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  • 學位論文

西螺延平老街意象的圖文分析-以人氣部落格為例

The Graphic-Text Analysis to the Images of Yenping Historic Street, Siluo---By Cases of Popular Blogs

指導教授 : 林俊男
共同指導教授 : 黃士哲(Shih-Jhe Huang)
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摘要


很少有休憩場域像老街這般,是生活場所,又為觀光休閒所凝視的對象,目前老街成功的案例,可見地方成功推動觀光並連動地方產業發,例如大溪老街的豆干、九份的芋圓、三峽的金牛角等,都是因為成功的推動老街觀光,帶動觀光後,成功打響地方名特產的名號。而西螺老街已經有著聞名的醬油產業印象,但整體而言,西螺老街的觀光風氣仍沒有上述老街來的聞名,不禁令人好奇,消費者是怎麼看待老街?對老街的意象是有如研究者預期一樣嗎?與官方的預期又是如何呢? 現在是視覺為中心時代,視覺圖像在現代的影響力越來越明顯,從攝影術發明之後,改變我們看世界的方式,透過網絡的流行,可以不用親身經歷,也能透過攝影生產的圖文影響自已的認知。標記(Marker)是用來指出某一種特定範圍,以利於降低資訊的複雜性。影像的展現,何者缺席與何者在場透顯出影像生產被標記的元素,而影像消費者再生產的影像,則再次標記的他們所認為的老街意象。 本研究試圖透過內容分析、圖像學方法,探索出老街一種新的面貌與挖掘。試圖探索何為再現焦點,探索各個部落格針對老街所傳達出的意像,或更深一層的文化性詮釋,老街消費者再生產影像與官方的影像生產意象的差異,老街被再現的影像中,能否呈現出與推廣者預期的,甚至與消費者本身所預期的,或是意外能接開老街另一面意象風貌?

並列摘要


Laokay, which is the life-arena, also an entertainment place is very different from other recreation grounds. According to the successful Laokay case up to now, the successful factor promotes local sightseeing and industry is local cuisine, for example the Tahsi Laokay's dried tofu, Jiufen taro balls, Sanchiao golden croissant and so on. Although Xiluo Laokay already has the soy sauce industry which is well-known, Xiluo Laokay does not benefit from this success. Thus this begs the question of how consumers perceive Laokay market; Whether the expectation of the image of Laokay is same as the researcher predict, or same as authority anticipant. The society now is heavily visually oriented, moreover, visual images carry heavy influences after the invention of photography, which has changed the way we perceive things. We can experience various things through the exchange and flow of information and images through the Internet. The term “Marker” is to indicate a certain range so that the complexity could be minimized. The portrayal of images, which show what is absence or present reveal elements of the expression of image. Besides, the image reproduction of consumer imaging, is once again marked their perceived image of old street. This study attempted to explore a new image through the method of content analysis, and iconology. Trying to explore what is reproduce focus, and what are the cultural meaning which blogs represent. If The differences between reproduction image and official production image, which the customer of Laokay produce, could present the image what promoter expect or not. Moreover, this difference might same as what consumer predict; Or accidentally reveal the brand new image of Laokay.

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