Media Representation of Hakka Culture Museums and Audience Reception

• Main Authors: Chi-chen Tung, 董季蓁
• Other Authors: Lan-lan Lu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/06267253720059421853

碩士 === 國立聯合大學 === 經濟與社會研究所 === 98 === The main purpose of this research is to explore the image of Hakka Culture Museums and reception of audience in news representation. First of all, we collect the coverage of Hakka Culture Museums as well as its development trend over the past years. Through the analysis of this research, we explore the reports of Hakka Culture Museums and its image construction by Taiwan’s news media. Besides, by using in-depth interview analysis, we know how audience interpret the news for Hakka Culture Museums. The main subjects of this research include China Times, United Daily News, The Liberty News, and Apple Daily News, analyzing news for Hakka Culture Museums totally 1880 from 1994 to 2008. In this research, we find out that 11 subjects are included in Hakka Culture Museums reports, including manpower, visiting information, equipment, academic research, neighboring area, space display, fine collection exhibition, visiting situation, preparation status, and others etc. Among all these subjects, the top three are preparation status, activity, and neighboring area. Among these news, neutral ones are at the most, positive ones get second, and negative ones are at the least. In this research, we find out that the image of Hakka Culture Museums from news representation can be classified into following categories: firstly, Hakka Culture Museums uses Hakka elements to display Hakka space imaginary. Secondly, it uses Hakka Culture Museums activities, Hakka, and place as subject. Thirdly, Hakka Culture Museums and local development are co-related. Fourthly, Hakka Culture Museums lacks of financial resources and manpower leading to vague operation positioning. Moreover, about the understanding and reception of interviewees toward Hakka Culture Museums can be concluded into three categories: firstly, differences exit between public and Culture Museums itself. Secondly, the understanding of interviewees link to their relative experiences. Thirdly, suggestions are directly conveyed to public for Hakka Culture Museums. From the understanding of interviewees to Hakka Culture Museums news, the image of Hakka Culture Museums is developed as follow: firstly, Hakka Culture Museums are full of Hakka imaginary but lack of route design as well as diversified exhibition. Secondly, the exhibitions in Hakka Culture Museums cherish the past with the meaning of passing down. However, they are short of amount, differentiation, and well-protection. Thirdly, Hakka Culture Museums lacks of professional docents. Fourthly, Hakka events should be used to promote the Culture Museums as well as develop Hakka culture and its local relation. Lastly, visitors in Hakka Culture Museums are relatively rare and with high age range. The quality of visitors in Hakka Culture Museums should be raised. According to the news describing Hakka Culture Museums as ‘mosquito pavilions’ are concluded as following reasons: firstly, the exhibition is dull and motionless. Secondly, the quantity and quality of collections is weak. Thirdly, construction process of Hakka Culture Museums is delay, idle, and being careless. Fourthly, the place is out-of-way with inconvenient traffic condition. Fifthly, Hakka Culture Museums lacks of local relation. From public’s understanding, they consider Hakka Culture Museums as ‘mosquito pavilion’ is due to its lacking marketing strategies, unchanging collections, unfriendly services, out-of-way traffic condition with no connections to other scenic spots, and inefficiency usage for Culture Museums. Last, we offer some suggestions as future directions for building and operating Hakka Culture Museums. First of all, the internal operation of Hakka Culture Museums can put more emphasis on, firstly, turning Hakka Culture Museums to become more characteristic. Secondly, enhance collection quantities in Hakka Culture Museums. Thirdly, maintain the value of exhibition collections. Fourthly, diversify exhibition design. Fifthly, increase more skillful docents. Sixthly, widen and attract more audience. Seventhly, improve the usage functions of Hakka Culture Museums. Moreover, for the external section of Hakka Culture Museums, it can pay attention on improving the traffic condition near around, building and maintaining good local relation, and using the scenic spots in the vicinity to create synergy effect for Hakka Culture Museums.