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解鎖台灣流行音樂與文化：從歌仔戲、民歌、MV、嘻哈、K-POP到自媒體─以「世界音樂巡禮」課程為例
Unlock Taiwanese Pop Music and Culture: from Taiwanese Opera, Folk Songs, MV, Hip Hop, K-POP to We Media - Taking "World Music: A Global Journey" Course as an Example
摘要
台灣本土的流行音樂文化最早起源於歌仔戲。由於適逢戰後時期，當時的野台戲和電視歌仔戲開始蓬勃發展，劇中除了使用民謠，也會引用當代流行台語歌曲，藉此讓觀眾產生十足的新鮮感。隨著社會不斷發展，台灣的音樂產業也歷經不同階段的變革。1960年開始，由於政治和社會環境的變化，流行音樂的發展速度較為緩慢，主要以民歌為主。到了1980年代，開始大量發行唱片和CD，歌手需要配合經紀公司來發行專輯，並透過錄製電視節目、廣告和拍攝音樂錄影帶（MV）來做傳宣。此時，台灣流行樂界出現了許多經典偶像，如鄧麗君、羅大佑、張雨生等。許多唱片公司也在此時期成立，例如滾石、艾迴等大型唱片公司，為台灣流行音樂貢獻不少心血。2000年後，一些知名歌手和樂團逐漸嶄露頭角，他們帶有強烈的個人風格與創作天分，在亞洲地區掀起一陣炫風，例如周杰倫、張惠妹、SHE、五月天等。由於國際交通更加便利，世界各地的音樂開始密切交流，在受到歐美、日韓文化的洗禮下，台灣的流行音樂種類也更加多元，市場上開始關注英文和韓語歌曲，像Adele、Taylor Swift、BTS、BLACKPINK等，尤其K-POP更受到不少年輕族群的追捧。此外，不少台灣歌手也開始嘗試新的歌路，從早情的抒情路線，轉而演唱R&B、嘻哈、搖滾和電子音樂等。他們關注生活議題、針砭時事、關懷弱勢、形塑草根形象，並將其寫入詞曲創作中，例如Leo王、熊仔以及樂團玖壹壹，為台灣的流行音樂開創出一條新的道路。然而，從2010年開始，台灣的流行音樂產業面臨瓶頸。由於消費型態的改變，導致唱片的銷售量不如以往，觀眾轉而透過串流平台，如iTunes、Spotify、KKBOX等來聆聽音樂。同時，加上智慧型手機及社群媒體的普及，讓不少歌手轉向社群平台發展，獨立歌手如雨後春筍般誕生，網紅歌手也開始經營自媒體，透過臉書、Instagram、抖音、YouTube、Podcast來增加個人的曝光度。以前歌手只需要專注於歌唱技巧，然而在自媒體時代來臨後，歌手還需要學會打造個人品牌，並展現自己的企劃和行銷能力。本研究除了探討台灣流行音樂文化的演進史，也讓學生在「世界音樂巡禮」這門課程中練習經營自媒體，從自身最感興趣的主題來做介紹，文筆較佳的學生可選擇撰寫Blog，喜歡露臉或是跟觀眾做互動的學生，可以選擇拍攝YouTube影片，期許學生能更加了解現實生活的型態，適應這股新潮流！
並列摘要
The origin of Taiwanese pop music and culture can be traced back to Taiwanese opera (known as "Gezaixi"). The outdoor opera (Yetai) and TV Gezaixi began to flourish during the post-war era. In addition to the folk songs, popular Taiwanese songs were also used in the performances to give the audience a sense of freshness. With the development of society, Taiwan's music industry underwent different stages of transformation. Starting from 1960, due to the changes in politics and society, the development of pop music was relatively slow, with folk songs being the main genre. In the 1980s, many records and CDs were released, and singers had to work with agencies to release albums, as well as record TV programs, commercials, and music videos to promote their music. This was the era when many classic pop idols emerged, such as Teresa Teng, Lo Ta-Yu, and Chang Yu-Sheng. Many record companies were also established during this period, such as Rock Records and AVEX Taiwan, which made significant contributions to Taiwan's pop music. After 2000, some well-known singers and bands emerged. They have strong personal styles and creative talents, such as Jay Chou, A-Mei, SHE, and Mayday, which caused a sensation in Asia. Due to the convenient international transportation, music from around the world began to interact more closely. Influenced by European, American, Japanese, and Korean cultures, the types of pop music in Taiwan also became more diverse. The market started to pay attention to English and Korean songs, such as Adele, Taylor Swift, BTS, and BLACKPINK, especially KPOP is sought after by many young people. In addition, many Taiwanese singers began to explore new musical styles, turning from the early sentimental style to R&B, hip-hop, rock and roll, and electronic music. They focus on life issues, current events, care for vulnerable groups, shaping grassroots images, and incorporating these themes into their songwriting. Examples include Leo Wang, Kumachan, and the Band Nine One One, who have opened a new path for popular music in Taiwan. However, since 2010, Taiwan's pop music industry has encountered bottlenecks. Due to changes in consumer patterns, the sales of records have declined, and audiences have turned to streaming platforms such as iTunes, Spotify, KKBOX etc. Meanwhile, with the popularity of smartphones and social media, many singers have turned to those platforms for development. Independent singers have sprung up. Internet celebrity singers have also started to manage their self-media (we media), increasing their personal exposure through Facebook, Instagram, TikTok, YouTube, Podcasts, etc. In the past, singers only needed to focus on singing skills. However, with the advent of we media era, singers also need to build their personal brands and demonstrate their planning and marketing capabilities. This study not only explores the evolution of Taiwan's pop music and culture, but also allows students to manage their self-media through the course "World Music: A Global Journey." Students can choose the topics they are most interested in. For those who have strong writing skills, can choose to write blogs; for those who enjoy interacting with audiences on camera can choose to shoot their YouTube videos. Hope students can gain a better understanding of real-life situations and adapt to this new trend.