本研究探討文化產業之社會生產「認同」(idenity)而不生產「物品」(product),消費者對阿原的認同、生產出消費者對土地的認同,它的氛圍、場域是屬於個人的感受與集體記憶的互動關係。 在文化與符號消費底下,過去的符號消費指的是影像、廣告,在本研究中則將香氣作為符號,並探討品牌權益的概念 討論文化消費與老街廟宇之關係。 本研究發現透過氣味在符號化過程的概念來談論,用街區取代商品的概念,商品本身既完成符號的任務也賦予它生命,這與舊的列爾布夫之空間符號學觀念有很大的差異。空間對時間之脈絡展示更改了物品對消費者之意義 如今天我們將一塊肥皂放在百貨的櫥櫃跟放在老街販賣,它對消費者的意象是不一樣的,放在老街的商品反映了對土地、生命尊重的品牌權益,使得消費者即使沒有真的購買,但也能夠透過空間內的建築痕跡、動物等形成一個至環境脈絡,達到對舊時間的感受 而在這符號環境中 不同於資本主義之消費行為 商品其實只是空間之一部分。
This study examines the social production "identity" of cultural industries without the production of "product", the consumer's recognition of Yuan Soap, and the consumer's recognition of land. The atmosphere and field which belong to the interact relationship between personal feelings and collective memory. Under the consumption of culture and symbols, symbol consumption refers to images and advertisements in the previous studies. This study defines aroma as a symbol and the concept of brand equity is explored in order to discuss the relationship between cultural consumption and old street or temples. This study found that discussion through the concept of smell in the process of symbolization, replace products with blocks, the product itself not only fulfills the symbolic task but also gives it life, which is a big difference with the concept of spatial semiotics proposed by Learbf. The meaning of products to the consumer are changed by the space to the veins of time, for example, the meaning to the consumer are different when soap is display in the department store and ancient district. Soap displays in ancient district represent the respect to the land and life. Consumer may have feelings of old times through environmental context, which formed by the architectural traces and animals, even they did not purchase. In this symbolic environment, product is part of the space under the capitalism's consumer behavior.