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題名 創造我們的故事：以共同敘事概念建構體驗型互動裝置
Creating Our Stories: Constructing Experiential Interactive Installation with Collaborative Narrative Concepts作者 吳岱芸
Wu, Dai Yun貢獻者 吳岳剛<br>廖文宏
Wu, Yueh Gang<br>Liao, Wen Hung
吳岱芸
Wu, Dai Yun關鍵詞 共同敘事
故事
體驗
互動裝置
collaborative narrative
storytelling
experience
interactive日期 2011 上傳時間 1-May-2013 11:44:44 (UTC+8) 摘要 近年來數位科技的蓬勃發展，讓行銷溝通加入了消費者參與、進行互動的可能性。這趨勢使得消費者在行銷溝通中所扮演的角色日益重要，而品牌也漸漸跳脫透過傳統廣告說故事給消費者聽的形式，開始以消費者為中心，提供開放式的體驗環境，邀請消費者參與其中，與品牌共同創造價值。 本研究以「共同敘事」的概念來描述這種新型態的行銷溝通手法，主張共同敘事包含了廣告「主張」、消費者「參與」，和「敘事」三項基本要素。品牌將廣告主張植入一個開放的敘事結構中，然後設置目標，邀請消費者透過實際的參與行動，決定故事的發展和結果，共同創造一段與個人密切相關的特殊經驗，並從中體驗廣告主張。 在討論相關文獻之後，本文鎖定「家外裝置」（out-of-home installation）作為主要媒介，探討其定義、特色和價值，接著提出一個實踐共同敘事學理的創作計畫。其主要內容包括：（1）以「蔬食搶救死亡海域」為溝通議題，並選定「國立海洋生物博物館」作為溝通情境；（2）整合感測器、社群、以及行動運算科技，設計一套虛擬海底世界裝置，呈現一個因為人類肉食需求而快速惡化的海底世界，邀請消費者採取行動，幫助海洋恢復原貌。透過共同決定海底世界的命運，這個互動裝置除了讓人了解肉食與生態環境之間的關係之外，還進一步引導消費者將永續的觀念落實於生活中。 在創作的過程中作者發現，共同敘事裝置的故事情節不宜太過複雜，體驗的重點應放在故事的發展如何被「共同決定」上。因此創作時適合先將廣告主張轉換為簡單的因果關係，接著才思考故事中消費者參與的方式應如何安排。而數位科技的加入，無論對故事架構的發展、或互動體驗的設計，都帶來相當程度的幫助，甚至為互動裝置帶入電玩遊戲的成分，也因而帶來更讓人沉浸的互動體驗。
In recent years, digital technology empowers marketing communications with the possibilities of consumer participation and interaction. This new trend causes consumers to play increasingly important roles in marketing communication. Meanwhile, brands attempt to go beyond traditional forms of communication by offering consumer-centric experiences and inviting consumers to participate in the value-adding process. In this thesis, we propose a new type of marketing communication technique based on collaborative narrative. We argue that collaborative narrative consists of three essential elements, namely, advertising claim, consumer participation, and story. First of all, the advertising claim should be converted into an open-ended story structure. The brand has to set a goal for the story. Then, the brand invites consumers to play a part in the story, and shape the ultimate development of the story. In this way, consumers co-create a personally relevant and unique experience with the brand, and experience the advertising claim directly. Through the discussion of related work, we select out-of-home installation as the primary media, and clarify the definition, features, and value of out-of-home installation. We then outline a creation plan based on the collaborative narrative concept. This project contains two key components. Firstly, the main issue of the communication is "go vegetarian and revive dead zone." We choose the National Museum of Marine Biology and Aquarium as the communication context. Secondly, we integrate sensors, social networks, and mobile computing technologies to design a virtual underwater world. The installation displays an underwater world which is rapidly deteriorated as a result of meat consumption. We ask consumers to revive the marine ecosystems by their joint efforts. By determining the destiny of the underwater world in a collective manner, consumers can understand the relationship between meat intake and ecological protection, and learn to implement sustainable practices in their daily lives. The main challenge of collaborative narrative creation arises from the fact that advertising claim, story arrangement, and participation design must be closely linked for the consumers to experience and appreciate the advertising claim while co-creating the story. Besides, new digital technologies help to expand the scope of collaborative narrative, and bring the ingredients of video games and immersive experiences into interactive installations.參考文獻 方力行（2004年7月）。〈海洋與生命〉，《科學發展》，379：52-59。吳世全。〈裝置藝術〉。取自「台灣大百科全書」http://taiwanpedia.culture.tw/web/content?ID=9915姚惠忠（2009）。《公共關係學: 原理與實務》。台北：五南。陳建豪，陳柏年（2006年6月）。〈10倍效益 戶外廣告成功圍堵消費者〉，《遠見雜誌》，240。創市際市場研究顧問公司（2011年3月）。創市際月刊報告書。取自http://news.ixresearch.com/?page_id=1534鄭雅菁（2011年7月）。〈家外媒體4趨勢 精準高效益〉，《動腦雜誌》，取自http://blog.udn.com/t8830209/5379246#ixzz1lYi86NIv韓彥文譯（2008）。〈科學家揭秘為什麼我們愛聽故事〉，《環球科學》，11。羅倩姬（2011年4月14日）。〈家外傳播有什麼新趨勢？〉，《動腦新聞》，取自http://www.brain.com.tw/News/RealNewsContent.aspx?ID=15374Barker, C. & Gronne, P. (1996). Advertising on the world wide web. Copenhagen Business School. Retrieved from the World Wide Web: http://www.pg.dkBelch, G.E. & Belch, M.A. (2004). Advertising and Promotion: an integrated marketing communications perspective, 6/e, with powerWeb. 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Retrieved from http://www.unep.org/pdf/GBO3-en.pdfWampler, A. (2010, August). Installation art: Exhibitions at William king museum and Emory & Henry College. A! Magazine for the Arts, 17(8), 2.Worm, B., Barbier, E. B., Beaumont, N., Duffy, J. E., Folke, C., Halpern, B. S.,…Watson, R. (2006). Impacts of biodiversity loss on ocean ecosystem services. Science, 314(5800), 787-790.Yadav, M. S. & Varadarajan, R. (2005). Interactivity in the electronic marketplace: an exposition of the concept and implications for research. Journal of the Academy of Marketing Science. 33(4), 585-603. 描述 碩士
國立政治大學
數位內容碩士學位學程
99462007
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099462007 資料類型 thesis dc.contributor.advisor 吳岳剛<br>廖文宏 zh_TW dc.contributor.advisor Wu, Yueh Gang<br>Liao, Wen Hung en_US dc.contributor.author (Authors) 吳岱芸 zh_TW dc.contributor.author (Authors) Wu, Dai Yun en_US dc.creator (作者) 吳岱芸 zh_TW dc.creator (作者) Wu, Dai Yun en_US dc.date (日期) 2011 en_US dc.date.accessioned 1-May-2013 11:44:44 (UTC+8) - dc.date.available 1-May-2013 11:44:44 (UTC+8) - dc.date.issued (上傳時間) 1-May-2013 11:44:44 (UTC+8) - dc.identifier (Other Identifiers) G0099462007 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/57950 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 數位內容碩士學位學程 zh_TW dc.description (描述) 99462007 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 近年來數位科技的蓬勃發展，讓行銷溝通加入了消費者參與、進行互動的可能性。這趨勢使得消費者在行銷溝通中所扮演的角色日益重要，而品牌也漸漸跳脫透過傳統廣告說故事給消費者聽的形式，開始以消費者為中心，提供開放式的體驗環境，邀請消費者參與其中，與品牌共同創造價值。 本研究以「共同敘事」的概念來描述這種新型態的行銷溝通手法，主張共同敘事包含了廣告「主張」、消費者「參與」，和「敘事」三項基本要素。品牌將廣告主張植入一個開放的敘事結構中，然後設置目標，邀請消費者透過實際的參與行動，決定故事的發展和結果，共同創造一段與個人密切相關的特殊經驗，並從中體驗廣告主張。 在討論相關文獻之後，本文鎖定「家外裝置」（out-of-home installation）作為主要媒介，探討其定義、特色和價值，接著提出一個實踐共同敘事學理的創作計畫。其主要內容包括：（1）以「蔬食搶救死亡海域」為溝通議題，並選定「國立海洋生物博物館」作為溝通情境；（2）整合感測器、社群、以及行動運算科技，設計一套虛擬海底世界裝置，呈現一個因為人類肉食需求而快速惡化的海底世界，邀請消費者採取行動，幫助海洋恢復原貌。透過共同決定海底世界的命運，這個互動裝置除了讓人了解肉食與生態環境之間的關係之外，還進一步引導消費者將永續的觀念落實於生活中。 在創作的過程中作者發現，共同敘事裝置的故事情節不宜太過複雜，體驗的重點應放在故事的發展如何被「共同決定」上。因此創作時適合先將廣告主張轉換為簡單的因果關係，接著才思考故事中消費者參與的方式應如何安排。而數位科技的加入，無論對故事架構的發展、或互動體驗的設計，都帶來相當程度的幫助，甚至為互動裝置帶入電玩遊戲的成分，也因而帶來更讓人沉浸的互動體驗。 zh_TW dc.description.abstract (摘要) In recent years, digital technology empowers marketing communications with the possibilities of consumer participation and interaction. This new trend causes consumers to play increasingly important roles in marketing communication. Meanwhile, brands attempt to go beyond traditional forms of communication by offering consumer-centric experiences and inviting consumers to participate in the value-adding process. In this thesis, we propose a new type of marketing communication technique based on collaborative narrative. We argue that collaborative narrative consists of three essential elements, namely, advertising claim, consumer participation, and story. First of all, the advertising claim should be converted into an open-ended story structure. The brand has to set a goal for the story. Then, the brand invites consumers to play a part in the story, and shape the ultimate development of the story. In this way, consumers co-create a personally relevant and unique experience with the brand, and experience the advertising claim directly. Through the discussion of related work, we select out-of-home installation as the primary media, and clarify the definition, features, and value of out-of-home installation. We then outline a creation plan based on the collaborative narrative concept. This project contains two key components. Firstly, the main issue of the communication is "go vegetarian and revive dead zone." We choose the National Museum of Marine Biology and Aquarium as the communication context. Secondly, we integrate sensors, social networks, and mobile computing technologies to design a virtual underwater world. The installation displays an underwater world which is rapidly deteriorated as a result of meat consumption. We ask consumers to revive the marine ecosystems by their joint efforts. By determining the destiny of the underwater world in a collective manner, consumers can understand the relationship between meat intake and ecological protection, and learn to implement sustainable practices in their daily lives. The main challenge of collaborative narrative creation arises from the fact that advertising claim, story arrangement, and participation design must be closely linked for the consumers to experience and appreciate the advertising claim while co-creating the story. Besides, new digital technologies help to expand the scope of collaborative narrative, and bring the ingredients of video games and immersive experiences into interactive installations. en_US dc.description.tableofcontents 中文摘要 ⅰ英文摘要 ⅱ誌謝辭 ⅲ目錄 ⅳ圖目錄 ⅶ表目錄 第一章、緒論 1第一節、創作背景 1第二節、創作動機 3一、數位科技帶來行銷溝通的變革 3二、品牌開始與消費者一起說故事 5第三節、創作目標 6第二章、文獻探討 8第一節、共同敘事 8一、定義與特色 8二、品牌把廣告主張植入開放的敘事結構 10三、消費者透過參與，體驗廣告主張 16第二節、以互動裝置作為共同敘事媒體 25一、裝置的特色 25二、從裝置到互動裝置 28第三章、創作計畫 38第一節、創作理念 38第二節、創作主題：蔬食拯救死亡海域 39第三節、設計構想 42第四章、裝置架構與操作流程 45第一節、裝置架構與操作流程 45第二節、裝置環境及介面設計與實作 49一、裝置環境 49二、手機程式介面 55第三節、互動設計與實作 58一、透過手機連線，控制遊戲主程式的內容 58二、操控小魚游動 59三、成長等級和生命力變化 60四、發願吃素換取飼料，抑制畜牧業成長 61第五章、創作結果分析與討論 64第一節、共同敘事理論的實踐 64一、品牌把廣告主張植入開放的敘事結構 65二、消費者透過參與體驗廣告主張 69第二節、設計方法 71一、先進行「主張－敘事」設計，再考慮「敘事－參與」安排 71二、故事保持簡單，創意重點在於參與者「共同決定」的過程 72三、善用數位科技，並加入遊戲設計思維，加深參與者沉浸體驗 73第六章、結論與未來展望 75第一節、重要發現與結論 75第二節、未來展望 77一、共同敘事效益評估建議 77二、善用社群優勢，整合虛實世界 78三、將體驗繼續延伸至生活之中 79第七章、參考文獻 80 zh_TW dc.format.extent 10375364 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099462007 en_US dc.subject (關鍵詞) 共同敘事 zh_TW dc.subject (關鍵詞) 故事 zh_TW dc.subject (關鍵詞) 體驗 zh_TW dc.subject (關鍵詞) 互動裝置 zh_TW dc.subject (關鍵詞) collaborative narrative en_US dc.subject (關鍵詞) storytelling en_US dc.subject (關鍵詞) experience en_US dc.subject (關鍵詞) interactive en_US dc.title (題名) 創造我們的故事：以共同敘事概念建構體驗型互動裝置 zh_TW dc.title (題名) Creating Our Stories: Constructing Experiential Interactive Installation with Collaborative Narrative Concepts en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 方力行（2004年7月）。〈海洋與生命〉，《科學發展》，379：52-59。吳世全。〈裝置藝術〉。取自「台灣大百科全書」http://taiwanpedia.culture.tw/web/content?ID=9915姚惠忠（2009）。《公共關係學: 原理與實務》。台北：五南。陳建豪，陳柏年（2006年6月）。〈10倍效益 戶外廣告成功圍堵消費者〉，《遠見雜誌》，240。創市際市場研究顧問公司（2011年3月）。創市際月刊報告書。取自http://news.ixresearch.com/?page_id=1534鄭雅菁（2011年7月）。〈家外媒體4趨勢 精準高效益〉，《動腦雜誌》，取自http://blog.udn.com/t8830209/5379246#ixzz1lYi86NIv韓彥文譯（2008）。〈科學家揭秘為什麼我們愛聽故事〉，《環球科學》，11。羅倩姬（2011年4月14日）。〈家外傳播有什麼新趨勢？〉，《動腦新聞》，取自http://www.brain.com.tw/News/RealNewsContent.aspx?ID=15374Barker, C. & Gronne, P. 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