| 摘要: | 摘要
桃園市為客家大市，擁有眾多的客家族群，桃園市政府文化局更自2002年開始舉辦客家文化節，行銷客家文化與特色，推動客家文化傳承與創新，提升客家文化活動的品質，鼓勵社區參與及結合在地文化資源，至今已經累積了快二十個年頭，從縣政府時代再到市政府時代，大都是以歌唱和美食為主題，有時是才藝競賽，有時則是活動表演形式，大多都也是與各地區的公所與社團合辦方式來呈現。但有時候政府為了強調參與人數，卻忘了舉辦活動真正目的，無法利用活動與客家傳統及歷史融合在一起，在作者多年從事辦客家文化活動中，政府單位契約委外因無法具體設計呈現民眾具文化傳承深化的指標，故執行廠商最終只能以參加或觸及人數作為成效的指標，活動的成效陷入一昧追求表面接觸人數來表示活動成功的迴圈，導致傳承傳統文化核心無法與人民產生共鳴。有鑑於上述所言，本文冀望以各族群文化活動為研究基礎，探討地方政府委外辦理文化活動的個案，研究者利用文獻回顧、深度訪談法以及參與觀察法作為研究方法，以具有相同的族群文化節與客家文化作為研究比較個案，從廠商、地方政府在執行合約過程的信任關係以及在地文化團體的互動角度進行，並以文獻中民眾感受及在地文化團體回饋，以期達成預期客家族群文化發展目標，最後本研究有以下發現及建議:
一、 文化活動使用限制性招標不易達成文化傳承的目的。
二、 簽約委外後雙方地位不平等，易造成互信不足。
三、 推行行政機關相關的承辦人員訓練及培訓課程，促使公務人員了解文化活動的實務意涵，並且增加其對於文化活動的專業能力。
四、 建立一套滾動式的契約方式，有助於締約雙方共同達成文化傳承的目的。
五、 簽約委外辦理評審團加入地方性族群社團或是地方公民團體代表，達到強化地方網絡的連結。
關鍵字：桃園市、客家族群、多元族群、簽約委外、活動公關公司
;Abstract
Taoyuan City is a large Hakka city with many Hakkas. The Cultural Bureau of Taoyuan City Government has been organizing Hakka Cultural Festivals since 2002 to promote Hakka culture and characteristics, promote Hakka cultural inheritance and innovation, improve the quality of Hakka cultural activities, and encourage communities to accumulate and participate in the integration of local cultural resources. Nearly 20 years. From the age of the county government to the era of the city government, most of the themes were singing and eating, sometimes talent competitions, and sometimes competition performances. Most of them are presented in the form of joint organizations with various regional offices and associations. However, sometimes the government, in order to emphasize the number of participants, forgets the true purpose of the event, and cannot use the event to integrate with Hakka tradition and history. In the author’s many years of Hakka cultural activities, the government unit’s contractual outsourcing cannot specifically design and present the people’s personal characteristics As an indicator of the deepening of cultural inheritance, the executive manufacturer can only use the number of participants or touches as an indicator of effectiveness. The effectiveness of the activity falls into a circle of pursuit of surface contact to indicate the success of the activity, resulting in the core of traditional cultural inheritance that cannot resonate with the people. In view of the above, this article hopes to use the cultural activities of various ethnic groups as the research basis to explore cases of cultural activities outsourced by local governments, using literature review, in-depth interviews, and participating observation methods as research methods to use ethnic cultures of the same scale. The festival and Hakka culture as a comparative case study, conducted from the perspectives of manufacturers, local governments and local cultural groups, and analyzed in-depth interviews with people’s feelings in the literature and feedback from local cultural groups, in order to achieve the expected development goals of the Hakka group culture.
Keywords：Taoyuan City, Hakka family group, multi-ethnic groups, contract outside the committee, public relations company. |
