愛丁堡藝穗節治理之研究

Abstract

第二次世界大戰後節慶蓬勃發展，愛丁堡藝穗節亦在這波潮流中興起，從1947年發跡至今，已有七十多年的發展歷史，有別於傳統的藝術節，它打破了藝術的階層藩籬，歡迎所有群眾共襄盛舉。本文即是以愛丁堡藝穗節進行個案研究，由節慶治理的角度切入，探討其中的企畫、網絡與品牌等三個構面，並從多位學者的理論中彙整出本研究之架構，旨在探討其治理狀況，並從中發掘有待解決的挑戰。於企畫層面，探討藝穗理念與企畫內容之選擇及調整，何以使節慶歷久不衰；在網絡層面，從利害關係人與節慶所架構之網絡關係，分析其中的合作與對節慶的影響；而品牌層面，則梳理愛丁堡藝穗節品牌化的現象，研究品牌永續之可能。接著，闡述各構面之間的連結並綜述個案所存在之挑戰，以更完善個案的全貌。最後，本研究整理出改善個案的建言，以及可供其他節慶治理之借鑑。由於國外較缺乏社會、文化層面的藝穗節運作相關研究，而國內藝穗節的相關研究則尚未討論節慶品牌的面向，且此前皆未有更多治理構面間的連結，故本研究在該基礎上拓展目前已有的研究圖景，以相對更全面的視野解析愛丁堡藝穗節的治理。Festivals flourished after World War II, and Edinburgh Festival Fringe also emerged in this trend, having a history of more than 70 years since its inception in 1947. Unlike conventional art festivals, Fringe broke the barriers of art and was accessible to everyone. This research analyzes the festival governance in programming, networking, and branding dimensions by a case study of Fringe with the research structure organized from theories of academics, aiming at exploring its governance and the unsolved challenges. In programming, the choice and adjustment of ideas and content as well as how to make the enduring festival will be discussed. In networking, this study analyzes the collaboration and the impacts on Fringe via the network composed of stakeholders and the festival. In branding, this research organizes the branding phenomenon of Fringe and studies the possibility of brand sustainability. Then, it explains the connection between these aspects and summarizes the existed challenges to see a more complete picture of this case. Ultimately, this study provides also suggestions for the case and inspiration to other festivals for governance. Since there is a research gap of connecting the relationship between Fringe’s governing dimensions, and the less of its study in social and cultural fields abroad while the Fringe branding study is still new in Taiwan, this dissertation examines the governance of Edinburgh Fringe from a more comprehensive perspective based on previous researches, attempting to broaden the researching horizon.