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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/68434

    Title: 客家微電影廣告與青/少年認同解讀:以「裝滿的生活時光」系列微電影為例;Hakka micro commercial film and youth/teenager interpretation of identity—The case study of ";full life time";series of micro films
    Authors: 呂偉倫;Lu,Wei-Lun
    Contributors: 客家社會文化研究所
    Keywords: 客家微電影;微電影;族群認同;青/少年認同;客家傳承;Micro-film of Hakka;Micro-film;Ethnic identity;youth/teenager identity;inheritance of Hakka culture
    Date: 2015-08-21
    Issue Date: 2015-09-23 11:35:09 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 在族群文化傳承延續的脈絡下,希求其能永續發展,故而族群文化政策操作上,注意到「世代」的重要性,特別是青/少年世代,在社會中如何去選擇與認同。其中,深具傳承客家語言文化使命的客家電視台,便透過「微電影」方式,希冀建構、傳遞給閱聽眾,不同的客家想像,同時抓住青/少年世代的目光。
    ;In the context of the continuation of ethnic cultural heritage, the wish of its sustainable development, therefore, the operation on the ethnic cultural policies, noted the importance of the "generation", particularly youth/teenager generation, how to choose and identify in society. Which, with a deep heritage of Hakka language and culture mission Hakka TV, then through the "micro-film" approach, hoping construction, passed to the audience, different Hakka image while catching the youth / teenager generations eyes.
    In the above context, triggering the author thought that such "micro-film" type feature how to construct the Hakka ethnic identity or what cultural codes is ? particularly, what kind of images was created by the story of design through that so-called "story-style", emotional narrative construction of the codes. The most importantly, what relation is between the micro-film advertising and youth/teenager generation ethnic identity? How to interpret this Hakka image? how to identify and interpret these codes ?
    On the personal level, take textual analysis to ascertain 2013 Hakka TV production and broadcast "live full time" series of micro films, a total of four. At the same time, through in-depth interviews, the micro-film marketing production , for the sake of the text prepared for the encoding process, and make a deeper understanding of the purpose or motivation. In addition, through focus groups and in-depth interviews, a total of 25 youth/teenager respondents to understand their feelings of identity Interpretation and Cognition.
    Study found that the micro-film text symbols, have attempted to loosen rigid sense of Hakka possibly, from the limitations of Hakka image shift to expand "Hakka" meaning. On the other hand, "Life" memory images, as new generations of causing emotional resonance, elements and call the youth/teenager generations of collective memory.
    Appears in Collections:[客家社會文化研究所] 博碩士論文

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