系統識別號 U0026-2908201913283900
論文名稱(中文) 台灣原住民族符號探討:以台灣原住民族藝術展覽行銷為例
論文名稱(英文) The Semiotics of Indigeneity in Taiwan: A Case Study of the Marketing of Taiwan Indigenous Art Exhibitions
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industries Design
學年度 107
學期 2
出版年 108
研究生(中文) 沈盈峰
研究生(英文) Daniel Christopher Moore
學號 PA6067047
學位類別 碩士
語文別 英文
論文頁數 126頁
口試委員 口試委員-林益仁
中文關鍵字 符號學  台灣原住民族藝術  藝術展覽  消費者文化  台灣文化創意產業 
英文關鍵字 Semiotics  Taiwan Indigenous Art  Art Exhibition  Consumer Culture  Creative Industries in Taiwan 
中文摘要 本論文主要是以2015年至2019年三位台灣原住民族藝術家所參與的藝文活動或展覽的文本、視覺設計等各類美術設計為研究對象,同時,本文文獻探討將論述符號性、消費者文化、消費者文化歷史並提出原住民性和創意產業之定義,探討台灣原住民族文化意象及文化意涵如何在藝術活動裡呈現。同時,本文運用田野調查法與藝術家訪談及圖像資料調查蒐集並對三位原住民族藝術家的展覽文宣品裡的「原住民族文化意象」加以分析與整理,以Arthur Asa Berger以及Marcel Danesi的深層內涵意義(connotative)的鏈結為研究方法的基礎,探究台灣藝術產業發展裡的原住民族文化是如何形塑及呈現;並以「符號學」 (Semiotics)」理論分析原住民族文化意象符號的傳達模式、運用情形與表現類型,以及原住民族文化視覺符號建構方式。

本研究呈現每位藝術家所參與的藝術展覽及活動文宣品中的原住民族文化意象記號之使用類型與表現之風格特色,並發現在台灣藝術展覽中,原住民族文化意象符號的傳達以「自然」、「明亮」以及「重回自然」或「重拾傳統」等類型的記號最為被運用在視覺設計上; 同時比對藝術家對於作品的詮釋及表達,並反映出原住民族藝術家把當時台灣社會環境變化所帶來的壓迫感轉換成創作的元素或主題,而展覽的宣傳文案也因此受到影響。最後,本研究僅能藉由部分代表文宣品的分析,以探究原住民族文化意象視覺文化現象,而做出部分資料整理與分析,其中仍以許多未完整之處將成為本文作者未來研究之方向。
英文摘要 This study investigates, through the use of semiotics, the marketing media produced from 2015 to 2019 in order to promote the art events and exhibitions of three Taiwan Indigenous artists with the intent of identifying potential readings into how Taiwan Indigenous arts and cultures are represented in Taiwan. The relevant literature, which has influenced the fields of study and the author are presented, particularly literature relating to semiotics, consumer culture, definitions of Indigeneity, the creative industry, and the author’s proposed effort to utilize these works in developing a specific theoretical approach. The research methodology expands on the theoretical approaches of Berger (1984 & 2010) and Danesi (2002), particularly in their use of the connotative chaining technique for making semiotic readings of the case-study artists marketing ‘texts’ and how the case-study artists were selected. The research findings presents semiotic readings of the marketing text examples through the use of the connotative chaining method of each example’s visual composition and design. The author followed up these semiotic readings with interviews taken with each of the case-study artists, which allowed this paper’s discussion of the research findings to put forth a generalized catalogue of the particularly notable signs identified, especially those shared across more than one of the marketing texts sampled. In particular the reoccurring use of signs that allude to ‘nature’, ‘brightness’, and ‘return’ (as in return to nature and tradition) are prevalent themes. This paper’s conclusion furthers the point that with the identification of such reoccurring signs, it’s possible that this is due to societal pressures on Indigenous artists to include such themes in their works, and so the exhibition marketing texts follow this trend, furthering the propagation of this symbology and that within this there is a wealth of avenues for further research particularly when taking into consideration that this study covers just three artists who are not representative of all the Indigenous groups of Taiwan.
論文目次 Abstract ii
Table of Contents iv
List of Figures and Tables vi

1 Introduction 2

2 Literature Review and Exploration of Concepts
2.1 Introduction 5
2.2 Defining Semiotics 5
2.3 Identifying Semiotic Meaning and Interpretation of Signs 9
2.4 Defining Consumer Culture 13
2.5 Defining Indigeneity and Development of Indigenous Art in Taiwan 17
2.6 Defining Creative Industry 20
2.7 Moving Towards a Theoretical Approach 22

3 Research Methodology
3.1 Introduction 24
3.2 Research Strategy 24
3.3 Research Method 25
3.3.1 Comparison between Qualitative and Quantitative Methods 25
3.4 Research Approach 26
3.5 Data Collection Methods 27
3.5.1 Case Studies: Taiwan Indigenous Artists 27
3.5.2 Criteria for Choosing Case Study Artists 27
3.5.3 Criteria for Choosing Marketing Materials 28
3.5.4 Case Study Artists 29
3.6 Methods of Research – Interviews with Artists 30
3.7 Methods of Research: Semiotic Reading of Marketing Materials 31
3.8 Ethical Considerations and Limitations 33

4 Research Analysis: Semiotic Readings
4.1 Eleng Luluan 34
4.2 Yosifu 54
4.3 Eval Malinjinnan 67

5 Discussion of Findings
5.1 Cataloguing 77
5.1.1 Light and Colors 79
5.1.2 Text 84
5.1.3 Structural and Formal Dynamics 87
5.2 Discussion of Findings and Further Research 89
5.3 Limitations of Research 94
6 Conclusion 96

References 98

Appendix 1: Interview Transcripts
1.1 Yosifu 101
1.2 Eval Malinjinnan 107
1.3 Eleng Luluan 111

Appendix 2: Marketing Texts
2.1 Eleng Luluan 116
2.2 Yosifu 120
2.3 Eval Malinjinnan 124
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