當代數位攝影影像消費的特質與意義－以大頭貼為例

Abstract

本研究著眼於大頭貼在當代數位影像消費趨勢中所代表的意義，從大頭貼探討日漸發展精細的數位影像，如何影響傳統對於攝影的認知與消費，以及消費者於大頭貼的“自我影像”消費中，如何與消費背後的社會機制與權力互動而形塑自我的認同與形象。 透過文獻探討、深度訪談與符號學分析等研究方法，本研究得出以下結論： 1.大頭貼的影像與消費特質可以「遊戲化」與「臨時性」作為總結，透過大頭貼機這樣的自動化數位攝影機具而得以具體實現，而有別於傳統攝影消費。 2.當代數位攝影影像消費不再是紀錄真實，而是脫離了真實，進而創造未曾存在的影像。 3.消費者主體的能動性表現在消費意義的再生產上，消費的意義並非純由商品決定，而是由與消費者主動詮釋間互動形成。

This study concentrates on the characteristics and meanings of contemporary digital photographic-image consumption.Using the popular photo-sticker production－Purikura as the example,this study probes into how the growing digital image influences the traditional conception and consumption of photography,and how consumer interacts with the social system and power behind the consumption to inform the self-identity and self-image within the self-image consumption by Purikura. Through the research method including the literature reading,interview and semiotic analysis,this study gets the conclusion as below: 1.The characteristics of Purikura can be summarized as the「game」and「temporary」,it’s different from the traditional consumption of photography through the digital photography apparatus like the Purikura machine. 2.The contemporary consumption of digital photographic-image is not the record of reality any more,instead of,it creates the images unexisted beyond the reality. 3.The agency of consumer accomplishes with the re-production of the meanings of consumption,the meanings of consumption is not only determined by the production system but with the subjective interpretation of consumer.