客家文化形象之敘事分析：以「客家委員會」官網為例

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Title:	客家文化形象之敘事分析：以「客家委員會」官網為例
Other Titles:	The narrative criticism of Hakka cultural image--A case study of the Council for Hakka Affairs
Authors:	林果潔 Lin, Kuo-chieh
Contributors:	傳播學系蔡鴻濱 Hong-pin Tsai
Keywords:	客家文化;語藝學;敘事批評;客委會 Hakka Culture;Narrative Criticism;Rhetoric;Council for Hakka Affairs
Date:	2013
Issue Date:	2015-01-05 11:45:12 (UTC+8)
Abstract:	政府日以繼夜推動多項重要施政工作，不但努力替客家族群爭取權益，更是提升客家人自我文化認同及客家刻板印象的改觀，甚至是對國際社會宣揚客家文化。經過10幾年的努力，客家文化的推廣邁向了穩定期，網路普及化後，政府積極打破刻板印象，突顯內斂而溫暖的客家文化，花很多時間和心力修復，當然也不忘以網路來拉近民眾距離。近幾年打出「台灣客家（Hakka Taiwan）」品牌，透過網路與媒體等力量推廣至全世界，因此，吸引身為客家族群研究者的興趣，並企圖了解政府所成立的網路資訊網對於客家文化網路的形象呈現。　　　本研究以客家委員會官方網站作為研究對象，來分析2008年至2012年間，客委會是如何經營客家文化網路形象。藉由語藝中的敘事批評方法，分析客委會官網呈現的客家文化形象為何，及客委會官網呈現之客家文化形象之敘事評估。研究方法從敘事分析裡的角色、場景與事件發現客委會呈現的客家文化形象為「好親近」與「好客」，每年舉辦熱鬧的嘉年華活動與文化交流，建立民眾對客家文化好印象，並重視文化的傳承與孕育。最後，分析顯示客委會的角色特質在呈現客家文化形象中，若較符合說服社會大眾認知，有達成說服的可能。　　The government is propelling a lot of important administrative work day in and day out. It not only fights for the right of Hakka, but also improves their cultural identity and stereotype. And it even publicizes Hakka culture to the international community. The promotion of Hakka culture has entered a stable period through efforts of more than a decade. The government breaks the stereotype of Hakka actively, highlights restrained but warm Hakka culture and spends much time and many efforts on its restoration, and closes the gap between Hakka culture and the common people through Internet after pervasive Internet access is made possible. It has launched Hakka Taiwan in recent years, hoping to popularize Hakka culture to the whole world through the power of network and media. Therefore, this research hopes to attract the interest of researchers on the Hakka and attempts to learn about the online presence of Hakka culture presented by the information network established by the government on. 　　　With the official website of the Council for Hakka Affairs as the object of study, this research analyzes how the Council for Hakka Affairs has managed the online presence of Hakka culture between 2008 and 2012. It analyzes the online presence of Hakka culture presented by the official website of the Council for Hakka Affairs and its narrative assessment with narrative criticism. It’s found through characters, setting and events in narrative analysis that the image of Hakka culture presented by the Council for Hakka Affairs is “approachable” and “hospitable”. The Council for Hakka Affairs holds carnivals and cultural exchanges every year to create a good impression of Hakka culture among the common people and values cultural continuity and breeding. Finally, the analysis shows it’s possible to persuade the public if the role of the Council for Hakka Affairs in presenting the image of Hakka culture corresponds to their perception.
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