| 摘要: | 過去台灣大眾對烏克麗麗陌生，不明白如何演奏，經資訊的開放、有心人士推廣、樂器包裝及媒體報導，現今大眾對此樂器的認知為彈唱時下流行中文歌曲，而廣為接受。烏克麗麗從學習到展演的過程可說具低投資，卻達高成就的樂器，民眾親和性之各項條件與著重娛樂性質，使之更貼近生活成為人與社會連結的工具。方便攜帶和價格低廉的特質，讓推廣者易走入人群，主動至各場域的行銷策略成功的讓更多人認識此樂器，活絡音樂學習及樂器銷售市場。團體學習，快速立即上手的教學以滿足大眾需求，亦反映音樂多以通俗的流行歌曲呈現。商業團體為刺激消費及當代發展地方文化產業舉辦各式活動，提供免費開放的展演場域，與推廣者欲傳遞政績互利、學習者欲受肯定的心態而建構成公開的聚集活動，締造曝光機會引起媒體報導產生良性共生循環。網際網路資訊流通、便利的網路影音播放及Facebook社群，將活動照片或影像上傳社群再展演使資訊流動，促使這波風潮迅速傳播，創造大眾流行文化。研究者透過參與觀察，進行暸解學習者的心態、推廣者的運作方式及社會環境提供孕育的養分，三方關係連結之生態，窺探烏克麗麗如何適應當代台灣環境而發展；而環境的需求又如何形塑其音樂文化。
Years before, people in Taiwan knew little about ukuleles, not even with a clue to play them. However, with the free access to the information, the efforts from the ukulele devotees, the promotions of ukuleles, and the reports by the media, most people now can accept them by singing pop songs to the ukulele. In the view of the process between learning to play and performing with a ukulele, it is a highly-performed instrument with few expenses, the easy-going conditions of which includes much of entertaining, making itself a device to connect people to the society, closer to their livings. It is the convenience and the low charges of ukuleles that make it easy for promoters to get closer to the people; the success of active marketing strategies throughout the society leads to the higher popularity of ukuleles with people, and as a result, energizes music-learning and instrument-marketing. Commercial groups hold various activities, such as the offering of free open areas for performances and public gatherings, for both promoters trying to make their efforts known to benefit from and learners trying to prove themselves, to boom the spending and the development of local cultural industries, which eventually creates exposures bringing up the reports of the media with great cycles of coexistence. With flows of the internet information, convenient broadcasting of internet media, and the movements of Facebook groups, pictures and filmings of activities are uploaded and replayed to make the information flow, with a result of rapid widespread of this fad and public pop cultures. Involved and investigating, the researcher realized how the ways learners think, the ways the promoters promote, and the nourishment from social environment connect to one another to have a clue of the development of the ukuleles in Taiwan, of the way the environment needs to shape the musical cultures of them. |
