The Study of Tai-mei Consumption and Identity

• Main Authors: Shao-Wen Wan, 萬紹文
• Other Authors: Shun-Chih Ke
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/11135590442662416279

碩士 === 玄奘大學 === 資訊傳播研究所 === 96 === This thesis is based on Tai-mei culture as the main objective, looking into how Taimei build up their self-identity through consumption practice. There are three factors would affect self-identity which are symbol consumption, cultural field and the pattern of media consumption. Qualitative data gathered from in-depth interview is the research method adopted in the research, and totally 14 interviewees who declare themselves as Tai-mei are finished in-depth interview. The research finds that, Tai-mei’s symbol consumption enhances femininity. They fight against main stream fashion, in search of self interpretation and symbol creation. Ta-mei tend to perform themselves actively and interpret fashion with their own point of view, meanwhile they create style with distinction, in order to present self identity. In the area of cultural field, they seek of greatest value of capital practice. Social connection, interpersonal interaction plus recognizable working skill, they manage to empower themselves. Living circle developed from their work let them cherish friendship, also affecting their consuming and external behavior. Regarding to media consumption, Tai-mei receive media content about female body consumption then materialized their femininity. When they face media cruel judgment or despises, objection will be made and undergo their self interpretation.