傳統文化產業之創新：以霹靂布袋戲為例

Innovation of Traditionally Cultural Industry:A Case Study of Pili Puppetry Theater

曾瓊瑩(Chiung-Ying Tseng)

指導教授 ： 謝登旺

元智大學/資訊學院/資訊社會學研究所/碩士(2009年)

摘要

全球化現象帶動各國人力資源、資訊、企業、資金及文化，乃至各種觀念、創意都可在國際間流動分享，進而創造出一種新的市場環境與供需關係。二十世紀末期，當國與國之間界線日益模糊，文化創意產業成為許多先進國家都市再生的策略，近年，政府提出「產業文化化、文化產業化」做為振興臺灣各地地區的發展目標。臺灣由於歷史地理因素，居住族群多元複雜，相對蘊含多采多姿的人文養分，發展出種類繁多且各具特色的文藝產業。雲林以漁、農立縣，是臺灣布袋戲發展重鎮之一，創建五洲園的黃海岱，一家三代均從事布袋戲之創作，旗下徒弟開枝散葉可說遍佈全台。本研究旨在探討雲林黃家第三代黃強華、黃文擇兄弟創建的「霹靂布袋戲」如何在南臺灣生根建立，擴張發展成為臺灣現今獨霸布袋戲市場的布袋戲劇團。本研究之研究目在於：

一、瞭解布袋戲在台之發展脈絡及現況。
二、探尋霹靂布袋戲與傳統布袋戲相異、相同處與獨特之處。
三、歸納霹靂布袋戲成功因素，提供相關產業參考方向。
四、瞭解霹靂布袋戲現今發展之困境。
五、探究霹靂布袋戲未來發展與再造可能。

本研究從「文化內涵」及「產業行銷」兩個層面分析霹靂布袋戲表演要素及發展脈絡，進一步從中發現霹靂布袋戲發展成功因素：一、文化產業化，創意行銷；二、一脈傳承，豐富文化價值；三、多元嘗試，開闢新局；四、耕耘戲迷，拓展戲迷經濟。相對霹靂布袋戲發展發展成功要素，其亦面臨不同層面的發展困境：一、技藝傳承；二、市場侷限；三、經濟現實。

本文根據其發展困境，探尋霹靂布袋戲未來發展的再造可能：
一、海外發展，拓展市場：善用不同媒體及本身獨有的文化價值，因應不同市場採用不同的行銷手法與文本題材。
二、教育深耕，延續技藝：與學界合作，政府教育單位協助讓布袋戲表演相關技藝課程進入中小學校園，鼓勵、輔助老一輩藝師將自身絕活帶到校園，傳承下一代。
三、運用科技，兼採傳統：利用現代電腦科技使表演內容更加生動、奇幻、難以預料，準確掌握「傳統表演」與「現代科技」兩者的運用尺度。
四、開闢新局，兒童戲劇：開發兒童市場，發展適合兒童觀看的兒童戲劇，進而培養新一代的收視群眾。
五、結合地方，發展觀光：結合虎尾鎮在地人文風情、歷史建築及雲林縣各鄉鎮觀光資源，使布袋戲成為雲林縣除了咖啡、遊樂園以外的另一招牌。

關鍵字

文化創意產業 ； 表演藝術 ； 布袋戲 ； 霹靂布袋戲

並列摘要

Globalization phenomenon has encouraged exchange and common sharing of such resources as manpower, information, enterprises, capitals, culture, and even various ideas and creativities between different countries, which may result in creating a new market environment and the supply-demand relationship. In the late 20th century, when there is more and more vague demarcation line of border between nations, cultural creative industry has therefore been devised as the strategy for urban revival by many developed countries. In recent years, our government has addressed the slogan “Cultural industry; industrialized culture” to be the objective of regional development and prosperity. By reason of its history and geographical location, Taiwan was for centuries inhabited by different races, giving it a diversely rich civilization and history to develop various characteristically cultural industries. A county engaging in fishing or agriculture, Yunlin is one of the chief cities developing puppetry theater and the place of origin of Wu Chou Yuan Troup. Its founder Huang, Hai-Tai has three generations of one family all engaging in the puppetry performance, whose apprentices having learnt such puppetry skills are so far all over Taiwan. This study is intended to explore how Master Huang’s third generation Huang, Chiang-Hua and Huang, Wen-Tse created the “Pili Puppetry Theater”, and how they expanded their puppet business to dominate the Taiwan’s puppetry market originating and rooting in southern Taiwan.

The aim of this study is to focus on:
I. understanding the current situation and historical development of puppetry theater in Taiwan;
II. approaching the similarity, dissimilarity and unique between Pili Puppetry Theater and other traditional puppetry theaters;
III. generalizing the successful factors of Pili Puppetry Theater for reference of the related industries;
IV. understanding the dilemma of Pili Puppetry Theater in its current development; and
V. exploiting the future development and rebuilding possibility of Pili Puppetry Theater.

This study is intended to analyse the key performance elements and historical development of Pili Puppetry Theater, and further to exploit its successful factors from the perspectives of cultural connotation and industrial marketing: 1) industrialized culture and creative marketing; 2) puppetry artistry and skills passed down for three generations contains rich cultural value; 3) diverse approach for developing a new way; and 4) expanding fans-based economy through managing the business related to puppetry fans. In the meanwhile Pili Puppetry Theater achieved a remarkable success in puppetry performance market, it also faces its choke point in the future development including passing down of its puppetry artistry and skills, market limitations and economical realization.

Based on its developmental dilemma, this article is to approach the possibility of rebuilding Pili Puppetry Theater in the future development through the following ways:

1. Overseas market expansion: make good use of mass media and itself unique cultural value to develop feasible marketing scheme and technique in different markets.
2. Puppetry artistry passing-on through educational cultivation: add the puppetry performance related course into the elementary and secondary education curriculum in order to encourage the older generation to pass on his/her artistry and skills to the new generation in campus through a collaboration with academic sector and the assistance of education related agencies.
3. Combination of scientific technology and tradition: apply modern computer techniques in puppetry performance, making it more vivid, fantastic and dazzling. It is imperative to grasp exactly the application between traditional performance and modern technology.
4. Developing a new way mainly focusing on children theater: exploit children market through developing interesting drama suitable for children to create its own new audience group.
5. Combination of local tourism resources: combine Huwei Town’s local humane atmosphere and historic architecture, and Yunlin’s local tourism resources for fully supporting puppetry theater to become another high spot of Yunlin County in addition to coffee and amusement park.

並列關鍵字

Cultural creative industry ； performing arts ； puppetry theater ； Pili Puppetry Theater

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