北美自由貿易區所要達成的一體化程度或許不如歐洲聯盟所企圖達成的目標，但以其做為第一個將南方國家－墨西哥納入經濟集團的「先軀」，以具有最典型的帝國主義色彩的美國、對美國市場高度依賴的加拿大與墨西哥、最典型的南方國家力圖發展經濟的墨西哥而言，北美自由貿易協定不啻為我們可以從中觀看、了解資本主義進展過程中帝國擴張的典範。

若與其他國家相比，越南的歷史、政治、經濟等方面發展頗為特殊。越南曾經是法、美等帝國之殖民地，先後與日本、法國、美國等先進國家抗爭。脫離帝國統治之後，1976-1985年越南政府採取計劃經濟政策，全國封閉，自1986年起，越南開始進行市場化經濟改革，並配合對外開放與政治鬆綁，如今，越南變成一個充滿潛力及吸引力的新興市場。 隨著外商企業，『廣告』行業也來到越南。跨國企業除了向越南輸出商品，同時『輸出』行銷、廣告技術。西方國家文化產品席捲越南只是來自商業的企圖，還是資本主義的文化霸權？文化帝國主義形式之一？ 本研究透過蒐集，分析二手資料探討越南廣告業的發展，並對在越南跨國廣告公司的十二位負責人、二位越南本土廣告業者利用開放式的問卷進行深度訪談，以瞭解跨國廣告公司十年來如何進入，佔領越南廣告市場以及其目標企圖進一步瞭解文化帝國主義在越南之運作型態。本研究將130則電視廣告以SPSS統計軟體進行內容分析，探討越南廣告內容並瞭解文化價值呈現及西方導向趨勢。 根據命題，研究結果顯示： 目前有接近20家跨國廣告代理商在越南。80％越南廣告市場被跨國廣告公司掌控。越南廣告業剛萌芽，嚴重缺乏廣告附帶服務，所有廣告製造工作要在海外進行。大眾媒體均屬國營，內容貧乏，表面粗糙，消費者相當保守。主要的廣告商品都是國外品牌，大部分是低價錢、重複購買的消費用品。廣告策略簡單，偏向於資訊式廣告。 越南廣告市場富潛力，吸引外商進入。目前廣告在越南的確能夠起影響，改變人的態度與行為，但還不能夠損及越南的文化或成為文化主控者。 在廣告表現方面：在所有採取130則廣告中的產品，沒有屬於高涉入的產品，全部都屬於兩類產品：低涉入/理性和低涉入/感性；來自歐洲地區的產品為多，無本土產品廣告；廣告中使用外國語文的情形，強調產品是先進工業化國家的產品或採用他們之技術的現象相當不普遍； 本研究的貢獻在於，第一，深入探討越南廣告市場的發展背景及現況，提供廣告業者做為參考，降低其進入越南廣告市場的障礙。第二，本研究透過訪問越南跨國廣告公司的高級主管，並整合他們對越南廣告市場的評價及觀點，將研究成果回饋給越南廣告市場及政府作為決策時的參考。 / Abstract: Vietnam is known for its exceptional history, politics and economy. It has been colonized by America and France, and has it has been involved in wars of resistance against developed countries including France, Japan and America. After gaining its independence, the Vietnamese government adopted a closed economy from 1976 to 1985. In 1986 the Communist Party of Vietnam introduced comprehensive economic reform (the Doi moi process), which aimed to develop a socialist-oriented multi-sector market economy under state control. Since opening its door to the world, Vietnam has become a potentially attractive emerging market. With the arrival of multinational clients, advertising was introduced to Vietnam. Multinational companies bring marketing and advertising strategy to this market as well as products. Does this new advertising industry and the multinational companies it represents aim only at profit seeking, or is it also in pursuit of cultural imperialism? This paper focuses on three major objectives. First, it describes the Vietnamese advertising environment in general. Second, it documents the entrance of multinational advertising agencies to the Vietnam market. Third, it analyzes the content of Vietnamese advertising to assess the orientation of its underlying cultural values. The methodologies of in-depth interviews and analysis are used in this paper. The research finds: • Nearly 20 multinational advertising agencies in Vietnam occupy 80% of the market. • The Vietnamese advertising industry is in its primary stage, lacking suppliers. • Most advertisement production is done overseas. • The content of Vietnamese state-owned media is simple and uncreative. Vietnamese consumers are conservative. • Most advertisements are for cheap, foreign-brand consumer products. • Advertising strategies are simple, mostly based on information appeal. • The Vietnamese advertising market is potentially attractive to foreign investors. • In Vietnam advertising might affect people’s attitudes or behavior, but it still has not damaged Vietnamese culture or become “culturally dominant”. In 130 TV commercial samples, there is no high-involvement product advertising. All fall into two categories: low–involvement/rational and low- involvement/emotional. European brands appear most commonly. No local brands are featured. The use of foreign language or emphasis on the country of origin is uncommon in Vietnamese advertising. This paper introduces foreign advertising agencies to the Vietnam advertising environment so that they can avoid potential obstacles when entering the local market. In addition, through in-depth interviews with high-ranking managers of multinational advertising agencies, this paper offers reference material for Vietnamese advertisers and government officials responsible for strategic decisions.

南方想像是日本帝國主義的慾望產物。在廣邈的南方想像中，台灣是帝國慾望主軸。明治中期開始，南方作為日本投射帝國慾望的一個想像地理，透過各種文本的鋪陳漸漸建構出一套南進論述。不論是公共政策的社會層面，或是私人意識型態的精神層面，南方論述慢慢滲透成為帝國主義的文化血脈。本論文的研究主題，即在於探討從明治中期以降日人作家的台灣書寫，尤其聚焦在小說與紀行文體。筆者縱貫討論1910年代前後以降至1940年代的日人作家作品，主要對象包括1910年代前後的竹越與三郎、中村古峽，1920年代的佐藤春夫，1930年代的中村地平、真杉靜枝，1940年代的西川滿與《文藝台灣》。誠然，不同的歷史階段，往往會呈現殊異的南方論述。會選擇這些日人作家與文本，源自於他們在各年代的象徵性意義。不難發現，日人作家的「南方」觀，除了帶有異國情調的異色幻想，也投射強大的帝國慾望。 從明治時期到1940年代，日人作家所帶來的文學／文化／地理想像問題，充滿無數臆想。檢視他們南方書寫的內涵，可以發現其中歷經了三個階段的衍變：從領台初期混沌未明的南方憧憬階段，藉助各種文化與帝國論述的傳播，逐漸成為日本人集體的政治無意識，最後在戰爭期則演進為日本帝國的強大意志。台灣作為被觀看的南方客體，透過各種話語敘事，從模糊概念而逐漸顯現清晰的形體。到了南進政策明確的階段，「前進南方」不再是潛藏在個人內心的集體無意識，它一躍而為昭然若揭的意志、隨處可見的口號。就東亞文學與後殖民主義的觀點而論，日治時期日人作家台灣書寫的發展，誠然具有複調的文化意涵。文化自身是一個包含細緻化與提升性要素的概念，它也會被許多政治與意識形態主張在其上彼此相互交涉對話。這些帶有豐富暗示的帝國文本，和日本從明治時期以降的南進論述，甚至昭和時期的大東亞共榮圈構想，在政治對文學的動員關係上形成深刻的影響。不可否認的，作品所呈現出來的文化思維與美學形式，乃是衍生自每位作者的歷史經驗。南方作為帝國慾望的一部分，自明治中期以降逐漸在文學之上形成一條「南方」系譜，追根究柢，帝國的政治與文化之間的聯繫誠然極其貼近。本論文企圖以再閱讀與再詮釋的方式，進入日至時期日人作家台灣書寫的歷史脈絡，探討他們所形塑的南方憧憬，進而解構日人作家所建構或虛構的南方敘事。 / The imagination of South was the product of Japanese Imperial desire. In its extensive imagination, Taiwan was the pivotal axis of the imperial desire. Since the mid-Meiji era, South had been seen an imaginative geography projected from this desire, based on which various kind of literary texts were developed in the construction of discourse on military advance to south. Discourse on advance to south was gradually becoming a major thinking of Japanese imperialism, in the forms of public policies on social level or in the forms of personal ideology on the mental level. This dissertation proposes to examine Japanese authors’ writing of Taiwan from the mid-Meiji era onward especially by focusing on the genres of novels and travel writings. The texts in the discussion include works by Takekoshi Yosaburo and Nakamura Kokyu in the 1910’s, Sato Haruo in the 1920’s, Nakamura Jihei and Masugi Shizue in the 1930’s, and Nishikawa Mitsuru and his magazine Bungei Taiwan in the 1940’s. It is indeed that in the different historical stages, the contents of the discourse on advance to South varied. The reason why these authors and their texts are selected for examination is because each of them possessed symbolic meanings for their own times. It is not hard to find that Japanese authors’ perspectives on Taiwan were not only tinged with exotic and erotic fantasies, but also strongly implied their imperial desire. 　　As we can find, there were three stages of development when examining the contents of Japanese writing of South: first, in the initial acquisition of Taiwan in the early 20th century, the longing for south remained vague; second, during the 1920’s and 1930’s, thanks to the spreading of cultural elaboration and imperialist discourses, the image of south steadily became a political unconsciousness; and third, during the war period in the 1940’s, the ideas about south were finally elevated to a strong will of the empire. The south as an imagination for imperial expansion was not any more a hidden consciousness, but an overt action as embodied in its military advance to Southeast Asia. From the context of East Asia literature and viewpoint of post-colonialism, therefore, it is truth that the development of Japanese authors’ writing of Taiwan during colonial period, did have its plural political implications. These imperial texts with ample implications had mutual influences with the discourse on advance to south in Meiji era and the formation of ideas about Greater East Asia Co-prosperity Circle in Showa period. It is no doubt that the cultural thinking and aesthetical forms as expressed in literary works were derived from each author’s historical experience. The purpose of this dissertation, with rereading and reevaluating source materials, aims to investigate how Japanese authors, when writing Taiwan, developed their imagination of south and further reconstructed their south narratives.

No description available.

本文從個人、國家和世界三個層面來重新建構約翰彌爾的公眾參與理論。其公眾參與理論包含了公民精神和公民參與這兩個部份。公民精神主要強調合作的精神，天才和菁英組成的知識階級公民必須和其他大眾階級的公民合作，才可以減少痛苦得到快樂，唯有合作才能讓每個人可以充分運用到自己的能力，享受到高級樂趣，得到個人的幸福，也讓社會獲得更多的效益。合作的精神必須透過實際的參與才可以學習，因此參與本身具有教育的功能。彌爾認為公民精神必須透過國家內部的地方和中央雙軌式的參與才可以培養，由知識階級擔任引導的角色，在參與過程中協助大眾階級的學習。這種方式擴展到世界上就是文明國家對野蠻國家的帝國主義干預。殖民地不適用於不干預原則，因為他們必須透過和統治者的合作，才能學習如何運用自己的能力來得到幸福。 / This study tries to reconstruct John Stuart Mill’s theory of public participation from three perspectives: individual, national and international. This theory consists of an account of citizenship as well as an account of citizen participation. At the core of Mill’s idea of citizenship is cooperation between intelligent citizens, which include geniuses and elites, and the masses. By cooperation, people can make best use of their capacities, and attain their own higher pleasures and ultimately happiness. This citizen spirit can only be cultivated through political participation, and thus it has implications on education policy. The purpose of educating the masses is to help them develop and use their intellectual ability, and to do so intelligent citizens must assume the role of leading their fellow citizens with regard to political participation. And only from this perspective can we truly understand Mill’s theory of international intervention – or liberal imperialism, according to which civilized states are allowed to intervene the barbarian ones. Colonized population must cooperate with and learn from their rulers – that is to say, to conduct their own experiments in living under their colonizer’s tutelage.

本文係對列寧主義意識型態做一整體性的論述；第二章「意識型態與人類目的行為」 是由人類思想與其目的行為的一般關係出發，歸納到意識型態的功能性定義，這固定 義，是做為以後各章分析列寧主義的基本架構，由第二章到第五章，是具體地分析組 成列寧主義的四固最重要的部份：其中第二章是「列寧主義國家論」，第三章是「列 寧主義帝國主義論」，第四章是「列寧主義黨的理論」，第五章是「列寧主義策略論 」，這四章要分別闡明，列寧主義的各部分具有如何的意識型態功能。 在第六章的結論那分，一方面要歸結前面各章分析的結果，指出列寧主義是一固典型 的政治意識型態，一方面要表明由意識型態的角度來了解列寧主義，不僅可以充分明 白其內容，更可以掌握到列寧主義對共產主義國家的決策者可能會產生的影響。