萬家香醬油的文化傳播

Natural Fermented Food: Studies on Cultural Communication on Wan Ja Shan Soy Sauce

曾喜城(Hsi-Cheng Tseng) ； 鄧宗聖(Tzong-Sheng Deng)

《社會服務與休閒產業研究》 1期 (2012/08) Pp. 72-89

https://doi.org/10.6324/SSLIR.2012.01.05

摘要

本研究旨在探索「萬家香」醬油釀造業的文化發展及其如何在媒體中傳播其形象。主要目的是採取文件分析方法，呈現萬家香醬油發展過程的外在環境與發展機會，同時觀察其內在的品牌形象及其傳播策略，並做為文化創意產業發展的教學個案。個案呈現上，首先考慮寫作動機與背景。再來則討論理解文化創意產業的理論基礎與框架。第三，對萬家香醬油的分析則由產業文化背景、傳播媒體中的品牌形象等兩部分構成。最後則討論成為萬家香醬油產業做為創意生活產業的可能性。研究發現，萬家香醬油其發展歷史，以「純釀」再現其生產食品的價值。從不同的媒體，像是新聞、廣告、網站中的傳播訊息，解釋其品牌發展的核心形象與使命。整體來看，萬家香醬油的成長不只有技術上的創新，還包括它持續發展其產業文化價值的傳播活動。

關鍵字

文化傳播 ； 創意生活產業 ； 萬家香醬油

並列摘要

This study aimed to understand soy sauce Wan Ja Shan industry's culture and how could they be communicated in the media. The purpose of the present study was to adopt document analysis to understand the external environmental opportunities and as well as its internal brand image and communication strategy of Wan Ja Shan soy sauce. In addition, the research could be a case for education in culture creative industry. For the case, the first part considers the background and researcher motivation. The second part is discussing theoretical basics of culture, creative and industry. The third part consists of two analysis of Wan Ja Shan: history, communication in media. Finally, we discussing the possibilities of traditional industry translate into culture creative industry. The study found, Wan Ja Shan, have a long history in manufacturing of soy sauce and represent natural fermented value for food in manufacturing process. In different media, news, commercial advertisement and website, explains their core images of the industry and their mission. There is not only technique innovation of soy sauce processing grows, but also develop their industry culture in communication.

並列關鍵字

Cultural communication ； Creative life industry ； Wan Ja Shan