| 摘要: | 本研究選擇2011年台灣客家特色商品作為分析範疇，並建構出「文化元素」與「創意元素」作為客家文創商品的分析指標，分別對文本與文本再現進行分析，比較客家文創商品文本與文本再現之間的關係與差異性，並具體對於實務層面與理論層面提出建議，以供未來的創作者、政府機關和學術研究作為參考方向。本研究運用深度訪談法與文本分析法兩種研究方法，分別對文本與文本再現進行研究，再比較兩者之間的差異。研究發現分為兩部分，如下：
一、文化和創意元素分析
（一）商品突顯客家文化元素
（二）融入新概念以加強新世代族群的認同
（三）包裝圖案表現大多都能呈現客家意涵
（四）文本創作融入客家精神
（五）改變外延意義以適應社會變遷
二、文本與文本再現之差異比較
（一）主觀差距
（二）媒介呈現差距
（三）文化差距
In this study, 2011the Taiwan Hakka specialty as analysis objects and constructs a "cultural elements" and "creative elements" as the indicators of the Hakka creative cultural products. Besides, to analytic approach of the text and analytic approach of the text representation, and to compare Hakka creative cultural products analytic approach of the text and the relationship and the difference of analytic approach of the text representation. Also raise some suggestions for theoretical way and pragmatic way to future creator, government and academic study. It is in-depth interview and text analysis of the text in order to do it according to establishing the research approach and to compare the difference of analytic approach of the text and analytic approach of the text representation. Two findings of the studies：
A. Cultural elements and Creative elements analysis.
1.The products are to show Hakka cultural elements.
2.Add new concept to reinforce the new generation identity.
3.Packaging design to represent Hakka construction.
4.The creation of text into the Hakka spirit.
5.To change the extension meaning to adapt the change of society.
B. The comparison between analytic approach of the text and analytic approach of the text representation.
1.Subjective disparity
2.Media present disparity
3.Culture disparity |
