitive symbiotic model to access the process and result of LGBT rights movement groups’ employment of media strategies in competition with the authorities over the news coverage of this parade. This model we created highlights the reflexivity and agency of the LGBT rights activists, which accordingly leads to dynamics, non-linear and non-deterministic assessment of the contests in the news media.

同志運動、同志遊行、媒體報導、媒體策略、台灣。

LGBT rights movement, pride parade, media coverage, media strategy, Taiwan

2010.07.04

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台灣同志運動之媒體策略模式研究：以2009年台灣同志遊行為例.pdf