台灣創意市集生活美學與消費現象之研究:以Campo生活藝術狂歡節創意社群為例 Everyday Aesthetics and Consumer Spending Habit of Fashion Market in Taiwan: A Case Study of Campo Living Art Festival

Abstract
摘 要 由於後現代藝術思潮的影響,藝術在台灣當代社會已經漸漸走入普羅大眾之中,成為生活化的藝術,現代人的美學觀念也因而趨漸多元與開放。「創意市集」蔚為一種新興的藝術活動與消費型態,其生活美學與消費現象,成為創意社群聚集與交流的新場域。 本研究之目的在從視覺文化藝術教育的方向,了解「創意市集」的發展脈絡與內涵,解讀參與此活動族群的互動方式、消費觀點,與所呈現的生活美學現象,同時從中窺探後現代社會中藝術創作與展現形式的轉變。為達成研究目的,本研究經過前導研究之後,藉由訪談、觀察與文件分析等三種質性研究方法,選定Campo生活藝術狂歡節的創意社群-主辦人、創意工作者與消費者,作為研究個案。 歷經一年的研究期程,本研究综合文獻探討與研究資料的分析發現以下結論:一、 Campo創意社群的背景各異,卻因為共同的信念與特質而聚集在創意市集,殊途的三方有所同歸,小眾族群也得以藉此發聲。二、Campo創意市集的舉辦形式為城市獨特的景觀現象,成為創意社群叢聚的美感部落。三、Campo創意社群之中,創意工作者樂於發表分享,與消費者之間的互動頻繁,彼此存在著承諾與期許的關係。四、Campo藝術活動與當代藝術相較,從產製者、作品、觀者、主導者與展示形式等層面發現,創意市集呈現了些許藝術形式與創作行為的改變。 最後,根據研究結論,本研究針對創意市集主辦單位、創意工作者、藝術教育與後續研究分別提出具體建議,並分享研究省思,以作為檢視與思考的面向。
Abstract Under the influence of post-modernism, the general public in today’s Taiwan society has gradually accepted art as part of their daily life, no longer as a recluse hiding in its self-contained realm. Beyond acceptance, people have begun to develop taste for art, and their taste has evolved toward diversity and nonconformity. This integration also encouraged the birth of the fashion market. Being the uprising star on the art horizon, this new art culture promotes entrepreneurship in young artists, causes shift in consumer spending habits, and provides a fresh environment for gathering and exchange of ideas among creative communities. The objective of this research is to comprehend the growth process of the fashion market, to characterize its essence and to analyze the impact of its participants’ activities on everyday aesthetics from the perspective of visual culture and art education. In addition, this research will examine the metamorphosis of art creation and expression in the post-modern society. After the pilot study, three types of approaches—interview, observation and document analysis—helped selecting thesubjects: organizers, artists and consumers in the Campo Living Art Festival. Literature review and data analysis of the one-year long research led to the following conclusions. First of all, even though the background of the Campo participants diversifies, shared interests and beliefs summon this special congregation where minority has the right to be heard. Secondly, Campo Living Art Festival makes a unique attraction in the rowdy city as an aesthetic tribe hosting creative communities. Furthermore, the constant producer-consumer interaction in the festival gives artists strong confidence in continuation of their work. Last, the festival itself, its participating artists, displayed artworks, attending viewers, and exhibition format represent transition and transformation of modern art from the traditional counterpart. In the end, this research concludes in comments and suggestions for the fashion market organizers, creative communities, art education and future researches.
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Keywords
創意市集, 生活美學, 消費文化, 美感部落, fashion market, everyday aesthetics, consumer culture, aesthetic tribes
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