流行歌曲歌迷偶像崇拜的心態與行為初探

An Exploratory Study of Attitudes and Behaviors of Idolatry among Fans of Popular Songs

本研究以流行歌曲的歌迷為對象，以深入訪談探討商業團體或媒體創造偶像後，歌迷崇拜的心態與行為，並從歌迷的角度來了解崇拜偶像對他們的意義，以認同理論、人際吸引理論與文化批判理論做概念的類比與引導，分析對17位16到28歲歌迷進行訪談所得的資料。結果顯示：歌迷會反感媒體報導的所謂「偶像崇拜」的瘋狂表現，但卻有自己對偶像崇拜的方式與看法；偶像吸引歌迷的因素有歌手本身的條件與媒體宣傳技巧；歌迷崇拜行為會表現為投偶像所好、將偶像功能化、深入了解偶像、排他與分享、內團體偏私、平等互動、儀式化、形塑偶像、替代式的擁有等，這些因素與認同、人際吸引的心路歷程頗為類似；偶像對歌迷生活的影響則包括對個人外在生活的意義：型塑理想的異性條件、形象塑造、學習目標、融入生活等；以及個人內在滿足的意義：包括心理滿足、情緒享受、保有過去等，這顯示消費者的行為有其目的，是為了主動滿足其內、外在的需求。「偶像崇拜」是有多重內涵的，從而打破了媒體所塑造的單一形式與一般大眾的刻板印象。本研究的探討希望能賦予「偶像崇拜」一個嶄新且多元的詮釋。

The main purpose of this study was to explore the meanings, attitudes and behaviors of idolatry among fans of popular songs, against the background of idol creation mounted by commercial organizations and the media. This paper was based on materials obtained through in-depth interviews with 17 fans. Identity theories, interpersonal attraction theories and cultural critical theories were adopted as theoretical frameworks. Results showed that the fans felt uncomfortable about the excessive expressions of ”idolatry” reported in the media, rather, they had their own ways and opinions. The main attractions for fans were singers' musical and media skills. The behaviors of idolatry included acting to please the dols, compartmentalization of the functions of idols, defending one's own idols, treating idols as equal, riualization, shaping idols, and idol substitution. Those elements were similar to the processes of identification and interpersonal attraction. The effects of idols manifested in fans' overt life and internal satisfaction. These findings of purposive consumption were different from the concept of 'culture industry' asserted by critical theorists. This study showed that 'idolatry' is a rich concept with multiple substances regarding fans' attitudes and behaviors. The simplistic media portrayal and stereotyping of idolatry should be changed. Idolatry should be given new and justified meanings in diversity.