| 摘要: | 本研究以日本外來語「卡哇伊」（かわいい，Kawaii）一詞進行關鍵字檢索而建置的中文新聞語料庫作為分析基礎，透過語料庫技術中的詞頻列表、併置詞分析與共現詞分析等研究方法，旨在探討當代日本流行社會中所形成的集體意識－「卡哇伊」文化如何在台灣平面新聞媒體中「再現（Representation）」。
為瞭解「卡哇伊」符號文本在跨文化傳播中產生何種差異化運作，以及理解其在台灣社會層面中所構成的文化框架與持續性影響，研究者以語彙運用、媒體論述和意義建構三個層次為主要概念，蒐集近年來（2011-2013年間）《聯合報》、《自由時報》與《蘋果日報》的相關報導，應用語料庫語言學分析方法中所呈現的大量數位文本資訊為分析對象，以發掘語彙的使用度、符號特性以及潛藏的語言文本敘述模式，並由此整合討論「卡哇伊」文化中所隱藏的社會價值規範、文化涵義以及深層意識型態。
研究結果發現，「卡哇伊」的符號作用深化了媒介領域反映社會結構與性別價值取向，多數界定了女性特質（Femininity），經過複雜地形塑與轉換後，在社會情境中建構對於少女的童顏迷思、（後）現代女性美貌與女體的結構效益，以及支配了日式「幻想」的情色標籤，在歧異的話語屬性中，強化了女性的從屬狀態，亦從而將女性塑造為一種可消費的慾望客體，凸顯了父權制中的性別壓迫和社會不平等的實際情形。這當中不僅顯現了權力結構中的論述力量，「卡哇伊」語義型態中的斷裂之處也正是反應了「賤斥體」（Kristeva, 1941）異質性中所帶來的擾動，重述了符號的象徵暴力與權力互動關係。此外，在「卡哇伊」的敘事空間中，同時架構了一個「戀物」的符號消費社會，足見新聞媒體隨著社會變遷產製的文化內涵與再製的多重符號價值，顯然建構了「卡哇伊」符號成為商品化動態過程中的重要機制。
This study conducts the keyword retrieval of the Japanese loanword, "kawaii (かわいい)" to build a Chinese news corpus. And then using the corpus as an analytical basis, through the frequency list, collocation, concordance and other research methods in corpus techniques to explore how the collective consciousness, "kawaii" culture formed by the contemporary Japanese popular society represents in Taiwan print media.
To understand what kind of differentiated operation the "kawaii" symbolic text produced in intercultural communication, and to understand the cultural framework and sustained impact it constituted in Taiwan social dimension, the researcher uses the three levels of vocabulary application, media discourse and meaning construction as the main concepts. In addition, the researcher collects the recent (2011-2013) related reports from United Daily News, Liberty Times and Apple Daily, and applies a large number of digital text information presented in corpus linguistic analysis as analytic targets, to explore vocabulary use degree, symbol characteristic and the narrative mode of hidden linguistic text, and thus integrating and discussing the social values norms, culture connotation and deep ideological meaning hid in "kawaii" culture.
The study found that the symbol role of "kawaii" deepens the media field, reflects the social structure and gender value orientation, and most defines the femininity. After the complicatedly shaping and transformation, it constructs the myth of young girl's babyface in social situation, the structure benefit of the (post) modern female beauty and female body, and the erotica label dominated the Japanese style "fantasy”, strengthens female subordinate status in different utterance attribute, thus shaping female as a consumable objective of desires, bringing out the gender oppression in patriarchy and the actual conditions of social inequality.
Among these, not only it shows the discourse strength in the power structure, the breaking place of "kawaii" semantics patterns (Kristeva, 1941) also reacts the disturbances brought by the “abjection" heterogeneity, and restates the symbol stood for the interaction of violence and power. Moreover, simultaneously to construct a symbol of fetishism in the "kawaii" narrative space, to consume the society. It can see that with social change the news media produce the cultural connotations and reproduce multiple symbolic value, apparently construct the "kawaii" symbol to become an important mechanism of dynamic process of the commercialization. |
