新埔柿餅節的「打手」：節慶與關鍵行動者

The Making of Hsinpu Persimmon-Cake Festival: Festivals and the Key Actors

林明(Ming Lin)

指導教授 ： 賴守誠

國立臺灣大學/生物資源暨農學院/生物產業傳播暨發展學研究所/碩士(2009年)

https://doi.org/10.6342/NTU.2009.01946

摘要

節慶為一特殊的時空匯聚點，透過儀式展演等活動將人群聚集，而現代節慶扮演著多樣的角色：維繫團體穩固的來源、促進地方認同的方式、生產地方聲望的機制、提升生活品質的策略、增加額外收入的手段、創造能見度的方法，更是吸引觀光客的工具。節慶的特殊性質，吸引了政策制定者與區域規劃者的關注，成為解決地方發展與地方經濟問題之出路。現代節慶數量大增，不論是被重新發現或重新創造，通常被作為社會、政治、人口與經濟現實情況改變所產生的回應。然而，當代相關學術文獻以管理與經濟取徑為支配，傾向將節慶化約為政治行動的結果及個人行為的功利選擇，過度將節慶工具化而較少關注節慶本身。台灣目前多數的研究，往往也直接將節慶作為一個結果，未去探究新興起之節慶誕生的時空脈絡。除此之外，這些研究還忽略了投入節慶相關社會行動者群體內部與不同群體之間多重的爭論、矛盾與綜效。本研究關注在近代大量興起之新型態節慶誕生的脈絡、條件與模式，選擇了辦理已超過十年的新埔柿餅節作為本研究的個案，透過對其仔細的考察探究以回應本研究提出之問題。本研究使用質化方法的取徑，包括內容分析法、文本分析法與深入訪談來進行探索，除關注新埔柿餅節的起源與發展的脈絡外，也將探究投入辦理此一特色食品節慶的不同行動者，各自主要通過何種方式，又藉助哪些元素進行節慶的建構與意義賦予。本研究從新埔柿餅節的個案中發現，首先，歷史事件與媒體建構打響了新埔柿餅的名號，媒體的報導更成為了文化中介產品，形塑了一般社會大眾對於新埔柿餅節的印象。其次，我們發現辦理單位對於新埔柿餅節有著刻意建構的兩個面向，分別是建構視覺凝視與營造熱鬧氣氛。第三，當諸多行動者涉入了節慶的運作，在各自的考量與需求下，致使地方節慶的面貌顯得有些複雜，而這反映出地方新型態節慶的辦理缺乏一具權力的領導中心。第四，我們指出現代新型態節慶的隱憂，即過度關注經濟效益而忽略與地方之間的聯繫，恐使節慶步步走向凋零。此外，相較於其他新型態節慶，新埔柿餅節其地區特性特別地明顯，然在標準化的操作之下，其辦理的方式與情況與其他新型態節慶的同質性日益增加，最終是否會侵蝕到其本身的基礎，這值得我們進一步關注。

關鍵字

節慶 ； 新型態節慶 ； 觀光客的凝視 ； 文化中介者 ； 新埔柿餅節

並列摘要

Festivals converge specific time, space and people. Emerging festivals play multiple roles: consolidating groups, enhancing local identity, raising local reputation, upgrading living qualities, increasing income, raising the profile of a place and promoting tourism. Such attributes of festivals attract great attentions of policymakers and regional planners. The increasing number of emerging festivals can be defined as history rediscovered, or invented, responding to massive social, political and economical changes. However, based on managerial and economic purposes, contemporary arguments hold emerging festivals more as political or utilitarian efforts, such arguments simplified festivals as tools, without truly exploring the festivals per se. There are very few literatures examined the historical context of emerging festivals, and the conflicts and overall effects among the actors who are involved in festivals are also ignored.
This research takes Hsinpu Persimmon-Cake Festival as a case, which lasts for more than a decade. We focused on the contexts, conditions and modes of massive emerging festivals. The approaches are of qualification, including content-analysis, context-analysis and in-depth interview. Besides discovering the context of Hsinpu Persimmon-Cake Festival, this study also explores how different actors construct the festival and its cultural meaning.
The case study of Hsinpu Persimmon-Cake Festival, reveals that historical events and mass media exposure have built the reputation of the festival, and media plays the role of cultural intermediaries, shaping the impression of the public. Secondly, the authorities concerned intentionally construct two dimensions of the festival - namely, the visual and the atmosphere. Thirdly, when multiple actors are involved, differences in their needs and concerns will complicate the façade of the festival, reflecting the fact that localised festivals generally lack powerful leadership. Fourthly, overemphasis on the economical benefits would harm the bond between festivals and local, and therefore dries out its life.

Keywords: festivals, emerging festivals, the tourist gaze, cultural intermediaries, Hsinpu
Persimmon-Cake Festival

並列關鍵字

festivals ； modern festivals ； the tourist gaze ； cultural intermediaries ； Hsinpu Persimmon-Cake Festival

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