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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/54515
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/54515


    Title: 大學生的自我認同 -以「未定者」為主角的音樂創作
    College students’ ego identity: moratorium people play the leading role in musical creation.
    Authors: 廖乃慧
    Nai Hui Liao
    Contributors: 張卿卿
    Chingching Chang
    廖乃慧
    Nai Hui Liao
    Keywords: 自我認同
    認同狀態
    音樂創作
    音樂行銷
    Date: 2011
    Issue Date: 2012-10-30 11:16:46 (UTC+8)
    Abstract: 《我們從哪裡來?我們是誰?我們往哪裡去?》(Where Do We Come From? What Are We? Where Are We Going?)這是高更的作品,也是各宗教、學術、藝術等領域歷久不衰的討論議題。約略是在大學的年紀,大部分的人們都會經歷一段混亂的思考時期,在探索中逐漸確立自己的模樣,而每個人面對這種壓迫反應不一,其中有一群人,他們始終無法了解自己的樣貌,一直處在猶疑不定的狀態,該如何是好呢?

    抱持著對上述議題的關心,作者嘗試結合自身「研究者」、「音樂創作者」與「傳播者」三個身分來做一件事,即根植於心理學理論的音樂創作與行銷:
    在「研究」方面,作者以Erikson(1950, 1959, 1980)的心理社會發展理論為基石,聚焦在青少年晚期的「自我認同」任務與危機,接著回顧Marcia(1966)提出四種認同狀態(identity statues)-「定向型」、「未定型」、「早閉型」、「迷失型」,作為創作的角色藍本,並整理Waterman(1982, 1993, 1999)等學者提出之認同狀態轉移(identity movement)路徑,以發展的觀點來看自我認同;此外,作者也探討音樂與自我認同、情緒管理之關係,做為音樂創作的素材。
    進入「創作」階段,作者選定Marcia(1966)四種認同狀態中的「未定型」個體做為主角,稱之為「未定者」-已經歷探索但遲遲無法產生承諾的人。作者希望透過音樂創作能為聽眾的自我認同,注入新的思考觀點,也替「未定者」表達感受。最後,作者完成的企鵝貓(作者的藝名)創作專輯《下了一場蘋果雨》,包含六首歌曲及繪本式歌詞本,共發行350張,在女巫店及政大創意實驗室舉辦兩場創作演唱會。

    專輯完成之後,作者為自己的作品進行「行銷」企畫並執行,作者在政治大學校內實行為期約半年的行銷活動,目標為建立企鵝貓的知名度,並販售專輯100張。作者先透過「次級資料分析」、「深度訪談」、以及「問卷調查」三種研究方法進行市場調查,接著進行SWOT分析,然後擬訂策略、執行、評估。在五個月內,facebook粉絲數達429人,累計有效瀏覽總人次共21,064,兩支MV共有54次轉貼;企鵝貓youtube頻道觀看總數為2,625次;共賣出專輯約300張。

    最後,在「研究者」、「音樂創作者」與「傳播者」三者的對話之中,作者再次反思本研究及創作的成果。三者雖因關注焦點不同而互相限制,卻也能相互印證、加成,「研究」使得欲傳達的概念有所本,「音樂創作」能化抽象概念為具體,「行銷」則擴大作品的意義。
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    Description: 碩士
    國立政治大學
    廣告研究所
    98452006
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098452006
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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