中大機構典藏-NCU Institutional Repository-提供博碩士論文、考古題、期刊論文、研究計畫等下載:Item 987654321/77129
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 66984/66984 (100%)
Visitors : 22917466      Online Users : 172
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version

    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/77129

    Title: 客家廣告及微電影文化符碼的建構研究;The Research on the Construction of Hakka Advertising and Microfilm Cultural Codes
    Authors: 陳莉婷;Chen, Li-Ting
    Contributors: 客家語文暨社會科學學系
    Keywords: 客家廣告與微電影;敘事學;客家意象;客家女性;Hakka advertisement and microfilm;Narratology;Hakka image;Hakka women
    Date: 2018-08-22
    Issue Date: 2018-08-31 13:58:26 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 自1980年代起,本土意識抬頭,客家文化的相關議題與研究,自1988年「還我母語」大遊行後才獲得重視,客家相關研究與書籍自此運動起,其數量也如雨後春筍般快速成長。政府真正開始重視客家文化的具體化做為,是從2001年行政院客家委員會的設立後開始,各級地方政府相繼設立負責客家事務之委員會與局處;在電視傳播方面,設立「客家電視臺」;學術方面,許多國立大學成立客家學院或客家文化研究所;而客家文化地位之確立、保存、推廣與實踐,在2010年《客家基本法》立法後得以實現。
    最後,本研究發現 桐花雖非客家文化意象之原始符碼,但在政府積極操作,並配合文化創意產業的發展,已成功操作成新的客家文化意象。
    ;Since the 1980s, local consciousness has risen. The related issues and studies on Hakka culture have been paid attention since the "My Mother Language" parade in 1988. The amount of related Hakka studies and books have been growing up fast since then. The government has begun to pay attention to the specificization of Hakka culture since Hakka Committee of the Executive Yuan in 2001 was established, and local governments at all levels started to set up Hakka affair committees and bureaus. In terms of television communication, "Hakka TV Channel" was established. As for academics, many national universities have established Hakka or Hakka Culture Institutes. The establishment, preservation, promotion and practice of Hakka cultural status have been realized after the Hakka Basic Law was legislated in 2010.
    To promotes the Hakka culture in Taiwan, reverses the stereotypes of the Hakka culture,and allows the general public to better understand the connotation of Hakka culture, the Hakka Committee combines the lifestyles of young people nowadays, plasticizes and interprets Hakka culture by shooting several mircofilms. Through the Hakka culture and the images presented by microfilms, the Hakka Committee not only reinterprets the image of Hakka′s existing culture, but also constructs new Hakka cultural elements, reverses the negative image, and renews the image of Hakka. This study is based on Hakka advertisements and microfilms shot by the Hakka Committee, collects Hakka advertisements and microfilms from other non-government departments to analyze the Hakka elements, Hakka historical memories, and cultural implications conveyed in Hakka advertisements and micro-movies from a narrative perspective.
    The study can be summarized five conclusions from these Hakka advertisements and microfilms: First, the Hakka diet presented in the film reflects the living conditions of Hakka people in their hometown. However, in face of rapid social changes, Hakka diet still needs to be inherited, improved, and developed new Hakka cuisine with Hakka elements constantly to preserve Hakka food culture forever. Secondly, through the active involvement of the government and the legalization of the status of the Hakka language, the two major language cultures of language barriers and language faults will be solved. Third, Hakka women are closely integrated with the image of flowers and blue blouses. Fourth, the guest room, the mountain, and the temple are the elements that clearly represent the image of the Hakka space. Finally, the study found that Tong blossom is not the original symbol of Hakka cultural image, but it has been operated by the government and cooperated with the development of cultural creative industries, transformed into a new Hakka cultural image successfully.
    Appears in Collections:[Graduate Institute of Hakka Languate and Literature] Electronic Thesis & Dissertation

    Files in This Item:

    File Description SizeFormat

    All items in NCUIR are protected by copyright, with all rights reserved.

    社群 sharing

    ::: Copyright National Central University. | 國立中央大學圖書館版權所有 | 收藏本站 | 設為首頁 | 最佳瀏覽畫面: 1024*768 | 建站日期:8-24-2009 :::
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback  - 隱私權政策聲明