Infinite Representation: Digital Archive and Image License Operations Study and Economic Analysis of Museum in Taiwan

• Main Authors: Wang, Ya-Hsuan, 王雅璇
• Other Authors: Huang, Patricia
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/4ca43b

碩士 === 國立臺南藝術大學 === 博物館學與古物維護研究所 === 101 === Taiwan government promote the digitization of museum collections plan in 1990s, a surprising number of digital images of museums accumulated in the last ten years, its towards fully digitized in the contemporary trend that including shooting techniques, image format, media of licensing. The Digital Archives open the museum cabinet to provide the public another channel for contacting collections of museums, general public can use the museum images rely on licensing mechanism. Victoria and Albert Museum reached unprecedented economic achievement in 2010, the revenue of National Palace Museum reached NTD 10,000,000 in 2010, the economic fascination of image licensing became attraction for developing of museum image license. However, successful economic achievement is normality in museum image license operations? What factors or processes will affect the museum image license operations? A lot of museums follow up Digital Archives and image licensing, in addition to economic function, what functions of museum image licensing exist in contemporary? The context of this study is historical process, and the beginning research is the copyright issues of image license. This study aimed to explore what changes in the function and significance of museum image license since Digital Archive, and focused on economic value of images which vested in copyright. Because of insufficient information and descriptions of museum image license in Taiwan, this study interviewed two cases screening from the database and supplemented with literature content analysis, National Museum of Natural Science and National Taiwan Museum of Fine Arts. This study expects to be image license policy reference for museum in Taiwan. The research finding of this study showed that: 1.Digital images of the carrier of culture. 2.The copyright ownership of museum digital images has some gray area. 3.The non-profit users are still the trend in museum image license. 4.The successful economic achievements are not normality in museum image license operations 5.The policy of museum image license is passive, its hard to expand user groups and market awareness. According to the research finding, this study provides five dimensions suggestions: 1.Cost: using various cooperation modes to reduce the cost hoarding. 2.Consumption patterns: commercial use and non-profit use strategy of museum image license should be separate planning and execution. 3.Revenue: developing needs, combination of commodity end of the value chain to be upstream suppliers. 4.Position: demonstrating the professional and texture of the museum. 5.Marketing: making marketing strategy from consumption patterns, revenue and position, focus on "initiative", "topicality", "convenience" and "cooperative".