超級特展之朝聖現象與符號凝視分析：以「大英自然史博物館展」為例

本研究以消費文化、索緒爾的符號學理論、羅蘭‧巴特的「符號多層表意系統」及符號消費的概念為理論基礎，再進一步從朝聖現象及符號凝視的觀點著手，分析超級特展的朝聖現象及觀眾的符號凝視；提出的研究命題包括：分析超級特展的朝聖現象、分析超級特展生產的符號、分析構成超級特展的符號系統、分析觀眾的符號凝視、分析符號生產與凝視間的落差。本研究以問卷調查法為研究方法，問卷作為研究工具，以「大英自然史博物館展」的本國觀眾為研究對象，正式問卷調查之進行時間從2018年8月21日至9月10日止，剔除無效樣本以後之有效問卷為1335份。研究發現分為兩部份：一，超級特展的朝聖現象包括：(一)，廣告宣傳號召觀眾朝聖超級特展、(二)，觀眾在朝聖超級特展時仍表現出能動性、(三)，廣告宣傳不僅將超級特展塑造成「事件」，也具備消除缺乏感的功能。二，超級特展的符號凝視：(一)，特展的空間由入口、出口、展示區及文物構成，入口符號為「倫敦自然史博物館」，出口符號為紀錄參觀知名文物的回憶，展示區符號為自然史研究的過去、現在及未來、知識寶庫、「台灣限定」、趣味，文物符號為傳遞文物資訊的媒介、建立自然史知識及原理的基礎。(二) 觀眾在特展空間進行的符號凝視在特展整體、展示區及文物三方面都有所表現：1.觀眾帶著既定目的對特展的符號凝視為社交符號，2.符號展示出趣味性，受觀眾歡迎且印象深刻，3.觀眾對文物進行符號的快感消費為愉悅、稀有。(三)觀眾的能動性促使符號生產與凝視之間產生落差。

關鍵字

超級特展；朝聖現象；符號凝視；大英自然史博物館展

並列摘要

This study is basic on consumer culture, the sign theory of Saussure, the sign system theory of Roland Barthes, and the theory of sign consumption, and then according to the phenomenon of pilgrimage and the sign gaze, analyze the phenomenon of pilgrimage of the blockbuster exhibition and the sign gaze of the visitors; the purpose of this study is investigate the phenomenon of pilgrimage of the blockbuster exhibition, the signs of the blockbuster exhibition, and how the visitors gaze the signs of the blockbuster exhibition. This study take questionnaire as the research method, and take “Treasures of The Natural World” exhibition as a study case, the study object was Taiwanese audience of this exhibition, there were 1335 valid sample of questionnaire for this study. The research findings are divided into two parts. One, the phenomenon of pilgrimage in the blockbuster exhibition have several features: the advertisement of the blockbuster exhibition called out the audience to pilgrim the blockbuster exhibition, the audience still be positive when they pilgrim the blockbuster exhibition, the advertisement made the blockbuster exhibition as a “news”, and also have the function of eliminate lack of feeling. Two, the sign of the blockbuster exhibition was composed of the entrance, exit, the exhibition area and the cultural relics; the sign of the blockbuster exhibition which the audience gaze were also composed of the blockbuster exhibition overall, the exhibition area, and the cultural relics; the audience still be positive when they visit the blockbuster exhibition, it made the sign which produced by the exhibition area had some difference with the gaze of the audience.