IP文化鑽石理論：文化創意產業咻咻熊圖文角色之研究

本論文援引Griswold文化鑽石圖形、接合Bourdieu場域資本理論，試圖建立一個貼合臺灣今日圖文角色IP產業特質的整合性分析架構，並以「咻咻熊」作為代表個案，透過對鑽石不同面向的角色資本考察，探究社群媒體時代下，圖文創作者與閱聽人社群的實踐行動，如何共同創造一個長久運行的角色生態網絡。研究方法採用文化社會學的詮釋策略，並系統性蒐集質化與量化資料，主要包括：咻咻熊10年社群貼文、創作者5小時訪談講座、閱聽人1210份問卷調查、及研究者5次場域觀察。研究發現：（一）創作端的資本積累－咻咻熊創作者從年幼時期的文化內涵養成、青春時期的圖文創作實踐、再到工作時期的插畫品牌建立，逐步累積了自身豐富多樣的文化資本與社會資本，成為角色長久生存的重要根基；（二）閱聽端的資本積累－咻咻熊社群成員普遍擁有高存量的角色文化資本與社會資本，並且不同派別（熊派與泥派）和不同層級（消費者與粉絲迷）的閱聽群體展現差異化的資本組成型態，其中尤以泥派粉絲迷的資本總量最高，成為咻熊家角色經濟的主力軍；（三）交流平臺的資本流動－咻咻熊交流平臺主要有Ig／Fb、文博會、市集、咻熊家高雄小店、主題活動，這些場域中介連結了創作者與閱聽人，使得角色知識語言、文化商品、社群記憶等各式資本得以在鑽石內部跨界流動與傳播，進而讓這顆角色鑽石更加恆久與完整。本論文以社會建構視角，提出「圖文角色文化鑽石」模型，並從創作端到閱聽端，揭示鑽石中文化資本與社會資本的積累流動，如何成為角色生態永續發展的根源力量。希望此篇分析能為讀者提供新的思考，一起感受臺灣圖文角色世界的人情溫度與價值。

關鍵字

文化鑽石；文化資本；社會資本；圖文角色；插畫角色；咻咻熊

並列摘要

This study draws on Griswold’s cultural diamond framework and Bourdieu’s field and capital theory to develop an integrated analytical model tailored to Taiwan’s illustrated character intellectual property (IP) industry. Taking ‘Xiu-Xiu-Bear’ as a representative case, the study examines character capital from multiple dimensions of the diamond and explores how, in the era of social media, illustrators and audience communities engage in practices that collectively construct a sustainable character ecosystem. The study adopts an interpretive approach rooted in cultural sociology, systematically collecting qualitative and quantitative data, including ten years of Xiu-Xiu-Bear’s social media posts, a combined five-hour interview and lecture with the creator, 1,210 audience surveys, and five rounds of field observations. The findings reveal: (1) Capital Accumulation on the Creator’s Side—The creator of Xiu-Xiu-Bear has progressively accumulated diverse forms of cultural and social capital, beginning with early childhood cultural influences, continuing through creative practice in adolescence, and culminating in the establishment of an illustration brand in adulthood. This accumulation forms a crucial foundation for the character’s long-term survival; (2) Capital Accumulation on the Audience’s Side—Members of the Xiu-Xiu-Bear community generally possess a high level of character-related cultural and social capital. Different factions (Bear faction vs. Potato faction) and levels (consumers vs. fans) exhibit distinct capital compositions, with the Potato faction fans accumulating the highest total capital, making them the driving force behind Xiu-Xiu-Bear’s character economy; (3) Capital Circulation in Exchange Platforms—Xiu-Xiu-Bear’s main exchange platforms include Instagram/Facebook, cultural expos, markets, Xiu-Xiu-Bear’s Kaohsiung shop, and themed events. These platforms act as intermediaries, bridging creators and audiences while enabling the cross-boundary circulation and dissemination of various forms of capital, such as character knowledge, cultural products, and community memory. This continuous flow strengthens and sustains the structure of the character diamond. Adopting a social constructivist perspective, this study proposes the ‘Illustrated Character Cultural Diamond’ model. It examines how the accumulation and circulation of cultural and social capital, from creators to audiences, serve as the driving forces behind the sustainable development of the character ecosystem. Through this analysis, the study aims to offer new insights to readers and inspire a deeper appreciation of the warmth and value embedded in Taiwan’s illustrated character industry.