世界盃足球賽官方標誌及其文化符碼之研究：以2010年南非／2014年巴西／2018年俄羅斯為例

A Study on the Official Emblem of World Cup and Its Cultural Code: Taking 2010 South Africa, 2014 Brazil and 2018 Russia for Examples

世界盃足球賽是現今全球舉辦規模最大、參賽人數 最多以及社會影響力最深遠的單項運動競賽，賽會舉辦 不僅吸引全球足球迷的目光，更是參賽國家展現足球實 力的終極場域。而其官方標誌不僅象徵賽會的運動精神 與拼搏印記，更肩負展現國家政治實力、歷史樣態與宣 揚文化景觀之功能。值此，本文擬自質性研究詮釋學的 理論派典以及詮釋學大師高達美（Hans-Georg Gadamer） 視域融合（fusion of horizons）的觀點出發，採取文化符 碼的概念與文化符碼三層說的分析方法，針對 2010 年 南非世界盃足球賽、2014 年巴西世界盃足球賽及 2018 年俄羅斯世界盃足球賽的賽會標誌及其符碼意涵進行 分析與詮釋。研究結果呈現在兩方面：在視覺符號設計 造型上，各國賽會標誌皆以足球／足球員／WORLD CUP／FIFA 等圖騰作為設計主題，輔以鮮麗醒目的色彩 意象、流動圓滑的線條結構，共築出令人印象深刻的視 覺符號。在文化符碼寓意上，南非賽會標誌呈現在提升 國家與非洲地位、翻轉種族歧視與隔離的印象以及促動 多元族群融合之文化意涵上；巴西賽會標誌表徵在宣傳 國家意象、拓印自然景觀、彰顯足球霸權與勝利主義之 文化意涵上；俄羅斯賽會標誌表現在建構強盛國家、宣 揚聖像畫與工藝藝術、展現科技實力之文化意涵上，上 述主辦國家都將各自特有的國家意識、歷史人文與自然 景觀融合在標誌設計中。

World Cup is the largest sport event featuring the greatest number of participants and the strongest social influence across the world. Aside from attracting the attention of global football fans, it is an ultimate place for the participant countries to show their strength in football. Its official emblem not only symbolizes its sport spirit and endeavor but also reveals the host country''s politics and history and publicizes its cultural landscape. With the hermeneutic theoretical paradigm of qualitative research and the fusion of horizons by the master of hermeneutics Hans-Georg Gadamer, this study adopted the concept ''cultural code'' and the three-layer theory on cultural code to analyze and interpret the emblems of 2010 World Cup South Africa, 2014 World Cup Brazil and 2018 World Cup Russia and their code meanings. The results were as follows: In terms of visual sign design, football, footballer, World Cup and FIFA were taken as the theme in the design of the emblems, which were supplemented by bright colorful images and smooth linear structures to create impressive visual signs. In terms of meaning of cultural code, the emblem of World Cup South Africa aimed to improve the status of the nation and Africa, change its image related to racial discrimination and the segregation policy, and reveal the combination of ethnic groups; the emblem of World Cup Brazil was designed to publicize its national image, highlight its natural landscape, and show its dominance in football and triumphalism; the emblem of World Russia was supposed to create the image of a powerful and prosperous nation, publicize icons and workmanship, and display technological strength. All of the above host countries incorporated their unique national consciousness, historical humanity and natural landscape into the design of the World Cup emblem s.