- 學位論文
《看見台灣》研究 ──行銷、敘事與效應分析
Research on “Beyond Beauty：Taiwan From Above”, Some Analyses Based on Marketing, Narratives, and Effect
摘要
2013年11月，齊柏林的紀錄片──《看見台灣》上映後，不僅獲得第50屆金馬獎「最佳紀錄片」的榮耀，更引發全國上下的關注與討論。本論文針對這部紀錄片，分析其成功賣座的各項因素，涵蓋導演齊柏林拍攝紀錄片的目的與使命，並成功召喚了協力者；再從紀錄片的旁白、配樂、敘事結構，分析紀錄片鋪陳的內涵以及閱聽者對紀錄片的回饋；最後透過爬梳「清境農場土地超限利用」及「日月光排放廢水汙染後勁溪」事件發展脈絡，評析《看見台灣》所引發的效應。作為環境議題的紀錄片，《看見台灣》透過空拍視角，確實達到喚起閱聽者反思的作用，原本看不見或視而不見的環境問題，在輿論的力量的推波助瀾下浮上檯面，進而影響了政府政策與環境教育的層面。
並列摘要
The documentary film, “Beyond Beauty - Taiwan From Above”, directed by Chi Po-lin, published in 2013, focusing on the scenes of Taiwan’s land and landscape, and calling for ecological protection, which attracted so much attention, sold so well that it earned big credits both in professional film reviews and market. The market selling record it created remains no challenge until now, earned the best documentary film of the 50th Gold Horse Award. As one of the audience, I was deeply touched by the film. Moreover, the stunning results amaze me, too. When it comes to decide my thesis topic, the film came to my mind. I would like to know how this documentary film achieved its success. In order to do so, I adopted three angles. First, how the director developed the film’s narrative structure by dubbing in background music and voice-over Second, how the marketing strategy worked before and after the film was screened in the theatres, particularly the image of the director was molded to be a hero. The third, what kind of effect it has made on the official environment policy and education after many screening tours arranged in the school and government’s offices.