| Summary: | 碩士 === 銘傳大學 === 傳播管理學系碩士班 === 99 === A community-based social movement, internally was about construction of meaning, summoning of identity and mobility of consensus, and externally was about diffusing of concepts and presentation of results, which the launching process must be completed through various tangible and intangible communication mechanism, that often has abounding meaning of communication. Therefore, this thesis tried to use consensus mobilization as approach to survey the communication in the community and to understand how did it happen and operate in a particular environment of local identity.
The case study of this thesis focused on the local community protest movement in Yi-Lan during 2007. The research method included secondary data analysis, in-depth interview survey and participant observation. The theoretical framework was based on the three core frames of consensus mobilization (namely Diagnostic frame, Prognostic frame and Motivational frame) and four steps of consensus mobilization (namely Initiating the potential mobilization, Forming the network, Inspiring motivation of the participation and Eliminating difficulties for the participation). The analysis of the core concepts and the steps taken to achieve general consensus to successfully re-launch and promote the annual Yi-Lan International Children''s Folklore & Folkgame Festival (ICFFF) on July 2010.
This study had found that when a public issue involves collective memory, the demand for local cultural inheritance in Yi-Lan became the main focus of the movement. As a result, this became the collective consensus to protect the local history and culture, and brought about the recognition of the common interests of the people within the community.
In summary, the organization involved in the promotion of the re-launch of Yi-Lan ICFFF, through public statements and real-life actions (e.g. setting up press conferences, holding public hearings and referendum on the re-launch). The organization used the consensus mobilization on the people of Yi-Lan. It had successfully raised awareness and gained support from the people to re-launch ICFFF.
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