臺灣養豬產業發展歷史悠久，其中「黑毛豬」作為獨特的本土農產品，其社會意象與市場定位在過去七十年間經歷了巨大的翻轉。本研究認為，此一巨大轉變並非單純依賴市場供需機制的自然演化，而是國家政策、族群認同與大眾媒體相互交織的動態建構過程。因此，本研究旨在探討黑毛豬意象的建構與演變歷程，並特別聚焦平面媒體在其中所發揮的關鍵作用。 本研究提出三個核心問題：第一，新聞媒體對黑毛豬的形象再現與論述重心，在不同的歷史脈絡中呈現何種演變？第二，透過平面媒體的論述，黑毛豬的價值轉化與形象形塑，主要受到哪些群體或力量的推動？其中，媒體又如何呈現客家族群在「黑毛豬種原留存」上所扮演的關鍵角色？第三，黑毛豬的形象如何被媒體納入「客家文化」的脈絡中，進而建構出其文化符號之意涵？研究方法採取縱貫性歷史視角，運用「質性內容分析法」，以《聯合知識庫》為主要資料來源，針對1951年至2025年間涵蓋「黑毛豬」關鍵字之新聞報導進行系統性的檢視與歸納。 文本分析結果顯示，黑毛豬的媒體再現呈現出顯著的歷時性軌跡：1951至1979年間，黑毛豬被視為單純的經濟產物；1980至1999年為「本土保種與客家連結階段」，在官方保種計畫與1997年口蹄疫危機下，媒體開始賦予黑毛豬「學術品種命名」，並將其與客家義民祭祀及飲食脈絡緊密連結。2000至2009年間，從黑毛豬進入量販通路，發展出專屬商業品牌，媒體論述使其料理意象正式確立於客家文化的論述場域中。2010年至2019年間，黑毛豬藉由「品質論述」與當時多元飲食的潮流下，發展「創意料理」；2020至2025年，在疫病危機中，媒體基透過將其納入「本土認同」與「客家文化」的論述中並重複堆疊，使得黑毛豬的命名與形成發展至今有了「在地文化」與「品牌化」的符號象徵。;Taiwan′s pig farming industry has a long history. Among its agricultural offerings， the "black-haired pig，" as a unique local product， has undergone a massive transformation in its social image and market positioning over the past 70 years. This study argues that this immense shift is not merely a natural evolution driven by market supply and demand mechanisms， but rather a dynamic construction process intertwined with national policies， ethnic identity， and mass media. Therefore， this study aims to explore the construction and evolutionary trajectory of the black-haired pig′s image， with a particular focus on the crucial role played by print media. This study proposes three core research questions: First， how do the news media′s representation of the black-haired pig′s image and its discursive focus evolve across different historical contexts? Second， through the discourse of print media， what groups or forces primarily drive the value transformation and image shaping of the black-haired pig? Within this， how does the media present the crucial role played by the Hakka ethnic group in the "conservation of the black-haired pig′s genetic resources"? Third， how is the image of the black-haired pig incorporated by the media into the context of "Hakka culture，" thereby constructing its cultural symbolic meanings? The research methodology adopts a longitudinal historical perspective and utilizes "qualitative content analysis." Using the United Daily News Database (UDN Data) as the primary data source， this study systematically examines and categorizes news reports containing the keyword "black-haired pig" from 1951 to 2025. The results of the text analysis reveal that the media representation of the black-haired pig presents a significant diachronic trajectory: From 1951 to 1979， the black-haired pig was viewed purely as an economic product. The period from 1980 to 1999 was the "stage of local conservation and connection to Hakka " under official genetic conservation plans and the 1997 foot-and-mouth disease crisis， the media began to endow the black-haired pig with "academic breed naming" and closely linked it to the Hakka Yimin festival sacrifices and dietary contexts. From 2000 to 2009， as the black-haired pig entered mass retail channels and developed exclusive commercial brands， media discourse officially established its culinary image within the discursive field of Hakka culture. Between 2010 and 2019， driven by "quality discourse" and the contemporary trend of diverse diets， the black-haired pig expanded into "creative cuisine." From 2020 to 2025， amidst disease crises， the media—by incorporating it into discourses of "local identity" and "Hakka culture" and repeatedly reinforcing these narratives—has enabled the naming， formation， and development of the black-haired pig to acquire the symbolic meanings of "local culture" and "branding" today.
