新「生活」運動? 從「生活工場」的經營看風格實踐

學年度:92
學期:2
校院:東吳大學
系所:社會學系碩士班
論文名稱(中):新「生活」運動? 從「生活工場」的經營看風格實踐
論文名稱(英):New “Life” Movement? A Study on the Practice of Life Style from WORKING HOUSE in Taiwan
學位類別:碩士
語文別:chi
學號:89315002
頁數:98
研究生姓名(中):鄭依萍
研究生姓名(英): Cheng, Yi-Ping
指導教授姓名(中):石計生
指導教授姓名(英):C. S. STONE SHIH
關鍵字(中):生活工場、新『生活』運動、生活風格、生活雜貨、地理資訊系統
關鍵字(英):Working House, New “Life” Movement, Life Style, Household Utensils, Geographic Information System

 


中文提要:

  隨著社會變遷,歐美、日本等國家的家居格調也逐漸影響台灣的市場,使得以家居生活為對象的產業也因此快速的發展。而這樣的外在環境發展之下,消費者也漸漸的認知到「生活雜貨」不只是一些「瓶瓶罐罐」的器皿而已。本研究希望以生活雜貨產業中生活工場的歷史性發展為經;而消費者生活風格實踐為緯,企圖勾勒出一幅至2003年為止,目前台灣地區的家居生活風格簡圖。

  新「生活」運動所包含的隱喻有二:其一為針對「生活工場」的研究對象為喻,並且又符合「生活雜貨」產業的字眼;其二為以民國23年(1934)所推行之「新生活運動」為喻,也是作者的另一個提問,對於當前居家品味重視的潮流,是否為一次新的「生活」運動?本研究所謂之新生活「運動」,主要是借用民國23年推行之新生活運動一詞之便,以借寓是否變遷於實際『生活』中開展。

  經由GIS與質性研究發現,台灣目前的確是正在發生著有限的『新生活運動』,而這新生活運動主要由生活工場主導,並且配合整體社會環境因素,而造成了新生活運動的成功。新生活運動成功的原因:一、外在社會環境因素,國民平均所得GNP的逐年增長,讓國人得以於消費比例上增加生活雜貨的支出,再加上週休二日的施行,讓國人外出旅遊的機會增多,同時也增加對於其他國家居家生活文化瞭解的機會。最後是教育程度的升高,讓國人對於生活美學有更多的體認。二、生活工場選擇的兩大風格依據,主要為日本與歐美,這樣的情形顯示出台灣雖已重視居家布置及生活風格的展示,但是實際上仍然是受到日本與歐美等文化核心的主導與影響,而台灣仍屬於較被動的狀態。三、生活工場提供了一個形式上的布爾喬亞之商品包裝、空間氣氛,但是內容上之商品品質卻為普羅化商品。

  而在生活風格的差異性實踐上,本研究發現,個人不斷的藉由尋找稀少與差異,以彰顯自身於巨型社會結構之下的存在性、獨特性。但是研究同時也發現,消費者為了獨特性的追求而進入生活工場進行生活風格的消費,然事實上不論任何階級、任何個人進入之後,一切的生活風格則為生活工場提供、主導,一切的差異進入生活工場之後便歸於相同,皆屬於日本、歐美的文化複製與偽中產階級品味,其間的差異性只存在於各種商品設計之間的差異,而消費者的差異則因為追求差異而彌平。

 

英文提要:

  Along with social change in history, Western and Japanese's lifestyles have gradually influenced Taiwanese daily life since 1970s. The tendency causes great expansion of industry of household utensils. To this end, Consumers in Taiwan gradually understand household utensils are more than bottles and pots in market. The thesis studies the historical development of Taipei’s WORKING HOUSE stores and consumer's practice of lifestyle at present time.

  The title of the thesis, New "life" movement, implies two metaphors. One is connected to WORKING HOUSE's Chinese translation and also fit in the word with the industry of "household utensils". The other metaphor refers to the new "life" movement in 1934 and raises another question: Is this a new life movement in Taiwan when consumers begin to decorate their house and daily life with taste?

  With GIS and qualitative methods, the thesis finds there is really a new life movement leading by WORKING HOUSE stores in Taiwan after 1970. The main reason for the new movement are: (1) social environment factor, such as economic booming and increase of GNP, causes the expenditure of consumers in Taiwan increase in the proportion of household utensils; Global travel also makes Taiwanese see the world with new aesthetics. (2) The basic styles of WORKING HOUSE are from Japan, Europe and America. That implies Taiwan does not have her own life style in globalization. (3) WORKING HOUSE provides a commodity package and aura with bourgeois form but a proletariat quality in content.

  In terms of practice of distinction in life styles, the thesis also finds consumers in Taiwan look for specialty and unique of commodity for expressing their own individuality in changing social structure. However, the result of consumer’s seeking for uniqueness ironically becomes the sameness of consumption in WORKING HOUSE due to the Japan, Europe and America-oriented design strategy. The WORKING HOUSE new Life movement creates a psuduo-middle class taste by assimilating differential practices of Taiwan’s consumers.