健康主義與美麗迷思──臺灣女人「動起來」的消費主義意涵（1990－2010）

The Aarticulation of Healthism and the Beauty Myth: Consumerism in Taiwanese Women’s Practices of Leisure Sports (1990-2010)

臺灣社會近年浮現女性運動參與的熱潮，在西方運動社會學的論述中，健康、生活風格和消費三者間的關係是研究者進行觀察的沃土。本文試圖探究當代健康主義、消費主義所建構之休閒運動論述，耙梳臺灣社會中休閒運動與（女人的）健康身心被構連起來的歷史，反思其性別意涵。研究方法為質性批判論述分析，蒐集文本為1990至2010年相關官方政策與大眾媒體文本。研究結果發現，由西方醫學、公共衛生、運動學術研究論述交織而成的健康主義，成為臺灣社會1990和2000年代休閒運動推廣的重要基礎，其所建構之有關身體的規訓論述中，臺灣女性是重要的實踐者與規訓對象。這個由政府、學界、資本家共同生產出的「維持健康的責任感」，乃是由健康主義、美麗迷思與消費主義混合，交織出一種與休閒運動有關的女性生活風格型態，成為臺灣女性休閒消費的規範。

Western sport sociologists have been focusing on healthism and its inordinate attention on the promotion of healthy lifestyles in modern consumer society. This research explores how healthism and consumerism affects women in Taiwan from 1990 to 2010 in terms of leisure sport. Through contextualized qualitative research, critical discourse analysis was adopted to build a thick description of the historical articulation of healthism and consumerism’s influence on women’s practices of leisure sports, with relevant governmental polices and mass media during the period of time as the main research texts. The results suggest that healthism, consisting of Western medicine, public sanitation, and sport academic research, had great influence on Taiwanese government as well as the sport industry’s promotion on leisure sports during the 1990s, with Taiwanese women being the major subject of relevant policies back then. Exercising and keeping fit were described as a personal responsibility for contemporary Taiwanese women, and this dominant discipline can be seen as a combination of the beauty myth, healthism and consumerism.