博物館劇場研究—以國立故宮博物院為例

Museum Theatre: A Case Study on the National Palace Museum

何佳樺

指導教授 ： 夏學理

國立臺灣師範大學/藝術學院/表演藝術研究所/碩士(2012年)

摘要

現代的博物館，除了是資源積累、知識建構與傳遞、文化傳承與開展的場域，更是一座文化劇場，且經由表演藝術不僅可以強化觀眾對博物館的記憶，更可以對文物有不一樣的體驗，另外，博物館的休閒娛樂取向，也已成為博物館不可或缺的環節，這似乎也宣告著博物館的新趨勢，臺灣正邁向後博物館時代。
再者，博物館劇場不僅是跨文化融合的場域，更是藝文推廣的利器，當多元文化與資本主義運作邏輯介入博物館，不僅將打破主體與客體的界限，多元創新推廣模式的博物館劇場，也將使博物館跳脫框架，另創新局，達成綜效。
故本研究以國立故宮博物院的發展開始，分析博物館劇場的存在現況、影響與趨勢，以及可能面臨的問題，並藉文獻分析法、個案研究法與深度訪談法三方面探討，以期達：一、檢視博物館劇場的組織策略與作業流程，以剖析其運作方式；二、分析博物館劇場是否為博物館創造綜效，提升博物館的參觀率；三、評估博物館劇場在博物館運作中扮演的角色定位，以及未來走向，並探究其是否能為博物館另創新局。不論正反觀點，均藉以作為未來博物館劇場運作之參考。
研究結論為：一、「由上而下」的政策推動方式，可發揮較高的行政效率；二、缺乏目標觀眾，將無法明確的制訂行銷策略；三、博物館劇場可視為博物館之藝術領域的擴大；四、博物館贊助款為博物館劇場運作的穩定經費來源。建議則為：一、建置觀眾資料庫，作為擬定觀眾發展策略的依據；二、藉多元的藝術形式，達博物館功能的擴張；三、利用事件行銷強化宣傳效果；四、兼具劇場、博物館與教育專業知能的人員進用與合作；五、導入企業化的運作方式，達彈性管理；六、積極尋求策略結盟與資源共享。

關鍵字

國立故宮博物院 ； 博物館劇場 ； 博物館推廣 ； 經濟複合體

並列摘要

Other than the purpose of recourse accumulation, knowledge building and transmission, and culture heritage, a modern museum can even be a wide-field cultural theatre. By enjoying diverse and delicate performing arts delivered by a modern museum, the audience can not only have great memories, but also get pleasure experiences from the cultural relics given by the museum. Moreover, making museum settings to be a leisure oriented entertainment complex is a new and inevitable tendency. It seems that a new look to the museum will be given, i.e., Taiwan has been transferring towards the post-museum era.
What’s more, a museum theatre is both a cross-cultural field and a useful tool for literary arts promotions. When the multiculturalism and the capitalism get involved in the museum operation, the boundary between the object and subject positions will be broken up; a diverse museum theatre promoted by innovative ways will think outside the box, and eventually bring a new start for success.
This study was conducted based on the evolution of the National Palace Museum by analyzing its current status, existing impacts, future trends towards the museum theatre development, and potential barriers it may confront in the future. By taking advantage of three research methods—literature review, case study research, and in-depth interview. This study aimed at 1) examining the organization strategies as well as the business process of the museum theatre in order to evaluate its operation mode, 2) checking if the theatre operation can effectively improve the visiting rate of the museum, and 3) evaluating the current role and future positioning of the museum theatre to see if it can make a difference to the museum. All findings including both positive and negative points will be used as references for the future museum operation.
This study summarized that: 1) the execution of a”top-down” policy promotion can improve the administrative efficiency, 2) marketing strategies will not be clearly made if lacking of a well-defined target audience, 3) the museum theatre can be considered as an expansion of art fields for the museum, and 4) the fundraising and sponsorship can improve the financial stability of the museum. Finally, this study further made some informative suggestions for future research: 1) establish a target audience database as a basis for future developmental strategies, 2) expand the museum functions through diverse art forms, 3) reinforce the marketing promotions by holding all kinds of events, 4) cooperate effectively with the staff in the theatre, museum, and educational professionals together, 5) apply a professional business operation mode to ensure maximum efficiency of flexible management, and 6) actively seek strategic alliances and effective resource sharing mechanisms.

並列關鍵字

National Palace Museum ； Museum Theatre ； Museum Promotion ； Economy Complex

參考文獻

邱坤良，2006，〈博物館、劇場與藝術大學：藝術教學、展演與空間的另類思考〉，《博物館學季刊》，第20卷第4期，臺中市：國立自然科學博物館。

洪櫻純，2005，〈博物館與休閒規劃：閒暇時間與自由感〉，《博物館學季刊》，第19卷第3期，臺中市：國立自然科學博物館。

謝妙思、劉仲嚴，2011，〈從博物館劇場學習理論探討香港歷史博物館的發展方向〉，《博物館學季刊》，第25卷第2期，臺中市：國立自然科學博物館。

李美儀整理，2011，〈亞太地區博物館與文化資產概況：臺灣〉，《博聞》，第09期，2011/10/13，http://makingmuseum.tnua.edu.tw/emnews/39/feature/1154。檢索日期：2012/06/23。

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