上博物館「血拼」？：從博物館商店的呈現建構與觀光客消費實踐談文化政治

機構典藏 > College of Education > Master's Program, Graduate Institute of Futures Studies > Research Paper > Item 987654321/76147

Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/76147

Title:	上博物館「血拼」？：從博物館商店的呈現建構與觀光客消費實踐談文化政治
Other Titles:	$Shopping in Museums?$: Analyzing the Cultural Politics through the Representation of Museum Shops and the Consuming Practices of Tourists
Authors:	賴嘉玲
Contributors:	淡江大學未來學研究所
Date:	2011
Issue Date:	2012-05-02 10:31:23 (UTC+8)
Abstract:	博物館商店，此一非營利組織中的營利單位，近來越來越與主館展覽相與爭鋒，空間愈佔愈大、商品設計美學的展示亦與主展館不相上下，其也進駐著文創產業發展，日常生活美學化之重點國家文化發展趨勢辯論。而博物館商店中所提供的不再只是精緻嚴肅的複製品、教育性的印刷出版與讀物、更多出了各式衍生性文創商品─其或是裁切重組，運用新設計理念挪用博物館授權的圖像與資訊，將藝文歷史物轉譯成有美學象徵意含的日常生活設計品。這些博物館紀念品，除了文物歷史教育性訊息的傳遞與架構之外，也是參觀者記錄博物館之旅的紀念物，更是作為博物館遊歷者與博物館所代表文化之間的物質文化界面，也是博物館自主題策展到文創商品一脈相承的文化品牌化表現，其凝塑的意象為物質化的論述實踐，隱藏了文化政治的諸多面向。近期登上報紙要聞的故宮毒茶葉事件、清宮公仔設計的種族歧視討論等皆彰顯了此不起眼的博物館紀念商品值得進一步以文化政治的分析來探討。本研究將分析博物館商店與其販售之紀念品，引入的理論辯論包括日常生活美學化、文創產業或文化商品化，在流動時代的旅遊紀念品之紀念性與其消費收藏實踐之變遷，消費社會學中的品牌化、STS的設計分析、逛街購物與收藏使用等理論。此兩年期的研究將選取國內北區重要公立歷史與藝術博物館為個案研究之例，將分析其博物館商店、機場商店、網路商城與特約商店的時間與空間實踐；也將訪問博物館商店主持人、設計者與博物館員，其設計實踐的文化轉譯；最終將運用消費理論來分析不同消費者(特別是跨國的觀光客)如何逛博物館商店、如何依其品味、紀念性、日常使用性、價值感等原則，採買選擇及後續收藏使用。 Museum Stores, the obvious commodity space in the museums as non-profit organizations, significantly play new roles in the society that embraces creativity for new cultural economy and everyday aesthetics for cultural democratization. The lively aesthetic of commodity’s display in the museum shops even turns to be competitive to the museum’s exhibition spaces. Also, as the famous tourist places, museum stores also provide souvenirs for its catered visitors as tourists. However, museum shops and the souvenirs provided are of different kinds, they not only deliver educational messages from exhibitions and memories of visitors’ visits, but also serve as material medium of cultural politics created between tourist visitors as guests and the host nation and culture represented by the museum. This research expects to unravel the myths sold by the souvenirs in the proliferating museum shops, through the debates of creative cultural industries, aestheticization of every life and commodification of culture. It will examine how souvenirs as forms of material culture serve as traces of visitors’ journey, by considering its change within the new mobile culture embodied in the global circulation of commodities, digitalization of culture, as well as mobile visitors and mobile exhibitions. It will finally analyze the consuming practices of visitors for museum souvenirs, by applying the theories of consumption on brands, designs, shopping and use. This two years study will choose the dominating history and art museums in Taiwan as case studies, including the National Palace Museum, the National Museum of History, the Taipei Fine Art Museums, the Museum of Contemporary Art and so on. It will analyze the position and display of the museum shops within museums, shops in the airports, on-line museum shops and museum shops in other commercial areas. And then, this research will interview the designers and curators for their practices in creating souvenirs that can provide educational information, evoke memories, inspire creativities and are suitable for daily appreciation, decoration and use. Finally, it will analyze visitor’s shopping practices in various museum shops after or before their visit of museum exhibitions, applying related consumption theories.
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