Taiwan: When Tourists Stop Gazing...
出自Taipedia
宜蘭：「再見童玩節」，那...不如縣長再見！ 南村落：記憶重組與地方行銷
Besides web 2.O and Google adsense, local issues, such as community reform projects and cultural landscapes, are getting more and more attention from Taiwanese bloggers everywhere. Two famous travel and fun-seeking places are both facing challenges and changes because of some sort of top-down arbitrary decisions. Bloggers who are connected either geographically or spiritually with Shih-Da night market at Taipei City and The International Children's Folklore and Folkgame Festival at Yilan County speak out their feelings and are ready to gather against the artificial wind of change.
The Gentrification of Shih-Da night market
知名作家韓良露最近也投身開店搞文創。她在師大附近開了間叫做南村落的小店（小店背後的趨勢科技是大企業）、搞了個聯盟（這讓人想到溫羅汀）、辦了個講堂（這東西現在挺流行）、勾了個願景（東南西北中發白村？），寫了篇文章，引起了許多討論。
Shih-Da night market is one of the most famous night markets in Taipei. Its own exotic character is quite different from other night markets. This is because, for decades, many international students study Chinese and live in the neighborhood of the National Taiwan Normal University. They bring their home culture mix them with local characteristics.
Liang-lou Han, a famous Taiwanese writer, who started her business recently. Nearby the Shih-Da night market, she opened a cafe which named South Village[zh] and also wrote a article to demonstrate her vision to the public.
簡單的說，這些討論都環繞著「記憶」與「行銷」。韓良露的說法是：
In this article, Walking in the South Village[zh], Liang-lou Han says,
希望透過南村落未來的努力，大商圈可以換掉這個過份商業化的名字，而以南村South Village的面貌問世。畢竟對所有在這一帶居住、活動、玩耍的人而言，位居台北市南區的這塊充滿人文氣息與波希米亞藝術風味的地方已經越來越有紐約東村East Village的味道了。
The name of this place, Shi-Da night market, is too commercial, and I wish it could be replaced by “South Village”. After all, for the people who live, exercise, and play here, this place is like the Easy Village of New York, filled with humanity and Bohemian flavor.
贊同這作法的人，例如Mei-Chun，就會認為：
People who agree with Han, like Mei-Chun, mentions[zh],
可能因為我非生長在台北，對台北的舊城市、舊街道的感覺，就像是對其他國家有歷史風情的街道一樣陌生，但又帶有一點想要窺視的心情，所以也就生起興趣來，但這個興味也僅止於無聊沒事做的份上，缺乏認同感。而G的反應更直接：那不就是師大夜市嗎！有什麼特別？。不過基於對文化的熱情，我還是很想反駁，因為有這些人用這些方法保留或喚起人們對城市韻味的記憶。
Maybe because I do not grow up in Taipei, therefore, for me, the old Taipei city and streets are just as strange as any other foreign cities. I develop an interest in this city and want to take a peek, but not because the identification. I just have nothing to do. But G says more directly: ‘It’s just Shih-Da night market, nothing special!!’ Based on the passion to the culture, I still want to controvert his argument. We really need these people to do something to protect or remind us the memory of the city.
可對住在師大一帶十幾年的Wraecca來說就不是這麼回事。他說：
But for Wreacca[zh], who has lived in this area for more than ten years, it is another story. He points out,
師大夜市對我來說就是師大夜市，什麼南村，埽死威裡舉，老子英文不好啦，真是一群任性的文藝中年。師大商圈這名字的確是有些商業的味道，但改名為南村落難道不是另一種行銷包裝？我承認，「南村落」看起來的確比較多了那一丁點想像。喔、不行，我快吐了，尤其是看到這篇描寫師大夜市（韓小姐稱之為南村落）的文章，人與人之間對同一件事物的認知落差真的可以大到很誇張。
For me, the Shih-Da night market is Shih-Da night market. My English is so poor and I don’t understand what South Village means. These middle-aged people are dilettantism and capricious. Even the name of Shih-Da night market is commercial, how about “South Village”?! It is just another marketing strategy!! I admit that people may have a little more imagination to "South Village," but it still sounds so weird especially after reading the article written by Han. People really have very different interpretations and understaning towards the same object.
官九郎則從韓良露所攀比的紐約東村說起：
Kenshin121 starts his argument with East Village in New York. In his opinion[zh],
簡而言之，沒有Greenwich Village，沒有Soho，沒有劇場(BlueMan Group演出的Astor Place Theatre就在East Village附近)，沒有日本蛋糕、sushi、拉麵、章魚燒、居酒屋跟燒肉店，沒有St. Mark's 書店，沒有才情洋溢的藝術家與多元文化在東村附近彙集相遇，那也不過就是貴學校的hip學生與教授們居住的地方。
In short, without Greenwich Village, Soho, Astor Place Theater, Japanese Cake, Sushi, Japanese Gourmet, St. Mark’s Bookstore, artists, and multi-culture, the East Village is only a living area for the brownstone students and professors.
這跟師大夜市的窮學生們(不論台灣or外國學生)隨遇而安的求學生活與安慰外國小朋友的食物文化交流一點都不像好嗎? 殊不知政大書城是以折扣大聞名，但是東村的St. Mark's書店是以原價怪書多聞名?
The life of East Village is SO quite different to that in the Shih-Da night market. It is the place where poor students (local and international included) do culture exchange and enjoy their school lives. While bookstores in the night market are known for discount books, St. Mark's Bookstore in East Village is full of unusual books with no discounts at all.
而在罵完文人自爽後，小梅子還是從行銷的角度整理出幾個文化行銷的小撇步：
From marketing perspective, macdog[zh] has some tips of cultural marketing. He says,
1. 找人圍事是必要的。不單是募款的需求，那頂多募個一兩次就乾了，這裡推動的是善意的「文化」延伸，文人雅士莫不以參與這個劃地盤的行動為榮。
2. 商業拉抬是必要的。透過共享商業繁榮的吸子，納入附近商家的參與，既然在同一條船上，堆動同一個理念就合理化了。
3. 給人上台是必要的。辦活動就是要搞熱場子，不要自己一個人玩完，場子搭了，就是要給其他大腕也有上台表演，說唱個兩句的機會，互相捧個面子人場。
4. 現成便宜是必要的。用既有的資源和發展，重新制定遊戲規。離了現成的都會區另創一片天是事倍功半，所以選了師大夜市來正名是聰明的。
1. Help from others is necessary. People are needed not just for fund-raising (because what you can get is limited). If you are promoting and extending the culture, scholars will be more than willing to participate.
2. Business operation is necessary. When nearby shops are all involved, you will gain legitimacy to promote a idea.
3. Giving credits to others is necessary. All events need participants. Invite every "influential person" to get on the stage and say a few words. It's beneficial to both sides.
4. Using existing resources is necessary. Redefine the rules with materials available now. If you leave urban area, much more efforts would be needed to achieve the same goal. Renaming Shih-Da night market is a smart choice.
可對我們這種無法開店搞行銷，並且自小就把師大夜市當作覓食好去處的人來說，我們關心的問題恐怕和Wraecca[zh]一樣，就是：
To ordinary people who are not able to open a shop or marketing, however, Shi-Da has long been a good place for foods. What Wraecca[zh] and we care the most is:
服飾店攻佔小吃攤的速度是否越來越迅速了。
There are more clothes shops but fewer food vendors now.
What should be recalled? The Festival or the county's head commissioner?
圖片:童玩節.png 12 years, since 1996, Yilan International Folklore and Folkgame Festival has successfully played the role of train to pull the touring industry of Yilan county, integrated local community, and hence become the model of all the other burgeoning and upcoming cultural festivals held at every city, every county and every town. However, you, no matter you are a Taiwanese or a foreigner, an adult or a child, will not be able to attend next years' folklore and folkgame festival at Yilan any longer because this year's festival is going to be the last.
The well-known folklore and folkgame festival witnesses a different path of development took by Yilan citizens from the other areas in Taiwan through several different leadership of different political parties, many Yilan citizens were also proud of having the festival doing so well. But why such a once brilliant model of local activity must end this year? The head commissioner of Yilan County Lu Guo Hwa who announce this message "in a sudden" blamed the fatality of the festival to "the change of time and space contexts and the flux of price index which affect people's visiting willingness, and has seriously damaged the financial base of holding another folklore and folkgame festival". And, without receiving any financial support from central government, the head commissioner is forced to make this decision with great sorrow. While he also said with full confidence that a new summer project for Yilan will be planned as a replacement of folklore and folkgame festival before the end of September, and he also promised the scale of it will be as great as any festivals in last 12 years--it does not sound like a very serious promise though.
Volare, who has been a working crew of the festival, tells us the hidden agenda and contradiction behind the curtain:
After last December's election, we have a new big big boss, then this February we have a new big boss, and the whole crew members are under double depression since then; bosses like to use new faces and want to create good records for themselves with the 2006 ICFFF while delivering no concrete plan. The analysis made by us, who stand on the frontline, can never get their attention. They simply ordered a 51 days, 2 playgrounds of festival without caring about the lack of time to prepare, the lack of money to manage--we just had to do it! Furthermore, our big big boss always thinks of the ICFFF a record made by former head commissioners and a dragging dead weight on his shoulder, so actually he paid no enthusiasm on this activity...
自1996年以來連續舉辦12年，成功帶動宜蘭觀光產業、凝聚地方向心力、並且作為後來台灣各縣市鄉鎮文化節慶之表率的宜蘭童玩節，自從明年開始，就要向所有慕名而來、甚至一來再來的大朋友小朋友道別了。 跨越了不同黨派的多任市長，宜蘭童玩節見證了近年來宜蘭與台灣其他縣市「不同的進步與成長」，也讓許多宜蘭人為童玩節而驕傲，但為甚麼曾經如此成功的指標性活動必須在今年劃下句點？在8/7投下震撼彈的國民黨宜蘭縣長呂國華歸咎於「時空環境變遷、物價指數變動，影響民眾旅遊意願，讓主辦童玩節的財務元氣大傷」，加上中央政府又不給予經濟上的支持，因此他忍痛做出這個決定，但他也信心高昂地表示將會在今年九月底以前規劃出新的宜蘭縣暑期活動來取代童玩節，並保證規模不會小於歷屆童玩節--儘管這個保證聽起來不太認真。身為童玩節工作團隊一員的Volare就語重心長的將背後的矛盾娓娓道來： PChome個人新聞台-Volare【工作隨筆】黑暗年代，前途未卜
自從去年12月選舉換大大老闆，今年2月換大老闆以來，整個工作團隊就一直處在double低氣壓狀態；老闆們想新人新氣象，利用2006 ICFFF替自己增添功績，可是又沒有提出啥麼具體的方案，而我們這些第一線的工作人員所做的分析，卻也不入他們的眼；他們一個指示下來就是要辦雙園區 51天，也不管籌畫時間夠不夠，是否有足夠資金這樣辦理，我們就是得硬幹。再加上大大老闆一心認為ICFFF是前人功績，他的累贅，根本無心打理這一活動...
Lack of Budget is the one and maybe the most important factor that stifles the festival, but the meaning of festival cannot be tagged by a single price, especially to most Yilan citizens and thousands and thousands of tourists who once enjoyed in the festival. In fact, the host has been using the most economic and efficient way running the festival. Lee Jin Huei, the former chief executive of the festival, explained the tight squeeze of holding the festival last year. 錢雖然是活動難以維續的重要因素，但是童玩節對宜蘭人以及所有熱愛童玩節的遊客的意義不是金錢可以衡量的。而且事實上，宜蘭童玩節一直是以最經濟的方式在舉辦，曾經擔任童玩節總承辦的李靜慧在去年就講解過舉辦童玩節的拮据： 2006宜蘭國際童玩藝術節部落格:你不知道的童玩節
其他縣市經常羨慕宜蘭可以用這麼優惠的條件邀請到這麼多優秀的表演團隊，可是一聽到要自己連繫這麼多國際事務、又不能委託經紀公司代辦就紛紛打退堂鼓。
Many other cities and counties envied that Yilan could successfully invite so many awesome groups of performers with such inexpensive offerings, but when they heard that we had to deal with such huge amount of international affairs without having an outside agency to take charge on behalf of us, they just retreated.
She attributed the success of ICFFF to the perfect timing, great place, and well-working crew and performers; however, what followed the success are poor imitation and the penny pincher attitude of the local government which implanted its fatality. 她認為宜蘭童玩節能成功靠得是天時地利人和，但是成功之後招來的惡質模仿、以及政府單位對金錢的計較種下了童玩節無法續炊的主因。
Since Commissioner Lu announced the end of this 12-year-old model activity before entering any discussion with any local tourism business runners, the opposite political figures show their disapproving against his hurried and brash decision and their sorrow right away. Just as expected, the topic of an once brilliant activity grew by DPP local head commissioners killed by new KMT head commissioner is a even more brilliant excuse for a coming political fight, which could merely blurred the focus of issues and the untimely future of ICFFF. Many Yilan citizen bloggers soon speak out their mind, and some of them are ready to go further--starting cosign for the continuity of ICFFF and the recall of the head commissioner! 由於呂縣長在與當地眾多的觀光業者商量之前，就宣佈停辦已經這個有12年金字招牌的標竿活動，對立的政治人物馬上表示縣長的決定過於草率、倉促， 甚至為此感到痛心(跟呂縣長一樣痛...)，例如曾任宜蘭縣長的現任執政黨主席游錫堃。不出意料之外，這個在民進黨歷屆縣長手上辦起來的活動死在國民黨新任縣長手上的消息馬上成為政治鬥爭的好話題，這只會使得焦點模糊，童玩節的未來存續更難以預見，而真正受到影響的宜蘭公民則透過了部落格表達了自己的心聲，其中有的人甚至準備好採取進一步行動了--連署續辦童玩節與罷免縣長！
The short-hair girl heard the news and just felt pleased and sorrow at the same time. She thinks that the ICFFF has lost Yilan's smell, and it's time to end. She hopes that in the future the tourists to Yilan would cherish her hometown much more instead of being visitors for only a couple of days. Little Rain Frog does not agree with the Officials that: 象牙塔裡的短髮女孩聽到童玩節停辦的消息感到喜憂參半，認為近年來的童玩節早就失去了宜蘭味，是該停辦了，她更希望未來到宜蘭的旅客能更愛惜她的故鄉，而不是只來當短短幾日的遊客。 小雨蛙則認為：
宜蘭創造出自己的特色，卻忘記了品質的維護才是長期經營的關鍵。官方竟然將「特色被模仿」當作人潮流失的理由，可見他們根本不瞭解，特色需要不斷的創新，環境需要不斷的維護，稍微鬆懈，「品質」就沒了。
It's unbelievable that the officials uses 「specialty been imitated」as a reason people don't visit anymore. From the stupid reason we can see that they don't understand the specialty needs to be recreated and the environment needs constant maintain. A bit of loose will cost all the quality.
On the Official blog of ICFFF, kkman just started the 「I JUST WANT ICFFF」cosign; and Mark, a geek with political sensitive even began the online recall to Commissioner Lu. 在童玩節的專屬童玩部落格上，kkman開始了「就是要童玩 …大連署」而關心科技與政治的技客與部落客Mark就發起了罷免呂國華的網路大串連： Mark's Place | Blog 串連罷免宜蘭縣長呂國華
當早上聽到宜蘭縣長呂國華宣佈停辦『宜蘭國際童玩節』，我只有一個單純的想法，這是宜蘭人自己造的孽，必須宜蘭人自己來解決...辦的不好，可以改進。但是停辦，就再也沒有機會。
When I woke up with the news that the Commissioner Lu had announce to end ICFFF, I had only one simple thought: it's our own failure and we shall figure it out on our own...unsatisfying activity can be approved, but once you end it, there is no more chance.
而Mark的登高一呼很快就獲得了迴響，同是宜蘭人，同樣關心公共事務的網頁設計師Jas認為縣長驟然宣佈停辦童玩節根本是要掩飾自己的無能： 不辦童玩節就請下台 - Jas9 Taipei. Mark's idea is soon followed by many. Jas as an Yilan citizen, a designer who cares about public affairs and well-known blogger thinks that the commissioner was just covering his lack of ability by ending the ICFFF:
我們甚至看不到絲毫企圖解決問題的積極方案，這連帶也讓人懷疑縣府對問題評估的正確性...缺乏正向挑戰問題勇氣與作為的人，我們確實應該質疑他們察覺問題、解決問題的能力
We can't even see any positive plans coming out to solve the problems, which make me curious about how correct it is when the gov. measured the obstacles...A man without the gut to challenge the problems in the face and do something to them, well, we should be suspicious on their ability to find out what is wrong and
Jas也利用短短的午休時間馬上作出了兩張精美的串連貼紙，提供部落客貼在自己的部落格上。Jas made two beautiful stickers for bloggers within his short lunch break time.
圖片:Recall lu.png 圖片:Save icfff.png
在許多的網路活動中扮演重要中樞角色的HEMiDEMi共享書籤網站上，網友也熱鬧地討論起Mark這次發起的網路串連罷免，同時將Mark的部落格文章推上了首頁排名第一的位置。brahman提出一個可能的解決辦法
不知道國際童玩節有沒有商標專利？ 如果宜蘭基於財政考量，不想續辦，那麼看看其他縣市有沒有興趣要接手的，用一筆象徵性的價格把整套商標及活動流程買過來，也許這是個三贏的辦法?
rainlan則同時在HEMiDEMi的討論串以及個人的部落格上表達他對呂縣長隨意打破選舉承諾的憤愾： HEMiDEMi - 黑米共享書籤 - Blog 串連罷免宜蘭縣長呂國華
rainlan (rainlan) 說: 回憶、檢視一下呂國華競選縣長時的承諾吧 「...闢建亞洲最大的台灣風味小吃城，發展集觀光、美食、特產行銷及精緻工藝品販售的台灣風味美食廣場，以及推動海洋之星計畫，如籌建海岸、海面及海底 的奇景觀光遊樂區、海洋文化館、藍色走廊、賞鯨之旅…等具體競選牛肉」 哪一項已經做到或規劃了？！小吃城、美食廣場在哪裡？上個月，縣府規劃的購物網站也面臨關站的命運，哪來推廣「特產行銷與精緻工藝品販售」啊！
Rainlan says, let's review his election campaign. Here are his promises: "To build the largest Taiwanese local cuisine market in Asia. To promote tourism, delicious foods and handicrafts to the world. To contruct the 'Ocean Star" project, including recreational area at coastal region, oceanic culture museum, whale-watching tour, etcs." Where are those projects now? Has he done anything? The cuisine-shopping website designed by local government was closed last month. Where are those promotion and marketing now?
贊成罷免縣長的理由，主要是他輕忽了童玩節累積下來的有形無形資產（聯合國教科文組織認證亞洲唯一的藝術節活動）、沒用心於童玩節的核心價值，更憤慨的是面對問題就倉卒放棄的心態！......
munch則提出一針見血的批評： 漂浪。島嶼--munch:◎再見！童玩節--節慶活動的危機◎ - yam天空部落
同質性高，不是各地縣市節慶、私人樂園的能力大增，而是童玩節本身降格以求，放棄冬山河、乃至蘭陽平原的文化厚度，吸引迷戀後山的朝聖客，反而淪落到拿著冬山河水清涼一夏的肉博戰，進入同質性高的商業戰場。 如果，只是多一個戲水場所，那麼童玩節再見吧！別讓宜蘭蒙羞，玩臭一個深具歷史的經典節慶。
現在就看這個網路罷免活動是否能讓童玩節重拾一線生機，或是跟童玩節近年來的命運一樣，不了了之；但不論如何，我們期待民主政治會依循軌道運行，我們也期待網路成為推動民主，讓政客聽見公民聲音的有力工具，套一句Jas說的話：「我們是鄉民，鄉民只知道貼貼紙話嘴炮，鄉民只知道童玩節給我們帶來的樂趣，鄉民只知道你不會做事就下台換人吧。」