原住民的美麗與哀愁－談原住民地方文化產業發展的可能性

文化乃是透過價值、規範對於社會具有約束力，讓社會秩序能夠和諧運作。社會學者包曼指出，文化的終極目標乃是建立霸權，透過文化霸權的建立，當權者得以此模式影響其統治範圍內，諸多的生活型態的一致性、可預測性。並在此一範疇中，樹立我族文化與他族文化的差異，因此，文化本質上便具有強調某一種精神思維方式或者物質生活模式是優於其他模式的，文化霸權便以此特性，試圖以自身之優越，無形中號召他人的跟隨。每個民族對於自身的悠久文化或多或少都會帶有部分優越感，當民族或種族對於自身的卓越感越大時，便越容易對其他民族文化採取不友善、排擠的態度與評斷，例如：台灣早年漢人對於本島原住民以「番仔」戲稱，認為原住民文化是不文明、野蠻、殘暴不智的象徵，因此台灣歷來的統治政府皆對原住民族群施予同化政策，將自身漢民族的文化或者日本的皇民文化強制灌輸於原住民社群中，最後引起原住民的反抗。然而在各族群的文化中，原住民族獨特的熱情與充滿魅力的文化，可說是臺灣大地的瑰寶。本文將探討原住民在主流文化下，如何建構屬於臺灣原住民族文化特色，以做為全球化下識別的符碼，以發展原住民族地方文化產業的目的，整合原住民族智慧與文化藝術生命力，將其應用於產業發展以因應全球化之挑戰。

關鍵字

原住民；地方文化產業；觀光發展

並列摘要

Culture has force of constraint to society through the value and norm, and makes the social order can be operated harmonious. The sociologist Zygmunt Bauman had posited that a shift had taken place in modern society in the latter half of the 20th century; it had changed from a society of producers into a society of consumers. We establish our cultural different between our group to others through this category. Thus, culture itself emphasizes the superiority on spiritual way of thinking and material life mode. It tries show forth its advantageous and appeal the following of other groups. Each nation group for itself will with more or less part of a long cultural superiority. When ethnic or racial greater the sense of excellence for its own, the more unfriendly and edged out it will show. Such as the Aborigine were regarded as uncivilized, brutal and silly by Han people. However, the unique enthusiasm and charm of Aborigine will be a treasure of Taiwan. This research will try to discuss the Aborigine how to construct the Taiwanese cultural characteristic under mainstream culture, how to integrate the aboriginal wisdom and cultural vitality of the arts and develop Aboriginal of local cultural industries. We will be applied to the industrial development to cope with the challenges of globalization.