臺南虱目魚產業之地方形塑

Abstract

本研究探討臺南何以成為全臺灣虱目魚最重要的養殖、加工、生產與消費區，藉以了解臺南虱目魚產業之地方形塑（place-making）歷程。再者，當臺南與虱目魚的地景實質連結愈加緊密時，虱目魚的臺南地方意象（place image）亦成形且逐漸加強。在實質物（魚與地）的符號化過程中，「虱目魚」由單純物的使用價值及買賣過程的交換價值，漸融入了地方意象與文化想像，使實質的物（魚與地）符號化，並藉由符號（虱目魚與臺南）彼此緊密扣合著，成為根深蒂固的符號連結，繼而創造其符號價值。透過符號化的歷程，使其易在現今大眾傳播媒體中行銷，故市民、傳播媒體及政府角色的地方行銷（place-marketing）力量，亦不斷深化著地方意象，並帶領更多人進入地方，進一步強化地景與系列化產品的展現。此三者不斷相互增強與交流，終而形塑出臺南虱目魚產業之空間特色及地方價值。

Tainan is the most important place of milkfish cultivating, manufacturing and consuming in Taiwan. We research the reasons of these phenomenons to understand the “place-making” process of milkfish industry in Tainan. Besides, when the connections between “Tainan”and “milkfish”get closer, the place image of milkfish in Tainan is formed and enhanced gradually. In the process of symbolization of objects（fish and place）, “milkfish” has been transferred from the using value of objects and the exchanging value of commerce to carrying the place image and culture imagination. On this base, the objects（fish and place）can be symbolized, and creat the symbol value through inseparable symbol link of milkfish and Tainan. In the process of symbolization, it can be easily marketed by the mass medium today. The place-marketing power of citizens, mass medium and government have deepened the place image incessantly. Afterward they can attract more people into place, reinforcing the displays of landscapes and the serialization of products. Therefore, the intense and continuous interaction of “place-making”, “place-marketing” and “place image” will finally construct the spacial characteristic of milkfish industry in Tainan and show the value of place.