研究設計

第三章、研究方法

第二節、研究設計

在第三章第一節，我們制定了C 羅的生涯分期，並列出筆者欲研究的文本範圍後，筆者將於第三章第二節說明本研究的多重研究方法。以下，筆者將按照文獻資料法、感官分析、質性訪談法與田野調查法來進行闡述：

一、文獻資料法

有鑑於Rojek(2001)與 Smart(2005)皆深信媒體在名人的形塑歷程中有著極大的影響力，故筆者在設計研究方法時，首先以文獻資料法來掌握媒體對於所 C 羅引起的各種作用。

筆者地毯式搜尋了C 羅在曼聯前期（2003 至 2007 年）、曼聯後期（2007 至2009 年）、皇馬前期（2009 至 2013 年）與皇馬後期（2013 至 2018 年）中分別有關足球場內與足球場外的網路新聞後，察覺C 羅在曼聯前期（2003 至 2007 年），就一步步藉由他的足球成就、葡萄牙國族認同與其新男性氣質，逐漸成為一位足球明星；而到了曼聯後期（2007 至 2009 年），C 羅的知名度更是明顯地發展到了國際的層級。

據此，筆者首先透過表3-1 的媒體事件（一）、（二）、（三）和（四）

來評估C 羅的加入是否為曼聯增加戰力，以及他是否受到曼聯教練、球迷與大眾的歡迎；再者，筆者將透過媒體事件（五）、（六）和（十）所報導的C 羅兩性醜聞，來評估C 羅的成名之路是否受阻。

接著，媒體事件（七）和（八），會是筆者評估C 羅是否成為葡萄牙國

「足」英雄時的重要依據；至於媒體事件（九）和（十一），則是筆者分析C 羅的新男性氣質的主要參考；最後，筆者期望透過媒體事件（十二）檢視C 羅是否已成功地從一位足球選手，轉型為運動明星與國際名人。

此外，為釐清C 羅的抽象名人品牌化與 C 羅到 CR7 的實體名人品牌化是否有助於鞏固C 羅的國際名人地位，故筆者也挑選了媒體事件（十三）來進行審視。

http://news.bbc.co.uk/sport2/hi/football/teams/m/man_utd/3142959.stm，取得時間為 2019 年 11 月 4 日。

30 資料來源：El Mundo 新聞

https://www.elmundo.es/elmundodeporte/2003/08/12/futbol_internacional/1060679312.html，取得時間為2019 年 11 月 4 日。

31 資料來源：BBC Sport 新聞

http://news.bbc.co.uk/sport2/hi/football/teams/m/man_utd/3157145.stm，取得時間為 2019 年 11 月 4 日。

32 資料來源：BBC Sport 新聞 http://news.bbc.co.uk/sport2/hi/football/fa_cup/3740251.stm，取得時間為2019 年 11 月 5 日。

33 資料來源：BBC 新聞 http://news.bbc.co.uk/2/hi/uk_news/england/london/4359214.stm，取得時間為2019 年 11 月 8 日。

34 資料來源：BBC 新聞 http://news.bbc.co.uk/2/hi/uk_news/england/london/4468628.stm，取得時間為2019 年 11 月 8 日。

表3-3 文獻資料法「C羅媒體事件」列表

資料來源：見註21至37，製表時間：2019年12月15日。

http://news.bbc.co.uk/sport2/hi/football/euro_2004/portugal/3855363.stm，取得時間為 2019 年 11 月 18 日。

36 資料來源：中國日報(China Daily)新聞 http://www.chinadaily.com.cn/sports/2006-11/10/content_730175.htm，取得時間為 2019 年 11 月 18 日。

37 資料來源：粉紅新聞新聞 https://www.pinknews.co.uk/2006/06/15/ronaldo-named-top-world-cup-gay-icon/，取得時間為 2019 年 11 月 11 日。

38 資料來源：Perez Hilton 新聞 https://perezhilton.com/overcompensating-cristianos-prostitute-filled-orgy/，取得時間為 2019 年 11 月 9 日。

39 資料來源：CelebsNow 新聞 https://www.celebsnow.co.uk/latest-celebrity-news/cristiano-ronaldo-named-ultimate-gay-icon-230486，取得時間為 2019 年 11 月 12 日。

40 資料來源：國際足總官網 https://www.fifa.com/fifa-world-ranking/news/cristiano-ronaldo-wanting-win-930493，取得時間為 2019 年 11 月 28 日。

41 資料來源：《新聞週刊》雜誌官網 https://www.newsweek.com/why-cristiano-ronaldo-symbol-spornosexual-movement-428559，取得時間為 2019 年 12 月 12 日。

2014 年

7. CR7 Footwear

時尚消費 2015 年

8. Cristiano Ronaldo

Fragrance

時尚消費

2016 年

9. Pestana CR7 Hotel

文化觀光 2016 年

10. Crunch Fitness

運動休閒

（二）嗅覺分析

視覺分析是筆者在探討CR7 品牌與商品時最主要的研究方法，然而 Cristiano Ronaldo Fragrance 香水商品之香氣所引發的感官感受，也相當具有值得觀察。故筆者在研究設計中，也將嗅覺分析一併納入。其中，

Cristiano Ronaldo Fragrance 近年最新推出的兩個商品玩火、玩酷，會是筆者著墨的焦點。進行嗅覺分析時，筆者擬剖析Cristiano Ronaldo Fragrance 玩火、玩酷的成分與前、中、後調，並反思其嗅覺意象與其商品形象宣傳照的視覺意象是否呼應。

三、質性訪談法

為探討C 羅在皇馬後期（2013 至 2018 年）的抽象名人品牌化與實體名人品牌化，筆者針對影響C 羅形象甚鉅的二間博物館的工作人員進行訪談，其一為C 羅同名博物館 CR7 Museum 的策展人 Nuno Viveiros⁴²，另一為C 羅第一支效力之職業足球隊里競的博物館專業導覽員Elga⁴³。訪談採取結構式訪談，筆者擬定訪談大綱（如表3-5、表 3-6），進行探問、追問⁴⁴。

（一）里競博物館專業導覽員

Elga

42 訪談日期：2016 年 8 月 10 日。

43 訪談日期：2016 年 8 月 12 日。

44 訪談逐字稿詳見附錄二。

表3-5 里競博物館訪談大綱

資料來源：筆者自行彙整，製表時間：2019年12月15日。

Basic

Information Name Age

What’s your position in the museum

？

What is the main content of your work

？

2. What’s the reason why you work for Sporting CP.

Museum

？ 

It’s because you are his fan or simply for a museum job

？

3. Could you please use three adjectives to describe C.

Ronaldo

？ Core

Questions

4. Since Portugal national team won 2016 UEFA, C.

Ronaldo becomes even more prestigious. Does the amount of Sporting CP Museum visitors increase this month

？

5. What’s the most famous souvenir

？

Do the souvenirs of C. Ronaldo the most popular

？

6. Has C. Ronaldo been a important promotion of

Sporting CP

？

If yes, What kind of image of C. Ronaldo does the museum want to show

？

If not, why not

？

7. Do people visit here because of seeing the part of C.

Ronaldo

？

8. Among theses four cultural identities: football, Portugal national team, C. Ronaldo and CR7 brand, which one is the most important concern for the museum

？

Which one is the identity that visitors concern most

？

And which one is the visitors care least

？

9. Does the museum recognize C. Ronaldo is the hero of Portugal

？

（二）

CR7 Museum

策展人

Nuno Viveiros

Basic

What’s your position in the museum

？

What is the main content of your work

？

2. What’s the reason why you work for CR7

Museum

？ 

It’s because you are his fan or simply for a museum job

？

3. Could you please use three adjectives to describe C.

Ronaldo

？ Core

Questions

4. When was the museum established and how did the main collection come from

？

I am curious that it is whose idea to launch the museum actually

？

5. What kind of image of C. Ronaldo does CR7 museum want to show

？

表3-6 CR7 Museum訪談大綱

資料來源：筆者自行彙整，製表時間：2019年12月15日。

6. Did Cristiano Ronaldo involve into the arrangement of the exhibition, or did he simply leave for

professional curators to decide

？

7. How do you cooperate with C. Ronaldo

？ 

Will his manager control and govern his image shown in the museum or is there any related regulation

involved

？

8. What kinds of media do you use for the promotions and advertisements of CR7 Museum

？

9. Among theses four cultural identities: football, Portugal national team, C. Ronaldo and CR7 brand, which one is the most important concern for the museum

？

Which one is the identity that visitors concern most

？

And which one is the visitors care least

？

10. What’s the composition of the visitors of CR7

Museum

？

In terms of gender, age, nationality and football fans or tourists

？

11. Except for the admission fees, what’s the average expenditure of each visitor

？ 

And what’s the most famous souvenir

？

What’s the most famous service and activities

？

12. Do people visit CR7 Museum more than once

？

13. Since Portugal national team won 2016 UEFA, C.

Ronaldo becomes even more prestigious. Does the amount of CR7 Museum visitors increase this month

？

14. Does Portugal Culture Ministry support any funds to CR7 Museum

？ 

And does the government’s cultural funding help for any promotions, or does football association involves into the financial support of the museum

？

Have CR7 Museum joined any museum association

or collaborate with other football museum

network

？

(such as Manchester United football museum and Liverpool stage tour)

15. Would you mind if I ask that how is the way to share the income between CR7 Museum and C.

Ronaldo

？

四、田野觀察法

分別屬於旅館產業與博物館產業的Pestana CR7 Hotel 與 CR7 Museum，不但皆位於C 羅的誕生地馬德拉自治區，還緊鄰正隔壁；另外，這兩者也是 CR7 品牌旗下唯二無法純粹以網路通路來營運的兩個品牌。因此，筆者於2016 年 8 月10 日實際拜訪葡萄牙馬德拉自治區的 Pestana CR7 Hotel 與 CR7 Museum，進行田野觀察法。

（一）

Pestana CR7 Hotel

Pestana CR7 Hotel 能供參觀的區域有一樓大廳、二樓房間梯廳與頂樓露天游泳池。針對Pestana CR7 Hotel 的一樓大廳，筆者關注的面向有其室內設計的特色與其附設餐廳的餐點；而二樓房間，筆者則會注意其梯廳的佈置。

（二）

CR7 Museum

在CR7 Museum，除了向策展人 Nuno 進行質性訪談外，筆者將在 CR7 Museum 的一樓紀念品區與其地下一樓博物館展場中進行田野觀察法。在一樓紀念品區，筆者著重紀念品販售的商品類型與熱銷商品；至於地下一樓博物館展場，筆者將檢視館藏，以及展覽與遊客的互動性。

在文檔中 C羅作為品牌：談名人形象塑造與名人品牌化 (頁 42-51)

第三章、 研究方法

第二節、 研究設計

7. CR7 Footwear

8. Cristiano Ronaldo

Fragrance

9. Pestana CR7 Hotel

10. Crunch Fitness

Elga

What’s your position in the museum

What is the main content of your work

2. What’s the reason why you work for Sporting CP.

Museum

It’s because you are his fan or simply for a museum job

3. Could you please use three adjectives to describe C.

Ronaldo

4. Since Portugal national team won 2016 UEFA, C.

Ronaldo becomes even more prestigious. Does the amount of Sporting CP Museum visitors increase this month

5. What’s the most famous souvenir

Do the souvenirs of C. Ronaldo the most popular

6. Has C. Ronaldo been a important promotion of

Sporting CP

If yes, What kind of image of C. Ronaldo does the museum want to show

If not, why not

7. Do people visit here because of seeing the part of C.

Ronaldo

8. Among theses four cultural identities: football, Portugal national team, C. Ronaldo and CR7 brand, which one is the most important concern for the museum

Which one is the identity that visitors concern most

And which one is the visitors care least

9. Does the museum recognize C. Ronaldo is the hero of Portugal

CR7 Museum

Nuno Viveiros

What’s your position in the museum

What is the main content of your work

2. What’s the reason why you work for CR7

Museum

It’s because you are his fan or simply for a museum job

3. Could you please use three adjectives to describe C.

Ronaldo

4. When was the museum established and how did the main collection come from

I am curious that it is whose idea to launch the museum actually

5. What kind of image of C. Ronaldo does CR7 museum want to show

6. Did Cristiano Ronaldo involve into the arrangement of the exhibition, or did he simply leave for

professional curators to decide

7. How do you cooperate with C. Ronaldo

Will his manager control and govern his image shown in the museum or is there any related regulation

involved

8. What kinds of media do you use for the promotions and advertisements of CR7 Museum

9. Among theses four cultural identities: football, Portugal national team, C. Ronaldo and CR7 brand, which one is the most important concern for the museum

Which one is the identity that visitors concern most

And which one is the visitors care least

10. What’s the composition of the visitors of CR7

Museum

In terms of gender, age, nationality and football fans or tourists

11. Except for the admission fees, what’s the average expenditure of each visitor

And what’s the most famous souvenir

What’s the most famous service and activities

12. Do people visit CR7 Museum more than once

13. Since Portugal national team won 2016 UEFA, C.

Ronaldo becomes even more prestigious. Does the amount of CR7 Museum visitors increase this month

14. Does Portugal Culture Ministry support any funds to CR7 Museum

And does the government’s cultural funding help for any promotions, or does football association involves into the financial support of the museum

Have CR7 Museum joined any museum association

or collaborate with other football museum

network

(such as Manchester United football museum and Liverpool stage tour)

15. Would you mind if I ask that how is the way to share the income between CR7 Museum and C.

Ronaldo

Pestana CR7 Hotel

CR7 Museum

第三章、研究方法

第二節、研究設計