| dc.description.abstract | 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.
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