媒体再现客家馆与阅听人解读之研究

【外文题名】Media Representation of Hakka Culture Museums and Audience Reception

【作者】 董季蓁

【关键词】 媒体 再现 客家 形象 接收分析

【外文关键词】 Media Representation Hakka Image Reception A

【导师姓名】卢岚兰

【学位名称】硕士

【学位年度】2010

【学位授予单位】暂无

【所属分类】TN85

【录入时间】2010-01-01

【全文挂接】 读秀挂接

【摘要】客家館新聞共1880則，從中歸納出客家館新聞主要的報導主題有11項，分別為：「人力」、「參觀資訊」、「設備」、「學術研究」、「鄰近區域」、「空間配置」、「展示典藏品」、「參觀情況」、「籌建狀況」、「活動」、「其他」等，其中報導類型最多的前三項為「籌建狀況」、「活動」和「鄰近區域」；客家館新聞的報導方向以中性報導居多，其次為正向報導，負向報導最少。文本分析發現報紙再現的客家館形象有如下幾項：（1）以客家元素呈現客家館空間意象；（2）客家館活動以「客家」和「地方」為主題；（3）客家館與地方發展有關；（4）客家館營運定位不明與資源（財力、人力）缺乏。受訪者對客家館新聞的接收與解讀有下列三項特質：（1）觀眾與館方的認知差異；（2）聯繫相關經驗的解讀；與（3）直接表達建議。受訪者從解讀客家館新聞而發展的客家館形象主要包括：（1）具有客家意象的建築風格，但缺乏明確的動線設計與多元的展示設計；（2）受訪者認為展品具有懷舊與傳承的意義，但是展品不夠豐富，相似度高，也沒有受到良好的保存；（3）缺乏專業的導覽解說人員；（4）應以活動活絡館舍，同時發揚客家文化並建立地方關係；（5）客家館觀眾不多，且有年齡有偏高的傾向，另應提昇觀眾素養。至於「蚊子館」新聞部分，媒體呈現客家館變成「蚊子館」的原因有如下：（1）乏味的靜態展示；（2）典藏品數量與內容皆不足；（3）工程進度停滯、閒置且乏人照料；（4）地點偏僻、交通不便；（5）與地方關係疏離。而受訪者解讀的原因有：（1）缺乏行銷；（2）一成不變的典藏品；（3）服務人員態度不夠親切；（4）地點偏僻、無觀光景點連結；（5）館舍功能與使用率欠佳。本研究提出客家館往後在籌建與營運上的幾個思考方向。首先於內部的營運應強調或有如下的調整：（1）發展成具有特色的客家館；（2）加強館藏內容；（3）「維護」展品的價值；（4）多元化的展示設計；（5）培訓專業的導覽解說人員；（6）開發更廣大的觀眾和（7）提高客家館的使用功能。至於客家館外部，則應強調或有如下的發展：（1）改善交通狀況；（2）保持良好的地方關係與（3）運用周邊觀光景點創造加乘效果。...

【外文摘要】The main purpose of this research is to explore the image of Hakka Culture Museums and reception of audience in news representation. First of all, we collect the coverage of Hakka Culture Museums as well as its development trend over the past years. Through the analysis of this research, we explore the reports of Hakka Culture Museums and its image construction by Taiwan s news media. Besides, by using in-depth interview analysis, we know how audience interpret the news for Hakka Culture Museums.The main subjects of this research include China Times, United Daily News, The Liberty News, and Apple Daily News, analyzing news for Hakka Culture Museums totally 1880 from 1994 to 2008. In this research, we find out that 11 subjects are included in Hakka Culture Museums reports, including manpower, visiting information, equipment, academic research, neighboring area, space display, fine collection exhibition, visiting situation, preparation status, and others etc. Among all these subjects, the top three are preparation status, activity, and neighboring area. Among these news, neutral ones are at the most, positive ones get second, and negative ones are at the least.In this research, we find out that the image of Hakka Culture Museums from news representation can be classified into following categories: firstly, Hakka Culture Museums uses Hakka elements to display Hakka space imaginary. Secondly, it uses Hakka Culture Museums activities, Hakka, and place as subject. Thirdly, Hakka Culture Museums and local development are co-related. Fourthly, Hakka Culture Museums lacks of financial resources and manpower leading to vague operation positioning.Moreover, about the understanding and reception of interviewees toward Hakka Culture Museums can be concluded into three categories: firstly, differences exit between public and Culture Museums itself. Secondly, the understanding of interviewees link to their relative experiences. Thirdly, suggestions are directly conveyed to public for Hakka Culture Museums. From the understanding of interviewees to Hakka Culture Museums news, the image of Hakka Culture Museums is developed as follow: firstly, Hakka Culture Museums are full of Hakka imaginary but lack of route design as well as diversified exhibition. Secondly, the exhibitions in Hakka Culture Museums cherish the past with the meaning of passing down. However, they are short of amount, differentiation, and well-protection. Thirdly, Hakka Culture Museums lacks of professional docents. Fourthly, Hakka events should be used to promote the Culture Museums as well as develop Hakka culture and its local relation. Lastly, visitors in Hakka Culture Museums are relatively rare and with high age range. The quality of visitors in Hakka Culture Museums should be raised.According to the news describing Hakka Culture Museums as mosquito pavilions are concluded as following reasons: firstly, the exhibition is dull and motionless. Secondly, the quantity and quality of collections is weak. Thirdly, construction process of Hakka Culture Museums is delay, idle, and being careless. Fourthly, the place is out-of-way with inconvenient traffic condition. Fifthly, Hakka Culture Museums lacks of local relation. From public s understanding, they consider Hakka Culture Museums as mosquito pavilion is due to its lacking marketing strategies, unchanging collections, unfriendly services, out-of-way traffic condition with no connections to other scenic spots, and inefficiency usage for Culture Museums.Last, we offer some suggestions as future directions for building and operating Hakka Culture Museums. First of all, the internal operation of Hakka Culture Museums can put more emphasis on, firstly, turning Hakka Culture Museums to become more characteristic. Secondly, enhance collection quantities in Hakka Culture Museums. Thirdly, maintain the value of exhibition collections. Fourthly, diversify exhibition design. Fifthly, increase more skillful docents. Sixthly, widen and attract more audience. Seventhly, improve the usage functions of Hakka Culture Museums. Moreover, for the external section of Hakka Culture Museums, it can pay attention on improving the traffic condition near around, building and maintaining good local relation, and using the scenic spots in the vicinity to create synergy effect for Hakka Culture Museums....