| Summary: | 碩士 === 國立中正大學 === 電訊傳播研究所 === 99 === The purpose of the research is to explore LOMO fad in Taiwan by observing LOMO fans as digital generation. There are three topics for discussion: image perception, nostalgic commodity, and creative labor. The aim is to find out consumers preference and performance in the digital era by observing fan’s involvement and LSI operation’s marketing strategy.
The first topic is the change of image perception. LOMO fans try to find touch in the digital imaging world by using analogue cameras and films. They hope to obtain the “reality” that digital images can’t simulate. In the end, they realize that there are no real images at all, and become the slaves of image obsession, keeping recording images in both analogue and digital ways.
The second part is the LSI’s marketing strategy, which combining analogue’s atmosphere including the traits of handcraft and nostalgia with “fake literary and artistic youth” tastes and lifestyles. For one thing, LOMO fans are obsessed with DIY’s pleasure and analogue’s sensory philosophy, and they intend to enjoy analogue’s romantic style by taking some touch into image production. For another, “fake literary and artistic youth” becomes the simulation of past youth culture in China, combining an image of cultural capital with nostalgic lifestyle. These elements compose “Simple Life” aesthetic lifestyle commodity, incorporated into LSI’s marketing strategy.
LOMO fans’ creativity and labor present how digital economy works. LOMO fans express their emotions and creativity at LOMO, and they are also empowered by internet to perform and cooperate with other fans, which results in free labor to improve commodities without material rewards given by LSI. LSI reaps all the knowledge and ideas of LOMO fans, and incorporates all the hard work of fans into commodity value. As a result, digital generation is attracted by LOMO’s nostalgic marketing strategy including analogue, touch and DIY ( the elements of “low”), and they also indulge in the way of voluntary sharing on the internet, which improve and produce more commodity value. And this is the core element of digital commodities.
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