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台東南島文化節之意象構築、在地認同與主體性 The Image Shaped, Local Identification and Subjectivity of the Festival of Austronesian Cultures in Taitung
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| 作者 |
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王俊翰 |
| 學校系所 |
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國立臺東大學區域政策與發展研究所 |
| 地點 |
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全臺 全部
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| 研究內容 |
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[ 摘要 ]
這是一項重要發展的策略，以面對全球化的挑戰，特別是對處在邊陲的在地社會而言，強調特殊節慶活動，形塑在地文化想像、建構在地認同，並行銷在地文化產業。本研究以台東南島文化節為個案分析，採文本分析為中心的研究，並配合文獻資料、深入訪談之資料以輔助說明。本研究分析活動背景、構成、效益與意象構築，透過活動內容、執行層面的分析，進而探討活動之主體性與在地認同。
台東南島文化節是由國家所支持、主導策劃，透過活動強調台灣是南島民族發源地之可能性。活動主要由四大要素所構成：物質文化、文化展演、部落體驗和知識探索。在台灣，台東的能見度與在地居民的認同感，透過南島文化節的舉辦，因此受到關注、被瞭解、被發現。同時，藉由本節慶活動的舉辦，台灣原住民文化的刻板印象再次被固定，並且商業化地販售著。而節慶的觀光效益遠比事先所預估的低。
台東南島文化節的舉辦確實帶給地方些許的助益，包括觀光開發展、形象塑造等。台東南島文化節是一種精心策劃下的產物，透過觀光的社會行為，達到行銷在地文化、促進在地參與的目的。然而，本研究同時發現，整個活動的策劃與安排缺乏原住民的參與與聲音，同時，南島文化定位不明確、原住民文化商業化，可以說，台灣原住民在「台東南島文化節」之中並非整個活動的主體。
[ 英文摘要 ]
This is an important evolutional strategy to face the challenge of globalization, especially for the peripheral local society that focused on a special festival to shape local cultural imagination, to build local identity, and to market local cultural industry. The textual analysis was the main research method in this research, and combines the datum of field investigation and literature to account for it. This research takes the “Festival of Austronesian Cultures in Taitung” as a case study, to analyze the backgrounds, structures, main statements and aims, festival benefits, image shaped, so that to discuss the subjectivity and local identity in the festival.
The festival was supported by the nation and emphasized on the probability that Taiwan was the original place of Austronesian people. The main contents of festival were constructed by four elements: handicrafts exhibitions, cultural performances, tribe life experiences and academic events. The visibility of Taitung and local identification of residents both are raised through the festival in Taiwan society. At the same time, the stereotype of Taiwan indigenous cultures was shaped and commercialized again. The tourist income from the festival was less than the estimated number before.
The festival of Austronesian cultures in Taitung actually brings more benefits to local society, including the tourism development, image shaped, and so on. The festival of Austronesian cultures in Taitung indeed is a kind of the choreographed production, in order to arrive the festival aims, to market the local culture, to improve the local participation. However this research finds a phenomenon that the whole plan and arrangement of this festival was lack of the indigenous people to participate. At the same time, fixed position of Austronesian cultures indecisively, commercialization of indigenous cultures, so to speak, the Taiwan indigenous people were not to be the subjectivity in the Festival of “Austronesian” cultures in Taitung.
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