「璩美鳳的報上人生」：解構蘋果日報對璩美鳳的框架包裹（2003～2009）

袁涵郁

本研究主要目的在於了解，璩美鳳過去的媒體傳記，將如何影響蘋果日報對其報導框架。本研究以內容分析結果發現，在總體璩美鳳形象框架包裹中，蘋果日報將璩偷拍光碟事件，界定為璩美鳳個人之性醜聞，在報導內容中多以負面、情色化、璩案個人化的描繪界定璩美鳳，並且多聚焦於她跟男人之間的牽扯關係。然而，有關醜聞事件之法律層次外，則以道德評判璩美鳳。因此蘋果日報對璩美鳳延伸於性醜聞事件之外，可能的解釋為她因為醜聞不堪的過去，必須低調不應與男人再有糾葛。當璩美鳳不符合這類可能解釋時，蘋果日報就會對她衍伸推論，璩美鳳下場為爆合約糾紛、賠錢、離婚且歇斯底里一敗塗地，以對璩美鳳合理性地定調後醜聞時代的璩美鳳人生結局。

This study aims to realize how does the media biography of female celebrity as Chu Mei-Fong, would affect the further coverage about Chu of Apple Daily. Content analysis found that within total frame package of Chu Mei-Fong, Apple Daily used more negative depiction to define Chu Mei-Fong, and personalized the sex scandal as Chu Mei-Fong’s accountability. Apple Daily made moral judgment on Chu Mei-Fong by repeating the sex scandal, to fix and frame the female character image of Chu Mei-Fong. In the end of total report, facts about Chu Mei-Fong that she’s divorced, bankrupt and insane with a total loss of her life.That is to say, Chu Mei-Fong’s life on Apple Daily was like a drama－a women with scandalous past would definitely fail to revive.

媒體傳記、媒體醜聞、女性形象、框架包裹、性醜聞

media biography,media scandal,female image,frame package,sex scandal

2010.07.05

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「璩美鳳的報上人生」：解構蘋果日報對璩美鳳的框架包裹（2003～2009）.pdf