A Study on the Sustainable Development of Macao Handwritten Signboard Culture

• Main Authors: CHAN, SENG-U, 陳星宇
• Other Authors: TSAO, JUNG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/47su7r

碩士 === 國立雲林科技大學 === 視覺傳達設計系 === 106 === There are many signboards remaining in Macao today, which were written by calligraphers and celebrities. They represent the commercial pattern and folk art culture of an era, with humanistic spirit and historic significance. However, their values have been neglected, and the number of handwritten signboards as well as craftsmen in Macao decreased from time to time. The aim of this study is to enhance sustainable development of culture, with Macao handwritten signboards as the target of research. Researcher first reviewed and organized relevant literature of handwritten signboards and a number of case studies of cultural development and signboard development. Since the relevant literature is scarce, this paper examined the content of handwritten signboards by a field research of collecting and analyzing signboard samples in Macao, and an interview with a former signboard craftsman, finally induced the spatial distribution of Macao handwritten signboards in urban landscape, their characteristics and modern development. By bringing in cultural value assessment theory, the cultural value of Macao handwritten signboards is explored and discussed. This research used grounded theory as the main research method; researcher analyzed the transcript of the interview with a documentary director, and obtained the model of Macao handwritten signboards revitalization. From the model we concluded the current situation of Macao handwritten signboards: The Macao government handled the signboards with a passive attitude and lacked cultural considerations, and local people hold bias and diverse cognition towards the culture, thus the amount of handwritten signboards decrease continuously, there are no proper mechanisms to manage abandoned valuable signboards. In addition, some of the signboards production methods were lost and no longer handed down. Therefore, this paper brings out five corresponding strategies: “record”, “inheritance”, “management”, “activation”, “education”, and gives suggestions to future development programmes of Macao handwritten signboards. This paper drafted short-term, medium-term and long-term objectives, which are forming an operation team, establishing a Macao handwritten signboards museum and achieving cultural sustainable development respectively. Through researching in Macao handwritten signboards, this paper established the content and value of Macao handwritten signboards culture, as well as giving suggestions for future development. It can be used as reference for people who are interested in Macao handwritten signboards and who do research work in related field.