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研究生:費翠
研究生(外文):Tsui FEI
論文名稱:台灣倫理消費運動實踐與傳播動員研究
論文名稱(外文):Ethical Consumerism in Taiwan Through the Study of Consumption Practices and Owned Media Mobilization
指導教授:秦琍琍秦琍琍引用關係
指導教授(外文):Li-li Chin
學位類別:博士
校院名稱:世新大學
系所名稱:傳播研究所(含博士學位學程)
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:224
中文關鍵詞:倫理消費運動政治消費運動消費運動框架分析半結構式深度訪談
外文關鍵詞:Ethical ConsumerismPolitical ConsumerismConsumerismFrame AnalysisSemi-structured Interviews
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在學術研究上,消費運動所受到關注,遠遠不及其在消費社會所扮演的角色與實質影響性。尤其台灣在面臨全球化或區域化的自由貿易協定時,對於消費社會所產生經濟、政治、社會、文化的影響甚鉅,但倫理消費主義(或稱政治消費主義)所主張的社會公義、生態環境保護,與人道的理念,已經成為當代消費行動主義的依歸。但因不同區域、政經情境因素,各國不同倫理消費運動組織理念、甚至個體因素的考量下,倫理消費主義將呈現出議題與實踐上不同的優先順序,此亦為台灣案例的參照意義。
本研究首先將透過台灣消費運動發展上曾出現的重要的消費運動類型,及其代表性消費組織,探討其理念及傳播動員特性及倡議的消費運動議題,歸納出台灣倫理消費運動發展的進程與影響。此外也將透過框架研究觀點,探討台灣最具代表性的消費運動組織—主婦聯盟生活消費合作社,如何透過自有媒體,對農食消費議題進行組織的框架與策略傳播以產生傳播動員的效果,並提出四項框架:「自主」、「共生」、「安全/照護」、「自然」等框架,除強化支持者的信念,也吸引潛在目標對象的認同,而建構另類的消費文化價值。
最後則透過主婦聯盟生活消費合作社的積極行動者的質、量化資料的蒐集,歸納出台灣倫理消費運動的行動者五種類型特質,包括:理念型行動者、合作消費型行動者、教育型行動者、新理念型行動者及職員型行動者,並分析其進行的認同與抵抗之行為意義。本論文以社會、組織及個體的分析層次,探討消費運動實踐與傳播動員之概念,作為台灣倫理消費運動理論化的一項提案。
The study of consumer movements has been paid little attention academically, especially the challenge which consumer movements face from global free trade agreements, which both adversely and favorably affect every consumer society in economic, political, social and cultural aspects. Contemporary consumerism implies social justice, ecological protection, and humanitarian concerns combined into one to fight against global capitalism. We believe that ethical consumerism (or political consumerism) is a rose by any other name. Taiwan, being a country with predominantly Chinese ethnicity where the ethical consumer movement is characterized by regional, political, economic, organizational and activistic factors, provides a case with particular personal motivation and issue prioritization.
First, the study details how Taiwanese consumer movement development has evolved into the current stage of ethical consumerism. One of the crucial consumer movement organizations in Taiwan, Homemakers Union of Consumers Co-op, represents the non-GMO soybeans movement in the analysis of issue management process. Second, using the frame analysis, the study examines the digital publication of HUCC, and labels their master frames as autonomy, co-existence, nature, and health & caring, which are related to agri-food issues in their own media mobilization.
Last, the empirical findings derived from qualitative and quantitative data collection suggest 5 types of ethical consumer activists, with implications for the self-, organizational and social identification and oppositional behavior of HUCC activists. These 5 types are the idealistic activist, the co-op consumer activist, the educational activist, the young idealistic activist, and the insider activist. All the findings of this study contribute to the conceptualizing and theorizing of Taiwanese ethical consumerism.
第壹章、緒論 11
第一節、研究背景與問題意識 14
壹、「倫理消費」運動是「綠色消費」運動的延伸 15
貳、「倫理消費」運動是一種新社會運動 16
叁、、行動者/能動者的定義與指涉 17
第二節、研究目的及問題 22
第三節、研究價值與研究架構 23
壹、研究價值 23
貳、研究架構 26
第貳章、文獻探討 29
第一節、社會運動、媒體與框架理論 29
壹、社會運動研究重要觀點 29
貳、社會運動理論典範轉移 31
叁、社會運動與框架理論 33
肆、社會運動組織與框架傳播動員形式 36
第二節、消費運動發展與實踐 40
壹、消費者運動四波類型 41
貳、消費者運動的「改革派」與「激進派」 45
叁、小結 47
第三節、倫理消費運動研究 48
壹、「倫理消費」運動意義、發展及挑戰 48
貳、「倫理消費」運動的議題發展及資訊傳播 54
叁、倫理消費運動研究取徑 57
一、實證主義觀點 58
二、詮釋主義觀點 61
三、批判主義觀點 62
肆、小結 63
第四節、新消費價值觀 64
壹、後物質主義 64
貳、生態女性主義 66
叁、從反全球化運動,到新的消費公民精神 67
肆、小結 69
第叁章、研究方法 70
第一節、研究設計 71
壹、建構的社會真實下,個人意識與對抗行動 71
貳、質化、量化資料的相輔相成 73
叁、微動員--象徵性論述之框架與意義詮釋 74
肆、理論與經驗證據之間的循環 74
第二節、研究對象 76
壹、倫理消費運動組織 76
貳、倫理消費運動行動者 76
叁、倫理消費運動組織之傳播動員 77
第三節、資料蒐集方法 77
壹、文獻蒐集法 77
貳、問卷調查法 79
叁、深度訪談法 80
肆、內容分析法 83
第四節、資料分析方法 84
壹、編碼及形成新概念 85
貳、穿透現象與現象產生的機制 86
叁、分析策略:框架分析 87
第肆章、台灣消費運動類型與傳播動員 91
第一節、台灣消費運動類型與消費運動組織 91
壹、一分錢一分貨消費運動:消費者文教基金會 92
貳、合作消費運動:主婦聯盟生活消費合作社 95
叁、另類消費運動:生態綠 99
肆、小結 101
第二節、台灣農食消費議題與反基改消費運動 103
壹、台灣農食消費議題與消費運動組織之動員 103
貳、台灣農食消費運動議題的生命週期分析:以「反基改消費運動」為例 110
叁、小結 116
第三節、台灣農食消費運動議題框架與傳播動員 117
貳、台灣農食消費運動議題主導框架的提出與分析 120
叁、台灣農食消費運動議題基本內容、框架與框架策略分析 124
肆、小結 143
第伍章、台灣倫理消費運動行動者與實踐 146
第一節、台灣倫理消費者的輪廓與動機 146
壹、台灣倫理消費行動者的五種類型 147
貳、為什麼而戰:五種消費行動者的心路歷程 152
叁、台灣倫理消費行動者日常生活實踐分析 158
肆、小結 166
第二節、台灣倫理消費運動者的認同、壓抑與抵抗 168
壹、台灣倫理消費運動者個人的認同、壓抑與抵抗 168
貳、台灣倫理消費運動者對於組織的認同、壓抑與抵抗 175
叁、台灣倫理消費運動者自覺在社會層面的認同與抵抗 180
肆、小結 184
第陸章、結論 186
第一節、台灣倫理消費運動發展進程與傳播議題之發現 186
壹、台灣消費運動類型與消費運動組織 186
貳、台灣消費運動組織的實踐與傳播動員之發現 187
叁、台灣農食消費運動議題與議題生命週期 189
第二節、台灣倫理消費運動議題框架與傳播動員形式之發現 191
壹、台灣倫理消費運動組織的傳播動員形式 191
貳、台灣農食倫理消費運動議題的主導框架與框架功能分析 192
叁、台灣農食倫理消費運動議題的框架策略分析 194
第三節、台灣倫理消費運動行動者面貌、動機、認同與抵抗之發現 196
壹、台灣倫理消費者的輪廓與動機 196
貳、台灣倫理消費行動者日常生活實踐分析 198
叁、台灣倫理消費運動者的認同、壓抑與抵抗 199
第四節、理論探討與反思 202
壹、個體層面上的反思 202
貳、消費運動組織層面上的反思 203
参、社會層面上的反思 204
一、中文書目 206
二、英文書目 210
附件一、量化問卷 221
附件二:深度訪談題綱(社員) 223
附件三:深度訪談題綱(工作人員) 224
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