| Summary: | 碩士 === 國立臺南藝術大學 === 音像紀錄研究所 === 95 === The turn of 21st century has witnessed an existence of metropolitan atmosphere brought forth by a Capitalism society, the influence of which has also resulted in indispensable night entertainment-various types of PUBs have existed in all kinds of societal structures. The climate of PUBs has become a major trend in the spirit-oriented consumer society. A field study and careful examination of political and economic factors that have boosted the alcoholic markets are necessary to obtain a comprehensive picture of the entire phenomenon.
The entertaining and commercial benefits that PUBs have brought forth can not be emphasized more in current metropolitan society. People from all walks of life take advantage of alcoholic drinks, enjoyable atmosphere and hot dancing as means of consumption and entertainment to reduce stress in workplaces. In addition, there is a trend that PUBs attract young students as moonlighters and that business people have their regular social gatherings here. PUBs have gradually replaced KTVs as major places for entertainment and consumption. What motivates this new type of entertainment and consumption and who exactly that PUBs try to meet the entertaining demands are questions that need to be answered.
This study was conducted between 2003 and 2006 employing a field-study method through the framework of observant participation and discourse analysis, which provided the theoretical foundation of the study. Video recordings, field notes and personal reflection were used as major sources to reproduce the scenes, happenings and dialogues. This thesis tries to illustrate the lived experience of PUBS exported from a western society and analyze the outlooks of commercial products that this sub-culture has produced.
The impact that PUB sub-culture has made in Taiwan is increasingly great, stimulating the consumption as a result of fashion and night entertainment as new ways of relaxation.
News releases of well-knowns in show business as frequent visitors of PUBs, exposures of luxurious night PUBs as well as grand openings of fashion gathering spaces owned by fashion models and stars have made PUBs, dancing squares as well as lounges even more popular. The impression of going to PUBs has undergone a significant change from one that was interpreted as a negative and luxurious act to another that symbolizes fashionable consumption and entertainment. The entertainment products resulting from commercial PUBs have created a trend of product-worship, which involves variability and luxury. Behind the sub-culture brought forth by PUBs are unknown commercial profits and a new way of consumption behavior and product image that alcoholic suppliers have to promote to boost sales. Nevertheless, owners of PUBs have been engaged in providing quality and professional services to be able to maintain and expand their business. The study analyzed above-mentioned phenomenon by defining PUB subculture from the point of view of Capitalism, the relationship between consumption and culture, product worship, sales and images.
Last but not least, this study provides suggestions for future documentary makers regarding privacy issues faced with directors and leading actors when making a documentary in a half-private night-entertainment space.
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