墾丁社頂部落文化之符號意象探討與創意產品設計研究

A Study of the Symbolic Images of Tribal Culture and Creative Product Design of Kenting Shirding

林勤敏(Chin-Min Lin) ； 陳純恩(Chun-En Chen) ； 董又慈(Yu-Tzu Tung)

《人文暨社會科學期刊》 7卷1期 (2011/06) Pp. 25-40

https://doi.org/10.7118/JHSS.201106.0025

摘要

近年來台灣「文化創意產業」在產、官、學的合作推動下，許多以深耕地區型文化，並將創意手法加值在文化產品上的案例，逐漸在文化創意領域中嶄露頭角，其中不乏有結合了地方傳統產業，朝向文化觀光發展邁進的成功實例，「墾丁社頂部落」即是當中較特殊的案例之一。墾丁國家公園管理處從2005年起，將社頂部落及其周邊區域規劃爲生態旅遊的試辦地；結合保育、文化、生計的社頂部落，透過生態旅遊、導覽解說、文化創意產業…等活動重新詮釋出一個排灣族部落的奇蹟。社頂部落將生態資源結合文化創意產業的方式是國內少見的特色案例，但是在文化創意設計方面尚處於萌芽階段，所開發的商品不論是在文化的符號運用、創意概念的發展、消費需求的考量、行銷策略的經營…等面向，都還有很大的發展空間。 因此，本研究首先利用文獻探討，分析出社頂部落的歷史文化與自然生態特色，以及歸納文化創意產品設計相關理論；其次透過觀察法、訪談法進行實地調查，一方面觀察社頂部落目前文化創意產品的現況，另一方面訪談對象包括(1)社頂部落文化促進會代表；(2)當地居民；(3)文史工作者；(4)旅遊消費者，以便探討如何利用當地文化特有的「符號意象」作爲設計元素。接著採用「敘述性設計」的創作方法，將社頂部落在地的傳說、事件、生活方式…等代表符號，與當地天然的素材結合，應用於文化創意產品的設計與創作。最後依據本研究結果，設計「照亮社頂」頸掛式手電筒、「藏寶•寶藏」八寶公主的藏寶盒、「毛視鏡」毛柿造型望遠鏡等三件創意商品設計圖，並實施問卷調查，分析評估消費者對產品之看法，提供墾丁社頂部落推展文化創意商品之參考，並期藉此開創當地文化創意產業發展的新契機。

關鍵字

墾丁社頂部落 ； 符號意象 ； 創意產品 ； 敘述性設計 ； 文化創意產業

並列摘要

In recent years, cultural and creative industries have aggressively developed creative products with cultural meanings. The cooperation between industries, government, and academia has promoted regional cultures, which have developed significantly as a consequence, and numerous successful examples of the integration of creative ideas with cultural products have emerged. Because creative ideas have been integrated with the local traditional industries, the successful development of culture and tourism has become more commonplace. The Kenting Shirding tribe is a unique example. Since 2005, the headquarters of Kenting National Park planned to develop the Shirding tribe and the surrounding area as a trial site for ecotourism. In the Shirding tribe, conservation, culture, and residential livelihood have been integrated with activities such as ecotourism, guided tours, and cultural and creative industry to redevelop a new miracle for the Paiwan tribe. The Shirding tribe integrated biological recourses with the cultural and creative industry; however, the development of cultural and creative design is still in its early stages. Regarding the development of merchandise, further improvement is required, for instance, regarding the application of cultural symbols, the development of creative concepts, the consideration of consumer demand, and the operation of marketing strategies.
Therefore, this study analyzes the historical culture and characteristics of natural ecology, and presents the summarized theories concerning cultural and creative product design based on the literature review. In addition, this paper utilized observational methods and interviews to conduct the field survey. This comprised observing the current status of cultural and creative products developed in the Shirding tribe and conducting interviews of: (1) representatives of the Shirding Tribe Culture Promotion Association; (2) local residents; (3) cultural and historical workers; and (4) tourism consumers, to investigate how the unique symbolic image of local culture can be used as design elements. The narrative design method was employed to combine the natural materials, such as the representative symbols of local legends, events, and lifestyle of the Shirding tribe, with the design and creation of cultural and creative products. Based on the results, the design charts of three creative merchandises were conceived: the pendant flashlight called, ”Brightening Shirding,” the treasure box of Princess Ba-bao called, ”Treasure Hidden & Hidden Treasure,” and the persimmon-shaped telescope called, ”Persimmon Scope.” In addition to surveys, consumers were developed as references for the promotion of cultural and creative products of the Shirding tribe. These products can create opportunities for the development of the local, cultural, and creative industry.

並列關鍵字

Kenting ； Sheding tribe ； symbol image ； creative product ； narrative design ； cultural and creative industry

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