探討運動明星的魅力

Explore the Charisma of sports stars

目的：魅力（Charisma）已成為當今企業界最有價值的能力之一。如何與觀眾溝通、滿足觀眾渴望、確立觀眾方向，已成為運動明星賽場表現之外的重要課題。方法：本研究欲以西方魅力思想史來探討英美地區19至21世紀運動明星的魅力，本研究採用內容分析研究法結合社會學的歷史比較研究法，並運用紮根理論作為本研究的理論依據。首先對魅力的思想論述相關文獻進行蒐集、整理、分析與歸納後建立研究理論，希望藉由魅力思想史的各時期發展，來探討運動明星如何擁有獨樹一幟的魅力。結果：研究發現運動與媒體文化密不可分，現代神話創造出大眾的英雄。由於時代的轉變，使得過去人們所崇拜生產的英雄轉而崇拜如今夢想消費的英雄。而在如今全球化的傳媒下運動魅力的真諦在於運動的真實性與不確定性。運動明星的魅力則在於：嶄露天賦異稟、技巧華麗、創造奇蹟、證明沒有不可能。結論：研究發現魅力論述隨著時間遷移其內容與形式會有所改變，而運動明星在每個時期都能有所著重，且五種論述都適用，因此魅力論述是一個變動的綜合有機體，不能以單一面向解釋。

Purpose: Charisma has become one of the most valuable capabilities of today's corporate world. How to communicate with the audience, how to satisfy the audience desire, how to establish the direction of the audience, had become an important issue of sports stars behaviors. Methods: This research is to examine the charisma intellectual history of the 1-21 century, and to explore the region in Anglo-American sports star’s charisma of the 19-21 century. This research uses content analysis research method and combines historical comparative research method and grounded theory as the theoretical basis. Firstly, collection, collation and induction for the charisma intellectual are applied to the discussed relevant literature and to establish the analysis theory. We hope that through the each period of development by charisma’s intellectual history, to discuss why the sports stars have the unique charisma. Results: The results showed that sports and media culture are inseparable, modern myth creating the public hero. Due to changing times, in the past time, people worship engaged in production heroes. Now, they change into worship dreams and cousumption heroes. In today's globalized media, the true meaning of the sport’s charismatic is authenticity and uncertainties. Sports star’s charisma in reveal gifted, skills gorgeous and miracles proves nothing is impossible. Conclusion: In this research, we found that over time migration, the charisma discusses will change the content and form. And the sports stars can emphasis on every period. Five kinds discussed are applicable. Therefore, the charisma discussion is a comprehensive of changes organism, can not be single-oriented interpretation.