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研究生：	侯茜宇 Hou, Chien-Yu
論文名稱：	從文化緊密度和產業策略的模型: 解釋美麗的可辨識性 Explaining the Beauty identifiability: A Model of Cultural Tightness and Industrial Strategy
指導教授：	劉世南 Liou, Shyh-Nan
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 創意產業設計研究所 Institute of Creative Industries Design
論文出版年：	2022
畢業學年度：	110
語文別：	英文
論文頁數：	114
中文關鍵詞：	美麗、可辨識性、文化緊密度、時尚風格、韓流文化
外文關鍵詞：	Beauty, Identifiability, Consumption culture, Cultural tightness, Fashion Industry, Korean-Wave
相關次數：	點閱：83 下載：10
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這項研究旨在探索美的可辨識性，尤其是不同國家的美，是否有一種方法可以準確地進行識別。該研究的靈感來自日常生活的觀察和經驗，人們很容易就指出韓國女生及其特徵。但是在談到台灣女生時，卻沒有辦法說出台灣女生的風格和特徵，和韓國相比，說法也不具有一致性。換句話說，台灣的美麗可辨識性顯然低於韓國。
因此，這項研究稱這種差異為美麗的可識別性。本研究旨在從文化方面到產業方面來釐清和解釋這樣的一個現象。研究為什麼韓國可以在全世界創造出這麼成功的美麗可識別性。基於這項觀察，本研究的目的就是在對這種審美的可辨識性差異提出解釋。本研究理解這個現象的理論架構，採取文化緊密度理論（cultural tightness theory）、產業結構的影響和消費文化理論(consumption culture theory) ，文化的緊密度可預測具有緊縮的文化規範，將有更一致的審美規範。本研究進一步提出文化規範將會預測消費文化，也就是具體強勢的文化規範將會進一步塑造集中的消費文化。此外，本研究也探討娛樂、時尚產業的發展，也將會有助於塑造美的可辨識度。因此主要的理論架構為在具有較高的文化規範以及消費文化，再加上政府產業策略的推動，將影響可辨識度的塑造，進而影響在國際間以及產業市場上的品牌塑造。這項研究將同時進行質性和量性研究，包括案例研究，檔案研究，問卷調查，專家深度訪談以收集更全面的數據。本研究基於上述的理論形成了三個假設，透過研究後，三個假設都被證實。因此本研究指出美麗的可辨識性塑造和文化緊密度、產業的發展策略及消費文化的集中與否有密切相關。該研究的預期結果是了解造成不同程度的美容可識別性的原因，以及它的利與弊。
期望在了解後，本研究可以幫助台灣的美妝時尚產業更了解台灣自身的審美觀和在國家推動軟實力政策時能有更多不同的啟發。

This research aims to explore the identifiability of beauty which refers to recognizable and easiness to categorize the beauty to their countries, especially significant in the beauty evaluation of different countries. For example, to accurately identify, such as movie stars or celebrities or the beauty model that is recognized as generally accepted beauty standards. It is easy to point out Korean beauty and its characteristics. However, when it comes to Taiwanese beauties and girls, there are no consistent demonstrations of the beautiful characteristics and style. Better understand why and how the different levels of beauty identifiability should advance the pursuit of beauty in culture and business. To this end, this study address to explore and explain identifiability of beauty.
Drawing on literature review, this study proposes the theoretical framework of this phenomenon adopting cultural tightness theory and consumer culture theory, this study hypothesizes for tightening cultural norms, higher beauty norms consensus would be more identifiable. Moreover, cultural norms will predict consumer culture, that is, specific and strong cultural norms will further shape aesthetic consumer culture. In addition, this study also explores the government's cultural industry strategy to promote aesthetics, which will also help shape the identifiability of beauty. This study then develops mixed research to empirical verify the main hypotheses which are clear cultural norms and consumer culture, coupled with the promotion of government industrial strategies would enhance affect the identifiability of beauty.
This research conducted using both qualitative and quantitative research including case studies, archive research, surveys, and in-depth interview to gather more comprehensive data for converging validation. 221 people was surveyed, and 8 experts were interviewed. The results verified both main propositions, that is cultural tightness and the positive promotion of the industrial strategies correlate with the degree of shaping beauty identifiability. In addition, the findings show that stigmatization of Taiwan and lack of aesthetic. The proposed new idea of beauty identifiability and explanation model of factors that shape the beauty identifiability and suggests that co-evolution of beauty identifiability and entertainment industries would advance both theories of beauty and business development The implications for future development are discussed.

誌謝 i
Abstract ii
中文摘要 iv
Table of Contents v
CHAPTER ONE: INTRODUCTION	1
1.1 Research Background	1
1.2 Research Motivation	4
1.3 Research Questions and Objectives	5
1.4 Research Hypotheses Construction	6
1.5 Research Flow and Framework	7
CHAPTER TWO: LITERATURE REVIEW	9
2.1 The beauty and identifiability	9
2.1.1 What is beauty?	9
2.1.2 What is style?	10
2.2 Cultural influence and beauty identifiability	11
2.2.1 The cultural tightness and looseness theory	11
2.2.2 The beauty standards	12
2.2.3 Tightness and Looseness Culture and Beauty	14
2.3 Industries and beauty identifiability	16
2.3.1 What is soft power?	16
2.3.2 Industries related to beauty	17
2.3.3 The development of South Korea’s soft power and fashion industries.	18
2.4 Consumption and consumption value	21
CHAPTER THREE: METHODOLOGY	23
3.1 Hypotheses of the research	23
3.2 Research methods	25
3.2.1 Experience sampling	25
3.2.2 Online survey	26
3.2.3 In-depth interview	27
3.2.4 Secondary data	28
3.2.5 Semantic profile	28
3.3 Research participants	29
CHAPTER FOUR: DATA ANALYSIS AND FINDINGS	30
4.1 Data collection	30
4.1.1 Questionnaire of the investigating beauty identifiability	33
4.1.2 Criteria of the interviewees	37
4.2 The beauty identifiability of Taiwan	39
4.3 Hypothesis Verification	43
4.3.1 Hypothesis One: The relevance between cultural tightness and beauty identifiability.	44
Norms of tradition and ethics	46
Norms of female appearance	49
4.3.2 Hypothesis Two: The relevance between industrial strategy and beauty identifiability	51
The current situation and perception of Taiwan’s entertainment industries	52
Differences between the entertainment system of Taiwan and Korea	54
The standard of celebrities	55
The entertainment system	58
Branding and packaging	63
4.3.3 Hypothesis Three The relevance of consumption and beauty identifiability	69
4.4 Other factors of shaping the degree of beauty identifiability	75
4.4.1 History and culture	75
4.4.2 Nationality and self-identity	77
4.4.3 Nation population and domestic market	81
4.4.4 Weather	83
CHAPTER FIVE: CONCLUSIONS AND DISCUSSIONS	85
5.1 Summarize the research	85
5.2 The pros and cons of beauty identifiability	86
5.3 Recommendations and implications for future	90
5.4 Conclusions and discussions	95
5.5 Research Limitations and Suggestions for Future Study	96
REFERENCES	97
APPENDIX	102
In-depth interview questions	102
The results of the online questionnaire	103

List of Tables ix
Table 2 Hypothesis 1	23
Table 3 Hypothesis 2	24
Table 4 Hypothesis 3	25
Table 5 The demographic of the online questionnaire	30
Table 6 The basic information of interviewees	31
Table 7 The “Tightness-looseness scale”	35
Table 8 The basic information of interviewees	38
Table 9 Which nation’s female has higher beauty identifiability.	40
Table 10 The largest group of styles in Taiwan’s street and social media.	41
Table 11 Hypothesis 1	44
Table 12 The positive correlation between cultural tightness and beauty identifiability.	45
Table 13 Hypothesis 2	52
Table 14 Advantages and disadvantages of Taiwan’s entertainment companies	61
Table 15 The system of South Korean entertainment companies	62
Table 16 Hypothesis 3	69

List of Figures x
Figure 1 South Korean singer is the Champion of “The 100 most beautiful faces of the year”	2
Figure 2 Research Framework	8
Figure 3 Makeup style of Korean and Japanese girl	11
Figure 4 The 2020 beauty ranking of South Korea	14
Figure 5 The ranking of South Korea on the website “The Soft Power 30”.	18
Figure 6 The Korean actress Jun Ji-Hyun using the Korean cosmetic brand IOPE in the drama.	20
Figure 7 Idol group Blackpink member Jennie using the latest Samsung products in the music video.	20
Figure 8 The transmission of culture and consumption	22
Figure 9 Sample of experience sampling	26
Figure 10 Group A photos of South Korean beauties	34
Figure 11 Group B photos of Taiwanese beauties	34
Figure 12 The certainty of the answers	35
Figure 13 The factors of identify	35
Figure 14 National Young Sister IU	56
Figure 15 National First Love Bae Suzy	57
Figure 16 The celebrity leads the trend of the style.	64
Figure 17 Packaging of the celebrities and the brand	66
Figure 18 Packaging of the celebrities and the brand	66
Figure 19 The popular Taiwan drama in 2019	67
Figure 20 The popular Taiwan drama in 2021	68
Figure 21 The celebrity centralized the consumption by style in dramas	70
Figure 22 The attraction of naming the products with Korean elements	71
Figure 23 The celebrity centralized the consumption by style in dramas	73
Figure 24 The celebrity centralized the consumption by style in dramas	73
Figure 25 The celebrity centralized the consumption by style in dramas	74
Figure 26 The celebrity centralized the consumption by style in dramas	74
Figure 27 The population of South Korea	81
Figure 28 The population of Taiwan	82
                                    

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