戒嚴時期台灣電影明星之銀幕樣貌

本文〈戒嚴時期台灣電影明星之銀幕樣貌〉，是解析戰後台灣電影明星銀幕形象的流變。文中敘述官方電影政策「電化教育」對於產業的影響，但在消費市場的商業機制下，民眾好惡是主宰票房的關鍵，為迎合滿足台灣民眾的需求，且應和戒嚴時期的文化政策，最後形塑出戰後台灣電影明星的銀幕樣貌，是本文的研究目的。論述中關注的並不是電影明星本人的真實行為，而聚焦於台灣電影發展過程中，民眾如何展現文化消費的主體性，間接地改變了電影明星的銀幕樣貌。對於戰後台灣電影市場而言，國民黨政權需透過電影宣傳建構統治的正當性，電影明星便成為官方宣教的工具。但對於民眾而言，電影是休閒時的娛樂，戲院是情緒宣洩的場域，明星銀幕上的表現必須符合公眾的期許，明星須擁有公眾遐想的容顏和舉措，滿足民眾愉悅的觀影需求。若官方企圖透過明星傳遞政治的企圖，就需包容台灣民眾觀影娛樂的需求。文中認為戒嚴時期台灣電影明星的銀幕樣貌，是官民相互妥協下的產物。透過民眾口述訪問的內容，來理解電影娛樂需求的集體意識，是如何改變了官方對家國想像的詮釋。最後透過報章雜誌的報導，來解析明星正面形象的建構，是如何被賦予翻轉台灣民眾國族認同，鞏固官方文化政策的意圖。

關鍵字

戒嚴；電影明星；形象塑造；文化政策；消費文化

並列摘要

This article "The Screen Appearance of Taiwanese Movie Stars during the Martial Law Period" analyzes the evolution of the screen images of Taiwanese movie stars after the war. The article describes the impact of the official film policy "Electronic Education" on the industry. However, under the commercial mechanism of the consumer market, people's likes and dislikes are the key to dominate the box office. It is the research purpose of this paper to shape the screen appearance of Taiwanese movie stars after the war. The focus of the discussion is not on the real behavior of the movie stars themselves, but on how the public demonstrates the subjectivity of cultural consumption during the development of Taiwanese movies, which indirectly changes the appearance of movie stars on the screen. For the post-war Taiwan film market, the Kuomintang government needed to use film propaganda to establish the legitimacy of its rule, and movie stars became tools for official propaganda. But for the public, movies are entertainment during leisure, and theaters are places for emotional venting. The performance of stars on the screen must meet the expectations of the public. Stars must have the appearance and actions that the public imagines to meet the public's pleasant viewing needs. If the government intends to convey politics through celebrities, it must accommodate the needs of Taiwanese people for watching movies and entertainment. The article argues that the on-screen appearance of Taiwanese movie stars during the martial law period was the product of mutual compromise between the government and the people. Through the content of oral interviews with the public, we can understand how the collective consciousness of film entertainment needs has changed the official interpretation of the family and country imagination. Finally, through the reports of newspapers and magazines, we will analyze how the construction of a positive image of a celebrity is endowed with the intention of overturning the national identity of the Taiwanese people and consolidating official cultural policies.

並列關鍵字

Martial Law ； movie stars ； image building ； cultural policy ； consumer culture

主題瀏覽