觀光旅遊圖像的結構與解構--以淡水為例

The Construction and Deconstruction of the Picture of Tourism -- A Case Study on Tamsui

葉冠伶(Kuan-Ling Yeh)

指導教授 ： 趙雅麗

淡江大學/文學院/大眾傳播學系碩士班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.01019

摘要

觀光旅遊是由觀光景點的「客觀景物」與觀光客的「主觀想像」相互為輔建構而成的意義情境。從意義本質對觀光旅遊進行一次總體驗，將可對當前國內觀光旅遊景觀深度不足、缺乏特色、同質性過高等諸多問題，提供一本質性的檢視與反思。

本研究透過對「坊間媒體書刊」與「學術研究文獻」的系統性分析，從「說什麼？」與「如何說？」所組構的而成論述架構當中，探討當前社會觀光旅遊所呈現的圖像，同時關注觀光旅遊論述背後的意義究竟如何形成？形成的基礎是什麼？等問題。

本研究分析發現，就「坊間媒體書刊」的報導而言，不同類型書刊的呈現方式，不僅在數量、順序上有所不同，其寫作方式也呈現對觀光地不同的「認知態度」或「旅遊動機」，這些差異可以透過「核心義」與「情境義」的原則加以分析。而就「學術研究文獻」的分析來看，諸多研究所一再指陳之政策多頭馬車的問題，其實正反映了觀光旅遊發展所具有之多元化深層意義的本質。而文化商品化的問題，從意義的觀點來看，文化與商品並非完全對立，商品化的文化其實提供了一種從「參觀與參與」之實踐意義的機制。

最後，本研究指出，觀光旅遊從微觀到巨觀豐富多元的內涵，可進一步藉由「符號、敘事、論述」三個逐漸擴大的意義層次，具體分析與掌握其意義的脈絡。

關鍵字

觀光 ； 旅遊 ； 真實 ； 符號 ； 敘事 ； 論述

並列摘要

Tourism and sightseeing form a meaningful context which is constructed via the objective surroundings of the scenic spots along with the subjective imagination of the tourist. This thesis engaging in overall firsthand experience offers an inherent survey and reflection upon certain existing problems such as lack of depth in quality, shortage of features, high similarity of features, etc. from the perspective of meaning by its nature.

By doing systematic analysis on the discourse constituted by “what is said” (story), and “how it is said” (discourse) by tour guides and academic studies, this thesis attempts to explore the whole picture depicted in contemporary society, and at the same time, to pay attention to how meaning is constructed behind each discourse as well as to what constitutes the foundation of each discourse on tourism.

The analysis of this study reveals that differences not only in quantity and sequence appear in different types of tour guides, but, that the writing style also shows different cognition and attitude or motive by the editors towards the same scenic spots. And these differences can be actually analyzed utilizing “semic nucleus” and “contextual semes” as frames of reference. Meanwhile, the analysis of academic studies also reflects an inconsistency with management policy that happens to be caused by the nature of concealed meaning in tourism.

As to the issue of “commodification of culture”, from the perspective of meaning, “culture and commodity” are really not fully opposed concepts; merchandised culture in fact, offers tourists a mechanism by which simply looking around turns into a sense of participation.

Finally, this study points out that a rich and diversified content may be grasped by further analyzing meaning in terms of three levels, “symbol, narration, and discourse,” to better command the construction of meaning in tourism.

並列關鍵字

tourism ； sightseeing ； reality ； symbol ； narration ； discourse

參考文獻

陳珮馨（2004）。《流浪到淡水！捷運移動經驗與淡水空間的觀光化》。臺灣大學社會學研究所碩士論文。

詹立群（2003）。《台灣香草農場發展探源》。臺灣大學新聞研究所碩士論文。

趙雅麗（2005b）。〈傳播怎麼看創意？沒意義的創意vs沒創意的意義〉，《新聞學研究》，《傳播研究簡訊》，42：1-4。

趙雅麗(2005a)。〈認識的困境與結構：傳播學門之自我認同的病理學還原探索〉，《新聞學研究》，84：119-162。

趙雅麗（2003a）。〈符號版圖的迷思：影像化趨勢下語言的未來發展〉，《新聞學研究》，77：187-215