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研究生： 顧友友
GOUDIN, Yoann
論文名稱： 2008台灣總統候選人語言使用之研究以競選媒體場域為分析對象
Electoral and Media fields in Taiwan:Language use of the Candidates During the 2008 Presidential Campaign
指導教授： 蔣為文
CHIUNG, Wi-vun Taiffalo
學位類別： 碩士
Master
系所名稱： 文學院 - 台灣文學系
Department of Taiwanese Literature
論文出版年： 2008
畢業學年度： 96
語文別： 英文
論文頁數： 170
外文關鍵詞： field, media, electoral campaigning, Taiwan 2008, language choice, habitus
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    • 這樣分析研究指出,透過媒體記者的直接干預, 媒體影響了在2008年總統大選中的馬英九和謝長廷這兩位候選人選舉語彙的使用。
    這項研究是以在2008年2月到三月為期一個月的範圍內的影像及音像文件紀錄來作為分析的指標, 當然廣播媒體如電子宣傳及政治辯論也涵蓋在內, 最後也包刮來自台灣的三個傳播係大學生的問卷調查。
    最 初的研究結果顯示出,一方面,候選人如何因為記者的出席狀況, 而有選舉語彙的選擇的影響,是否在華人政治語言中,或者是白話的台灣地方語言中, 也會有語言 選擇的戰略使用？除了排除政黨之間的對立, 是否當對話單位是跨越台灣本島, 記者的出席非常明顯且有象徵性指標的立即從台語轉換成國語。事實上, 候選人只 有再面對媒體時才會使用國語。
    另一方面, 這項研究也提出, 透過社會學概念來呈現兩個不同的媒體和選舉領域（都是基於不同語言的基礎之下BOURDIEU所定義的 habitus), 其次是透過GRAMSCI支配權的觀念。

    This research analyses how, through direct interactions with reporters, the media influenced the language choice of both candidates, MA Ying-jeou and Frank HSIEH during the Taiwanese presidential electoral campaign held in 2008.
    This study is based on the analysis of video and audio documents recorded in the field during one month of campaigning in February and March 2008, as well as various broadcasted materials such as electoral adverts and political debates, and finally a questionnaire for undergraduate students in three different news departments in Taiwan.
    Preliminary results show, on the one hand, how candidates are influenced by the presence of the reporters in matter of language choice. Indeed, whether the language choice strategy is in Mandarin Chinese official language or in different colloquial Taiwanese languages, whether it is spoken across the island, and despite their political party alignment, the presence of the reporters induces an obvious and very significant switch from Taiwanese languages to Mandarin. In fact, the candidates speak Mandarin to the Media on their own.
    On the other hand, this study proposes to interpret these results through sociological notions in order to demonstrate the existence of two distinct Media and electoral fields (both based on different language habiti as defined by BOURDIEU) and secondly through the concept of hegemony by GRAMSCI.

    ACKNOWLEDGMENTS-----------------------------------------p.4 FOREWORD -----------------------------------------------p.7 ABSTRACT -----------------------------------------------p.9 1.INTRODUCTION -------------------------------------p.10 1.1 Motivation and purpose of the study ---------------p.10 1.2 The context: Language as a political issue and an electoral tool --------------p. 11 1.3 Research questions, hypothesis and methodology-------p.13 1.3.1 An initial assumption 1.3.2 The subsequent observation and hypothesis 1.3.3 Methodology 1.4 Overview of the study ----------------------------p.15 2. LANGUAGE POLICY IN TAIWAN SINCE 1945 AND ITS HISTORICAL AND DEMOLINGUISTIC CONTEXT ------------------p.16 2.1 Overlook of the history of Taiwan------------------p.16 2.1.1 Before 1945-----------------------------p.17 2.1.2 Since 1945------------------------------p.21 2.2 The Taiwanese demolinguistic/ethnolinguistic situation-----p. 23 2.2.1 The Aborigines--------------------------p.24 2.2.2 The Holo community----------------------p.26 2.2.3 The Hakka community---------------------p.30 2.2.4 The “Mainlanders”---------------------p.32 2.2.5 The new immigrants----------------------p.34 2.3 Language policy in Taiwan since 1945 --------------p.36 2.3.1 The initial situation in 1945-----------p.37 2.3.2 The evaluation of the situation and the temporary measures (1945-1946) 2.3.3 The “sinization” of the Taiwan society (1946-1987)-------------------p.38 2.3.4 The beginning of the liberalization (1987-2000)------------p.40 3.THE ELECTIONS AND THE MEDIA IN TAIWAN -----------p.41 3.1 Politics and elections in Taiwan 3.1.1 Evolution of the political, institutional and electoral systems 3.1.2 The issue of ethnicity and national identity in political life and during the electoral campaigns-----p.44 3.1.3 Language use in politics and electoral campaigns 3.1.4 The Taiwanese electoral campaign habits--------p.45 3.2 The Media in Taiwan ----------------------------p. 47 3.2.1 An historical presentation of the media in Taiwan 3.2.2 A panorama of the Media of Taiwan in 2008--------p.51 3.2.3 The journalist in Taiwan------------------p.52 3.2.4 The Media coverage during the presidential campaign-----p.53 4. METHODOLOGY --------------------------------------p. 55 4.1 Language learning 4.1.1 Language learning and practice-------------p.56 4.1.2 Language proficiency----------------------p.57 4.2 Ethnography of communication and interactional sociolinguistics --------------p. 58 4.2.1 Ethnography of communication 4.2.2 Interactional sociolinguistics-------------p.59 4.3 Fieldwork -----------------------------------p.60 4.3.1 A preliminary field in 2006 4.3.2 Field preparation-----------------------p.61 4.3.3 Field realization----------------------p.62 4.3.4 Field observations 4.4 The quantitative data --------------------------p. 63 4.4.1 The quantitative step 4.4.2 Measuring code timing---------------------p.64 4.4.3 Statistical verification-----------------p.70 4.4.4 Questionnaire design 4.5 Sociological notions --------------------------p.71 4.5.1 Pierre BOURDIEU’s 3 main concepts: field, habitus and linguistic market 4.5.2 GRAMSCI’s hegemony---------------------p.73 5. RESULTS AND DISCUSSION ---------------------------p.78 5.1 Results and analysis: The electoral and Media spaces 5.1.1. MA’s language use separated by addressee--------p.79 5.1.2 HSIEH’s language use separated by addressee------p.83 5.1.3 MA and HSIEH’s in the electoral space---------p.87 5.2 Results and analysis: the Media space -----------p. 90 5.2.1 TV debates--------------------------------p.91 5.2.2 Electoral adverts-------------------------p.106 5.2.3 Electoral and Media spaces----------------p.119 5.3 Interpretations and discussion -------------p. 122 5.3.1 A recap of the results and terminology 5.3.2 The internal interpretation-------------p.123 5.3.3 The external ethnographic approach-----p.128 5.3.4 The sociological interpretation--------p.134 6. CONCLUSION --------------------------------------p. 140 6.1 Summary of findings 6.2 Conclusion -------------------------------------p. 142 6.3 Recommendations for further studies-------------p.145 APPENDIXES ---------------------------------------- p. 149 REFERENCES -----------------------------------------p. 160 BIOGRAPHICAL INFORMATIONS---------------------------p. 168

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