從政治消費文化觀點看當代臺灣社會的民主參與和認同建構

Political Consumerism in Contemporary Taiwan ― A New Perspective on Identity Construction and Democratic Participation

本文試圖跨越自一九九八年到二〇一三年的台灣，透過歷年來的參與觀察、 深度訪談和焦點團體等研究方法，觀看在二〇〇〇年第一次政黨輪替、二〇〇八 年第二次政黨輪替、及當代台灣脈絡中，台灣公民之特殊民主參與形式和認同建 構工程，並據此提出「政治消費」此一觀點。筆者認為，「政治消費」）是一個當 代台灣特有的政治文化現象，也是一個發展中之研究國族建構和民主化的另類觀 點：1）作為一個正在發生的文化現象，台灣的政治消費文化乃是政治邏輯和商 品化邏輯相互交疊於文化實踐領域中的台灣特殊政治文化。2）作為一個發展中 之研究國族建構和民主化的另類觀點，「政治消費」觀點試圖從當代台灣社會的 脈絡出發，將台灣（國族）認同建構過程放置在台灣急速發展的民主化過程中所 共時發生的消費社會的無限擴張脈絡之上。「政治消費」將研究聚焦於在政治人 物（文宣幕僚）／社會運動發起者與政治迷／支持者／社會運動參與者的文化實踐場 域，藉以捕捉台灣認同和民主化是如何在政治人物（文宣幕僚）／社會運動發起 者、政治商品與政治迷／支持者／社會運動參與者之間的文化生成過程中形成。本 文乃立基於以下幾個基本立場：1） 進行對於台灣「政治消費」文化的命名及描 繪，提供一個思考當代台灣民主參與和（國族）認同建構的另類觀點；2）與古 典國族主義研究和民主政治研究對話；3）反省首次政黨輪替、二次政黨輪替和 當代台灣社會民主化過程中，政治消費文化所扮演的角色。

This paper introduces political consumerism and argues that this phenomenon has had an important influence on construction of Taiwanese identities. It also argues that political consumerism should be considered when studying Taiwanese democratization. Typically, a change in political regime is preceded by mass demonstrations, riots or even a civil war. This was not the case in Taiwan. Instead, elections played the integral role in Taiwan's democratic reformation by providing a number of opportunities for Taiwanese people to participate in politics. Political consumerism emerged in Taiwan at a time when its consumer society was highly developed and during a period when political elections were occurring on an almost yearly basis. To help win votes, political staff members devised, marketed and then sold a vast array of advertisements, music, clothes, dolls and other political commodities. When producing these commodities, staffers put forward their political beliefs and tastes. When consuming these commodities, Taiwanese people reconstruct their political appearances, political identities and political tastes. On this basis, exploring political consumerism involves examining how the hegemony of nationalism is de- or re-constructed and how the meaning of democracy is dis- or re-articulated, through staff members' production, and supporters' consumption, of political commodities. This paper starts with a discussion about political consumerism and the 'classic' studies on nationalism. I will then illustrate the historical conditions precedent to political consumerism. These are the rapid formation of consumer society and the speedy development of democracy. I then briefly outline my theoretical basis and research scope for political consumerism – using Pierre Bourdieu's notion of 'habitus' and Antonio Gramsci's concept of 'hegemony', along with John Storey's framework of cultural consumption. Finally, I will provide my conclusions as to the role played by political consumerism in identity construction and democratic participation in Taiwan.