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    題名: 擬像與符號消費理論之應用 : 以南投「妖怪村」景區為例
    其他題名: Application of simulacra and the theory of consumption of signs : the case the Monster Village in Nantou
    作者: 李亞珍;Lee, Ya-Chen
    貢獻者: 淡江大學法國語文學系碩士班
    吳錫德;Wu, Hsi-Deh
    關鍵詞: 符號學;消費社會;大眾傳播媒介;觀光學理論;觀光凝視;擬像空間;Semiotics;consumer society;mss media;the tourism;tourist gaze;simulation;la semiotique;LA SOCIETE DE CONSOMMATION;les medias de masse;le tourisme;le regard touristique
    日期: 2014
    上傳時間: 2015-05-04 09:16:19 (UTC+8)
    摘要: 我們的日常生活中充斥著各式各樣的符號,消費的模式也不再是為了需求而購物,多是為了商品背後的符號與象徵意義。此外,隨著科技的發達與進步,符號不再只是呈現自然的狀態,而是進入一種大量複製再現的景觀社會。因此,到處都是擬像與仿真的產品,這種商業手法也間接提高消費者的興趣與購買力,創造不少商機。

      工業的進步,也讓民眾擁有較多自己的時間去從事休閒活動。英國社會學家厄里把觀光旅遊為視為一種「凝視」的行為,而大眾傳播媒介的興起,不僅造成全球化的時代,也讓觀光客在旅遊前便開始「凝視」,使這些觀光客會帶著一種「視角」與「框架」去欣賞實際的景點,而度假產品不僅是觀光客所帶不走的那些景點符號再製的商品,也是觀光凝視後的產物。

      綜合上述理論,再透過問卷調查的數據顯示 :多數的受訪者在造訪妖怪村前便已透過大眾傳播媒介對此地的符號進行凝視。此外,妖怪村還利用日式風格建築物和妖怪造型的裝置藝術所合力營造出來的擬像空間和「體驗經濟」,成功地吸引大量人潮湧入這小小的觀光場所。不僅如此,妖怪村所販售的妖怪圖騰符號的文創商品更是此地的一大賣點之一。

      這種以「符號消費」為主的觀光模式,不僅適用於妖怪村,也是現今多數景點的經營理念,以布希亞所提其的迪士尼樂園就是最好例子。從符號到大眾傳播媒介和消費社會,再從觀光凝視、度假產品到擬像空間,每一個環環相扣和層層堆疊的社會理論,造就了這種符號消費的觀光模式。然而,雖然這種旅遊模式迎合到現今社會大眾的品味,創造大量的觀光營收,我們擔憂的是:這種以大量符號所建構的擬像環境,會使真實物品失去歷史的定位與價值,甚至取代真實事物的地位嗎?
    Our life is filled with a variety of signs and the mode of consumption changed: buying things is no longer for demand but mostly for the signe and symbolism behind goods. In addition, as the development and advancement of technology, the sign is no longer in a natural condition, but turn into a society of the spectacle which has lots of copy and reproduction. Therefore, there are simulation products everywhere and this way also increase lots of business opportunites.

    Due to the advancement of Industry, people have more their own time to do leisure, for example, sightseeing. The british sociologist, John Urry, regard sightseeing as a behavior of "gaze". And the rise of the mass media , not only cause the globalization and internationalization, but also to tourists "gaze" sightseeings before their travels, so these tourists will bring a "perspective" and "frame" to appreciate the real attractions. And the souvenirs products are not only the cutural reproduction products of scenic spots that tourists can’t take away but also the productions after tourists gaze.

    Based on all above theories and then through the survey: majority of interviewees have already gazed the signs in Monster Village through mss media before they start their travels. In addition, the Monster Village constructs japanese-style buildings and "monsters" installations arts to create a simulation environment and also the "experience economy", attracting successful an influx of tourists in this small hot spot. Moreover, the sign of monsters cultural and creative products is one of the big selling points in the Monster Village.

    This tourism type of "consumption of sign" is not only for the Monster Village but also for the most attractions today and the best example which proposed by Baudrillard is Disneyland. From signs to mss media and consumer society, and from tourist gaze, souvenirs products to the simulation environment, each social theory has very close relation with the others; and this trend creates a tourism type of consumption of sign. However, this travel type although caters for most of people today, creating a large number of tourist revenue, we still need to worry about: using lots of signs to construct simulation buildings or environment, will make the real thing lost their historical position or value? or in place of the real thing?
    顯示於類別:[法國語文學系暨研究所] 學位論文

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