| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 103 === This article focuses on travel program ‘Fun Taiwan’. It introduces Taiwan’s local characteristics and tourist sites. ‘Fun Taiwan’ is a series program from global transnational media corporation Discovery Communication, Inc. As a foreign corporation, it claims to represent Taiwan with presenter Janet who is an American Born Taiwanese. Through ‘Fun Taiwan’, the corporation fulfills its glocalization strategy. As time goes by, the local state apparatus tries to retrieve the power of interpreting Taiwan. With the cooperation with the global, the local can promote Taiwan image to the international.
We use narrative analysis to study the image of Taiwan in the show. In order to understand the representation of Taiwan in each travel, this article uses MacCannell’s notion of “frontstage/backstage” and “tourist gaze” from Urry. Also, we figure out how Janet, as a cultural intermediary, connects the global and local culture.
The study finds that in different phases of the show construct different Taiwan image. At first, Taiwan image constructs from a foreign perspective with Taiwan mainstream group. The local (Taiwan Tourism Bureau) involves in the show with ample funds. However, Taiwan image is represented by Western tourist gaze. In other words, even though the local has power involving the show, it still has to follow what the global or more specifically the west think about Taiwan and represent under their imagination.
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