On the Miaoli International Music Festival

• Main Authors: Tsai, Mei Ling, 蔡美玲
• Other Authors: 潘襎
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/36797576445827848454

碩士 === 國立臺灣師範大學 === 美術學系在職進修碩士班 === 101 === In the phase of economic boom, the local government, Miaoli County, in an attempt to carve itself the trendy cachet of globalization and internationalism had drawn up several mar-keting strategies to elevate the level of local cultural industry. Miaoli County, therefore, held two consecutive years of Miaoli International Music Festival in 1997 and 1998 with grand privileges by inviting two of the three well-known, and distinguished tenors- Jose Carreras, and Placido to be the highlights, representing not merely an increasing literacy of cultural aesthetics but a turning point of economic policy. Traditionally, Miaoli County is agriculture-oriented, and is primarily made up of Hakka ethnic groups, accounting for the county's 67% populations. Also, Miaoli County is featured with cherished heritages-Wenliang Gong Qian, and residents are blessed with conventional perspectives duo to the isolation in geographical terms. However, in response to the trend of globalization, the local government aims at transforming this once-remote town into a place where traditions can cooperate with international activities. This case study, from the formation of the cultural policy of the Miaoli County Government, the local culture with international standards, to the marketing strategy, shows that Miaoli In-ternational Music Festival is held effectively, in a sense of participation by local residents. To sum up, to understand the case from the formation of policy, the effectiveness and results of the implementation process, and to develop local cultural policy reference for government departments are undoubtedly necessary.