高評估為電視機構言談──分析生活風格談話節目影像與視覺意義

High assessments as institutional talk of television－Analyzing images of lifestyle talk shows and their visual meanings

本研究以談話節目中專家示範活動為範圍，使用會話分析與影像分析，審視參與者的高評估會話（亦即「好棒」、「好厲害」、「我好愛」等）以及協同之影像剪接導引觀眾如何經歷現場的高評估事件。在建立高評估為客觀評估時，影像建立被評估對象的特徵與資產屬性。在建立高評估為主觀評估時，影像導向評估者的表情與主觀反應。本文目的闡釋高評估會話及影像相關電視機構言談之特定組織方式。第一、當第一個高評估來自旁觀來賓，影像停留在被評估客體，呈現完整的可評估的資產屬性，當互動持續因可評估之資產屬性變化而產生升級高評估，影像剪接在第二或第三高評估時切換到發言的評估者，利用高評估會話序列連續的特徵，影像同時表現被評估對象特徵與資產屬性變化，並利用序列末端剪接評估者非口語細節，作為對展示與示範的終極肯定。第二、當第一個高評估來自專家或主持人，影像較可能配置主觀鏡頭，表現來自專業的肯定。最後，當高評估發生在體驗活動時，運鏡與影像剪接運用主客觀鏡頭讓觀眾經歷高評估為與體現認識相關的事件。

This study examines high-grade assessment sequence (i.e.,“great”,“wonderful”or“I love it”) in experts’demonstrations in lifestyle talk shows. The purpose is to illustrate meanings as TV editing practices and images guide the audience to experience these high-grade assessment events. When images orient high-grade assessment as objective assessment, TV images display the characteristics and attributes of the assessed object or subject. When images orient high-grade assessment as subject assessment, TV images display the individuals who engage in the act of assessing and their facial expressions and responses. The findings demonstrate that when guests initiate high assessment sequences, TV images mostly stay and orient to the assessed items throughout the talk. Images being cut to the assessing participant may occur during the end or at the second or the third high assessment utterance and in this way, cutting would not interrupt the understanding and viewing of the displayed merchandise, experts’demonstrations or the model. Moreover, the TV host and experts are more likely to receive exclusive shots displaying their subjective and psychological responses towards the assessed items. Third, images and shots collaborate in creating ways in which the audience experiences TV demonstrations as embodied activity and the visual organization of both objective and subjective assessment shots enables to distribute epistemically accessible attributes of the product.