商品藝術化與藝術商品化之研究：視覺藝術產業發展的第一步

THE RESEARCH ON “MERCHANDISE BEING DESIGNED ARTISTICALLY” AND “ARTWORK BEING MERCHANDIZED” : THE FIRST STEP OF VISUAL ARTS INDUSTRIES

陳建勳(CHIEN-HSUN CHEN)

指導教授 ： 王德育

元智大學/人文社會學院/藝術管理研究所/碩士(2002年)

摘要

本研究共區分為三大章節進行研究。第一個章節是從社會心理學的角度，研究商品、藝術與消費之發展的背景，並且得知「商品藝術化」與「視覺藝術商品化」的內在結構是隨著人們之消費行為而不斷演變；第二個章節則運用社會心理學家尚•布西亞 (Jean Baudrillard) 之使用價值 (Use value)、經濟交換價值 (Economic exchange value)、符號交換價值 (Sign exchange value)、象徵交換價值 (Symbolic exchange value) 等價值邏輯之論述，分析商品藝術化與視覺藝術商品化之內在價值，並且探討商品藝術化與視覺藝術商品化和上述四個價值之間的關聯差異，以導出象徵交換價值是商品藝術化與視覺藝術商品化產生交集的公因素。其次，根據視覺藝術投資者導向的價值邏輯，可以將視覺藝術商品化的模式分為：一、純藝術模式；二、市場模式；三、公關模式；四、服務模式等四類，並且將商品細分為展覽、紀念、收藏、投資導向、營利導向、公關、傳播型、觀光、文教、政蹟等不同類型之功能。
第三個章節則是研究在發展視覺藝術商品化時，政府、民間企業、學界、藝術界之間所存在的爭辯與阻礙因素，並且在知識經濟發展的脈絡下，探討視覺藝術經濟的特質與商品化研發的過程。此外，第三章研究的另外一個重點，是探討視覺藝術產業之建構，而且明白的揭示發展視覺藝術商品化是「視覺藝術產業」發展的第一步。另外，在知識經濟起飛的年代，視覺藝術如何掌握新時代的契機，形成具規模的藝術經濟，是國家制定文化政策時急須研究的主題；為了使視覺藝術商品化能在建全的市場機制中發揮功能，本研究提出了「第三市場機制」的建構，是企圖在視覺藝術之第一、第二市場的原有功能外，尋求新發展的可能，並且建議國家在發展視覺藝術商品化之前，必須先發展藝術創意產業。最後，本研究也藉由「英國創意產業」與「芬蘭創新體系」的實例參考，作為建構「第三市場機制」之創新體系的基礎；也根據國外的實例與斟酌台灣現狀，為台灣創意產業提出視覺藝術商品化的建構步驟和相關運作的方法。

關鍵字

商品藝術化 ； 視覺藝術商品化 ； 使用價值 ； 經濟交換價值 ； 符號交換價值 ； 象徵交換價值 ； 視覺藝術產業 ； 第一市場 ； 第二市場 ； 第三市場機制 ； 英國創意產業 ； 芬蘭國家創新體系

並列摘要

This study is divided into three chapters. The first chapter is to explore the developments of merchandises, arts and concept of consumption from the viewpoint of Social Psychology, as well as to understand the inner structures of “merchandise being designed artistically” and “artwork being merchandized,” which continuously change with the consumptive behavior of people. In the second chapter, theories of value logics such as the Use value, Economic exchange value, Sign exchange value and Symbolic exchange value defined and elaborated by Jean Baudrillard are referred to analyze the intrinsic values of “merchandise being designed artistically” and “artwork being merchandized.” In addition, how these value logics are related and what their differences lie in are surveyed in order to induce the conclusion that symbolic exchange value is the common factor resulted from “merchandise being designed artistically” and “artwork being merchandized.”
Furthermore, according to the value logic that places an emphasis on the investment in visual arts, the modes of artwork being merchandized can be categorized into four types: (1) as pure arts; (2) for marketing; (3) for the public relation, and (4) as a kind of service. Whereas the merchandises can be specified according to various functions in terms of display, souvenir, collection, investment, being profit oriented, and being associated with public relationship, communication, tourism, culture and education, as well as administrative achievement.
In the third chapter, the focus is placed on investigating the different opinions and obstacles that exist among government, private enterprises, academic fields and art sectors with regard to the development of artwork being merchandized. Also, characteristics of art-related economy and its development are examined within the context of knowledge economy. Another major point to be elaborated is the establishment of the industry of the visual arts; it is demonstrated that artwork being merchandized is the very beginning step toward “the visual arts industries.”
Since knowledge economy is highly valued nowadays, how to grip the chance to advance the visual arts into art-related economy will be an urgent issue to be dealt with in order to regulate the cultural policies of our nation. Thus, this study suggests the construction of “The Tertiary Market Mechanism” which aims at a new developmental possibility apart from the conventional functions of “The Primary Market” and “The Secondary Market” of the visual arts. It is also suggested that Taiwan should first establish its “the visual arts industries” prior to making the artwork being merchandized. In the end, this study refers to the examples of “British Creative Industries” and “Finnish National Innovation System,” with which the study proposes some feasible suggestions as how to lay the foundation for “the third marketing institution.” For the visual arts industries in Taiwan, the study, by consulting with some foreign examples and the current circumstances in Taiwan, further proposes the constructive steps toward and operational methods of making the artwork merchandized.

並列關鍵字

merchandise being designed artistically ； artwork being merchandized ； Use value ； Economic exchange value ； Sign exchange value ； Symbolic exchange value ； the visual arts industries ； The Primary Market ； The Secondary Market ； The Tertiary Market Mechanism ； British Creative Industries ； Finnish National Innovation System

參考文獻

李英明。《哈伯瑪斯》。台北：東大圖書股份有限公司，1986。

。《班雅明》。台北：生智文化事業股份有限公司，1998。

Capitalist Society)。台北：時報文化出版企業股份有限公司，2001。

楊國樞。《開放的多元社會》。台北：東大圖書股份有限公司，1985。

黃光男。〈新世紀臺灣博物館的發展與需要〉。《博物館學季刊》（1999年，第14卷，第2期）：3-10。