史考特‧費茲傑羅(F. Scott Fitzgerald)的小說《大亨小傳》為一深刻反映二十世紀美國文化的作品之一，書中描述主人翁蓋茲比如何在現實中追求不可及的夢想直至夢想幻滅的過程。在現實的不可抗逆下，蓋茲比以各式物質展演將不可見慾望的化為清晰的圖像。 本論文將透過廣告及攝影概念的引用，探討圖像與觀者的連結如何創造出一個既不屬於現實也不屬於幻象的虛擬現實，並論述蓋茲比如何運用觀者的觀看經驗為自身建立起一可被認同的身份，並且以這樣的策略開展小說中關於視覺與想像的辯證。 第一章略述《大亨小傳》的梗概、介紹其相關評論與說明本論文理論架構。第二章將藉由對二十世紀初媒體發展回顧重新定義「可見」的概念；第三章將詳述費茲傑羅與其作品與名流文化及媒體的密切性，及媒體文化對作者生活及作品的影響。第四章檢視書中敘事者尼克視覺化的觀察方式，進而分析其虛擬凝視(Virtual Gaze)如何打破生理視覺的侷限進而發展出一結合主體感觀經驗與客觀現實的感知方式。第五章重新討論小說中現實與幻象的矛盾，並點出「虛擬」將翻轉對現實的固有認知，並且成就更多可能性。 / F. Scott Fitzgerald’s The Great Gatsby has been regarded as one of the most brilliant literary works that captures the essence of the roaring twenties. In the novel, Fitzgerald takes readers into a full picture of the life of Gatsby, unfolding the life of the glamour in a new world material without being real and the conflicts between social classes. Writing against the lucid narrative strategy, Fitzgerald completes The Great Gatsby with impressive languages, imagery and symbols. The present thesis would like to adopt theories of advertising and photography to examine how the order of presentation and observation is converted at the time when visual perception is inevitably intertwined with subjective imagination. In addition, the present thesis also aims to shed light on the concept of virtual gaze as well as the notion of identity by taking vision from the field of the visible into the field of the virtual. Chapter one begins with the introduction of The Great Gatsby and the methodology used in the present thesis. Chapter two includes literature reviews concerning the issue of seeing and Fitzgerald’s The Great Gatsby. Chapter three focuses on reviewing the presentation of images used in the mass media and on building the interrelationship among Fitzgerald’s life and the notion of “visibility.” Chapter four pays attention to the concept of “virtual gaze” and its capability to break the boundary between physical eyesight and imagination. Chapter five reconsiders the ambiguity of reality associated with contradictory vision and further validates the value of “virtual gaze.

本論文的研究主題在於：透過分析日治時期的「台灣寫真帖」中的視覺圖像，釐析「台灣」如何被觀看？編者如何編排一套「應該觀看台灣的方式」？在此視覺論述中，什麼被選擇？什麼被捨棄？相較先行研究者以後世眼光所分類之「類型」，可能切斷寫真既有的編輯思維及脈絡，本文乃將寫真帖重新置回原初的時代脈絡來觀察。 　　經由本文的分析，有以下幾點發現。首先，攝影傳入台灣及其發展情況，由辭彙轉譯的過程及拍攝、出版者來看，本文論析之「台灣寫真帖」可視為殖民者眼光所看見的「台灣」。而寫真帖的台灣視覺論述，可歸納以下幾項特性：（一）地理空間架構下的台灣，將台灣編制為北而南、由西向東的觀看順序；而東、西台灣的差異，呼應統制者經營台灣的態度及政策。（二）時間遞延下的台灣，歷經明治、大正、昭和不同時期各有不同的時代特性。（三）蕃族、自然資源、台灣風俗等視覺元素，並不特定被擺置於某一地理空間或某段時代，但依舊隱含殖民的凝視。綜論之，台灣寫真帖可以巨視和微觀的角度切入：巨視者與1908年縱貫鐵路通車密切相關，微觀則以1934年《台灣教材寫真教科書》分類框架最具代表性。 　　將寫真帖與其他文類對比參照後發現，其間多有互相複製、挪用的情形，可見殖民者建制台灣視覺論述的用心，並不僅見於寫真帖，亦以各種綜論性的台灣相關論著、教育讀本、美術作品的視覺圖像，相互作用以「召喚」個體（被觀看的「台灣」）進入主體（殖民者的知識體系）。「台灣」在殖民論述下如何被操作及轉化，本文以北白川宮、新高山、香蕉為例討論，援引羅蘭巴特的神話學概念，分析各樣文類構築的「台灣神話」。最後，從「觀看」到「觀光」的實踐，將觀光指南中的「台灣」與寫真對照，以「日月潭杵歌」與「台灣神社」為例，試論神話形構後，傳遞過程中可能的變異性。 / This research aims to interpret how Taiwan was observed by analyzing the visual icons in the “Taiwan shashin cho (Taiwan photo albums/台湾写真帖)” during the Japanese Colonial period. In addition, we will discuss about the way to see Taiwan arranged by the editor, and which factors was chosen or abandoned in the editorial process. Regarding prior researches, the classifications of former researchers possibly break both the thinking and the context of photo-album editors in later versions. We purpose to place the “Taiwan shashin cho” in the original context of the old times. 　　With our analysis, our research findings are: First of all, based on the development of photography in Taiwan, the Taiwanese translation of photography as well as the photographers and publishers, the “Taiwan shashin cho” in this research can represent the “Taiwan” image in the colonial perspective. We generalize three characteristics in the basis of the “Taiwan shashin cho”: A. Geographically, the order to view Taiwan by region was arranged from the north to the south and then the west to the east. The differences between western and eastern Taiwan corresponded to the colonial attitude and policy in this era. B. Chronologically, the “Taiwan shashin cho” implicated individual temporal characteristics in each section of the Japanese Colonial period, respectively. C. Generally, the visual factors such as aborigines, natural resources, and the customs and traditions cannot be categorized into specific regions and period, though they still implied the gaze of the rulers. In summary, there are two kinds of perspectives to analyze “Taiwan shashin cho”: macro and micro. The macro perspective is closely related to the operation of the North-South Railway. On the other hand, the category framework of the “Taiwan kyozai shashin kyokashu (Sources of Photography for Taiwan Textbook/台湾教材写真教科書)” in 1934 is the most typical micro perspective. 　　Secondly, to compare with other archives, numerous visual icons are reproduced and appropriated from the “Taiwan shashin cho”. Thus, we can conclude that the rulers spare no efforts to build up the visual discourse of Taiwan images with the “Taiwan shashin cho”, those treatises, educational textbooks and fine art works. By these archives, the individual (the Taiwan observed) is interpellated to the subject (the knowledge of the rulers). Based on the Mythologies by Roland Barthes, this thesis take the “Kitashirakawa-no-miya Yoshihisa-shinno (Imperial Prince Kitashirakawa Yoshihisa/北白川宮能久親王)”, the “niitakayama(former name of Yushan/新高山)”, and the “bananas” as examples to understand how “Taiwan” was operated and transformed. Furthermore, how the forecited archives constructed the “Taiwan Myths”. 　　Finally, this research compares the “Taiwan shashin cho” with the “Taiwan ryoco annai(Guidebooks of Taiwan Railway Tour/台湾鉄道旅行案内)” in the practice of transforming “seeing” to “sightseeing” for discussing about the divergences in the process of propagating myth with two illustrations, “ Zizugezu tan kineuta(Pestle Dancing in Sun Moon Lake/日月潭杵唄)” as well as “Taiwan Zinzha(Taiwan shrine/台湾神社)”.

在自媒體時代下，每個人都可簡單創立一個自媒體，使讀者在旅行的過程中得以參與照片的產製，共同塑造一地的城市意象。本研究將觀察場域設定為以照片為主的社群平台Instagram，研究標的為－上海。藉由Kevin Lynch的城市意象理論、Fakeye & Crompton的原始意象、誘發意象、複合意象理論，探討讀者抵達上海前後的差異與如何藉由照片形成複合意象，進而探討一座城市的意象如何經由照片被形塑以及讀者眼中的城市意象的構成元素與自媒體時代的關係。 研究發現，讀者的原始意象多來自朋友間主觀性的評論。抵達上海前的原始意象多指向繁華、中西合併的國際化都市，抵達後的意象較多元而衝突，特別對於人民的文化素養有所描述。在自媒體時代下，Kevin Lynch的五大要素除邊界外，其他皆仍存在自媒體上，新增人物、食物、建築空間等三大新要素。 從讀者所提供的照片歸納出以人物、標誌物兩種要素佔比最高，根據深度訪談分析讀者上傳照片的原因，如：特別、值得紀念、實現夢想、覺得自己美、心情美好、感到優越。進而從照片中發現，在自媒體時代下「我」的主體性被凸顯，使照片中充分展現自媒體時代的特色。 / In an owned media era, people can create owned media easily. They can always share photos during their travel time and shape urban images together with other readers. With the experiences of the author and consider the suitability of samples, this research will be based on Instagram, a social media platform focusing on photographs, and targeted on Shanghai. With “The Image of the City” of Kevin Lynch, “Original Image”, “Induced Image”, and “Complex Image” of Fakeye & Crompton, this research will be analyzing the difference between interviewees’ image towards Shanghai before and after visiting, and how they shape their urban image through their uploaded photographs. Through the research, the author wish to discuss the relationship between the constitute elements of urban image by different readers and the aspects of owned media era. After the research, the author found out that readers’ original images come from subjective comments of their friends. Most original images include seeing Shanghai as a prosperous, diverse and an international city. Images after visiting start to diverse and conflict, especially on cultural literacy of the people in Shanghai. In own media era, four of the five elements, except for Edges, of Kevin Lynch are still applicable. In addition, the author established another important elements, people, foods, and spaces. The photos provided by readers can be classified into people and landmarks. Through analyzing interviews, the reasons of uploading pictures are mostly things that are special, things or events that are memorable, dreams come true, photogenic, in a good mood and feeling superior. The author concludes that under owned media era, the subjectivity of “I” has been highlighted from the uploaded pictures and that also brings out the aspect of owned media era.

《自由談》是戰後台灣第一本暢銷國內外的民間雜誌，發行時間從1950年4月到1987年11月為止，沒有官方撐腰而能歷經整個戒嚴時期，並取得巨大成功，是來自於雜誌背後所擁有的海派文化資本、商業手腕，以及因地制宜的在地轉化。本論文以《自由談》為中心，首先比較民國上海《旅行雜誌》，踏察海派文學／文化與台灣當代文學／文化的關聯。其次藉由觀光客凝視（The Tourist Gaze）、世界主義（Cosmopolitanism）和美學世界主義（Aesthetic Cosmopolitanism）等理論，分析《自由談》裡最大宗的國內外遊記，說明藏匿在官方論述保護色之下的「世界想像」，有意無意溢出戒嚴臺灣所限制的禁忌究竟為何。最後集中關注《自由談》的小說，一樣先分析海派小說的在地化轉變，說明如何可能成為台派鴛鴦蝴蝶小說；之後再聚焦以國外為主要敘述空間的嚴肅小說，討論這些小說如何區分自我與他者、確認差異（difference）和認同（identity），進而隔海回望，漸漸打造出不同於官方主導文化、嶄新的「台灣想像」。 / The Rambler（《自由談》） was the first private magazine in post-war Taiwan that sold well domestically and internationally. Published from April 1950 to November 1987 without government support, the magazine thrived throughout the entire martial law period because of the combination of the cultural capital of the Shanghai School, effective business tactics, and a local transformation that underpinned its operation. In this study, The Rambler and its predecessor, China Traveler（《旅行雜誌》）, were compared to investigate the relationship between the Shanghai School literature and contemporary Taiwanese literature. Travelogues collected in The Rambler were subsequently analyzed through the perspectives of tourist gaze, cosmopolitanism, and aesthetic cosmopolitanism to illustrate how the world imagination was influenced by the ruling Nationalist Party, which, wittingly or unwittingly, revealed officially stated taboos in Taiwan under martial law. The local transformations in the Shanghai School fiction reflected in The Rambler were also discussed in this study. Finally, fiction in The Rambler with settings that occurred beyond the borders of Taiwan were examined to discuss how characters in these fictions distinguish between the self and the others, perceived their difference, and identified with their identity to create a different imagination of Taiwan from the officially created one.

多媒體影音教材已被廣泛使用於網路學習之教學場域，並且已發展出許多不同的多媒體影音教材型態，這些不同的多媒體影音教材型態，以及教材的組成元素如何影響數位學習成效值得深入探究。本研究使用可攜式眼動追蹤儀及穩定控制之實驗環境，隨機選取某公立高中高三普通班十六位學生進行眼動實驗，由受測學生依序觀看目前被廣泛採用的圖像影音動態教學式（picture in picture, PIP）及平面講述靜態教學式（voice over presentation, VOP）二種不同型態多媒體影音教材之興趣區（頭像、投影片、字幕、標題），探討包括三個眼動指標（凝視時間、凝視次數、回視次數）與學習成效之間的相關聯性。 結果顯示受測學習者利用圖像影音動態教學式（PIP）多媒體影音教材學習具有顯著的學習成效，而平面講述靜態教學式（VOP）則無顯著的學習成效。此外；圖像影音動態教學式（PIP）多媒體影音教材學習成效顯著優於平面講述靜態教學式（VOP）多媒體影音教材。再則經由皮爾森（Pearson）積差相關係數分析結果顯示，文字型認知風格學習者，使用平面講述靜態教學式（VOP）多媒體影音教材之投影片及標題興趣區之凝視時間、凝視次數及回視次數與學習者後測成績，呈顯著高度正相關，圖像型認知風格學習者則無。圖像影音動態教學式（PIP）多媒體影音教材之投影片、頭像、字幕及標題興趣區之凝視時間、凝視次數及回視次數與學習者後測成績，皆未呈現任何顯著的相關性。最後，圖像影音動態教學式（PIP）與平面講述靜態教學式（VOP）二種不同型態多媒體影音教材，皆以投影片區獲得最多的凝視時間、凝視次數與回視次數，其次為教師的頭像，最少的為標題區。 / Multimedia audio and video materials have been broadly applied to the teaching field of web-based learning, and various multimedia audio and video materials have been developed. It is worth studying the effect of such multimedia audio and video materials and the component elements on digital learning outcome. With a portable eye tracker and stably controlled experiment environment, 16 G12 students, in a public senior high school, are randomly selected for the eye movement experiment. The participants would sequentially view the area of interests (profiles, slides, subtitles, titles) of two types of multimedia audio and video materials, picture in picture (PIP) and voice over presentation (VOP), to discuss the correlations between three eye movement indices (fixation time, number of fixation times, number of regression times) and learning outcome. The result reveals that learners using picture in picture (PIP) present significant learning outcome, while ones with voice over presentation (VOP) do not appear remarkable learning outcome. Moreover, picture in picture (PIP) notably outperforms voice over presentation (VOP). The Pearson product-moment correlation coefficient analysis result shows that the learners with verbal-oriented cognitive style present notably positive correlations between the fixation time, number of fixation times, and number of regression times for slides and titles in voice over presentation (VOP) and the posttest results, while those with image-oriented cognitive style do not. The fixation time, number of fixation times, and number of regression times for slides, profile, subtitles, and titles in picture in picture (PIP) do not show significant correlations with learners’ posttest results. Finally, both picture in picture (PIP) and voice over presentation (VOP) appear the most fixation time, number of fixation times, and number of regression times for slides, followed by teachers’ profiles, and titles the least.

本文主要討論在日常生活中，以智慧型手機和社群網站Facebook打卡為主的媒體實踐所扮演的社交角色以及實踐者的空間經驗感受，試圖描繪科技帶來社交網絡的連結，並且透過現代科技漫遊者的實踐，混淆日常性和觀光凝視的界線。從媒體實踐取徑，觀察生活中各種實踐行動，試圖勾勒媒體實踐如何定錨社交關係，以及人為主體的媒介消費複雜性。 研究以民族誌法為研究方法，結合線上觀察、線下田野、深度訪談，研究三個身處不同社交圈位置的個案；研究者以參與觀察的方式進入研究對象的生活、工作、休閒場域，期以從實踐者的生活方式，理解日常生活中細瑣行動的動態關係。 研究發現，作為新科技的Facebook打卡和智慧型手機，身處社交圈不同位置的實踐者在近用之後能發展機會，包括鞏固意見領袖地位、晉升為領導者、創造與他人的連結；而Facebook的標籤功能、打卡時機的調整、省略打卡位置等實踐，成為實踐者挪用以建立社交關係。 實踐者是為現代的科技漫遊者，在漫遊城市時透過打卡找到新空間經驗感受，這些經驗包括：(1) 日常生活與觀光凝視的界線流動，實踐者凝視平凡的日常找到非比尋常，將之轉化為打卡題材；(2) 打卡實踐是實踐者既地方性又全球性的文本生產，讓地標賦予了既真實又虛擬的混合空間意涵，實踐者於其中觀展表演而自我揭露；(3) 打卡鞏固了觀光凝視的空間經驗，實踐者的空間感受並非固定，而可能既溫暖有情感又陳悶的儀式，打卡實踐添增了生活中面對鏡頭的觀光客姿態。實踐者面對科技物質特性、社會關係、監視構成的結構性限制，能找到方式因應，但其能施展的自由與機會也有局限性。 / The aim of the research investigates Facebook’s check-ins as a media practice that plays a crucial social role in everyday life. While walking in the city nowadays, a practitioner can convey his/her feelings, uploading stories and photos to social network websites through mobile technologies. A practitioner’s gaze upon spectacle of the city brings him/her complicated media experience in the media-drenched world, which turns a practitioner into a tourist and a flâneur. The study explores practitioners’ media consumption in everyday life. My empirical study focuses on three cases, who are heavy users of smart phones and in favor of check-ins on Facebook. The three cases situate in different social status and develope different social relationships through Facebook. By choosing ethnography as my method, I am a participant-as-observer who immerse in on-line and off-line field work. My findings indicate that smart phones and check-ins on Facebook provide opportunities and resources for practitioners. A keen adopter of technologies becomes an opinion leader, and her practice of check-ins brings her a fashionable image. The person who owns ordinary fellowship becomes an opinion leader in his peer group by acquiring technology skills. The practitioners use tagging and adjust the timing of check-ins to create social connection with friends. A practitioner, who is also a tourist and a flâneur, finds new feelings through mobile technologies when walking in the city. (1) The boundary between everyday life and tourism is not fixed, but weaves in a flow instead. (2) Geo-tagging symbolizes a hybrid space, in which contains virtual and physical information. (3) The practices of check-ins embody the tourist gaze. The sense of place is a flow, and practitioners may find warm or chill places through different media practices. However, the tension of interaction between people and technologies brings several unexpected troubles. The practitioner combats these problems by using tactics with agency, while he/she faces the power of structure which limits agency at the same time.