學術知識和實務經驗的結合與應用：創意媒體設計模型初探

The Integration and Application of Academic and Practitioner Knowledge: An Exploration of Creative Media Design Model

產學交流所面臨的一個主要問題，是學術知識與實務經驗難以相互為用。因此，本文鎖定「創意媒體」（creative media）做了一個大膽的嘗試，探索學術知識和實務經驗如何有效整合。本文在整理學界對於創意媒體（creative media）和媒體脈絡（media context）的研究之後，以「脈絡、主張和媒體」三個元素解析創意媒體的運作。接下來蒐集2010年坎城國際廣告節媒體獅十二件作品，分析他們如何操作這三層關係。然後，本文提出「創意媒體設計模型」，並且把分析案例所獲得的十七個實務經驗整合成「創意媒體知識圖」。本文最後透過一個實作案例「軟實力得獎零嘴」，演練和展現此一設計模型的用途與價值。經由這個過程，本文的第一個貢獻是探索產學合作的另一種可能性；第二，提出「創意媒體設計模型」以做為解析案例和發想創意的參考；第三是整理出現階段的「創意媒體知識圖」對產學交流產生實質的幫助。

One of the key issues in the academic and practitioner exchange process is that the academic knowledge and practical experience do not contribute to each other. Therefore, using creative media as an example, this paper carries out a bold attempt, exploring how academic knowledge and practical experience can be married effectively. After reviewing the results of academic research on creative media and media context, this paper analyzes the operation of creative media through the relations among three elements: context, proposition, and media. Next, twelve works selected from Media Lions of 2010 Cannes Lions International Advertising Festival are analyzed to observe how these relations are manipulated. Then, this paper proposes a 'creative media design model (CMDM),' and integrates 17 practical experiences from the analysis into a 'creative media knowledge map (CMKM).' Finally, this paper demonstrates the model's applicability and value by 'soft power snacks' design case. Through this process, the first contribution of this study is exploring new possibilities for academic and practitioner exchange; and secondly, proposing the CMDM to serve as a framework for analyzing cases and generating ideas; and thirdly, systemizing present CMKM to facilitate academic and practitioner exchange.