第55屆電視金鐘獎頒獎典禮上，達悟族得獎人穿族服上臺領獎，相關網媒即時報導引發反彈，抗議歧視原住民族傳統的族群文化。本研究將這些報導視為檢視文本，採取Kellner的批判性多元文化觀，以分析訊息如何呈現或隱藏族群歧視意涵，並觸及在網媒新聞工作者的專業意理和意識型態下，「反族群歧視力量」是如何進行拉扯及抗衡。結果發現：主流網媒記者借用網友的嘲笑與揶揄作為新聞評論，意圖隱藏自身對於族群文化傳統之偏見及歧視；同時，新聞搶快並追求流量的原則，主導網媒新聞工作者的專業意理，弱勢族群易成為操弄對象。但另一方面，網媒讀者和網路社群主動發起的抵制行動，也對媒體產生無法忽視的制衡力量。

The online live reporting of one winner receiving the awards on stage wearing traditional indigenous costume of Tao people during the 55th TV Golden Bell Awards Ceremony triggered numerous protests from indigenous people because of its discrimination against traditional indigenous cultures. The study treated these online live reports as textual data for analysis and employed Kellner’s view of critical multiculturalism to analyze how ethnic discrimination was presented or concealed in these live reports. The underlying professional ideology of online journalism and personal ideology of reporters were examined. The study also explored how efforts against ethnic discrimination can become a counterforce to mainstream media or mainstream society. Results of the study found that mainstream media reporters commented on the event by borrowing ridicule and teasing from netizens in order to hide their own prejudices and discrimination against indigenous cultural traditions. At the same time, when getting it first and page view journalism are the dominant professional ideology of online journalism, ethnic minorities tend to become victims of manipulation. But on the other hand, readers and online communities can take the initiative to boycott the discriminative online media and create a powerful counterforce that cannot be ignored.

金鐘獎; 族群再現; 族群歧視; 媒體奇觀

Golden Bell Awards; ethnic representation; ethnic discrimination; media spectacle