博覽會與宣傳：後藤朝太郎〈臺灣の美點を内地へ宣傳するには〉之宣傳重點與文本策略

Exposition and Promotion: The Promotional Focus and Textual Strategies in Gotou Asatarou’s“Promoting the Beauty of Taiwan to Japan”

本文以後藤朝太郎(Goto Asataro, 1881-1945)之「臺灣宣傳」為主題，以他在一九二二年七月十三日至二十三日間，於《臺灣日日新報》發表〈臺灣の美點を内地へ宣傳するには〉系列文為材料，這些文章於「平和紀念東京博覽會」期間刊出，是他參與「臺灣館」事務的實踐與心得。
後藤〈臺灣宣傳〉系列文有以下重點：首先，從宣傳內容來看，〈臺灣宣傳〉可總結為「殖民地展示」、「建構南進論述」、「臺灣宣傳策略」等三個焦點。其次，從〈臺灣宣傳〉的思想來看，亦可概略為三點：一、從官方政策的單向宣導拓展為由臺灣人宣傳臺灣；二、宣揚東洋協會宗旨以及真實的殖民地臺灣；三、強調大東亞共存與殖民地臺灣的關係。最後，從〈臺灣宣傳〉文本策略來看，後藤利用了博覽會期、報紙刊載、分批刊登、標題文法、通俗敘述、關鍵詞重複、動之以情等策略，以達訊息傳遞、思想共感、帝國想像等宣傳目的。

This article focuses on Gotou Asatarou (1881-1945) and his“Taiwan Promotion”work, particularly the article“Promoting the Beauty of Taiwan to Japan,”published in the Taiwan Nichi Nichi Shimpo. These writings, produced in the context of the Peace Commemorative Exposition, reflect his active involvement in the Taiwan Pavilion.
Gotou’s“Taiwan Promotion”series highlights several key aspects. First, in terms of content, its thirteen subheadings outline the main themes of the propaganda, including Gotou’s own suggestions. Second, the series embodies three guiding principles: (1) extending beyond official policy advocacy to emphasize promotion of Taiwan by Taiwanese themselves; (2) publicizing both the mission of the Oriental Association and the“true nature”of Taiwan; and (3) stressing the relationship between Greater East Asia and colonial Taiwan. Finally, in terms of textual strategy, Gotou employed methods such as situating his writings within the exposition period, utilizing newspapers, staggering publication, manipulating title grammar, adopting popular narrative styles, repeating keywords, and appealing to emotion—all to transmit information effectively and evoke resonance among his readers.