傳統民俗運用媒體提升文創活動成效之研究 －以白沙屯媽祖進香活動為例

由行政院文化部指定為國家重要民俗的白沙屯媽祖進香活動，近年來參與人數的成長幅度呈現倍數增加，研究者認為與媒體傳播有關，尤其近年興起的新世代網路媒體－直播，更是為此活動成效增長重要的關鍵因素。　　藉由研究者在三立電視台任職廿多年的資歷，透過電視台的內部的資訊，以及多年來與白沙屯拱天宮管理委員會實務合作的經驗，藉由口述訪談蒐集到的初級資料和平面、電子媒體報導的次級資料作為研究分析的主軸，本論文將針對傳統平面、電子媒體以及新世代的網路媒體直播活動，探討媒體結合傳統民俗活動提升活動成效的效果如何。　　研究結果發現傳統民俗活動結合媒體帶動的活動成效是正向且具有相當大的影響力，可以讓原本只是村庄間的民俗活動，擴展成全國性的活動，也讓更多人來參與、體驗活動的過程。然而本研究還發現到面對媒體所帶來的正向效益，傳統民俗的執行成員是否準備好跟著時代一起成長，又或是被時代潮流推著向前，甚至沒入了整個ｅ世代的浪潮底下，是值得台灣所有的民俗活動執行者思考的部分。

關鍵字

傳統民俗；媒體；活動成效；直播

並列摘要

In recent years, the growth rate of participants in baishatun Mazu pilgrimage activity, which was designated as an important national folk custom by the Ministry of culture , has multiplied. Researchers believe that it is related to media communication, especially the emerging new generation of online media live broadcast, which is an important key factor for the growth of the effectiveness of this activity. With more than 20 years of experience in Sanlih TV station, through the internal information of the TV station, and many years of experience in practical cooperation with the Management Committee of the Gongtian palace in baishatun, the primary data collected through oral interviews and secondary data collected from print and electronic media reports serve as the main axis of research and analysis. This paper will focus on the traditional print, electronic media and the new generation ,discusses the effect of the combination of traditional folk activities and the media in improving the effectiveness of the activities. The results show that the effect of traditional folk activities combined with media driven activities is positive and has a considerable influence, which can make folk activities between villages expand into national activities, and let more people participate in and experience the process of activities. However, this study also finds that in the face of the positive benefits brought by the media, whether the executive members of the traditional folk customs are ready to grow up with the times, or pushed forward by the trend of the times, or even under the wave of the whole e generation, is a part worthy of consideration for all the folk customs practitioners in Taiwan.