| Summary: | 博士 === 世新大學 === 傳播研究所(含博士學位學程) === 107 === Art and cultural activities are increasingly occupying an important position in the current urban consumption landscape. There is a group of people regards art and literature activities as an important daily consumption project and invest a lot of time and money for it. From the perspective of boosting the art industry and enhancing its service quality: understanding the fundamental driving force of these people to launch consumer actions can help to locate the true audience of art and literature consumption. Understanding what did these people gain in specific art consumption can help the arts and cultural institutions to set up better art content and related services. From the perspective of "people", understanding the motivation and consumption patterns of art consumption is an entry point for understanding other consumer activities, and is also an important window to observe the lifestyle of today's urban residents. Based on Bourdieu's (1984) theory of life style and Campbell's (1987) theory of consumer daydreaming, the following two research questions are proposed. What is the driving force of art and cultural consumption? Are there any other directions beyond the main structural factors of class? What kind of "pleasure experience" does the art and cultural activities bring to the consumers? Through multiple case studies and summaries, this study finds that arts and cultural consumers have a self-identity of “educated people” and have a sense of responsibility to participate in art activities. Individuals with such self-identification habitus have the intrinsic motivation to launch art consumption. Under the stimulation of external objective conditions, individuals with such habitus will be possible to launch a specific form of art consumption action. Different types of identity will create a different tendencies to consume, and different individuals may have different self-identities. Therefore, the tendency of art and cultural consumption is often interwoven in the habit of multiple self-identification. In the course of life history, the form of self-identification is constantly being formed and changed. It has the characteristics of flow and change, directly affecting the changes in the objects of art and literature consumption. Regarding the second question, the study find that the “Aura” created by artistic activities provide the daydreaming material to the audience. "Aura" contains two elements: symbolic value and "fun". In addition, the study find that consumption is the bridge between the “real self” and the “imaginary self” of consumers. And it also guarantees the possibility that daydreams will continue to operate. Art and cultural activities consumers satisfy the sense of obligation generated by self-identity through various symbolic meanings (expressed as consumption), and realize the continuous operation of their daydream through consumption and consumption imagination.
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