法國城市劇場之城市行銷效益：以亞維儂外圍藝術節為例

Study on the contribution of French theater in town in the urban promotion through the example of the Avignon Festival OFF.

林佳蓉(Chia-Jung Lin)

指導教授 ： 梁蓉

淡江大學/外國語文學院/法國語文學系碩士班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00483

摘要

自二十世紀末以來，在全球化競爭下，城市行銷之概念與趨勢，已從提高城市競爭力與經濟策略取向，逐漸以市民生活品質為訴求，並注重城市整體性發展與規劃，強調在地文化性以及文化遺產之維護等。換言之，藝術與文化即扮演著重要的媒介。透過城市文化政策實行與主題鮮明的藝術節慶活動之途徑，以突顯在地特性，不僅提供地方性文化發展，同時亦開發該城市具有競爭力的文化產業內容，表現該地的特殊識別與意象，促進內部凝聚，提升城市吸引力，吸引外來投資商進駐，促進地方經濟發展。

法國為第一個將文化事務納入國家中央機制、成立文化部的歐洲國家，政府對於鼓勵國際文化交流與藝術創作不遺餘力。其中，馬勒侯於1961年執行的文化去中央化政策，為往後的法國文化政策發展，奠下了重要的基礎，同時也為法國文化精神之中心。透過中央與地方政府的合作機制，設立相關文化領域機構，將文化職權分散至地方政府，促使地方、全國文化普及、藝術創作與流通，活躍民間藝文之交流。亞維儂城市藝術節所具備的城市劇場、塑造出在地文化特性與成就，遂建立指標性，可謂法國文化精神之體現，更成為法國首要的戲劇首都，世界表演藝術的伸展舞台。

本論文以非官方性民間藝文組織所籌辦的亞維儂外圍藝術節為主要研究案例。透過文獻資料分析、比較及歸納的方式，爬梳法國「城市劇場」於戲劇學術和文化機制發展中所代表的訴求與定義，及戲劇機制對城市產生的文化效應。藉此分析比較亞維儂外圍藝術節之文化精神體現與在地特性之定位。研究發現，無藝術總監及官方性箝制之高度自主權、常設民間組織營運單位與地方藝文社群之合作、與藝術節參與者的高度依附關係等要素，為城市藝文永續經營、貫徹藝術文化全民普及理念，並成功塑造特有城市意象以行銷城市之重要條件。本文於末章亦整合外圍藝術節的文化實踐所面臨的挑戰，並從中提出看法與建議。

關鍵字

城市行銷 ； 城市藝術節 ； 城市劇場 ； 文化去中央化 ； 戲劇去中央化

並列摘要

Since the late twentieth century, with increased global competition, the trends and concepts of city marketing have changed from raising the city's competitiveness and economic policy orientation to emphasizing the quality of life, and focusing on the overall development of the city and planning, stressing the maintenance of local cultural heritage. In other words, art and culture play important roles for the city’s strategy. Using urban cultural policy and themed arts festivals to highlight the local characteristics provides not only local cultural development, but also the development of the city's competitive cultural industries. This shows the special recognition and image of this place, promotes internal cohesion, and improves the city’s attractiveness to foreign investors, assisting in local economic development.

France is the first of the European countries, to take the cultural affairs into national central mechanism, and set up the establishment of the Ministry of Culture. The French Government is always contributing to encourage international cultural exchange and artistic creativity. The cultural decentralized policy built by Malraux in 1961, has laid down the foundations for the later French cultural policy. In the meantime, it’s also the center of French cultural policy. Through the central and local government’s cooperation mechanisms, the establishment of related cultural institutions and terms will be distributed to local governments, in order to promote the democratic culture.

With its famous artistic events, Avignon has the characteristics of city theater and is a great reflection of the local cultural policy implementation. It can be described as the embodiment of the spirit of French culture and has become the primary capital theater in France and the stage of the world performing arts. In this thesis, the Avignon Festival Off is the main case study. We discovered that the Avignon Festival Off is a successful festival, based on the high degree of autonomy without official restraint or an artistic director, a permanent and non-governmental organizations of units of the local arts community cooperation, and the proper support of festival participants. Finally, we also provided some perspectives and suggestions in the last of chapter discussing the challenges the festival has encountered.

並列關鍵字

urban promotion ； city festival ； theater in town ； cultural decentralization ； decentralization of theater

參考文獻

黃聿卉，《從法國經驗看藝術節對發展地方文化產業之影響》，淡江大學歐洲研究所碩士論文，2005。

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葉雪芬，《應用城市規劃館行銷城市遠景與規劃理念之研究》，成功大學都市計畫學系碩博士論文，2007。

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