客家新意象的想像與形塑：以客委會形象廣告為例

Abstract

近年來多元文化主義觀念盛行，但同時又必需面對全球化的競爭，弱勢族群都急於建立擁有自己特色的顯明意象（image）。2001年行政院客家委員會成立，藉由國家政治的力量為客家族群發聲，開創新的客家文化傳統，賦予台灣客家獨特的樣貌與意象。客委會歷年的形象廣告（Image Advertising）如同虛擬漸進的社會運動，從成立初期族群弱勢與悲情的訴求，到近幾年結合科技與客家創新元素、使用情感取向的幽默廣告類型，想像新的客家意象。客家新意象備妥良好的客家認同條件，運用網路科技快速的傳播方式，透過分享形象廣告短篇故事喚起族群的情感記憶，藉新意象溝通年輕與離散的客家族群。 本研究主要以符號學與敘事分析，研究客委會2009 年至2011年所製做的三則（共28篇）系列形象廣告，探討文本中所建構的客家新意象及其隱含的客家迷思。研究發現，近年來客委會形象廣告呈現新潮時尚、輕鬆幽默的意識形態，讓客家變親近與生活化。廣告藉由符號元素的操作，將傳統客家文化與幽默、樂活、科技、流行等概念結合，大量使用情感元素拉近與觀眾的距離、採用生活背景的相似性，讓廣告人物帶給觀眾親近性與認同感並從中形塑客家新意象。整體而言為現今的客家意象注入一股活力，讓客家生活化與年輕化。但美中不足的是有些廣告迷思是複製、甚至是強化了舊有的客家刻板意象與性別認知。客家新意象在性別關係與定義圓滿家庭方面仍呈現保守僵化、缺乏進步性的想像，也或許是客委會為符合當代社會所追求的永續社會，特意為客家文化保持的獨特性。

In recent years, Multiculturalism concepts prevailed, but at the same time necessary to face the globalization of competition, disadvantaged groups are eager to create own unique image. Hakka Affairs Council was established in 2001, by the power of the country's politi-cal voice for the Hakka people, open up a new Hakka cultural tradition, conferred the Tai-wan Hakka unique appearance and Image. Years Hakka Affairs Council image advertising as virtual progressive social movements. From the early days of ethnic disadvantaged and tragic expression to recent years combined with technology and Hakka innovative elements, To use the emotional orientation humorous ad type, imagine new Hakka image. The Hakka new image ready Hakka identity conditions, Use rapid spread of Internet technology, through the sharing of image advertising stories evoke the emotional memory of the ethnic, by the new image communicate with young and discrete Hakka groups. In this study, use semiotics and narrative analysis, research three series (28 pieces） image advertising from 2009 to 2011，produce by Hakka Affairs Council, and to explore what kind of Hakka new images be constructed and implied what Hakka myth in the text. Study found, In recent years, Hakka Affairs Council image advertising presentation new tide fashion, easy and humorous ideology, make Hakka change into easy to get close and daily life. The advertising use control symbolic elements, let traditional Hakka to combined with humor，LOHAS, high tech and popular concepts, extensive use emotional elements, use similarity Life background plot to closer the audience, let advertising performer from this bring the audience the intiMacy and the identity and shaping Hakka new image. Overall, already have infused a new vitality for today's Hakka image, let Hakka become daily livings and make hakka getting younger and younger. Nevertheless, some advertising myth is cop-ied, and even strengthen to the old Hakka stereotypical image and gender cognitive, Hakka new image in gender relations and the definition of a complete family is still showing con-servative and rigid, the lack of progress in the imagination. Perhaps that is Hakka Affairs Council pursuit of sustainable society in keeping with contemporary society, specifically remains unique image for Hakka culture.