秀出誰的觀點？── 展場女郎 Show Girl 的媒體再現
What Viewpoints are Shown?── The Media Representation of Show Girls
作者
王慶剛
中文摘要
Show Girl 成為台灣近年展場文化中奇特的景觀，穿著清涼、身材火辣的她 們已是廠商吸引參觀者注目與消費的利器，同時也是媒體競相捕捉的場「嬌點」。 本研究從媒體再現出發，企圖以內容分析與符號學分析，探究《蘋果日報》與《自 由時報》的照片如何再現 Show Girl，指出其中的意識形態，思考其是否窄化一 般人對 Show Girl 工作內容的認知。研究發現，報紙媒體照片再現 Show Girl 時， 特重「性物化符號」，並透過聳動式的圖說或標題，增強讀者對女性性徵之注視。 Show Girl 的工作更簡化為僅有「展示」功\能，忽略其他豐富的面向。另外，報 紙媒體的照片隱含「簡化為性物化符號」、「身體商品化」與「凝視焦點」等特點， 無疑再製父權意識形態。但在媒體差異上，《蘋果日報》較《自由時報》更有大 量使用照片呈現 Show Girl 的現象。而本研究在詮釋傳播現象之餘，亦批判當今 媒體依然深陷傳統父系霸權，忽略女性主體性，加強並導引讀者的認知，使 Show Girl 成為父權意識形態再現下的犧牲品。
英文摘要
In the last few years, Show Girl has become a distinctive cultural phenomenon in Taiwan. Models with perfect body figures are used as sex appeals in exhibitions to attract audience and potential customers. While models, mostly females, are used as a boost for sales, they too have become an eye-catching sight for the media and reporters. Using content analysis and discourse analysis, this research focuses on the media representation of Show Girl. By looking at photographic images on newspapers, this research intends to discuss the ideology and seek signs of women materialization. The analysis begs the question of whether the sex appeal of Show Girl is a downgrade to women in society. By exaggerated and stimulating images and banners, readers are unconsciously simplifying, commercializing and materializing women integrity as a whole. Such does not only sabotage the feminist movement but it also signals the lurking paternal hegemony that is in the media which misdirects its readers, making Show Girl the victim of feminist abuse.