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研究生： 柯慈御
Sai Aung, Hein
論文名稱： 透過藝術式玩具探討泰國次文化之文化敘事策略
Exploring the Cultural Storytelling Strategy of Thai Subculture through Art Toys
指導教授： 陳明惠
Ming, Turner
楊佳翰
Yang, Chia-Han
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： 2025
畢業學年度： 113
語文別： 英文
論文頁數： 118
中文關鍵詞： 藝術玩具 、設計師玩具 、泰國次文化 、文化敘事 、遺產保存
外文關鍵詞： Art Toys, Designer Toys, Thai Subculture, Cultural Storytelling, Heritage Preservation
相關次數： 點閱：51  下載：5 
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    • 本研究探索泰國次文化與藝術玩具之創新交匯，探討其作為文化敘事工具的潛力。旨在透過傳統次文化與現代設計的融合，賦予泰國文學與次文化新活力，並推向國際舞台。研究從泰國文化與全球藝術玩具運動的對照分析中，揭示這類收藏品有助於連結不同世代與跨越文化隔閡。
    本研究採取多元方法，包括文獻回顧、質性訪談及量化調查，挖掘適合藝術玩具轉化的泰國次文化主題與設計元素。研究結果顯示，精心設計的藝術玩具能有效傳遞泰國文化意識，並成功吸引國內外觀眾。專家意見強調，傳統圖騰與創新設計策略的結合，對於提升文化共鳴與市場魅力具有關鍵作用。此項研究凸顯藝術玩具作為富有活力的文化載體之重要性。

    This research explores the innovative intersection of Thai subculture and art toys, investigating their potential as tools for cultural storytelling. It aims to revitalize and globally promote Thai literature and subcultures by blending traditional subculture with contemporary design. The study analyzes the Thai culture alongside the global art toy movement, highlighting how these collectibles can bridge generational and cultural divides.

    Applying a mixed-methods approach that includes literature review, qualitative interviews, and quantitative surveys, the study identifies key themes and design elements from Thai subculture suitable for art toy adaptation. Findings demonstrate that thoughtfully designed art toys effectively convey Thai cultural identity, engaging both domestic and international audiences. Expert insights emphasize the critical role of integrating traditional motifs with innovative design strategies to enhance cultural resonance and market appeal. This research underscores art toys as a dynamic platform for cultural expression, offering a novel approach to sharing Thai heritage.

    CHAPTER 1 Introduction 1 1.1 Research Background 1 1.1.1 Thai Subculture 1 1.1.2 Art Toy Movement 2 1.1.3 Art Toy Market and Trend 4 1.2 Research Motivation 8 1.3 Research Objectives and Research Questions 9 CHAPTER 2 Literature Review 10 2.1 Thai Subculture and Literature 10 2.1.1 History and Definition of Thai Culture and Subculture 10 2.1.2 Concept and Development of Thai Literature 11 2.1.3 A Reflection of Cultural Heritage 13 2.1.4 Thai Art in Foreigner Perspective 15 2.2 Introduction to Art Toy and Lowbrow Art 17 2.2.1 Definition and case study of Art Toys 17 2.2.2 Definition and case study of Lowbrow Art 20 2.3 Art Toys as an Artistic and Cultural Medium 24 2.3.1 The Value of Art Toy 24 2.3.2 Art Toys as a Cultural Medium and Reflection of Subcultures 26 2.3.3 Design Methodologies for Transforming or Adapting Art Toys 28 2.4 Consumer Behavior and Market Dynamics in Art Toy 31 2.4.1 Consumer Psychology with Blind Box 31 2.4.2 Consumer Motivation on Art Toys 34 2.4.3 Design and Marketing Strategies of Art Toys 36 2.4.4 Case Study of POP MART 40 CHAPTER 3 Research Design and Methodologies 43 3.1 Research Framework 43 3.2 Case Introduction 44 3.3 Research Method 48 3.4 Data Analysis 49 CHAPTER 4 Data analysis and finding 52 4.1 Overview of Data Collections 52 4.1.1 Interview Participants and Procedures 52 4.1.2 Survey Participants and Procedures 53 4.2 Interview Finding 53 4.2.1 Findings: Qualitative Thematic Analysis (Motmo Studio) 53 4.2.2 Interview Findings: Qualitative Thematic Analysis (Ong Thep) 56 4.2.3 Interview Findings: Qualitative Thematic Analysis (Ya Mo Art Toy) 58 4.2.4 Interview Findings: Qualitative Thematic Analysis (Professor Akekalak) 60 4.3 Survey Finding 63 4.3.1 Survey Questionnaires and Results 63 4.3.2 Open Question 71 CHAPTER 5 Discussion 73 5.1 Introduction 73 5.2 Interpretation of Key Findings 73 5.2.1 Adapting Thai Design Elements and Cultural Narratives 73 5.2.2 Consumer Perceptions and Engagement 74 5.2.3 Design and Marketing Strategies for Cultural Storytelling 74 5.3 Comparison with Previous Research 75 5.4 Theoretical and Practical Implications 76 5.5 Limitation of the Study 77 5.6 Recommendations for Future Research 77 CHAPTER 6 Conclusion 78 References 80 Appendix A Interviews 84 Appendix B Survey questions 105

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