Abstract

As times change, industrialization and urbanization transform the structure of traditional rural society and result in imbalanced development between urban and rural areas. Then, as a result of population outflow and change in industries, rural distinctiveness gradually disappeared. Given that visual text was normally used to shape a regional image, this study further added audio text to enrich rural expression and also adopted the soundscape concept proposed by Murray Schafer (1973). Other than artificial sounds and natural sounds, soundscape also covers memory sounds, image sounds, cultural sounds and social sounds. The study incorporated the ecological triangle developed by Tilly (1974) – humans, space and activities, to analyze the urban and rural social structures; as well as the soundscape triangle developed by Schafer (1978) – soundmark, signal, keynote, to analyze the sounds in the environment. This study utilized environmental marketing to transform sounds that are regarded as noises from negative exchange phenomenon to positive exchange of environmental resources. By using in-depth interviews, the study filtered out the scenic spots of Tongshiao Town, Miaoli County featuring mountainous or oceanic uniqueness and conducted a field survey to collect visual and audio text data. The text analysis method was used to analyze the data contents and meanings, and explored the derived interactive relation between humanistic emotions and the rural image. The study designed a soundscape shaping region prototype- Sonic Vison, which blended visual and audio test data into audio-visual interactive creation, in an attempt to help the study subject better promote the region’s tourism industry and reinforce marketing applications. The results can also be used as a reference for future research on shaping a regional image in other rural regions.

Keywords:

Soundscape, Ecological Triangle, Soundscape Triangle, Regional Image

Share

COinS
 
Jul 7th, 12:00 AM

Resonance rather than Solo: Shaping a Regional Image with Soundscape

As times change, industrialization and urbanization transform the structure of traditional rural society and result in imbalanced development between urban and rural areas. Then, as a result of population outflow and change in industries, rural distinctiveness gradually disappeared. Given that visual text was normally used to shape a regional image, this study further added audio text to enrich rural expression and also adopted the soundscape concept proposed by Murray Schafer (1973). Other than artificial sounds and natural sounds, soundscape also covers memory sounds, image sounds, cultural sounds and social sounds. The study incorporated the ecological triangle developed by Tilly (1974) – humans, space and activities, to analyze the urban and rural social structures; as well as the soundscape triangle developed by Schafer (1978) – soundmark, signal, keynote, to analyze the sounds in the environment. This study utilized environmental marketing to transform sounds that are regarded as noises from negative exchange phenomenon to positive exchange of environmental resources. By using in-depth interviews, the study filtered out the scenic spots of Tongshiao Town, Miaoli County featuring mountainous or oceanic uniqueness and conducted a field survey to collect visual and audio text data. The text analysis method was used to analyze the data contents and meanings, and explored the derived interactive relation between humanistic emotions and the rural image. The study designed a soundscape shaping region prototype- Sonic Vison, which blended visual and audio test data into audio-visual interactive creation, in an attempt to help the study subject better promote the region’s tourism industry and reinforce marketing applications. The results can also be used as a reference for future research on shaping a regional image in other rural regions.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.