不一樣的聖誕故事：流行視覺文化與基督教視覺文化的比較分析

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題名:	不一樣的聖誕故事：流行視覺文化與基督教視覺文化的比較分析
其他題名:	Different Kinds of Christmas: A Comparative Study on Visual Culture of Christmas Events and Its Implications for Art Education
作者:	張雅萍 Chang, Ya-ping
貢獻者:	台灣師範大學美術系博士班 Department of Fine Arts at National Taiwan Normal University
關鍵詞:	視覺文化;影像解讀;故事行銷;藝術教育與社會文化;創意新貴 Visual Culture;Image Interpretation;Story Marketing;Art Education and Social Culture;Creative Class
日期:	2014-07-01
上傳時間:	2015-03-05 13:23:27 (UTC+8)
出版者:	南華大學視覺與媒體藝術學系
摘要:	十二月的教會與百貨公司是城市中的亮點，為兩千年前耶穌的誕生閃耀著光芒，歡樂氣氛隨著聖誕樹的妝點而全城發酵。研究者以城市漫遊者(Flaneu)之姿，現身在奇幻聖誕村與聖誕劇中，欣賞著城市中創意新貴(Creative Class)所打造的都市景觀，體會聖誕季中教會與百貨業者藉著「故事行銷」所欲傳達之意涵，也思索觀者透過這些視覺圖像所接收的訊息。教會與百貨公司在聖誕季中呈現的文宣雖然有很多相似的視覺文化元素，卻又同中有異。教會以愛、饒恕與關懷作為信仰核心設計視覺影像；而百貨公司引領創意潮流，擬透過品牌行銷來塑造消費行為的價值取向，以華麗大膽的視覺風格刺激消費者購買慾望。研究者嘗試以此兩種視覺圖像的意涵在教學現場中進行影像解讀教學之研究。隨著歲末年終來臨美麗的聖誕季也悄然離開，教會撤去了聖誕裝飾準備迎新年；百貨公司繼續尊崇布西亞(Baudrillard)「物必須成為符號才能被消費」之信仰，換了另個故事向消費者招手敘說。往來的路人有的正上演著「購物狂異想世界」的戲碼，有人繼續以城市漫遊者的步伐悠閒的櫥窗購物，影像透過「互涉敘事」在城市中互相交織解讀，觀者們則繼續經驗著一場教室外的視覺藝術教育 December is always the most splendid month in the entire year for both churches and department stores.To celebrate the birth of Jesus Christ, these two different social groups take the opportunity to lighten up the atmosphere of the city. From a visual cultural-oriented art education perspective, the researcher has observed the cityscape of Christmas-related events in Taichung, Taiwan-both commercial and religious-and undertaken a cultural comparative analysis. The goal is to situate the interaction of visual culture and art in the context of a real social event and discuss their art education implications. The discussion will center on how the corporate version of visual cultural initiators embrace, decorate, and market their ideas, as well as how the church community markets its festivities and religious values. Their mutual approach is through visual as well as artistic representations, and both are value-oriented in their underlying strategies. Studying this visual culture phenomenon is to understand the kind of purposeful creation of visual images and cultural codes for the sake of delivering certain cultural messages. During the celebratory Christmas season, the visual cultural images (or representation) created by churches and department stores are similar in their visual cultural spirits; however, their market values constructed through visual images are different. For churches, love, forgiveness and caring are the main elements to be marketed through visual images. For department stores, creating fashion trends, marketing brand names and building corporate images are the major goals. The researcher has analyzed their visual forms, styles and representations to explore some underlying significant visual cultural implications. A lesson based on such observations was then given to 6th grade students as an action research study. The ultimate goal of this study is to provide some pedagogical suggestions for art education on teaching the intersexual relationships associated with pop culture, commercial art, religious art and social values to elementary students.
關聯:	美學與視覺藝術學刊 6期
顯示於類別:	[視覺藝術與設計學系] 美學與視覺藝術學刊 [本校期刊] 美學與視覺藝術學刊

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