志工地景彩繪之社造要素辨識與生活風格品牌化： 以靜浦部落為例

Identifying the essences of community development and lifestyle branding through landscape painting of volunteer: A case study of Jingpu tribe

李明道(Ming-Tao Lee)

指導教授 ： 彭 立沛

國立臺灣大學/生物資源暨農學院/生物產業傳播暨發展學研究所/碩士(2021年)

https://doi.org/10.6342/NTU202100947

摘要

社區營造在國內已經推行近三十年，一個良善的社區營造為何？是許多社區營造工作者想獲知的大哉問。本研究以一種嶄新的社區營造模式開始，試圖回答這個疑問。近年地景彩繪與社區彩繪普遍出現在社造中，但它是如何產生、當初又有甚麼困難、最後又達到什麼成效？至今少有研究。本研究認為，透過地景彩繪為主要形式的社區營造，成果可顯著形成正面之效益。本研究採取質化研究方法，透過參與觀察法的田野工作，搭配文獻蒐集，發掘志工地景彩繪的社造要素。本研究目的是希望以靜浦志工彩繪的個案經驗補上這塊闕漏，整理出以志工地景彩繪運用在社區營造工作時的重要程序和要素。本研究透過新內生性的理論作為社造程序可能的新路徑，統整出志工地景彩繪作為社造之要素和程序，希望以個案研究方式理解靜浦部落社區營造的模式，讓凋零和人口外移之原民部落，結合自身地景管理和傳統文化起死回生，再創體驗經濟與觀光熱潮之可能性。本研究發現，在特定的社區特性、外部者的協力和尊重專業技師的支持、志工的長期投入與參與、公私部門良好的合作溝通、事先人文歷史地理調查探勘、耐心諮詢等要素，是志工地景彩繪進行社區營造的重要關鍵。此外，本研究結果也顯示出，原民部落社區的社區營造，係基於不同社區權力組成關係之不同，而有要素和程序之不同。良善的社區營造與體驗經濟發展、生活風格品牌化、青年返鄉之間有高度關聯。期望靜浦個案的經驗能給予社造、地景彩繪、原民部落營造，以及公私部夥伴關係之研究者與從業者一些啟示，因此能找出以志工地景彩繪驅動社造的地方知識，以邁向部落永續發展的目標。

關鍵字

地景彩繪 ； 社區營造 ； 社區文化景觀 ； 志工假期 ； 部落永續發展 ； 地景管理 ； 生活風格品牌化

並列摘要

Community development movment has been implemented in Taiwan for 30 years. The understanding of exactly what makes for a good community development project has been the quest of many practitioners in this field. In recent years, landscape painting and community painting have appeared frequently in communities, but how did it arise, what difficulties did it have, and what did it achieve? These questions have thus far been answered in literature. Utilizing a novel community development model, this study claims that community development focused on landscape painting can result in many sustainable development benefits. This study applies qualitative research of participating observation methods, together with the document collection, to discover the essences and procedures of landscape painting projects of community development. This study attempts to fill this gap by looking into the case of Jingpu tribal community development and to extract the essential procedures and elements of landscape painting in community development. Through the neo-endogenous theory as a possible new approach, this study also aims to studying this community development model of the Jingpu tribe so as to discover how indigenous tribes that have experienced significant population outflow and underfunding can be brought back to life by combining their own unique identity and cultural traditions into tourist and experience economy possibilities. This study finds that in specific characteristics of the community, a business model based on the collaboration of outsiders, support from professional specialists, the long-term investment and participation of volunteers, the good co-management and communication between the public and private sectors, the importance of prior cultural, and geographical surveys as well as patient consultation are the key essences of good landscape painting of volunteers in community development projects. In addition, the results figure out that the community development projects based on indigenous communities must take various strategies responded to the different community contexts and its power relations, and highlight the connection of community development, experience economy promotion, lifestyle branding, and the likelihood of young people returning to the community. This study expects to present this case study and inspiring some insights to practitioners or researchers of community development, community landscape painting, indigenous tribal construction and public-private partnership. Therefore, possible is to explore the local knowledge driven by landscape painting of volunteers towards the goal of sustainable tribe development.

並列關鍵字

Landscape painting ； community development ； community cultural landscapes ； volunteer vocation ； sustainable tribe development ； landscape harnessing ； lifestyle branding

參考文獻

Albert Boswijk, Thomas T. , Ed Peelen (2007). The Experience Economy a new perspective. U.S.A. : Pearson Education Publisher.

Alessandro Muzi (2017). Lifestyle branding: a cross-cultural perspective through MUJI and IKEA's experiences. Università Ca' Foscari Venezia Published.

Birren Faber（2006）. Color Psychology and Color Therapy: A Factual Study of the Influence of Color on Human Life. Lightning Source Inc.

Elizabeth B.-N. Sanders Pieter Jan Stappers (2008). Co-creation and the new landscapes of design. Co-Design, 4:1, P5 – 18.

Fangyi MAO, Pengcheng ZHAO, Zhe ZHU (2021). Construction of Characteristic Town Brand Color Systems: Color Extraction Based on Regional Landscape Architecture. E3S Web of Conferences 236, 03037 ICERSD 2020.