嘉義市駐市書寫與城市行銷研究

A Research on the Writer-in-residence Program of Chia-Yi City and City Marketing

石雪影(Hsueh-Ying Shin)

指導教授 ： 方慧臻 ； 江寶釵

國立中正大學/文學院/台灣文學與創意應用研究所/碩士(2016年)

摘要

文學可以做為一種理念傳達的媒介，再現城市生活經驗，透過生命通感的方式，達到說服的效果。被定位為人文城市的嘉義市，曾在2013-14年藉由駐市作家計畫的推動，以文學書寫與閱讀增加城市吸引力。駐市計畫作家鍾文音及李昂分別擔任在嘉義的駐市觀察及書寫任務，活動過程與作品集結呈現了嘉義市多樣化的地方特色和人文景觀。鍾文音的嘉義行走，讓她走入巷弄、在空間停駐，從與她交會的人事物中，發現嘉義的人文特色、歷史過往，以及和她過往生活經歷的連結性；李昂則以飲食「小吃」，做為她認識嘉義的方式，透過庶民日常生活的每日吃食，呈現食物背後所代表的意涵及嘉義人們的真實生活現況。而本文探討兩位作家不同的筆所呈現的嘉義市城市形象樣貌，探討她們的書寫在城市行銷的概念與策略下，是否得以加強並提高嘉義市城市特色的能見度，進而分析嘉義市駐市書寫實踐對城市行銷的效果，以做為未來政府城市行銷的參考，擴大文學參與社會的功能，並考察未來持續活動計畫的可能性。

關鍵字

城市行象 ； 李昂 ； 鍾文音 ； 嘉義書寫 ； 城市行銷

並列摘要

Literature can be a medium to express the ideas, represent city life, and through the resonance of life experiences, reach the persuasion state to the audience. Chia Yi city is oriented as a cultural city, by the project of writer in residence in 2013-14, Chia-Yi city intended to use literature to enhance its city attraction. Chung Wen Yin and Lee Ang were invited as writers in residence; they did their observation and writing individually. During their residence, their activities and writing demonstrate the distinctive local features and human landscape of Chia-Yi city.
Chung Wen-Yin’s Chia-Yi walking, led her wanders in the streets, pauses in the space. From the people she met, the little things that happened, reveal Chia-Yi’s cultural features and its history, which connects her life experiences in the past. On the other hand, Lee Ang acknowledges Chia Yi with traditional snacks. through the ordinary eating. Lee Ang depicts the meaning behind food and the real life of Chia -Yi people.
This study explores the different city images of Chia-Yi city through two writer’s eyes, inquiring whether their writing on city marketing could enhance the visibility of Chia-Yi city or not. Further more, by analyzing the affects of writers in residence at Chia-Yi city, this could be a reference for the city’s future planning, also expand the function of social engagement in literature, to see the possibility of writer in residence in the future.

並列關鍵字

city image ； Chung, Wen-Yin ； writings of Chiayi ； city marketing ； Lee, Ang

參考文獻

鍾文音，《甜蜜的亞熱帶》（嘉義市，嘉義市文化局，2013）。

吳慶烜、謝孟蓉、施昱均，〈以嘉義市國際管樂節特別慶典活動論城市行銷之可能〉，《嘉南學報》35期(2008)，頁844-856。

蔡振念著，〈漫遊與記憶——論朱天心的城市書寫〉，《台灣文學研究學報》十四期(2012.4)，頁219-239。

羅秀美，〈蔡珠兒的食物書寫－兼論女性食物書寫在知性散文脈絡中的可能性〉，《台灣文學研究學報》四期(2007.04)，頁139-166。

鄭榆宥，〈城市品牌形象：消費者觀點〉（台南：南臺科技大學休閒事業管理研究所碩士學位，2008）。