本研究希望了解台灣報業(蘋果日報、自由時報)自2006到2007年間如何呈現王建民的相關報導、議題並透過哪些方式影響其形象呈現。 研究引援van Dijk揭示的論述分析方法、輔以深度訪談以理解王建民的形象再現為何，並透過全球地方感、多元文化觀點檢視台灣報業呈現王建民相關報導過程的議題與影響。 研究發現兩家報業透過以下九個主要命題以形塑王建民的形象。分別為「王牌」、「英雄」、「名人」、「個性描述」、「勝投」、「亞洲」、「台灣之光」、「伸卡」、以及「修辭」。整體而言，王建民的形象在2006-2007年的台灣報業呈現上是多元而較為正面。 再者，檢視發現報業呈現王建民報導的情形未必不利於台灣其他運動項目、選手，而是這個過程中有諸多因素交相作用，不全然受制於全球化、商業考量，反之，有關王建民的相關報導與議題是受到台灣職棒本質流失等因素而被選擇出來的情景之一。本研究建議報業呈現運動新聞時在娛樂性(文學性)與運動的科學特質需加以考量。運動選手的形象受媒體等因素影響甚深，而盡力維護比賽的本質是選手能積極形塑自身形象的根本。 This research is based on discourse analysis, by Teun A. Van Dijk , in-depth interviews, and analyzing on the news report in 2006-2007. In conclusion, the results of news discourse analysis show that both The Apple Daily and The Liberty Times represent Chien-Ming Wang’s image by the nine news frames that including “ace”,”hero”,” celebrity”,” characteristic” ,” winning”,”asia”,” glory of Taiwan”,” sinker” and “ positive rhetoric”. In sum, the study shows that Chien-Ming Wang’s images of representation by news corporation is diverse and almost not negative. In addition, a situation that newspaper present Chien-Ming Wang’s reporting in Taiwan is unfavorable to other sports and players. The process of representation is caused by various factors not just by globalization or economic consideration, but, problems of CPBL are crucial reason that affecting news representation. This research suggests news corporation in Taiwan could be to consider balancing between entertainment and fact of sport news. The media play an important role in building image of player but every player could be to effect his image himself by taking the initiative in maintaining the nature of the game.
