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    Title: 解讀身體 : 台灣茶飲的敘事分析
    Other Titles: Contemporary body perspective : a narrative analysis of tea beverage in Taiwan
    台灣茶飲的敘事分析
    臺灣茶飲的敘事分析
    Authors: 黃雅涵;Huang, Ya-Han
    Contributors: 淡江大學大眾傳播學系碩士班
    紀慧君;Chi, Huei-Chun
    Keywords: 敘事分析;飲食文化;茶飲料;社交的身體;narrative analysis;diet culture;tea beverage;social body
    Date: 2013
    Issue Date: 2014-01-23 14:20:33 (UTC+8)
    Abstract: 「茶文化」自古以來就一直存在於亞洲的飲食情境當中,而「飲料」這種看似低關心度的產品,也往往最容易受到社會流行力量所牽引,進而影響與反映著大眾對於飲食的認知。為瞭解近年的臺灣飲食文化中,呈現了大眾對於自我身體的何種解讀觀點,本文選定以臺灣消費市場裡具有高度普及率的罐裝茶飲料為本研究分析對象,於文獻的部分首先探討飲食文化的意涵,並從中瞭解在社會化飲食的脈絡底下,飲食如何與自我的身體產生連結;進一步,也藉由對國內飲食文化相關文獻的整理,與台灣茶業的發展歷史文獻中,歸納出喝茶文化在台灣社會中意義上的轉變,探討其呈現了何種當代飲食趨勢。
    本研究進一步藉由敘事分析的角度,選擇以臺灣茶飲料市場中具有代表性的三大企業,分別為:天仁集團、統一企業以及維他露食品企業之罐裝茶相關敘事文本進行分析。研究文本共計有16支電視廣告,與14則各企業網站中的訊息文本,進而,再將研究文本分為:「情節」、「角色塑造」以及「場景」等三個部分逐一討論以回應本研究問題。
    研究結果發現,臺灣三大食品企業在建構其茶飲料的敘事結構時,普遍有著以下的敘事手法:一則是對傳統與現代飲食文化的緊密連結,回復了現代對於傳統茶文化的懷舊想像;另一方面,「飲食」也被賦予了連結人際關係的社會功能,同時也被視作一種實踐抽象精神的途徑,藉由科學理性的視野,而重新檢視了現代人的身體與食物之間的關係,提供給人們如何理性看待自我身體的參考依據。
    According to the references, the tea culture has a long historical standing in Asian diet culture, and it`s also regarded as a kind of beverage which is considered a law involvement product with what the public most concerns about. In order to understand the contemporary body perspective in Taiwan`s diet culture, this thesis focus on the narrative analysis of tea beverage which has the high popularity rate in consumer market. First of all, this study tries to understand the connection between diets and self-body perspective under the discussion of social diet. Furthermore, we also try to know the trend of contemporary diet culture through the past studies about Taiwan`s diet culture, and references of the development in tea industry.
    Based on the narrative analysis theory, this thesis used the following three representative industries: Ten-Ren, Uni-President and Vitalon Foods Company in Taiwan tea beverage market to do this research. The texts include 16 television commercials, and 14 narrative texts in these three industries official websites. And those studying texts are also separated into “plot”,“characterization”and“setting”these three parts to thoroughly discuss and answer the research questions.
    This thesis figures out that most of the narrative texts of tea beverage use “nostalgia” which is rebuilt from the imagination of traditional tea culture to connect past times and modern diet culture. On the other hand, “diet”also has a kind of social function to connect the public`s social relationship. Meanwhile, the public sometimes use diet to practice or experience some abstract spirits as a representation of their life style. By the view of rationalization, these narrative texts with scientific words also provide the public a way to regard their own body, and review the relationship between body perspective and diet culture- to become a social body.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

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