旅遊圖像的製造：以旅遊圖文書為例

The Making of Travel Image: A Case Study of the Pictorial Travel Books

劉佳玟(Chia-Wen Liu)

指導教授 ： 賴嘉玲

淡江大學/教育學院/未來學研究所碩士班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00133

摘要

旅遊的普及與大眾對於旅遊資訊的需求，促使台灣的個人旅遊書寫成為繼出版社引進國外旅遊指南後發展蓬勃的出版類型。如今旅遊書寫已從早期以知名作家的文學作品為主，逐漸成為來自各專業領域背景的旅遊者發表個人的旅遊體驗，並在形式上從純文字書寫轉變為將照片、明信片、水彩畫、素描等媒材納入的圖文書形式。旅遊圖文書的出現代表個人旅遊書寫邁入視覺化的新時代，同時也是一種新的旅遊者凝視的再現。

為了闡明旅遊圖文書的湧生結構，本研究探討旅遊圖文書和其他旅遊導覽媒介，如旅遊指南、旅遊雜誌、旅遊電視節目和部落格之間的差異和關聯性。本研究採文本分析法，以北歐旅遊圖文書作為探討旅遊圖像建構的個案研究對象，並分析其中所牽涉之台灣和北歐之間的社會權力關係。

本研究將旅遊圖文書分為旅遊攝影文集、手繪旅遊圖文書和主題旅遊圖文書三種主要類型，其特色在於強調個人旅遊的獨特性，以及作者在書寫方式、題材選取與圖像表現方面的風格展現。研究發現旅遊圖文書作者所建構的旅遊圖像仍然受到出版邏輯和當前社會之支配意識型態的影響。當作者強調某些獨特的風景和令人讚揚的文化時，同時也隱藏或排除對於其他社會和經濟等面向的觀察，因此，旅遊圖文書不只講述作者的遊歷事實，也提供讀者凝視的方式，強化並再製特定的旅遊圖像。

關鍵字

旅遊 ； 旅遊圖文書 ； 凝視 ； 風格

並列摘要

Travel becomes more and more popular so as the need to travel information. It is natural to cause a publishing boom of personal travel books in Taiwan. As a result, this category of publication has come out to surpass the imported foreign travel guidebooks. In the early days, travel books were written by renowned authors and regarded as literary. Today, travel books are mostly written by travelers with a variety of professional background and regarded as pictorial books with multiple materials, such as photographs, postcards, color paintings and sketches. The appearance of the pictorial travel books represents the trend that the personal travel writing has entered into a new era of visualization and represents the new tourist gaze.

To lay out the emerging structure of the pictorial travel books, this research discusses the difference and relationship between the pictorial travel books and the other mass media, such as travel guidebooks, magazines, TV programs and blog. The research uses textual analysis and uses North Europe as the case study to discuss the travel images constituted in the pictorial travel books as well as the involvement of social power relationship between Taiwan and North Europe.

This research categorizes the pictorial travel books into three major types as travel photographic, sketch and theme books. These books have the characteristics of emphasizing the unique personal travel as well as expressing author’s writing style and the ways of selecting theme and pictures. Nonetheless, the images constituted by the author are still affected both by the publishing logic and the current dominant ideology. When emphasizing the unique scenery and admirable culture, the author neglects its social and economic dimensions. Therefore, the pictorial travel books not only depict author’s travel experiences, but also provide readers the way of gazing, intensifying and reproducing specific travel image.

並列關鍵字

travel ； pictorial travel books ； gaze ； style

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