樂高積木（LEGO bricks）作為世界上最成功的堆砌玩具（building toys），吸引許多國內外管理學背景的學者探究樂高公司成功經驗背後的原因。然而樂高的廣大成功，卻不是樂高公司獨自的力量足以達到的。實際上「樂高文化」是樂高、全球影視娛樂產業與樂高迷三者間緊密結合下之產物。在此其中，網路社群作為非正式的推廣媒介，其影響力更甚於樂高公司的行銷作為。成年樂高迷—阿福（adult fans of LEGO, AFOLs）扮演了推廣、評論甚至挑戰樂高玩具最重要的先鋒角色；樂高迷的創意也成為樂高公司新產品重要的靈感來源。

有別於過往側重管理策略、工業設計、教學應用與藝術治療的研究取徑來探討樂高，本研究欲從樂高迷的消費者角度切入，探討生產與消費間複雜的互動關係：從文化工業的脈絡到創意產業的時代，樂高從標準化的積木玩具，如何發展成轉化樂高迷的文化創意作為新生產模式？將樂高與樂高迷放在物質文化與消費社會學的討論脈絡中進行檢視，在當代消費社會中，樂高的物質性與消費者實踐是如何被形塑與建構的？在迷文化與DIY 文化的討論中來看待樂高迷與其社群如何形成與運作；體現了怎樣的能動性與侷限；其創意展演反映了怎樣的時代與社會意義？

本研究以多重研究方法進行，首先以深度訪談樂高迷與創作玩家、樂高社群網站管理者與樂高展覽策展人，廣泛地認識各種涉入程度的樂高迷之樂高經驗與其創意展演的情形；輔以出版書籍、媒體文本與樂高迷創作進行文本分析；最後以研究者即樂高迷的視角進行田野調查，參與樂高迷社群的聚會，「玩」樂高並且反思自身樂高實踐的意義。

樂高迷充分掌握了樂高可自由重組與重新賦予意義的特性，發展出多元面貌的樂高延伸文本；網路社群的運作使得創意交換與集體創作成為可能，突破由樂高公司所形塑與支配的樂高地景；關心環保議題與追求社會正義的時代氛圍，激發樂高迷具有反身性思考的創意展演。本研究企圖藉由審視樂高迷的創意展演，找尋文化創意的新可能性─具備反身性思考的另類文化創意。

As the most widespread building toys in the world, LEGO attracted much research attention from the scholars of management science to explore the causes of such tremendous success. Nevertheless, the LEGO group might have never achieved such fame without the engagement of fans’ community. Actually, “LEGO culture” was an inseparable synthesis of LEGO, media culture and LEGO fans’ performance. As the informal propaganda, fans’ creativity was even more influential than the formal
marketing activities. AFOLs (adult fans of LEGO) were in the vanguard of feedback, promotion and even criticism. Furthermore, AFOLs’ breathtaking MOCs (my own
creations) frequently inspired the new-set development.

This study is differentiated from former researches by its approach. Through analyzing the AFOLs’ consumer practice, it tries to discuss the complicated interaction
between production and consumption. From the context of Frankfurt School’s “Cultural Industry” to current issues of creative industries, how could the LEGO bricks reconstruct itself from a standardizing mechanical reproduction into a continued innovation what was
based on fans’ creativity? Under the theories of material culture and consumer society, how did the materiality of LEGO bricks and consumer practice be shaped and conceptualized? With a dialogue to theories of fan culture and DIY culture, it attempts to realize how did the AFOLs’ community be formed and operated. What kinds of agency and limitation the community embodied? What was the significance the AFOLs’ performance reflected? This qualitative study focuses on multiple research methods. It firstly involves in-depth interviews with elite fans, communities’ Facebook-page editors and curators of LEGO events, to widely recognize AFOLs’ experience from every level of involvement. Second, discourse analysis is adopted in publications such as fan’s autobiography, media texts and MOCs atlases, to analyze the (be-) imagined subjectivity of AFOLs and its’ community. The fieldwork is lastly conducted in LEGO exhibition and
AFOLs’ annual event. As an AFOL, the researcher plays the bricks, creates some MOCs, participates in fans’ event and reflect on the significance of his practice and performance.

Most AFOLs fully understood the bricks are reconstructable and free to give meaning, and developed multiple dimensions of extensive text of LEGO culture. The community made the collective creativity and team-works possible, broadened the LEGO landscape which was originally dominated by the LEGO group. Responding to the
atmosphere of environmentalism and social justice, some AFOLs demonstrated a “reflexive creativity”. By means of analyzing AFOLs’ performance, this study has endeavored to re-define the significance of so-called “cultural creativity”.

中文文獻
利威漢，（2012）。成年人收藏復刻版玩具之研究-以變形金剛為例（國立交通大學管理學院經營管理學程碩士論文）。華藝線上圖書館。
沈玟均，（2013）。歐洲流行音樂節─基於現象學之觀光體驗研究（國立臺灣師範大學歐洲文化與觀光研究所碩士論文）。Retrieved Jul. 12, 2015 from http://handle.ncl.edu.tw/11296/ndltd/63634562243303946155
張欣雨，（2010）。成年人自我購買兒童玩具之動機研究：以樂高(LEGO)為例（國立中正大學企業管理所碩士論文）。臺灣博碩士論文知識加值系統，098CCU05121076。
許馨云，（2007）。消費社會下之玩具收藏迷研究（佛光大學傳播所碩士論文）。臺灣博碩士論文知識加值系統，095FGU00375011。
陳向明，（2002）。社會科學質的研究。臺北市：五南。
歐用生，（1989）。質的研究。臺北市：師大書苑。
盧昱瑩，（1011）。成功，是帶頭用創意解決困難─專訪樂高公司CEO。載於盧智芳（總編），Cheers快樂工作人雜誌第128期（頁106-109）。臺北市：天下雜誌。
賴嘉玲，（2014年5月）。英國倫敦奧運／帕運開閉幕式中的文創展演分析。論文發表於台灣歐盟研究中心主辦的「歐洲文化政策」會議，臺北市。
譚佩莉，（2012）。從社會交換理論觀點探討企業共同創造─以樂高集團為例（國立臺灣大學商學研究所碩士論文） 。臺灣博碩士論文知識加值系統，
100NTU05318078。
Aldridge, A. (2012). 消費社會學的概念（劉耘安譯）。新北市：韋伯文化。（原著出版年：2003）。
Benjamin, W. (1998). 迎向靈光消逝的年代（許綺玲譯）。臺北市：臺灣攝影工作室。（原著出版年：1935）。
Dant, T. (2009). 物質文化（龔永慧譯）。臺北市：書林。（原著出版年：1999）。
Elsmore, W. (2014). Brick City 樂高玩世界（陳希林譯）。臺北市：遠流。（原著出版年：2013）
Fukushima, R. (2012). 當神化開始思考：網路社會的文化論（蘇文淑譯）。臺北市：大鴻藝術。（原著出版年：2010）。
Hills, M. (2009). 探究迷文化（朱華瑄譯）。臺北縣：韋伯文化。（原著出版年：2002）。
Howe, J. (2010). 玩家外包：社群改變遊戲規則（羅耀宗譯）。臺北市：天下雜誌。（原著出版年：2008）。
Marcuse, H. (2015). 單向度的人：發達工業社會的意識型態研究（劉繼譯）。臺北市：麥田。（原著出版年：1964）。
McKay, G. (2012). 自己幹文化：派對與革命（黃孫權與丘德真譯）。臺北市：破週報。（原著出版年：1998）。
Meno, J. (2015). Brick Journal 積木世界國際中文版 Issue 2（宋育年編譯）。臺北市：馥林文化。
Pine, B. J. and Gilmore, J. H. (2003). 體驗經濟時代（夏業良與魯煒譯）。臺北市：經濟新潮社。（原著出版年：1999）。
Robertson, D. C. and Breen, B. (2014). 玩具盒裡的創新：樂高以積木、人偶瘋靡10億人的秘密（林麗冠譯）。臺北市：天下雜誌。（原著出版年：2013）。

外文文獻
Abercrombie, N., & Longhurst, B. J. (1998). Audiences: A sociological theory of performance and imagination. London: Sage.
Ackermann, E. K. (2013). Cultures of Creativity and modes of appropriation: From DIY (Do It Yourself) to BIIT (Be In It Together). Cultures of Creativity: Nurturing
Creative Mindsets Across Cultures, 51-55.
Andersen, P. H., Kragh, H., & Lettl, C. (2013). Spanning organizational boundaries to manage creative processes: The case of the LEGO group. Industrial Marketing
Management, 42(1), 125-134.
Antorini, Y. M., Muñiz Jr, A. M., & Askildsen, T. (2012). Collaborating with customer communities: Lessons from the LEGO Group. MIT Sloan Management Review, 53(3), 73.
Appadurai, A. (1986). Introduction: commodities and the politics of calue. In Appadurai, A. (Ed.) The Social Life of Things: Commodities in Cultural Perspective. Cambridge:Cambridge University Press.
Baker, N. (2014). Middle-earth and LEGO (re)creation. In Wolf, M. J. P. (Ed.), LEGO Studies: Examining the Building Blocks of a Transmedial Phenomenon. (pp. 40-54).
London: Routledge.
Barthes, R. (1989 [1957]). Mythologies. London: Paladin.
Baudrillard, J. (1998 [1970]). The Consumer Society. London: Sage.
Belk, R. W. (1995). Collecting as luxury consumption: Effects on individuals and households. Journal of Economic Psychology, 16(3), 477-490.
Bender, J. (2010). LEGO: A Love Story. New Jersey: John Wiley & Sons, Inc.
Benjamin, W. (1969). The age of mechanical reproduction. In H. Arendt, & H. Zohn (Eds.), Illuminations (pp. 211-244). New York: Schocke.
Benkler, Y., & Nissenbaum, H. (2006). Commons‐based Peer Production and Virtue. Journal of Political Philosophy, 14(4), 394-419.
Brooker, P., & Brooker, W. (1996). Pulpmodernism: Tarantino's Affirmative Action. In K. J. Shepherdson (Ed.), Film Theory: Critical Concepts in Media and Cultural Studies. (pp. 229-242). London: Routledge.
Brosnan, M. J. (1998). Spatial ability in children's play with Lego blocks. Perceptual and Motor Skills, 87(1), 19-28.
Brown, T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. New York: Harper Collins.
Bocock, R. (1993). Consumption. London: Routledge.
Bourdieu, P. (1984 [1979]). Distinction: A social critique of the judgement of taste (N. Richard, Trans.). London: Routledge & Kegan Paul.
Campbell, C. (1987). The Romantic Ethic and the Spirit of Modern Consumption. Oxford: Blackwell.
Caughey, J. L. (1984). Imaginary social worlds: A cultural approach. Lincoln: University of Nebraska Press.
Cuéllar, M. P., & Pegalajar, M. C. (2014). Design and implementation of intelligent systems with LEGO Mindstorms for undergraduate computer engineers. Computer
Applications in Engineering Education, 22(1), 153-166.
Dávidházi, P. (1998). The Romantic Cult of Shakespeare: literary reception in anthropological perspective. New York: St. Martin's Press.
Dolye, M. (2013). Beautiful LEGO. San Francisco: No Starch Press.
Duncombe, S. (1997). Notes from Underground: Zines and the Politics of Alternative Culture. London: Verso.
Edwards, T. (2000). Contradictions of consumption: concepts, practices, and politics in consumer society. Buckingham: Open University Press.
Evans, G. (2009). Creative cities, creative spaces and urban policy. Urban studies, 46(5-6), 1003-1040.
Featherstone, M. (2007). Consumer culture and postmodernism. London: Sage.
Feinstein, S. C. (2000). Zbigniew Libera's Lego Concentration Camp: Iconoclasm in Conceptual Art about the Shoah. Other Voices: The E-Journal of Cultural Criticism, 2(1). Retrieved Jul. 8, 2015 from http://ppt.cc/mTRMR
Fiske, J. (1992). ‘The cultural economy of fandom’, In Lewis, L. A. (Ed.) The Adoring Audience, London: Sage.
Florida, R. (2003). The rise of the creative class: and how it's transforming work, leisure, community and everyday life. New York: Basic books.
Florida, R. (2005). Cities and the creative class. City & Community, 2(1), 3-19.
Foucault, M., & Miskowiec, J. (1986). Of other spaces. Diacritics, 22-27.
Frith, S. (1992). ‘The cultural study of popular music’, in L. Grossberg, C. Nelson, and P. Treichler (Eds.), Cultural Studies (pp. 174-182). London: Routledge.
Gabriel, Y., & Lang, T. (1995). The unmanageable consumer: contemporary consumption and its fragmentation. London: Sage.
Gauntlett, D. (2014). The LEGO System as a tool for thinking, creativity, and changing the world. In M. J. P. Wolf. (Ed.), LEGO Studies: Examining the Building Blocks of a Transmedial Phenomenon. (pp. 189-205). London: Routledge.
Gillmor, D. (2006). We the media: Grassroots journalism by the people, for the people. California: O'Reilly Media.
Grossmann, K. (1973). Mach mehr aus LEGO. Freiburg: Herder Verlag.
Hetherington, Kevin. (2000). ‘Free Festivals: Consumption, Belonging and the Carnivalesque’ in New Age Travelers: Vanloads of Uproarious Humanity. London: Cassell.
Hienerth, C., Lettl, C., & Keinz, P. (2014). Synergies among Producer Firms, Lead Users, and User Communities: The Case of the LEGO Producer–User Ecosystem. Journal of Product Innovation Management, 31(4), 848-866.
Hall, S., & Jefferson, T. (1993). Resistance through rituals: Youth subcultures in postwar Britain. Psychology Press.
Hills, M. (2002). Fan cultures. Psychology Press.
Hall, S. (Ed.). (1997). Representation: Cultural representations and signifying practices. London: Sage.

Jenkins, H. (1992). ‘“Strangers No More, We Sing”: Filking and the social construction of the science fiction fan community’, in Lewis, L. A. (ed.) The Adoring Audience: Fan Culture and Popular Media, London: Routledge.
Jenkins, H. (1996). ‘Interview with Henry Jenkins’, in Harrison, T., Projansky, S., Ono, KA. And Helford, ER. (Eds.) Enterprise Zone: Critical Positions on ‘Star Trek’,Oxford: Westview.
Jenkins, H. (2005). ‘Games, the new lively art’. in Handbook of computer game studies, 175-192.
Jenson, J., & Saint-Martin, D. (2006). Building blocks for a new social architecture: the LEGO™ paradigm of an active society. Policy & Politics, 34(3), 429-451.
Klassner, F., & Anderson, S. D. (2003). Lego MindStorms: Not just for K-12 anymore. IEEE Robotics & Automation Magazine, 10(2), 12-18.
Kopytoff, I. (1986). The cultural biography of things: commoditization as process. In Appadurai, A. (Ed.) The Social Life of Things: Commodities in Cultural Perspective. (pp. 64-91). Cambridge: Cambridge University Press.
Landay, L. (2014). Myth Blocks: how LEGO transmedia configures and remixes mythic structures in the Ninjago and Chima themes. In M. J. P. Wolf. (Ed.), LEGO Studies:
Examining the Building Blocks of a Transmedial Phenomenon. (pp. 55-80). London:Routledge.
Landry, C. (2012). The creative city: A toolkit for urban innovators. London: Routledge.
Lash, S and Lury, C. (2007). Global Culture Industry: The Mediation of Things. Cambridge: Polity Press.
Lau, K. W., Tan, H. K., Erwin, B. T., & Petrovic, P. (1999, November). Creative learning in school with LEGO (R) programmable robotics products. In Frontiers in
Education Conference, 1999. FIE'99. 29th Annual (Vol. 2, pp. 12D4-26). IEEE.
LeGoff, D. B. (2004). Use of LEGO© as a therapeutic medium for improving social competence. Journal of Autism and Developmental Disorders, 34(5), 557-571.
Luo, Z., & Pollack, R. (1992). LEGO proof development system: User's manual. University of Edinburgh, Department of Computer Science, Laboratory for
Foundations of Computer Science.
Lury, C. (1996). Consumer culture. New Brunswick: Rutgers University Press.
Lyles, B. and Lyles, J. (2014). The LEGO Neighborhood Book. San Francisco: No Starch Press.

Maffesoli, M. (1996). The Time of the Tribes: The Decline of Individualism in Mass Society. London: Sage.
Martin, F. G. (1995). The art of LEGO design. The Robotics Practitioner: The Journal for Robot Builders, 1(2), 1-19.
McCracken, G. (1988). Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities. Bloomington: Indiana University
Press.
McLaughlin, T. (1996). Street Smarts and Critical Theory: Listening to the Vernacular. Wisconsin: University of Wisconsin Press.
McKay, G. (1998). DIY Cultures: Party & Protest in Nineties Britain. London: Verso.
McRobbie, A. (2002) ‘Club to Company’, Cultural Studies, 16(4): 516- 532.
McRobbie, A. (2007). The Los Angelesation of London: Three Short Waves of Young People’s Micro-Economies of Culture and Creativity in the UK. Retrieved Oct. 8,
2015 from Transversal http://eipcp.net/transversal/0207/mcrobbie/en.
Merrick, K., & Gu, N. (2011). Supporting collective intelligence for design in virtual worlds: A case study of Lego Universe. Proceedings of CAAD Futures 2011.
Miles, S. (1998). Consumerism: as a Way of Life. London: Sage.
Mommaas, H. (2009). Spaces of culture and economy: Mapping the cultural-creative cluster landscape. In Creative economies, creative cities (pp. 45-59). Springer
Netherlands.
Mōri, Y. (2009). J‐pop: from the ideology of creativity to DiY music culture. Inter‐Asia Cultural Studies, 10(4), 474-488.
Owens, G., Granader, Y., Humphrey, A., & Baron-Cohen, S. (2008). LEGO® therapy and the social use of language programme: An evaluation of two social skills
interventions for children with high functioning autism and Asperger syndrome. Journal of autism and developmental disorders, 38(10), 1944-1957.
Patton, M. Q. (1990). Qualitative evaluation methods. (2nd ed.) Thousand Oaks, CA: Sage.
Resnick, M., Ocko, S., & Papert, S. (1988). LEGO, Logo, and design. Children's Environments Quarterly, 14-18.
Ritzer, G., & Jurgenson, N. (2010). Production, Consumption, Prosumption The nature of capitalism in the age of the digital ‘prosumer’. Journal of consumer culture, 10(1), 13-36.
Rose, G. (2011). Visual methodologies: An introduction to researching with visual materials: SAGE Publications Limited.
Sanders, E. B. N. (1992). Converging perspectives: product development research for the 1990s. Design Management Journal, 3(4), 49-54.
Sanders, E. B. N., & Stappers, P. J. (2008). Co-creation and the new landscapes of design. Co-design, 4(1), 5-18.
Saussure, F. de (1974 [1986]). Course in General Linguistics. (Baskin, W. trans.). London: Fontana.
Schwartz, B. (2004). The paradox of choice: Why more is less. New York: Ecco.
Sezen, T. İ. (2011). Design and Role of Play Features in LEGO Brand Toys. in DiGRA 2011 Conference: Think Design Play. Hilversum, Netherlands.
Shirky, C. (2008). Here Comes Everybody: the Power of Organizing Without Organizations. New York: Penguin Group.
Smith, B. H. (1988). Contingencies of Value: Alternative Perspectives for Critical Theory. Massachusetts: Harvard University Press.
Sørensen, A. S., Høystad, O. M., Bjurström, E., & Vike, H. (2010). Nye kulturstudier: Teorier og temaer. Copenhagen: Tiderne Skifter.
Stewart, S. (1993). On longing: Narratives of the miniature, the gigantic, the souvenir, the collection. Durham: Duke University Press.
Strachan, R. (2008). ‘Where do I Begin the Story?’ Collective memory, biographical authority and the rock biography. Popular History, 65-80.
Taylor, V. (2014). LEGO Architecture: The Visual Guide. London: DK. Thornton, S. (1996). Club cultures: Music, media, and subcultural capital. Wesleyan University Press.
Tulloch, J., & Jenkins, H. (1995). Science fiction audiences: Watching doctor who andstar trek. Psychology Press.
Watson, J. A., Nida, R. E., & Shade, D. D. (1986). Educational issues concerning young children and microcomputers: Lego with logo? in Early Child Development and Care, 23(4), 299-316.
Wolf, M. J. P. (2014). Adapting the Death Star into LEGO: the case of LEGO set #10188. In M. J. P. Wolf. (Ed.), LEGO Studies: Examining the Building Blocks of a
Transmedial Phenomenon. (pp. 15-39). London: Routledge.
Zukin, S. (2009). Naked city: The death and life of authentic urban places. Oxford University Press.