文化創意產業研究

Cultural Industry Study

文化是人類自發性生活方式的統稱,亦是社會集體信念與美學價值思維的表徵(繪畫、音樂、文學、古蹟、建築、時尚等)。但伴隨著社會往後工業情境轉進,它卻被納入資本化的生產模式裡,有系統、有計劃的被「企劃」為商品,再運用科學化的技術、精密化的行銷手段予以大量複製,在全球的大幅圍內做跨國的流通,創造了驚人的經濟效益,卻也引發了高度的爭議。這個資本化的體系即被稱為「文化產業」或「創意產業」。
時尚與服裝設計是這個體系中極具影響力的一環。自古以來,服裝領域一直是手工業的生產模式。創作者大多處於匿名情境,而貴族富賈是至上的客人。創作者的勞動價值不如使用材料的價值。19世紀下半葉,Charles F. Worth改變了這個局勢。他主動的為顧客量身訂做服飾,把顧客由主動的訂購者變成被動選擇的消費者,取得了引領時尚的新權力,奠定了後日時尚產業的雛型。
今天時尚產業已進入新紀元,它不再是高等階層或地區性的專屬物,其價值也不只是貴重的材料,更還有設計師稱號、商家聲譽、品牌魅力。它的營運結合了多元媒體、藝術、金融、物流服務,採取跨國集團式的組織,依託股市資金,坐擁無數品牌,將傳統的設計工藝演化為全球奢侈精品大戰。結果,當前時尚體系運作的準則是:高資本化的「叢林競爭」與「效益管理」,創意思維產業化,而文化的顯意則是在資本的累積中展現。
本課程即在這個現實上,援引近代系列的美學 (aesthetics)、文化社會學(cultural-sociology)、文化經濟學(cultural economics)與當代管理學等學說,來檢視當代時尚設計與文化創意產業運作的基本邏輯。課程的內容分為伍部分:
1.釐清不同時空背景與社會情境中,文化工業(cultural industry)、文化產業(culture industries)、創意產業 (creative industries)等詞彙的概念與意涵。
2.文化創意(時尚媒體)產業發展的社會性反思與文化經濟的關連性。
3.文化創意(時尚媒體)產業運作的議題與相關矛盾的權衡。
4.文化創意(時尚媒體)產業與觀光消費、城市空間等相關議題。
5.對比審視文化創意產業在歐美與東亞(日本、韓國、中國大陸、尤其是台灣)等地發展的社會意涵與經濟效益。

Taiwan’s role in the fashion industry has been traditionally seen from a manufacturing perspective. But as a result of recent trends in globalization and the outsourcing of much of Taiwan’s labor to other countries, it is vital for Taiwan to evolve from a skill-based industry to a country that produces innovative products that are marketable worldwide. This course introduces students to case studies of successful models for cultural and creative industries in Taiwan and provides students with more insight into this growing trend.

教學目標

即在這個現實上,援引近代系列的美學 (aesthetics)、文化社會學(cultural-sociology)、文化經濟學(cultural economics)與當代管理學等學說,來檢視當代時尚設計與文化創意產業運作的基本邏輯
本課程援引近代系列美學 (aesthetics)、文化社會學(cultural-sociology)、文化經濟學(cultural economics)與當代管理學等立論,來檢視當代媒介與文化創意產業運作的基本邏輯與爭議。課程的內容分為伍部分:
1.釐清不同時空社會情境中,文化工業(cultural industry)、文化產業(culture industries)、創意產業(creative industries)等詞彙的概念與意涵。
2.文創產業發展的社會性反思與文化經濟的關連性。

授課進度
週次 課程內容 備註
01 課程簡介暨準備作業  
02 專題講解:美學想像與創意經濟的關連性—時尚服裝/表演藝術/  
03 專題講解:前導性思考—符號學、創意媒體、時尚神話、商品  
04 課堂討論:前導性思考—人文資產/複製流通/價值附加  
05 課堂討論:社會經濟脈絡的價值理論(value theory)與文化範  
06 課堂討論:社會歷史與經濟脈絡裡物質文化與表徵意義的反思  
07 課堂討論:社會歷史與經濟脈絡裡的時尚感知—文化商品作為  
08 課堂討論:文化創意產業的概念與意涵—產業組織不同於它類  
09 課堂討論:經濟效益管理與藝術價值實踐的兩難  
10 課堂綜合討論與講解  
11 課堂討論:媒體創意與象徵價值建構—設計與市場  
12 課堂討論:文化創意產業的運作—品牌意義與市場行銷的關連  
13 課堂討論:媒體創意與流行感知—時尚服裝產業  
14 課堂討論:媒體科技與生活型態、組織管理思維的改變  
15 課堂討論:文化創意產業的議題—科技驅動的變異性產製銷結  
16 課堂討論:文化創意產業的議題—體驗性消費與新營銷模式  
17 課堂討論:文化創意產業的議題—時尚風潮與城市空間  
18 繳交期末報告  
評分方式及比重

1) 分組課堂報告(50%):
每週由一至二位同學負責專文提報,每次提報須提呈精要書面大綱(內容編排與組織,以三千字為限,需打字繕印並分發全班同學),附上相關參考書目,並舉例相關論述的國內現象。提報時間不得超過50分鐘,其餘時間為綜合討論。鼓勵運用視聽輔助器材(PPT)。2013年10月28日21:00pm呈交報告摘要。逾時不受。
2) 期末論文報告(50%):
每位修課同學必須以本學期課程內容,選定一特定主題,完成論文報告乙篇(內容含編排與組織、相關資料蒐集與歸納、寫作格式的工整)。每篇報告不得少於十頁(不含封面與參考書目)、A4規格紙,每頁字數不得少於850字,必須打字並繕印。書寫必須符合學術論文格式(請採用MLA或APA之規格)。報告於2013年1月6日21:00pm前繳交。逾時不受,視同零分。

教學用書

Alacovska, Ana and Brian Moeran, eds. Creative Industries: Critical Readings. 4 Volumes. Copenhagen: Berg Publishers, 2012.
Anderson, Chris. Makers: the New Industrial Revolution. New York: Crown
Busines, 2012.
Anheier, Helmut and Yudhishthir Raj Isar, eds. The Cultural Economy. London: Sage, 2008.
Arvidsson, Adam. Brands: Meaning and Value in Media Culture. New York: Routledge, 2006.
Barnard, Malcolm. Fashion Theory: A Reader. London: Routledge, 2007.
Barnard, Malcolm. Fashion as Communication. 2nd edition. London: Routledge, 2002.
Barthes, Roland. Fashion System. Berkeley: University of California Press, 1990.
Barthes, Roland. Elements of Semiology. Reissue edition. New York: Hill and Wang, 1977.
Barthes, Roland. Image-Music-Text. New York: Hill and Wang, 1978.
Beck, Andrew, ed. Cultural Work: Understanding the Cultural Industries. London: 2003.
Bilton, Chris. Management and Creativity: From Creative Industries to Creative Management. Oxford: Blackwell Publishing, 2007.
Bilton, Chris, ed. Creativity and Cultural Policy. New York: Routledge, 2012.
Bilton, Chris and Stephen Cummings. Creative Strategy: Reconnecting
Business and Innovation. New York: Wiley-Blackwell, 2012.
Brand, Jan and Jose Teunissen, eds. The Power of Fashion: About Design and Meaning. Arnhem: Uitgeverij Terra, 2006.
Bruzzi, Stella and Pamela Gibson eds. Fashion Cultures: Theories, Explorations and Analysis. New York: Routledge, 2000.
Currid, Elizabeth. The Warhol Economy: How Fashion, Art and Music Drive New York City? Princeton, NJ: Princeton University, 2002.
Dant, Tim. Material Culture in the Social World. Buckingham: Open University Press, 1999.
Flew, Terry. The Creative Industries: Culture and Policy. London: Sage, 2011.
Florida, Richard. The Rise of the Creative Class: And How It’s Transforming Work, Leisure, Community and Everyday Life. New York: Basic Books, 2002.
Hartley, John, ed., Creative Industries. Oxford: Blackwell Publishing, 2005.
Heibrun, James and Charles Gray, The Economics of Art and Culture. 2nd
edition. Cambridge: Cambridge University Press, 2001.
Hesmondhalgh, David. The Cultural Industries. 2nd edition. London: Sage, 2007.
Holly, Michael Ann and Keith Moxey eds. Art History, Aesthetics, Visual Studies. Williamstown, MA: Sterling and Francine Clark Art Institute, 2002.
Holt, D. B. How Brands Become Icons: The Principles of Cultural Branding Boston: Harvard Business School Press, 2004.
Kapferer, Jean-Noel and Vincent Bastien, Luxury Strategy: Break the Rules
of Marketing to Build Luxury Brand. London: Kogan Page, 2009.
Kawamura, Yuniya. Fashion-ology: An Introduction to Fashion Studies. Copenhagen: Berg Publishers, 2005.
Lampel, Joseph, Jamal Shamsie, and Theresa Lant, eds. The Business of
Culture: Strategic Perspectives on Entertainment and Media. London: Lawrence Erlbaum Associates, 2006.
Leeuwen, Theo Van. Handbook of Visual Analysis. London: Sage Publication, 2001.
Lury, Celia. Brands: The Logos of the Global Economy. New York:
Routledge, 2005.
Mayer-Schonberger, Viktor and Kenneth Cukier. Big Data: A Revolution That Will Transform How We Live, Work, and Think. New York: Eamon Dolan/Houghton Mifflin Harcourt, 2013.
Hutter, Michael and David Throsby, eds. Beyond Price: Value in Culture,
Economics, and the Arts. Cambridge: Cambridge University Press, 2011.
Quinn, Bradley. Fashion Futures. New York: Merrell Publishers, 2012.
Ritzer, George. Explorations in the Sociology of Consumption. London: Sage, 2001. [Cultural sociology and industrialized culture]
Slevin, James. The Internet and Society. Cambridge: Polity Press, 2001.
Stoneman, Paul. Soft Innovation: Economics, Design, and the Creative
Industries. Oxford: Oxford University Press, 2010.
Snowball, Jeanette D. Measuring the Value of Culture: Methods and
Examples in Cultural Economics. Berlin: Springer, 2010.
Sussman, Gerald and John Lent, eds. Global Productions: Labor in the Making of the Information Society. Cresskill: Hamptom Press, 1998.
White, Nicola and Ian Griffiths, eds. The Fashion Business: Theory, Practice
and Image. New York: Berg Publishers, 2000.
Wolbers, Mariann Frances. Uncovering Fashion: Fashion Communications
Across the Media. London: Fairchild, 2009.

參考書籍

Alacovska, Ana and Brian Moeran, eds. Creative Industries: Critical Readings. 4 Volumes. Copenhagen: Berg Publishers, 2012.
Anderson, Chris. Makers: the New Industrial Revolution. New York: Crown
Busines, 2012.
Anheier, Helmut and Yudhishthir Raj Isar, eds. The Cultural Economy. London: Sage, 2008.
Arvidsson, Adam. Brands: Meaning and Value in Media Culture. New York: Routledge, 2006.
Barnard, Malcolm. Fashion Theory: A Reader. London: Routledge, 2007.
Barnard, Malcolm. Fashion as Communication. 2nd edition. London: Routledge, 2002.
Barthes, Roland. Fashion System. Berkeley: University of California Press, 1990.
Barthes, Roland. Elements of Semiology. Reissue edition. New York: Hill and Wang, 1977.
Barthes, Roland. Image-Music-Text. New York: Hill and Wang, 1978.
Beck, Andrew, ed. Cultural Work: Understanding the Cultural Industries. London: 2003.
Bilton, Chris. Management and Creativity: From Creative Industries to Creative Management. Oxford: Blackwell Publishing, 2007.
Bilton, Chris, ed. Creativity and Cultural Policy. New York: Routledge, 2012.
Bilton, Chris and Stephen Cummings. Creative Strategy: Reconnecting
Business and Innovation. New York: Wiley-Blackwell, 2012.
Brand, Jan and Jose Teunissen, eds. The Power of Fashion: About Design and Meaning. Arnhem: Uitgeverij Terra, 2006.
Bruzzi, Stella and Pamela Gibson eds. Fashion Cultures: Theories, Explorations and Analysis. New York: Routledge, 2000.
Currid, Elizabeth. The Warhol Economy: How Fashion, Art and Music Drive New York City? Princeton, NJ: Princeton University, 2002.
Dant, Tim. Material Culture in the Social World. Buckingham: Open University Press, 1999.
Flew, Terry. The Creative Industries: Culture and Policy. London: Sage, 2011.
Florida, Richard. The Rise of the Creative Class: And How It’s Transforming Work, Leisure, Community and Everyday Life. New York: Basic Books, 2002.
Hartley, John, ed., Creative Industries. Oxford: Blackwell Publishing, 2005.
Heibrun, James and Charles Gray, The Economics of Art and Culture. 2nd
edition. Cambridge: Cambridge University Press, 2001.
Hesmondhalgh, David. The Cultural Industries. 2nd edition. London: Sage, 2007.
Holly, Michael Ann and Keith Moxey eds. Art History, Aesthetics, Visual Studies. Williamstown, MA: Sterling and Francine Clark Art Institute, 2002.
Holt, D. B. How Brands Become Icons: The Principles of Cultural Branding Boston: Harvard Business School Press, 2004.
Kapferer, Jean-Noel and Vincent Bastien, Luxury Strategy: Break the Rules
of Marketing to Build Luxury Brand. London: Kogan Page, 2009.
Kawamura, Yuniya. Fashion-ology: An Introduction to Fashion Studies. Copenhagen: Berg Publishers, 2005.
Lampel, Joseph, Jamal Shamsie, and Theresa Lant, eds. The Business of
Culture: Strategic Perspectives on Entertainment and Media. London: Lawrence Erlbaum Associates, 2006.
Leeuwen, Theo Van. Handbook of Visual Analysis. London: Sage Publication, 2001.
Lury, Celia. Brands: The Logos of the Global Economy. New York:
Routledge, 2005.
Mayer-Schonberger, Viktor and Kenneth Cukier. Big Data: A Revolution That Will Transform How We Live, Work, and Think. New York: Eamon Dolan/Houghton Mifflin Harcourt, 2013.
Hutter, Michael and David Throsby, eds. Beyond Price: Value in Culture,
Economics, and the Arts. Cambridge: Cambridge University Press, 2011.
Quinn, Bradley. Fashion Futures. New York: Merrell Publishers, 2012.
Ritzer, George. Explorations in the Sociology of Consumption. London: Sage, 2001. [Cultural sociology and industrialized culture]
Slevin, James. The Internet and Society. Cambridge: Polity Press, 2001.
Stoneman, Paul. Soft Innovation: Economics, Design, and the Creative
Industries. Oxford: Oxford University Press, 2010.
Snowball, Jeanette D. Measuring the Value of Culture: Methods and
Examples in Cultural Economics. Berlin: Springer, 2010.
Sussman, Gerald and John Lent, eds. Global Productions: Labor in the Making of the Information Society. Cresskill: Hamptom Press, 1998.
White, Nicola and Ian Griffiths, eds. The Fashion Business: Theory, Practice
and Image. New York: Berg Publishers, 2000.
Wolbers, Mariann Frances. Uncovering Fashion: Fashion Communications
Across the Media. London: Fairchild, 2009.

學習規範

1) 課堂出席規定:每位同學如有二次缺席(不管任何事由),本課以零分計算;缺席一次則扣學期總分十分。
2) 除指定書籍外,有關閱讀資料將於開學上課說明後分發。

課程資訊
  • 序號004200
  • 學期
  • 學分3
  • 星期
  • 節次6,7,8
  • 教室K202
授課教授
開課班級
碩媒一甲

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