台灣地產業的藝術投入—以北、中兩都為例

Abstract

建設公司投入文化藝術行動，是近十年來台北、台中兩地房地產市場環境中特殊且蓬勃的風氣。本研究探究房地產業者投入文化藝術行動的背景與來龍去脈，透過對台灣特有的預售制度與代銷制度之了解、房地產景氣因素以及政府政策等，確立出台灣房地產市場中——獨特的「銷售場域」與「銷售行動」是建設公司文化藝術投入的濫觴。本研究聚焦於11間長期、穩定投入文化藝術的建設公司進行資料收集與分析。歸納出觸發這些建設公司投入文化藝術的因素在於要有足夠的可活用資金、對藝術的喜好以及敏銳的代銷思維。而他們的行動可區分為三大類型——一是成立基金會，二是利用既有的閒置空間以文創、藝術的方式活化並開放，三是打造全新的長期、短期藝術基地。而這些藝術行動背後分別是形象建立、人脈建立以及實質經濟獲利等實質效益。 這些現象，經由Harvey與Bourdieu的理論架構分析，可看出其結構性的原因：當房地產市場中的資本家因資本積累過剩，或資本迴路上遇到阻礙而產生資本積累危機，在全球文化經濟興起的時代，文化藝術成為資本積累危機的新出口。在這樣的過程中，建設公司不只維持了資本迴路的循環，同時也建立了自己的文化資本與社會資本。然而，在結構性原因的另一面，這些文化藝術行動仍帶給都市環境、都市居民乃至房地產業界生態及藝術圈正面的影響。如有助於都市再生的的閒置空間活化；創造多元的都市藝文體驗；促成了業界對藝術的重視；以及，藝術圈獲得展露頭角的舞台、資源，與論述場域和交流互動的平台。

Property developers have been devoting themselves to the cultural and art activities. It is the unique trend in the real estate markets of Taipei and Taichung in this decade. In this study, we found that the development of their cultivation in art is introduced, and the origin of the property developers’ participating art activities is established by the particular “Selling Space” and “Selling Activity” in the real estate business in Taiwan, through the understanding of the very pre-sales system and real estate marketing agency of Taiwan, real estate cycles, and the government policies. The study investigates 11 property developers’ devotion to culture and art, and the prerequisites that provoke the property developers’ dedication: sufficient actively managed funds, the interest in art and the keen thinking to selling. As for the activities, they are categorized as three types: founding foundations, opening up and activating the established vacant lots by the display through Cultural & Creative and art, and creating brand new long-term or short-term Art stations. The benefits behind the cultural and art activities are establishing the company’s image, making connections, earning more economic profits and so forth. Under the theoretical structures announced by Harvey and Bourdieu, the structural factors of the phenomenon as mentioned are apparent. Culture and art have become a solution when real estate capitalists are in the Crisis of Capital Accumulation due to over accumulation of capital or broken circuit of accumulation. In the era of Cultural economics, property developers not only maintain the circuit of capital but also gain their own cultural capital and social capital. However, on the other side of the structural factor, the dedication to culture and art also gives positive influences on the environments of the cities, the citizens, the real estate market, and the art community, including providing ideas for the vacant lots under urban regeneration, creating multiple experiences of art and culture in the cities, promoting art to the real estate community, and providing stages and resources for people in art communities to showcase their talents and interchange the ideas of their art creations.