近年來臺灣運動商品化的趨勢愈演愈烈，本文希望經由資料的蒐集整理， 並佐以 對相關業者的訪談，勾勒媒體在其間所扮演的角色。大體來說，媒體╱運動複合體的運作邏 輯，不過是為了創造更多利潤。媒體依靠運動轉播與報導，增加本身的發行量與廣告收入； 運動組織則仰賴媒體增進其三種主要收入來源（門票、贊助商、轉播權利金），擴大本身的 利基。另外，媒體以掌握運動組織經濟來源的方式，逐漸對運動發揮不可忽視的影響力。本 文從這樣的認識出發，探究分析九○年代臺灣職業運動產業草創以來，傳播媒體所發揮各項 推波助瀾的功能，並描述媒體╱運動複合體的概況。由於市場結構的改變（尤其是廣電媒體 ），使得臺灣的媒體與職業運動的結合，基於二者的利潤追求而愈發緊密。

　　　　　The commodification of sports in Taiwan has been getting more explicit in recent years. This thesis, drawing upon interpretation and compilation of releveant scholarships, data, and intervies, attempts to give a description of the role of mass media in the commodification process. The operational mechanism of media/sport complex, in sport, is only to create even more profits. Media increases its circulation and advertisement by producing sports programs and reports; while sports organizations rely on media and increase their major three sources of income--tickets, sponsorship, and TV rights. Meanwhile, because of its domination of those profit sources of sports organizations, media is even able to hold sway over sports in various ways. Following this argument, this thesis moves to examine the operation of local media/sports complex according to the historical development of local professiional sports industry since the 1990's. The transfoprmation of local media market structure--especially for the electronic broadcasting--has intensified combination of media and professional sports.