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時尚精品進入公設美術館展出之合理性探討

When Luxury Brands Meet Subsidized Museums- A Criticism

作者:黃郁婷
畢業學校:國立中山大學
出版單位:國立中山大學
核准日期:2016-01-14
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--National Sun Yat-sen University....

中文摘要

摘 要
近年來,博物館價值的轉變,如何去吸引觀眾、迎合觀眾、娛樂觀眾變成一個重要的課題。面對現今多元市場的環境,博物館的展示設計與規劃除了必須符合原本的四大功能,典藏、研究、展示、教育外,也會把“娛樂”視為重要的功能。為了吸引觀眾也為了增加收入,博物館可能就會選擇以異業結盟的方式來策劃一場展覽。這些異業結盟的展覽替博物館帶來絡繹不絕的觀眾,湧入的觀眾是一般常設展遠遠追不上的。博物館異業結盟的成功也帶出了一些問題。隨著展覽越做越大、越來越成功,隨之而來的是引發部分民眾觀感不佳等種種輿論。但除了造成負面觀感之外,有部分民眾則認為可以藉由展覽來了解時尚精品品牌的歷史與文化,進而了解其品牌價值。
本研究以媒體、觀眾輿論為出發點藉由八位藝評人的訪談內容與研究者的分析歸納出目前時尚精品這類異業結盟的展覽進入台灣公設美術館展出的適切性問題,再從這些異業結盟的展覽帶到大環境的問題與探討。研究結果對於時尚精品進入公設美術館展出之合理性會因為考量到博物館的各個面向而有正向觀點、反向觀點和其他觀點。正向觀點包含:博物館的功能與公共性、資金、教育、開拓觀眾客群、新的藝術視野這五點。反向觀點包含:博物館的功能從公共性到蒐藏、娛樂化、票房業績、階級性、主導權喪失這五點。其他觀點則有:展前考量、趨勢、美術館的體制、美術館自身定位與問題、詮釋與教育意義這五點。無論舉辦任何展覽,博物館與美術館最終與最重要的是要去思考這些展覽能帶給觀眾什麼樣的教育意義,而不是只為了資金或是票房壓力而去辦展,博物館需要有明確的定位。

英文摘要

Abstract
In recent years, the values of museum have changed. It has become an important issue for museums to attract, to cater to, and to entertain the audience. With today’s multi-market environment, the functions of museums not only include collection, research, exhibition, and education but also include an important feature---entertainment. In order to attract the audience and increase revenues, museums might plan their exhibitions through cross-industry alliance. The museum exhibitions through cross-industry alliance bring a constant stream of visitors, of that the permanent exhibitions are generally far behind. Despite the success in cross-industry alliance, it brings out a number of issues. With the exhibitions become bigger and more successful, they followed by raised negative opinions from the public. Although there are some negative perceptions from the public, there are still some other people who believe that the exhibitions make people know more about the history and cultures of fashion brands as well as the values of the brands.
The study is based on opinions from the media and the public. By interviewing eight art critics, the researcher analyzes the expediency of luxury fashion exhibitions in public fine art museums, and through this research to explore cross-industry exhibitions and the problems of the overall environment. The result shows that there are positive views, reverse views as well as other points of view about the expediency of luxury fashion exhibitions in public fine art museums. The five positive views contain the versatility of museum, fund procurement, educational functions, extension of target audience, and the presentation of new artistic visions. The five reverse views include changes on the functions of museums from public property to collecting, entertainment and box-office orientation, class differentiation and loss of the initiative. Other points of view are considerations prior to exhibitions, trends, systems, self-positioning, and educational perspectives of art galleries. The most important and ultimate consideration for museum and art gallery exhibition is to have a definite position and able to bring its educational value, not only to pursue its fund procurement and box-office success.


指導教授 - 謝榮峰

召集委員 - 曾信傑

委員 - 蔡瑞霖


 

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