台灣籃球的大型觀賞運動發展得很早，早在光復初期的三軍球場開始，每當到了比賽期間，總是一票難求，將會場擠得水洩不通，時至今日，根據行政院體委會2012年「運動城市調查」，指出籃球運動的參與者位居球類運動的第一名，同時該調查也顯示，籃球賽事的觀賞人口位居觀賞性賽事的第二名，僅以些微差距僅次於棒球，所以，籃球運動在台灣，不論是實際的參與或是在觀賞賽事當中，皆有龐大的人口。傳播科技的快速進步，閱聽人已經可以零時差的觀看各地的賽事，但是自從境外的籃球賽事開始透過衛星科技傳送到台灣以後，閱聽人對於境外的籃球聯盟賽事支持度卻遠比本土的籃球聯盟賽事來的高，隨著林書豪開始在NBA的優異表現，並且能夠穩定的出賽，更將此風潮帶上高峰，2012年，台灣SBL收視率更只剩下美國NBA的三分之一，所以本研究將以接收分析的理論做為基礎，去探究閱聽人為什麼會去支持NBA這個境外的運動影視文本。透過深度訪談資料的蒐集與分析，依閱聽人與文本的互動的情形，可分為三種類型球迷，而這三種球迷也會因為所抱持的心態差異，而產生不同類型的解讀，並產生多元且重疊的認同感受，進而去支持NBA這種境外來的運動賽事。
The basketball game as a “spectator sport” in Taiwan developed in a rather early age around 1950’s. The crowd has been packing the stadium when game was on. According to a survey “sports city survey”conducted by Sports Administration Ministry of Education in 2012, the number of people involved in basketball ranked number one within all ball games. Meanwhile, basketball game stands slightly beneath baseball game as the second most viewed sport event. Thus, basketball has its significant influence represented in both participation and viewing sector in Taiwan.The speedy improvement of communication tech has hammered the local games since the international basketball games, especially NBA, imported daily without delay. The disparity enlarged when Linsanity became a fad in 2012. The audience rating of Taiwanese Super Basketball League (SBL) plummeted to one third of the NBA games. Hence, the research aims to investigate the reason why audience identify with and support a foreign basketball game NBA based on reception analysis. the research has classified three types of audiences ,These three different groups with different focus perceive the NBA games in various ways have developed different identification to support NBA.
