地方文化傳播與社區營造：苗栗「灣寶社區」動員之初探研究

Local Culture, Communication, and Community Development: Community Mobilization of the Wan-Bao Community in Miaoli County

在台灣社區營造運動中，如何建立社區共識和社區文化一直是相關研究的核心議題。然而在地方層次上，文化傳播究竟如何促成社區動員的動力（dynamics）迄今仍然缺乏足夠研究成果。本文回顧相關理論，並以苗栗縣「灣寶社區」為經驗個案，分析在具體脈絡下之社區運動如何運用地方文化傳播策略建立社區成員共享的文化資源，並使社區成員一起動起來投入社區營造活動。本文結論指出，地方文化歷經一段時間的傳播與建構後即得以構成一個有用的動員機制和行動戲碼，吸引、感染社區成員共同響應社區營造乃至集體的抗爭行動。

Culture plays a crucial role in the community development movement in Taiwan. However, previous studies have rarely focused on the relationship between culture and community movement. Thus, this paper considers cultural mobilization, proposes an analysis framework, and underpins the theoretical bases of culture and community movement interactions from a sociological and cultural theory perspective. Using this framework, we analyze the Wan-Bao community movement in Miaoli County to examine several research questions, including how to operate cultural resources to build effective communication among community members, and how to connect community members with cultural mobilization. Based on this case study, we explain how culture is a useful tool for community mobilization and how action is useful for community development. Moreover, we aim to clarify how cultural mobilization unites community members and enhances their willingness to participate in collective action for community development.