日本動漫商品的文化意義移動與對青少年影響探討

A Study for Cultural Meaning Movement of Japanese Anime-Comic-Game Commodities and Its Influence on Teenagers

10.29465/IJDMD.202206_14(1).0004

張裕幸(Yuh-Shihng Chang)；洪群翔(Chun-Hsiang Hung)；朱文浩(Wu-Haw Jue)

日本漫畫 ； 青少年 ； 次文化 ； 文化意義移動模型 ； 日本動畫 ； Japanese manga ； Teenagers ； Subculture ； Movement of the cultural meaning model ； Japanese anime

國際數位媒體設計學刊

14卷1期（2022 / 06 / 01）

55 - 71

繁體中文

本研究使用麥克拉肯（McCracken）提出的“文化意義移動”模型來驗證日本漫畫對青少年閱讀與消費的過程，其文化意義移動與對其文化學習的影響。本研究側重於文化移動部分：日本漫畫與文化作為流行商品包裝並與商業消費融合；並特別關注其文化意義軌跡的第二階段的實證研究：青少年在消費日本動、漫商品時感受到文化意義的轉移。研究主要目的在於：（1）建立漫畫的文化意義如何轉移給青少年消費者的移動模式；（2）並探討了日本漫畫文化意義如何傳遞給青少年消費者；（3）統計檢驗日本漫畫文化意義轉移模型。為了客觀地評估日本漫畫的文化意義移動與影響，問卷回收457份、有效問卷412份。問卷構面涵蓋（1）動、漫迷的行為、（2）同儕影響、（3）ACG媒體消費、（4）參與同人活動、（5）周邊商品的收集與（6）文化意義。研究結果顯示ACG媒體消費與文化意義的轉移為中度正相關（0.544**）；周邊商品收集與文化意義的轉移中度正相關（0.365**）；迷的行為與文化意義的轉移中度正相關（0.319**）；同儕影響與參與同人活動對“文化意義”的轉移為低度正相關。表示McCracken意義移動理論可以證實日本如何將漫畫從文化構成的世界包裝成動漫商品並成功地轉移給青少年。統計結果與資料解釋亦符合了雷蒙德．威廉斯（Raymond Williams）對文化意義的看法。

This study uses the ＂movement of meaning＂ model proposed by McCracken to examine the process of consuming Japanese ACG commodities, the movement of its cultural meaning on teenagers. This study focuses on the movement of cultural: Japanese manga and culture integrated with commercial consumption; and the empirical study of the second stage of the model. The teenagers feel the movement of cultural meaning when they are consuming Japanese anime and comic commodities. The main purposes of the study are: (1) to establish a theory model of how the cultural meaning of manga is transferred to teenage consumers; (2) and explore how the culture meaning of Japan are transferred to younger consumers; (3) statistically validate the movement of cultural meaning model. In order to objectively evaluate the movement of cultural meaning and influence of Japanese manga for teenagers, 457 questionnaires were returned and 412 valid questionnaires were collected. The constructs of the questionnaire cover (1) behavior of fans, (2) influence among peers, (3) ACG media consumption, (4) participation in the 'Doujin group' activities, (5) collection of peripheral merchandise and (6) cultural meaning. The research results show that ACG media consumption has a moderate positive correlation with the transfer of cultural meaning (0.544**); there is a moderate positive correlation between the collection of peripheral goods and the transfer of cultural meaning (0.365**); the behavior of fans and the transfer of cultural meaning have a moderate positive correlation (0.319**); there are low positive correlations between peer influence, participation in 'Doujin group' activities with the transfer of cultural meaning. The findings of this research demonstrate how the Japanese ACG has successfully transferred cultural meaning from a culturally constituted world into a commodity packaged to teenagers by using McCracken's 'Movement of meaning' theory. Our statistical results and data interpreters are also in line with Raymond Williams' view of cultural meaning.

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