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  • 學位論文

檳榔攤消費文化及空間意涵之研究

A Study of the Consume Culture and Space Meanings of the Betel Nut -Vendors

指導教授 : 陳其澎
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摘要


在今日社會裡,人們都知道檳榔會造成環境污染、土壤破壞,對於健康而言沒有任何意義的食物。但在清朝乾隆年間它是貴族的尊品;在1990年代它養活台灣將近四成人口;到了公元2000年它己轉換成一種獨特的消費商品。現今檳榔攤所設置的地點或流動的路徑,已形成一種特殊的都市景觀,然而銷售者與消費者間的互動中有其極細微的部份值得去瞭解探究。本研究針對檳榔攤在台灣存在與演變的事實,跳脫刻板的身體健康、環境污染等議題之外,從消費文化的觀點去看待檳榔攤存在於現今社會中所隱藏的空間意涵。 本論文共分為三個部份:一是探究檳榔文化及其攤位之發展脈絡;二是以民族誌來探究檳榔攤文化意涵,關於檳榔西施已有相當多的文獻討論,而在櫥窗式檳榔攤隸屬非正式空間設計,目前少有文獻記載,因此本文以實際案例資料做為主要內容分析,訪談為輔,以現有櫥窗式檳榔攤消費空間及其銷售者、物品之間消費互動進行初步的研究探索;三是就現有的櫥窗式檳榔攤的特殊街景,做其理論性的社會現象分析,針對其人、物、空間,所圍繞的社會邊緣問題做初步探討。關於檳榔攤空間論述,則針對檳榔攤長期發展的設計與改良後之空間做樣本取樣,依受訪者之心理感受及行銷目的分析,結果發現檳榔攤之活人模特兒廣告櫥窗,是為後現代行銷之手法,檳榔西施可比擬名模(模特兒)的商品代言人角色,而櫥窗設計則鎖住行銷高效能,令虛擬化成為真實(真人廣告)的現象。 本論文最後希望對於邊緣空間文化能有不同的體認與見解,關於櫥窗式檳榔攤也能予以忠實的紀錄,透過文字的書寫與圖片的呈現,可以更清楚地看見它們是如此真實地存在現今社會環境之中。另外從非正式空間設計去瞭解俗民空間文化的再生意義,透過自創性、想像、販售等機能需求,是否對於我們專業空間設計者的有所省思。

並列摘要


In today’s society, people know that Betel Nut world cause environment pollute and soil destroy and do nothing but hurt our health. However, it was the worthiest product in patrician society during the Ching Dynasty and in the 1990’s, it support almost forty percent population’s living. In 2000’s, it has transferred into another kind of marvelous commodity for human, objects and space. Moreover, the location or moving route of Betel Nut-Vendors has formed a kind of special phenomenon at day and night; however, the delicate interaction between proprietor and consumer has more details to discuss. This study eliminates existent environment problems, aiming at the fact of the existence and development of Betel Nut-Vendors and views another point of view about the hiding meaning existing in today’s society except problems of health and air-pollution. This research is divided into three main parts: 1. An investigation about the develop process of Betel Nut cultures and its stands. 2. A Ethnography Study of the meaning of Betel Nut-Vendors’ culture. According to the Betel Nut Beauty, it already has plenty of bibliographies; however, glass-fronted Betel Nut-Vendors are regarded as unformed space design.As to few of bibliographies, this study uses data of practical cases as the major analysis and interviews as the minor role. Finally, this study exists commodity space, proprietors and Consume Interaction among objects of glass-fronted Betel Nut-Vendors as the initial exploration of this study. 3. A theoretic analysis of Postmodernism culture about the particular street sight of the glass-fronted Betel Nut stands and a elementary study about the peripheral social problems focusing on the people, the object and the space. The narration about the space of Betel Nut stands and a collection of the samples after the design developed for a long period of time and the reformative space of the stands of Betel Nut. From the analysis of interviewees’ personal opinions and the purpose of marketing, we can attribute such Show Window Style of Betel Nut stands with living human beings to a postmodern style of marketing. The role that Betel Nut beauties play could be compared to that of the spokesman that the famous models own. As to the design of the Show Window, it concentrates on the high efficiency of marketing and makes the virtual effect a phenomenon of advertisements with real people. Finally, in the thesis, hope can put new understanding about culture of side space, and truly record the data about the Show Window Style of Betel Nut –Vendors. By writing and pictures, readers can read more clearly and understand that the facts are so truly to live in our society. In addition, we can make clear about the re-creative meaning of native space culture by informal space design, and the needs of creativity, imagination, and sale function are good enough let the professionals of space design think deeply.

參考文獻


陳其南(1999),《空間理論與後現代主義地理學》,國立高雄師範大學地理學系,
戴柏芬(1994),《誰做攤販?台灣攤販的歷史形構》。台灣社會研究季刊,17期,頁121-148。
王俊秀(1998),《新竹市「檳榔景觀」的調查分析﹕「環境正義的觀點」》,國立
臺灣銀行經濟研究室(1994),《臺灣南部卑文集成》。南投:台灣省文獻委員會。
臺灣銀行經濟研究室(1994),《清代台灣大稅調查書》。南投:台灣省文獻委會。

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