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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/73734

    Title: 法國城市劇場之城市行銷效益 : 以亞維儂外圍藝術節為例
    Other Titles: Étude sur l’apport du théâtre en ville Français dans la promotion urbaine, à travers l’exemple du Festival d’Avignon Off
    Study on the contribution of French theater in town in the urban promotion through the example of the Avignon Festival Off
    Authors: 林佳蓉;Lin, Chia-Jung
    Contributors: 淡江大學法國語文學系碩士班
    梁蓉;Liang, Zong
    Keywords: 城市行銷;城市藝術節;城市劇場;文化去中央化;戲劇去中央化;urban promotion;city festival;theater in town;cultural decentralization;decentralization of theater;promotion urbain;festival;théâtre en ville;décentralisation culturelle;décentralisation théâtrale
    Date: 2011
    Issue Date: 2011-12-28 16:59:08 (UTC+8)
    Abstract: 自二十世紀末以來,在全球化競爭下,城市行銷之概念與趨勢,已從提高城市競爭力與經濟策略取向,逐漸以市民生活品質為訴求,並注重城市整體性發展與規劃,強調在地文化性以及文化遺產之維護等。換言之,藝術與文化即扮演著重要的媒介。透過城市文化政策實行與主題鮮明的藝術節慶活動之途徑,以突顯在地特性,不僅提供地方性文化發展,同時亦開發該城市具有競爭力的文化產業內容,表現該地的特殊識別與意象,促進內部凝聚,提升城市吸引力,吸引外來投資商進駐,促進地方經濟發展。


    Since the late twentieth century, with increased global competition, the trends and concepts of city marketing have changed from raising the city''s competitiveness and economic policy orientation to emphasizing the quality of life, and focusing on the overall development of the city and planning, stressing the maintenance of local cultural heritage. In other words, art and culture play important roles for the city’s strategy. Using urban cultural policy and themed arts festivals to highlight the local characteristics provides not only local cultural development, but also the development of the city''s competitive cultural industries. This shows the special recognition and image of this place, promotes internal cohesion, and improves the city’s attractiveness to foreign investors, assisting in local economic development.

    France is the first of the European countries, to take the cultural affairs into national central mechanism, and set up the establishment of the Ministry of Culture. The French Government is always contributing to encourage international cultural exchange and artistic creativity. The cultural decentralized policy built by Malraux in 1961, has laid down the foundations for the later French cultural policy. In the meantime, it’s also the center of French cultural policy. Through the central and local government’s cooperation mechanisms, the establishment of related cultural institutions and terms will be distributed to local governments, in order to promote the democratic culture.

    With its famous artistic events, Avignon has the characteristics of city theater and is a great reflection of the local cultural policy implementation. It can be described as the embodiment of the spirit of French culture and has become the primary capital theater in France and the stage of the world performing arts. In this thesis, the Avignon Festival Off is the main case study. We discovered that the Avignon Festival Off is a successful festival, based on the high degree of autonomy without official restraint or an artistic director, a permanent and non-governmental organizations of units of the local arts community cooperation, and the proper support of festival participants. Finally, we also provided some perspectives and suggestions in the last of chapter discussing the challenges the festival has encountered.
    Appears in Collections:[Graduate Institute & Department of French] Thesis

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