| Summary: | 碩士 === 臺中技術學院 === 商業設計系碩士班 === 97 === After years of accumulation and endurance, traditional Pili puppetry in Taiwan has developed into many different forms of performing arts gradually, in which the performing way of Pili puppetry possesses the most novel and creative specialties. Pili puppetry tends to develop diverse performance contents; its local culture style allows it to blend into the daily life of the public gradually and promotes the new atmosphere of performing culture in Taiwan’s traditional art. This study emphasizes the local culture style of Pili puppetry, and the concept of mythology would be integrated into the entire content of Pili puppetry. And then, narrative theory is used to analyze the plot and text of Pili puppetry so as to study the direction of local culture marketing of Pili puppetry.
Culture is a kind of “situational” social atmosphere, while puppetry uses three different directions, “vision”, “narratology”, and “mythology”, to produce cultural performance system that is different from the past. The theoretical viewpoints of mythic narration allow Pili puppetry to contain many cultural meanings and artistic essence. With regard to the aspect of local culture marketing, Pili puppetry is profoundly important to the culture economy of Taiwan. Therefore, this study regards the local culture marketing of Pili puppetry as the main objective, together with the combination of “mythology” concept and “narratology” space. And then, the current situation of the performing arts of Pili puppetry culture would be discussed with regard to such aspects as roles, plots, cultural products, and exhibitions of local culture.
This study regards document analysis and in-depth interview as the study methods; through the collection of document data and the interaction with the interviewees, hopefully the prevailing trend of puppetry culture could promote the brand-new form of culture industry. In the process of in-depth interview, five to seven interviewees have been interviewed, where four of them belong to “expert and scholar of Pili puppetry”, one of them belongs to “planner of Pili puppetry development”, and two of them belong to “marketing representative of Pili puppetry products”. The interview questions have already been decided, and they are proposed from different directions of this study. This study attempts to understand the existing, entire, operating aspect of Pili puppetry from the interview process and the directions for future development, so as to discover and rebuild the development opportunity for the local culture marketing of Pili puppetry.
This study is divided into five chapters. The first chapter discusses how puppetry becomes the classic example of Taiwan image in order to understand the potential of puppetry and Pili puppetry cultures. The first chapter is divided into five sections, including study background, study motive and objective, study scope and limitation, term interpretation, and study method; it mainly discusses the influence of mythology and local culture towards puppetry, and the arrangement of narratology is also used for further interpretation. In the second chapter, the process of how traditional puppetry transforms to Pili puppetry culture is shown, explaining the changes of puppetry culture over the years. The second chapter is divided into three sections. The first section is “The origin and background of puppetry culture”, this section is then divided into two parts for further discussion, including the development of traditional puppetry and the beginning of the Pili puppetry brand. The second section is “The presentation of performing arts culture of Pili puppetry”, this section is also divided into two parts for discussion, including the discussion about the performing style of Huang Chun-hsiung’s golden puppetry and the transformation of golden puppetry style into Pili puppetry culture in Taiwan. The third section is “The recognition of Pili puppetry and local culture”, it mainly discusses the relationship between Taiwan puppetry and local culture, and the discussion about Pili puppetry spirit from the perspective of local culture.
The third chapter discusses the plot and roles of Pili puppetry and the prevailing phenomenon in the public from the perspective of mythology; the connection between the plot and roles in Pili puppetry would be discussed in accordance with narratology and mythology. This chapter is divided into three sections. The first section is “The explanation of Pili puppetry roles from the perspective of myth”; it discusses the mythic characteristics of Pili puppetry roles and the popular main roles in Pili puppetry from the view of mythology. The second section is “The influence of narration towards the plot of Pili puppetry”, which includes two parts, the first part is the explanation of Pili puppetry relationship from the view of narration and the second part is the discussion about the plot and text of Pili puppetry. The third section is “The public’s evaluation towards the roles in Pili puppetry”, which includes two parts, the first part is how emotive roles in the Pili puppetry attract audience’s feelings and the second part is the trend of how Pili puppetry roles blend into the pop culture.
The fourth chapter indicates the development of Pili puppetry culture marketing to discuss the culture marketing direction that Pili puppetry promotes. Also, the mythic roles are used to analyze the influential trend of its cultural products towards social culture; the model of “Pili” culture marketing is also used to integrate into the prospective development of cultural performance. This chapter is divided into two sections. The first section is “The current situation of Pili puppetry cultural products”, it discusses the commercial behavior of Pili puppetry culture and the marketing form that uses the roles in PIli puppetry to integrate with popular products. The second section is “The cultivated development of the culture marketing of Pili puppetry”, which includes two parts, the first part discusses the cultural development of how traditional theater’s visual effect evolves to the current Pili puppetry, and the second part discusses the direction of how cultural marketing trend of Pili puppetry promotes the performing arts industry in Taiwan. Lastly, the trend of “Pili culture” would be discussed to investigate the new opportunity of Pili puppetry combining with culture industry in the future.
With the development of times and environment, this study believes that Pili puppetry has already started a brand new puppetry trend that allows the traditional art industry in Taiwan to show brand new opportunity again. Although puppetry has already been the common memory of Taiwanese, the quick development of network technology causes traditional play to be on the downgrade gradually. However, puppetry is the only traditional play that adjusts itself to the trend and moves towards the frontiers of technological animation; this not only represents the evolution of times, but also the spring up of visual culture. In view of this, the aggressive and strong Pili puppetry would not exist if the puppetry did not advance with the technology.
In other words, the successful operation of cultural marketing of Pili puppetry brings up numerous puppetry performance groups in Taiwan, they also obtain support from enterprises. Furthermore, puppetry had the honor to get the representative of Taiwan image in 2006; thus, the opportunity that Taiwan government values this performing arts culture has been unlocked. The local cultural affairs bureaus in Taiwan also begin to hold activities about puppetry performance enthusiastically, hoping to promote this performing art again so as to recall the fanatical atmosphere of Taiwanese’s affection towards puppetry.
Regarding the culture industry field of Pili puppetry, interpreting by mythology and narratology, combining with the local culture marketing, and popularizing Pili puppetry using cultural exhibition, this study hopes to create a Pili puppetry cultural park that belongs to Taiwan in the future. This study also expects to lead the art performing industry of puppetry culture in Taiwan to the whole world so as to promote the opportunity of local culture marketing of Pili puppetry and move forwards to the foreign edition of Disney cultural park industry; thus, the Taiwan edition of Pili puppetry cultural park could be founded then.
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