三種圖文藝術授權經紀模式之研究

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies) > Item 987654321/19138

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Title:	三種圖文藝術授權經紀模式之研究
Other Titles:	A Study on Picture Art Authorization: Three Agency Models
Authors:	羅詩穎 Luo, Shih-ying
Contributors:	出版與文化事業管理研究所萬榮水 Rurng-shueei Whan
Keywords:	經紀模式;原創加值;圖文作品;藝術授權 original arts value-added;picture works;art authorization;agency model
Date:	2010
Issue Date:	2015-03-10 11:58:14 (UTC+8)
Abstract:	藝術授權的主體包含創作者、經紀公司與被授權商三者，他們經由經紀公司的經紀行為，授權原創作品，或以數位加值等方式將圖文作品結合商品，進行大量生產與複製，使傳統的圖文創作成為兼具藝術涵義的高附加價值商品，創造更多的美學新商機。潛藏的利潤與商機，成為圖文經紀公司快速發展的主因，它扮演著藝術與商業之間的橋樑，把藝術的無形價值轉化為版權商品推向市場。　　　而目前國內於此一領域的探究甚少，台灣圖文授權業者的經紀模式究竟有多少種類，不為人知。因此，本研究進行探索性研究，歸納相關理論文獻，發展出研究架構，就所能挑選三家個案進行比較，建立圖文授權業者的經紀模式，並提出命題，以供後續研究與實務應用的參考。　　　研究結果發現，三種經紀模式分別為：(1)經紀公司行單一經紀，創作者身兼股東，先有出版市場基礎，再行加值運作；(2)經紀公司行多元經紀，從經營創意人出發，建立創作管理體系，再行加值運作；(3)經紀公司僅經紀純畫作藝術家，以「讓藝術上網路」為運作基礎，建立網路溝通平台，再行加值運作。　　Art authorization involves the mediation of agency to authorize art works for mass (re)production, or digitally combine picture works with commodities. As art works can turn into highly profitable commodities, agency companies proliferated to bridge artists and businesses.　　　This paper summarizes relevant theoretical works to develop a research framework. And by comparing three cases, it found three types of agency models: (1) singular agency, with the artist also being shareholder to develop publishing market before value-added; (2) plural agency, beginning as a manager to set up teams for managing art creation; and (3) agency representing picture artists and through “putting arts online”, to build communication platforms before value-added. These offered some propositions for subsequent research and practical applications.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies)

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