以ZMET探究創意短片吸引力的構成要素

Exploring the Elements of Attraction in Creative Short Films by Using the ZMET Method

10.6144/JIC.2015.0601.02

賈千慶(Chien-Ching Chia)；羅美蘭(Mei-Lan Lo)

心智地圖 ； 視覺藝術教育 ； 創意短片 ； 閱聽人 ； 隱喻抽取技術 ； Mind map ； Visual arts education ； Creative short film ； Audience ； Zaltman metaphor elicitation technique (ZMET)

資訊傳播研究

6卷1期（2015 / 10 / 01）

29 - 51

繁體中文

本研究採用能透視心智模式的ZMET（隱喻抽取技術），以探究閱聽人的感受和想法，並製作個別閱聽人的心智地圖表。研究者隨後以ZMET所獲取之訪談資料做為基礎，整理出創意短片的構成要素。本研究共歸納出14個主位觀點的共同構念，分別為：科技技術、音樂、與生活經驗之聯想、新奇性、他人肯定、色彩及光影之間的關係、反思、幸福感、聯想其他影片、幽默感、古老、轉折、顛覆想像，以及動畫。研究者使用客位觀點歸納出本研究的隱喻內涵，並討論隱喻內容和形式。本研究最終歸結出創意短片的人才培育、教學應用、創意教學、文創產業應用，和創意研製等五大核心價值。

In the current study, the researchers adopted the Zaltman metaphor elicitation technique (ZMET), a metaphor extraction technology, to uncover participants' thoughts and emotions about their favourite video clips. The researchers then created a personal mind map accordingly for each participant. The researchers summarised the crucial elements of visual contents and forms from the emic perspective and generated 14 comment construct themes. These themes comprised technology, music, association of life experience, novelty, recognition of other people, the relationship between colour and lighting, reflection, sense of happiness, references to other films, humour, antiquity, turning points, subversive imagination, and animation. In addition, the researchers summarised the metaphorical contents and forms from the etic perspective, helping participants to understand the essence and content of pivotal elements of creative short films through research interpretation into the meaning of the metaphors found in such films. In addition, the results revealed five core values of creative short films: talent development, instructional application, creative teaching, applications for cultural and creative industries, and the research and production of creativity.

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