- 學位論文
茶文化商品設計運作之方法與意義
A Study on Methods and Meaning in the Cultural Commodity Design Status of Tea
摘要
「消費文化」風潮是當今社會之顯學。其透過「產業」及「商品」形式，強勢注入到現代人生活型態中。近年來，行政院所推動之文化創意產業政策，正在其背景脈絡下，鏈結「商品」、「文化」、「設計」，且透過政府與產業單位跨界運作，用以振興地方產業經濟。而當今的茶文化，在上述因素的促成下，且透過設計方法運作，逐漸以「茶文化商品」的形態，存在日常生活中。然而，商品消費符號與設計方法之間，存在何種關係？茶文化商品有何設計模式特色，是本文要探討重點。 茶文化商品故名思義就是應用「文化」元素，透過設計手法，將其轉化變異為「商品」。然而，上述過程中，「文化」訴求為何？茶文化商品為何而「文化」？介於產業營利與文化非營利之間，設計何以反思上述「文化」課題？ 本文以茶文化商品作為研究案例，透過相關論點與實務之分析，由三個問題層面，申論茶文化商品設計之種類型態、方法模式、意義反思。而本文章節架構如下：第一章緒論，說明本研究的背景動機，以及界定研究問題目的。第二章、彙整文化商品與當代思潮之文獻探討。第三章、透過傳統茶葉產業與傳統茶具產業之轉型背景，以及政府因應政策之推動，探討茶文化商品之產出歷史與種類型態。第四章、探究商品消費符號與相關設計方法之關聯性，用以分析茶文化商品之設計運作現況。第五章、申論茶文化商品案例中「文化」所存在之意義，反思茶文化商品為何而「文化」？並歸納文化議題中，設計所面對的「營利」與「非營利」的問題。第六章結論與建議如下： 1.主題意象識別之設計方法，促使茶文化商品具有品牌認同、造景亮點、造形風格之消費符號。 2.文化情境敘事之設計方法，促使茶文化商品具有圖文系列、文化情感、展示情境、實作體驗之消費符號。 3.觀光商機模式之設計方法，促使茶文化商品(空間)具有茶產業時空再造與茶地方特色禮品之消費符號。 4.複合機能混搭之設計方法，促使茶文化商品具有創新的材質詮釋與機能整合之消費符號。 5.茶文化商品設計需反思，「地方」事務內發性之自主推動的意義。 6.茶文化商品設計需反思，「工藝」之於實用功能、東方美學、手工價值的意義。 7.茶文化商品(空間)設計需反思，「博物館」之於文化溝通者與文化再現者的意義。
並列摘要
“Consumer culture" is the trend of today's society. Through its "commodity" in the form of "industry", it has strongly injected into the modern lifestyle. In recent years, cultural and creative industries policy promoted by the Executive Yuan, it links "merchandise", "Culture", "design", and the cross-border operation by government and industry units to revitalize the local industrial economy. In contributing to these factors, today's tea culture has been transformed into tea culture commodity through the design methods and gradually present in daily life. However, what are the relationships between consumption of goods and the design method? This paper will focus on exploring the characteristics of design pattern of tea culture commodity. Tea Culture Products which name suggests is the application of "cultural" elements, through design techniques to convert it into "merchandise." However, what does the "culture" appeal during the conversion process? What’s the meaning of “Culture” in the products ? Between Profit to the real commodities and non-profit to culture, how does design techniques reflect the above-mentioned "culture" topics? The first chapter explained the background of the motivation of this study, as well as defining the purpose of research. Chapter II, focus on aggregated cultural commodity and Discussion Document of contemporary thought. The third chapter mainly discuss the commodity output history of tea culture and types of patterns through the transformation of the traditional background of the tea industry and the promotion policies by government. The fourth chapter explores the relevance of consumer goods and the design methods to analysis the business opportunity of the cultural commodities of tea. The fifth chapter expounds the culture issue and why it must be presence in “ The Cultural Commodities of Tea “ ? And also indicating the problem about facing “profit” and “ non-profit” when we design. Chapter VI Conclusions and suggestions are as follows: 1. Design method relating to identification of imagery promote tea culture commodities with brand recognition, landscaping highlights, shape style symbol of consumption. 2. The way of design of cultural context narration promote tea culture commodities with a series of graphic, emotional culture, display context, implementation Consumerism Experience. 3. Design mode of sightseeing opportunities promote tea culture commodities (space) space-time reconstruction and let tea industry with local characteristics gifts Consumerism. 4. Design of composite mashup function, promote tea culture commodities with innovative interpretation and integration of material consumption function symbols. 5. Tea Culture Product design must reflect, within the "place" to promote independent transaction onset of significance. 6. Tea Culture Product design needs to reflect on the meaning of "craft issue " including function , oriental aesthetics and the value of hand-made. 7. Tea Culture Product design needs to reflect on the meaning of "museum issue " that would be a cultural communicator and a cultural interpreter .