為何商業化？行政法人臺南市美術館之組織環境分析

Why Commercialization? Analysis of the Organizational Environment of the Tainan Art Museum

臺南市美術館（簡稱南美館）是全臺第一家行政法人美術館，其設立是彰顯臺南文化發展的重要里程碑。開館的第一年，南美館接連舉辦電動車展與名模婚禮，吸引許多訪客，卻也引來藝文界撻伐。本研究運用訪談法，從組織環境的觀點，解釋南美館為何會朝向商業化以及招致批評。本研究發現，南美館在所處的組織環境中，市政府、市議會、藝術社群皆對其有高度影響力，反映濃厚的臺南地方政治特性。面對效率導向的技術環境，市政府、市議會要求以最少公帑得到最大產出，是南美館朝向商業化的壓力來源。然而，當代藝術社群對此不能接受，制度環境的合法性機制與技術環境的要求發生衝突。基於營運的現實考量，本研究主張持平看待行政法人美術館的商業化，並將關切重點置於組織的課責性，確保商業利益回饋弱勢族群，以落實美術館的公共性。

As the first art museum in Taiwan set up by a non-departmental public body (NDPB), the establishment of the Tainan Art Museum (TAM) represents a significant development in Tainan's cultural sector. To boost its visitor numbers, the TAM hosted an electric car show and supermodel wedding in its first year of opening. Yet, such commercialized activities also drew criticism from the arts and culture community. The study uses in-depth interviews to examine the commercialization of the TAM and criticism of this development from an organizational environment perspective. The study found that the organizational environment of the TAM is subject to a high degree of influence from the city government, the city council, and the arts community, reflecting the features of local politics in Tainan. In the context of an efficiency-oriented technical environment, the city government and city council demand the maximum output with the least amount of public money, pushing the TAM towards commercialization. However, this commercialization is not acceptable to the contemporary arts community, creating conflicts between the legitimacy of the institutional environment and the request of the technical environment. Based on consideration of operational realities, the study advocates a balanced perspective on the commercialization of the art museum. Additionally, the study states that the museum should focus on ensuring that the accountability of the organization and the benefits of commercial activities are passed onto disadvantaged groups while advocating for the publicness of the art museum.