“Whose” Monga has been marketed by the movie “MONGA” ?
Date Issued
2011
Date
2011
Author(s)
Wu, Yi-Jung
Abstract
Although there was an excellent box office record created by the local movie “Monga”, part of residents in Monga (a city which is called Wanhua, now) unsatisfied that the topics which are gangs and prostitutes in movie may imply negative image of Monga. Besides, some people questioned that what Department of Cultural Affairs and Taipei Film Commission do is not helpful for the future development of Monga area because they spent a lot of resources on “Monga” for city marketing, but tourists do not visit continually.
From the video “Black and White” and the movie “Monga”, it seemed that marketing the city by film had become an important policy of local government. However, if the policy is a lack of cultural concern, it may not be recognized by members in the city, and the effects will not be able to maintain.
According to the interview with related people, I found that scholars and residents thought that marketing the city by film should emphasize/highlight the localization of the city to express its uniqueness. When residents provide their ideas and stories through community participation, it can not only achieve this goal/objective, but also improve the recognition of government’s policies. In this way, government, residents, and dramatic team can achieve win-win-win situation.
Subjects
movie
Monga
Department of Cultural Affairs
city marketing
community participation
Type
thesis
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