從符號表意到跨文化溝通：以符號學觀點探討台灣文創商品的設計和推廣

From Symbolic Expression to Cross-cultural Communication: Discussing the Design and Promotion of Cultural Products in Taiwan

莊元薰(Chuang, Yuan-Hsun) ； 王藍亭(Wang, Lan-Ting)

《創新與經營管理學刊》 9卷2期 (2020/12) Pp. 9-21

https://doi.org/10.6270/JIBM.202012_9(2).0002

摘要

台灣自2002年開始積極發展文化創意產業，成功帶動國人對文化的重視以及於相關產業的投入。然而在近二十年的「文創」熱潮下，該產業內外銷產值卻停滯而無法發生突破性的成長，與鄰近韓國、中國的文化產業相比就更加相形見絀。本研究認為，文創產業的對外發展應置於符號的跨文化溝通視野下探討之：首先，透過符號學理論的爬梳，了解符號表意的過程與特質，再針對「他者」理論、符號解釋意義、能指優勢…等方面進行理解與探討，並以之檢視相關文創商品。本研究發現，身處當代符號消費的市場中，文創商品必須以符號攜帶文化象徵，並使接收端能夠確實解讀，方能在表意、傳達與解釋後發生消費行為，即兼備符號生產與符號溝通之效力。因此，通過對符號表意的理解、我者／他者的相互建構、以影視產品傳遞符號解釋與認同所需之先備知識，以及落實深度文化之指涉、避免符號濫用五項倡議，將有助於文創商品的設計與推廣，進而追求文化傳承與產業發展並重的文創願景。

關鍵字

符號學 ； 文化創意產業 ； 文創商品 ； 皮爾斯 ； 符號消費

並列摘要

In Taiwan, it has been actively developing the cultural and creative industry since 2002, and successfully drove people to attach importance to culture and invest in related industries. However, under such great mass fervor in the past two decades, the output value of both internal and external sales has been depression and no breakthrough growth has occurred. Compared with the cultural industries of South Korea and China, it is even more embarrassing. In this research, it is argued that the external development of the cultural and creative industry should be discussed under the cross-cultural communication perspective of semiotics. Firstly, via the theorical review, the process and characteristics of symbolic ideology have been analyzed. Then the theory of ＂others＂, the interpretation of symbols, and the ＂signifier advantage＂ are discussed, and been utilized for examining the related cultural products. It is found that in the contemporary market of symbolic consumption, cultural products must carry cultural characters with symbols, and enable the receiving end to be surely interpreted. Only via proper expression, communication and interpretation, the cultural consumption occurs. That is, the significance of both symbol production and symbol communication. It is concluded with five suggestions: understanding the semiotic interpretation, mutual construction of ourselves/others, transmitting the necessary knowledge for symbol interpretation and identification through film products, and implementing cultural references and avoiding symbol abuse. It may help the design and promotion of cultural products, then pursue the ultimate vision that equally emphasize on cultural heritage and industrial development.

並列關鍵字

semiotics ； cultural and creative industry ； cultural products ； peirce ； symbolic consumption