虛擬社群的集體記憶與儀式傳播：一個關於「龍魂不滅」的初探性研究

Collective memory and Ritual Communication of Virtual Community A Story about 'The Soul of Dragon Never Fade Away'

本研究是國內首篇將「集體記憶」概念，放置於網路脈絡下討論的學術論文，期以「初探」精神，不僅解釋「集體記憶」的力量，恰足以凝聚網路龍迷社群的「我族」意識，也嘗試探討在集體記憶的「建構」過程中，網路媒介的「儀式傳播」特性造成何種影響？本研究以味全龍棒球隊球迷經營的電子佈告欄《Dragons龍板》作為研究對象，透過文本分析、深入訪談發現：網路龍迷的互動模式並非基於功利考量，也不以控制為目的，乃遵循Carey所提「儀式」觀點，強調彼此價值信念的共享。而在龍隊解散後，網路龍迷仍然憑恃Halbwachs「集體記憶」理論，在網路世界耕耘龍迷的專屬園地，構築龍魂的安頓處所，建構「龍魂不滅」的故事傳說。最終歸納：藉由儀式傳播模式與集體記憶建構過程，虛擬社群得以維繫集體認同，進而凝聚社群意識，展現社群力量。

This study uses text-analysis, interviews to investigate the community of Dragon Board run by the fans of Wei-Chuan baseball team in the Bulletin Board System. This study follows the viewpoint of ritual communication. These fans keep strengthening the shared belief about the team during their interaction. When the team was close to dismissal, they held the first protest in Taiwan baseball history. Even the team disappeared after all, they constructed collective memory and created the story about 'The Soul of Dragon Never Fade Away' in Internet. This study finally concludes that members of virtually community identity through ritual interaction and construct collective memory to enhance the community force.