從經濟層面探討2004年到2019年臺灣民間出版兒童圖畫書插畫風格演變

Abstract

臺灣邁入少子化的時代，生育率的逐年遞減，對整體社會、產業都產生了影響。孩童逐漸成為家庭中的核心角色，少子化反而帶來了一股新商機，兒童圖畫書也更加受到大眾重視。不同於以往，現今兒童圖畫書產業正處在有利於其發展的大環境之下，因此，其風格面貌會在質與量上做出何種改變值得進一步探討。本研究欲分析2004-2019年臺灣民間出版兒童圖畫書，樣本來源為台北市立圖書館，總共蒐集1114筆插畫樣本，歸納出14大項36小項風格。研究方法採用圖像分析法，風格分類階段按照伊彬（2015）之風格架構進行分類歸納整理。經由研究結果與討論，歸納出下列結論：一、新民間風格特質：（1）樣本高度集中於少數主流風格。（2）以兒童本位為主要考量。（3）整體風格之畫面級次不再與年代具關連性。（4）插畫角色造型扭曲與世俗化表現。（5）數位媒材發展造成插畫家風格樣貌改變。二、插畫風格發展與經濟背景關係密切。三、兒童圖畫書國際市場加速擴展。四、進口版權兒童圖畫書衝擊：（1）模仿國外創作風格與故事題材。（2）擠壓到本土創作市場。五、當代兒童圖畫書行銷機會：（1）少子化趨勢。（2）大開本圖畫書行銷優勢。（3）把握電子書市場。（4）建立品牌以自我提升。六、兒童圖畫書發展環境促使插畫風格多元化：（1）網路媒體增加作品曝光度。（2）插畫家出身背景多元化。七、圖畫書行銷手法改變與解套現象。八、兒童圖畫書風格教育的重要性：（1）兒童化風格推動閱讀優勢。（2）風格集中影響兒童審美教育。本研究依據結果中的現象與趨勢，對後續相關研究提出的建議為：1. 藉由經濟預測推敲未來兒童圖畫書插畫之主流風格與趨勢。2. 以訪談資料佐證探詢兒童圖畫書出版社的經營理念與策略。3. 加入故事題材與風格關係研究。4. 加入電子書與數位出版市場上研究。5. 加入非文學性質之兒童圖畫書研究。6. 針對圖畫書之其他設計元素進行研究。

Taiwan has entered an era of declining birth rates, the declining fertility rate has had an impact on the entire society and industry. Children have gradually become the central role in the family. The declining birth rate has brought about new business opportunities for the society, and children's picture books have also received more public attention. The current children’s picture book industry is in an environment conducive to its development. Therefore, the quality and quantity of its style and outlook are worthy of further discussion. This study intends to analyze children’s picture books published in Chinese on the Taiwan market from 2004 to 2019. The sample source is from Taipei Municipal Library, collected a total of 1114 samples of children’s picture books and were categorizedinto 14 styles and 36 sub-styles. The research method adopts the image analysis method, and the style classification stage is classified and summarized according to the style classification structure of I,Bin (2015).The results of the research are as follows. 1. New style characteristics of picture books published by private sectors: (1) The sample is highly concentrated in a few popular styles. (2) Take the child as the main consideration. (3) The illustration tightness level of the overall style is no longer relevant to the year progress. (4) Distorted and secularized expressions of illustrator characters. (5) The development of digital media has caused changes in the style and appearance of illustrations. 2. The development of illustration style is closely related to economic. 3. The expansion of the international market for children's picture books had accelerated. 4. The impact of translated children's picture books: (1) Imitation of foreign art styles and story themes. (2) Not having enough living space for the local illustrators. 5. Marketing opportunities for contemporary children's picture books: (1) The trend of declining birth rates. (2) Advantages of large-format picture book marketing. (3) The e-book market. (4) Establishing a brand for self-improvement. 6. The development of environment for children's picture books promotes the diversification of illustration styles: (1) Internet media increase the exposure of artworks. (2) The development of digital media has caused changes in the style and appearance of illustrations. 8. Illustrators have diverse backgrounds. 7. Picture book marketing methods has changed. 8. Educational significance of children's picture books: (1) Children's style promotes reading advantages. (2) Style concentration has an impact on children's aesthetic education. Based on the phenomena and trends from the results, the recommendations for follow-up related research are as follows. 1. Use economic forecasts to examine the mainstream style and trends of children’s picture book illustrations. 2. Use interview data to support the business philosophy and strategies of children’s picture book publishing houses. 3. Add research on the relationship between story theme and style. 4. Add research on e-books and digital publishing market. 5. Add non-literary children's picture book research. 6. Conduct research on other design elements of picture books.