A Study of the Icon Image of the New Taiwan Dollar
|Keywords:||貨幣;新台幣;意象;符號;圖像;紙鈔;亞元;認知;currency;New Taiwan Dollar;image;symbol;icon;paper money;Asian Dollar;cognition|
The New Taiwan (NT) dollar is more than a medium of trade. The imagery inherent in its design bears symbols with social and cultural significance. Already, the imagery of the NT dollar has become a topic discussed by people from all levels of society. From media reports, one senses a simple fact: There is widespread belief that the current design of the NT dollar is an inadequate expression of the spirit of times and the expectations of society. From this, it is clear that the NT dollar communicates meanings operant on many levels and relevant to many facets of the times, society and culture. Thus, it is a topic worthy of in-depth research. In a sense, banknotes are modern society’s largest and most important print medium. Equally true, Taiwan is in the midst of important political, economic and technological changes. The goal of this research is to examine the new NT dollar banknotes and discover the set of imagery, symbols and ideology most appropriate to it. Hopefully, the results of this study, “Currency and its Symbols” not only The NT dollar, but also The Asian dollar will be found worthy of future reference. This research can be divided into four main areas of investigation: 1) Identifying the differences in the perception of respondents toward the symbolism of the new and old NT dollar. 2) Comparing the differences in the perception of respondents toward the symbolism of the new and old NT dollar 3) Factors influencing future changes in the symbolism of NT dollar banknotes 4) Cataloguing suitable symbols for future printings of NT dollar banknotes This research was conducted by utilizing questionnaires completed via the Internet. The major methods of statistical analysis included univariate, multiple regression, logical regression, student T-test and analysis of variance. As a result of this factor analysis, the research identified representative indicators. The findings showed that the symbolism of the NT dollar banknotes bore perceptual differences among respondents according to location of residence, sex, age and educational level. For example, Taiwan respondents tended to perceive imagery of traditional authority in the symbolism of both the new and old NT dollar banknotes. Further, males were more likely to sense imagery of traditional authority in the new NT dollar banknotes, while at the same time being more inclined to perceive foreign concepts and values in the new NT dollar banknotes. Meanwhile, in comparing the perceptions of respondents from Taiwan with those from the various provinces of mainland China, Taiwan respondents were more likely to agree that the new NT dollar banknotes bore less foreign influence than the old NT dollar banknotes. Further, 62 percent of respondents favored additional changes to the new NT dollar banknotes. Suggested themes included endangered species, local scenery, arts, groups of people and ideological symbols. The research also highlighted many other significant interactions among the many factors investigated in this research.
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