臺灣博碩士論文加值系統

現今，電影產業持續成長，諸多電影製片廠或公司為市場製作多樣化電影。在過去十年，電影改編之現象變得顯著，許多成功的電影改編自暢銷小說，進而創造額外收益之平台。

本研究以此現象在全球電影產業為研究背景，進一步分析跨創意產業之跨媒體發展的動態現象。本研究旨在探索和檢視由電影與觀眾互動所共同創造之社會、文化以及經濟價值，以便更加理解共同創造之過程。

本研究以印尼電影咖啡哲學 (咖啡哲學, CP) 作為案例研究，該電影在創意產業中使用多維媒體。其中，共同創造過程整合觀眾之參與到互動階段。本研究採用混合研究，以便更佳理解此案例。主要數據是透過實地觀察、針對CP電影的共同創始人和工作人員之深度訪談、針對觀眾之問卷調查、以及客戶訪談。

本研究數據顯示，透過印尼年輕觀眾之社會與文化價值觀，電影因而演變為更大更深的生態系統。此外，本研究探討如何讓電影以創業方式在創意產業中變得更具永續性。

The film industry is currently growing, with many film studios or companies producing diverse films for the market, and the phenomenon of film adaptation has become prominent in the past decade. Many successful films are adapted from best-selling novels, creating additional platforms to generate income over time.

In the context of this phenomenon in the global film industry, this study further analyzes the dynamic phenomenon of cross-media development across the creative industries. The study aims to explore and examine the social, cultural, and economic values that are co-created by the interaction of film projects and their audiences in order to better understand the co-creation process.

In this study, the researcher uses as a case study the Indonesian Coffee Philosophy (CP) film project, which is launching multi-dimensional media across the creative industries. The co-creation process in this project integrates the audience from the engagement to the interaction stage. A mixed-methods research design was used to gain a better understanding of the case. The primary data were collected through field observations, in-depth interviews with the CP project’s co-founder and staff, audience questionnaires, and interviews with customers.

The data collection demonstrates that the film project evolved into a larger and deeper ecosystem through the Indonesian social and cultural values of the younger segment of its audience. Moreover, this research demonstrates how a film project with an entrepreneurial approach becomes more sustainable in the creative industries.

CHAPTER 1: Introduction 1
1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 8
1.3 Research Questions ＆ Objectives 9
CHAPTER 2: Literature Review 10
2 Literature Review 10
2.1 The Creative Industries: Between the Cultural and Commercial Activities 11
2.1.1 Film as a cultural practice 14
2.1.2 Film becomes a concept of entertainment attraction 15
2.1.3 Film location as a destination 15
2.1.4 The Indonesian film industry 17
2.2 Transmedia and Cross-Media: Practices across Film 20
2.2.1 Cross-media and transmedia build the storyworld 20
2.2.2 Storytelling: Driven by the narrative 23
2.2.3 Transmedia storytelling is not transmedia branding 25
2.3 The Concept of Co-Creation: Audience Engagement and Involvement 26
2.3.1 Value of traditional creation versus value of new co-creation 27
2.3.2 How audiences transfer value between media platforms 30
2.3.3 Audience engagement level 31
CHAPTER 3 : Methodology 33
3 Methodology 33
3.1 Research design 33
3.2 Research methods 34
3.3 Data collection and Analysis 38
CHAPTER 4 : Findings and Analysis 46
4 Findings and Analysis 46
4.1 Case Introduction: The Coffee Philosophy 46
4.1.1 The CP start as a film project 46
4.2 The Cross-Media Evolution: From Text to Screen until Reality 49
4.2.1 The two dimensions: An anthology of stories 49
4.2.2 The three dimensions: Screen ＆ café 56
4.2.3 The four dimensions: A holistic view 67
4.3 The co-creation: audience engagement to interaction 77
4.3.1 Audience engagement 77
4.3.2 The film’s characters in every cross-media 78
4.3.3 The spirit of the creative community 80
4.4 The values co-created: Understand further the audience 85
4.4.1 Questionnaire : Demographic and character 85
4.4.2 Customer interview 89
4.4.3 The process of value co-creation and evolving roles 94
CHAPTER 5 : Discussion ＆ Implications 95
5 Discussion ＆ Implications 95
5.1 Limitations and Suggestions for Future Research 104
6 References 105
7 Appendix 111

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