《艋舺》，行銷了「誰」的艋舺？

“Whose” Monga has been marketed by the movie “MONGA” ?

吳怡蓉(Yi-Jung Wu)

指導教授 ： 張錦華 ； 徐梅屏

國立臺灣大學/社會科學院/新聞研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.00283

摘要

電影《艋舺》締造台灣本土電影票房佳績，但部分萬華居民不滿電影內容可能強化艋舺負面形象，也有人質疑北市文化局及北市電影委員會為了利用此電影推展城市行銷，投入大量資源，卻僅換來持續2到3個月的觀光人潮，並無利於艋舺地區未來發展。

　　從《痞子英雄》到《艋舺》，用影視作品行銷城市已逐漸成為地方政府的重要政策。但缺乏文化關懷的電影行銷城市政策可能不被城市成員認同，且效果無法延續。

本報導訪問相關人士後發現，學者專家和在地居民都認為影視作品行銷城市應強調在地性，以彰顯城市的獨特性。當居民經由社區參與提供想法和在地故事，不但能達成此一目標，也能增加在地民眾對政府政策的認同，達到政府、居民和劇組三贏的局面。

關鍵字

電影 ； 艋舺 ； 台北市文化局 ； 城市行銷 ； 社區參與

並列摘要

Although there was an excellent box office record created by the local movie “Monga”, part of residents in Monga (a city which is called Wanhua, now) unsatisfied that the topics which are gangs and prostitutes in movie may imply negative image of Monga. Besides, some people questioned that what Department of Cultural Affairs and Taipei Film Commission do is not helpful for the future development of Monga area because they spent a lot of resources on “Monga” for city marketing, but tourists do not visit continually.

From the video “Black and White” and the movie “Monga”, it seemed that marketing the city by film had become an important policy of local government. However, if the policy is a lack of cultural concern, it may not be recognized by members in the city, and the effects will not be able to maintain.

According to the interview with related people, I found that scholars and residents thought that marketing the city by film should emphasize/highlight the localization of the city to express its uniqueness. When residents provide their ideas and stories through community participation, it can not only achieve this goal/objective, but also improve the recognition of government’s policies. In this way, government, residents, and dramatic team can achieve win-win-win situation.

並列關鍵字

movie ； Monga ； Department of Cultural Affairs ； city marketing ； community participation

參考文獻

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