簡易檢索 / 詳目顯示

回結果列表
研究生： 蘇亦亭
Su, Yi-Ting
論文名稱： 台灣小農經濟推廣途徑之個案探討:小農個人文化價值認知觀點之意涵
Case study of the promotion approach of Taiwanese family farming economy: Implication from the cultural values perception of family farmers.
指導教授： 仲曉玲
Chung, Hsiao-Ling
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： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 131
中文關鍵詞： 文化迴路 、文化價值 、小農 、小農耕作 、永續發展
外文關鍵詞： circuit of culture, cultural values, family farmers, family farming, sustainable development.
相關次數： 點閱：246  下載：24 
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報

    • 在全球化與環境變遷的過程中，農業作為穩定經濟以及民生需求的基礎，也面臨了轉型的關鍵時刻，從經濟導向的工業化農業，到多功能化的小農發展；從資本導向的舊經濟，到知識導向的新經濟，其轉變的關鍵角色在於參與其中的小農。在這農業轉型的存亡危急之際，由於台灣特殊的地理以及文化背景，造就以小農、小面積發展的農業生態，因此提供小農研究一個良好的場域與示範。
    然而目前對小農推廣的研究，僅有少數的文獻討論到這些小農對自身文化的認知，他們如何看待自己的文化價值以及如何影響社會。於是本篇研究將提出以文化價值的認知推廣台灣小農，藉由深入了解台灣 “新農民” 的文化價值觀，為實現永續農業的目標，找到方向與機會。本論文將透過 (1)透過David Throsby 的文化解構面向，了解台灣小農對自己的文化認同；(2)探討如何透過 “文化迴路”理論將小農的文化認同傳遞到社會中；(3)對推廣台灣小農提出以文化價值為導向的發展策略。內容將會以主要資料(與農民的深度訪談)與次級資料(現有的小農訪談資料、演講、報章雜誌)分析之。
    研究顯示，農業有別於其他的產業，透過與自然、社會的接觸，可以促使小農有更身一步的自我探索，並找自我的價值。此外他們亦透過社會的連結性，發揮他們的自身影響力，將知識以及文化價值觀傳遞出去，並且透過行為的反饋亦不斷強化自身的文化認同，在文化認同以及行為的互動性中，達到農業的永續性，並帶來來期經濟效益包括可估計的內部經濟(產品效益)以及難以估計卻有深刻影響的外部經濟(非產品效益)，最後研究指出，透過觀念性的強化以及自我反思，方能在科技迅速發展的社會中，駕馭科技以找到農業永續發展的平衡點。

    Under the challenges of globalization and environmental deterioration nowadays, agriculture becomes fundamental to maintain a healthy economy and satisfy people’s basic needs for stability. The industry is facing a crucial moment for correct decision making and transformation. Agriculture gradually changed from business-oriented industrial farming to multifunction-oriented family farming; from capital-oriented old economy to knowledge-oriented new economy. The key in this transformation are family farmers who engaged in farming. On one hand, because of the unique geographical setting of Taiwan and rich cultural background, small-scale and family-based farming style became the standard, thus can providing researchers a relevant field and demonstration of family farming to study.
    On the other hand, little research has been done on understanding these family farmer’s cultural values, what they believe and how they change and influence society. Therefore, this study aims to investigate these “new family farmers” cultural values perception and explore opportunities and directions for sustainable agricultural development. This study will do so by: (1) mapping Taiwanese family farmers’ cultural values by David Throsby’s cultural values dimensions; (2) investigating how these cultural values connect to the community with the “circuit of culture” model; (3) developing cultural values-based development guidelines for small farming development. Data will be collected from both primary sources (in-depth interviews with Taiwanese family farmers) and secondary sources (articles, speeches, newspapers, magazines).
    The analysis shows that farming is different from other industries, through the contact with nature and society, it can actuate the family farmers to have further self-exploration and look for their personal value. On the other hand, they also carried out their personal influence, conveying their knowledge and perceptions of cultural value to the society through social connection. Also, based on the feedback of the community, it can strengthen their identity of cultural value. In the interaction between their identity of cultural value and behavior, it can reach the sustainable agricultural development and bring economic benefits, including the internal (benefits of commodity) and external (benefits of non-commodity) economy. Finally, the results indicate that, in this society with rapidly progressive technology, only through empowering people’s notion and self-reflection, can we find a balance of sustainable agricultural development with the technology.

    TABLE OF CONTENT 摘要 I ABSTRACT II CHAPTER ONE: INTRODUCTION 1 1.1. Research Motivation. 1 1.2. Research background and introduction 2 1.2.1. Section 1: The global trend of agriculture 3 1.2.2. Section 2: The farming conditions in Taiwan. 12 1.3. Research objectives and questions. 20 CHAPTER TWO: LITERATURE REVIEW 22 2.1. Transformation of agriculture in Taiwan 22 2.1.1. New agriculture and new economy 22 2.1.2. The emergence of ‘new generation of family farmers’ 24 2.1.3. The new promotion approaches of family farming. 25 2.2. Family farmers’ position and values 27 2.2.1. Definition of family farmers 29 2.2.2. The operational definition of ‘family farmers’ 29 2.2.3. Sustainable agriculture system – Agroecological farming system. 30 2.2.4. Family farming is the key for sustainable agriculture development. 33 2.3. Cultural Values. 35 2.3.1. Addressing ‘Culture’ 35 2.3.2. Addressing ‘Cultural Value’ 36 2.3.3. How cultural values influence people’s behavior 36 2.3.4. Family farming cultural values’ evaluation 40 2.3.5. Circuit of culture 42 CHAPTER THREE: CONCEPTUAL STRUCTURE AND MEHTOLOGY 47 3.1. Conceptual Structure. 47 3.2. Research method 49 3.2.1. Semi-structured, in-depth interviewing 50 3.2.2. Case Study 50 3.3. Data Collection and analysis 51 3.3.1. Criteria for case selection. 51 3.3.2. Data collection 51 3.3.3. Data analysis method 52 CHAPTER FOUR: DATA ANALYSIS AND FINDINGS 54 4.1. Introduction 54 4.1.1. Case A: Ho-zuo non-toxic fruit and vegetable shop, Tainan (禾作 無毒蔬果鋪): A new approach of cooperation 54 4.1.2. Case B: Happiness farm, Taipei: A doctor with a dream of curing the community with farming 59 4.1.3. Summary of these two cases 65 4.2. Section 1: mapping the cultural value perception of Taiwanese family farmers 65 4.2.1. Aesthetic value 65 4.2.2. Spiritual value 69 4.2.3. Social value 73 4.2.4. Historical value 79 4.2.5. Symbolic value 82 4.2.6. Authenticity value 83 4.2.7. Summary and discussion 86 4.3. Section 2: The Discussion on the theory of Circuit of Culture 89 4.3.1. The interaction between identity and production 91 4.3.2. The interaction between identity and consumption 96 4.3.3. The interaction between identity and representation 103 4.3.4. The interaction between identity and regulation 107 CHAPTER FIVE: DISCUSSION AND CONCLUSION 111 5.1. Part one: Study findings and discussion 111 5.1.1. The cultural value-based guidelines and strategies for family farming promotions. 111 5.1.2. Discussion 117 5.1.3. Addressing the research questions 119 5.2. Part two: Implication, contribution, limitations and conclusion 120 5.2.1. Study implication 120 5.2.2. Study contribution 122 5.3.3. Study limitation 122 5.3.4. Future Study 122 Reference 124 Appendix 131

    Acosta‐Alzuru, C., & Kreshel, P. J. (2002). “I'm an American Girl… Whatever That Means”: Girls Consuming Pleasant Company's American Girl Identity. Journal of Communication, 52(1), 139-161.
    Adam, K. L. (2006). Community supported agriculture (P. Driscoll Ed.). United State: ATTRA-National Sustainable Agriculture Information Service.
    Admin. (2013). 夢想與實現之間--談農夫市集. Retrieved from http://www.hopemarket.net/news/978
    Amin, A., & Thrift, N. J. (2008). The Blackwell cultural economy reader: John Wiley & Sons.
    Attride-Stirling, J. (2001). Thematic networks: an analytic tool for qualitative research. Qualitative research, 1(3), 385-405.
    Barker, C. (2004). The SAGE Dictionary of Cultural Studies: SAGE Publications.
    Berelson, B. (1952). Content analysis in communication research.
    Campesina, L. V. (2010). Sustainable peasant and family farm agriculture can feed the world. Jakarta.
    Carvalho, A., & Burgess, J. (2005). Cultural circuits of climate change in UK broadsheet newspapers, 1985–2003. Risk analysis, 25(6), 1457-1469.
    Castells, M. (2000). The information age: economy, society and culture. Vol. 1, The rise of the network society (Vol. 1): Blackwell Oxford.
    Cavalli-Sforza, L. L., & Feldman, M. W. (1981). Cultural transmission and evolution: a quantitative approach: Princeton University Press.
    CoE. (2005). Council of Europe Framework Convention on the Value of Cultural Heritage for Society. Faro, Portugal.
    Cole, J. M. (2015). Thrift and the value of scarce resources: A circuit of culture approach to the production, representation and consumption of the cultural value of thrift through the lens of food magazines. Department of Media and Communication.
    Curtin, P. A., & Gaither, T. K. (2005). Privileging identity, difference, and power: The circuit of culture as a basis for public relations theory. Journal of Public Relations Research, 17(2), 91-115.
    Curtin, P. A., & Gaither, T. K. (2007). International public relations: Negotiating culture, identity, and power: Sage Publications.
    Daugstad, K., Rønningen, K., & Skar, B. (2006). Agriculture as an upholder of cultural heritage? Conceptualizations and value judgements—a Norwegian perspective in international context. Journal of Rural Studies, 22(1), 67-81.
    Du Gay, P. (1998). Production of culture/cultures of production: Sage Publications Ltd.
    EC. (2004). Scenarios for the Future of European Research and Innovation Policy Proceedings of a STRATA/Foresight Workshop (Vol. 9-10 Decamer 2003). Belium.
    Elo, S., & Kyngäs, H. (2008). The qualitative content analysis process. Journal of advanced nursing, 62(1), 107-115.
    Etlin, R. A. (1996). In Defense of Humanism: Value in the arts and letters: Cambridge University Press.
    FAO. (2001). Agroecological Farming System. Wageningen University, Nederland: Natural resource management.
    FAO. (2002). World agriculture: towards 2015/2030 Summary report (pp. 97). Rome.
    FAO. (2013). International Year of Family Farming 2014 Master Plan. Retrieved from http://www.fao.org/fileadmin/user_upload/iyff/docs/Final_Master_Plan_IYFF_2014_30-05.pdf.
    Fernandez, J. (2015, 24 May). World stands up against Monsanto: Over 400 cities protest GMOs, Reuters. Retrieved from https://www.rt.com/news/261573-monsanto-global-protests-gmo/
    Fitzgerald-Moore, P., & Parai, B. (1996). The Green Revolution.
    Frey, R. (1994). Eye Juggling: Seeing the World Through a Looking Glass and a Glass Pane. London: University Press of America.
    Garner, E., & Campos., P. d. l. O. (2014). Identifying the "family farm": an informal discussion on the concepts and definitions. Paper presented at the ESA Working Paper No.14-10.
    Gonçalves, A. L. (2008). Ecological agriculture in the torres region of rio grande do sul, Brazil: Tradeoffs or synergies? (Doctor), Cornell University.
    Gudykunst, W. B., & Kim, Y. Y. (1992). Readings on Communicating with Strangers: McGraw-Hill.
    Hall, E. T. (1959). The Silent Language. New York.
    Hall, S. (1993). Encoding, decoding. The cultural studies reader, 4, 90-103.
    Hall, S. (1997). Representation: Cultural representations and signifying practices (Vol. 2): Sage.
    Han, G. K., & Zhang, A. (2009). Starbucks is forbidden in the Forbidden City: Blog, circuit of culture and informal public relations campaign in China. Public Relations Review, 35(4), 395-401.
    Hankuan. 漢光果菜生產合作社. easy cooking series. Retrieved 08/01, 2016, from http://shopping.hankuan.org.tw/T5003ListCmdyData?y_CompId=151&&y_SketchName=Sketch1-2_Hi178&y_HrefId=121415
    Harris, L. R., & Brown, G. T. L. (2010). Mixing interview and questionnaire methods: Practical problems in aligning data.
    Haunschild, A., & Eikhof, D. R. (2009). Bringing creativity to market: actors as self-employed employees. Creative Labour: Working in the Creative Industries, London: Palgrave Macmillan, 156-173.
    Hewison, R., & Holden, J. (2004). Challenge and change: HLF and cultural value. London: DEMOS.
    Hofstede, G. (1984). Culture's consequences: International differences in work-related values (Vol. 5): sage.
    Hussain, M. (1999). Sytematic Agricultural Geography. Jaipur.
    IAASTD. (2008). Summary for Decision Makers of the Global Report. South Africa: International Assessment of Agricultural Knowledge, Science and Technology for Development
    International, G. Agroecological farming. Retrieved 20/09, 2015, from http://www.groundswellinternational.org/how-we-work/agroecological-farming/
    Japan, P. M. o. (1999). Negotiations on Agriculture: Communication from Japan. Geneva: World Trade Organization.
    Kater, J. (2013). Week 5: Parenting in acculturating families. Culture and Family: Exploring Similarities and Differences. Retrieved 17/12, 2015, from https://cultureandfamilydevelopment.wordpress.com/
    Keats, E. S. (2012). Exploring haul videos on YouTube: A collective case study approach. Colorado State University.
    Kluckhohn, C. (1951). Values and value-orientations in the theory of action: An exploration in definition and classification.
    Krippendorff, K. (2012). Content analysis: An introduction to its methodology: Sage.
    Lal, R., & Stewart, B. A. (2011). World Soil Resources and Food Security: CRC Press.
    Landes, D. S. (1999). The wealth and poverty of nations: Why some are so rich and some so poor: WW Norton & Company.
    Lappé, F. M. (2011). EcoMind: Changing the way we think, to create the world we want: Nation Books.
    Lewis, S. (2011). Can small-scale farmers feed the world? International Institute for Environment and Development (http://www. iied. org), 15.
    Mason, R. (2002). Assessing values in conservation planning: methodological issues and choices. Assessing the values of cultural heritage, 5-30.
    Mayring, P. (2010). Qualitative inhaltsanalyse: Springer.
    Murphy, I. (2008). Key Findings of IAASTD.
    Nickel-Kailing, G. (2013). Buy local? Why local? Time for the real story! : Good fod world.
    Oak, M. (2015). Characteristics of Culture. World Culture and Heritage. Retrieved 17/12, 2015, from http://www.buzzle.com/articles/characteristics-of-culture.html
    OECD. (1999). Cultivating rural amenities. An economic development perspective.
    OECD. (2001). Towards an Analytical Framework. Paris.
    Organisation for Economic Co-Operation and Development, O. (1996). The Knowledge-based Economy. Paris.
    Ozier-Lafontaine, H., & Lesueur-Jannoyer, M. (2014). Sustainable Agriculture Reviews 14: Agroecology and Global Change (Vol. 14): Springer.
    Pingali, P. L. (2012). Green Revolution: Impacts, limits, and the path ahead. Proceedings of the National Academy of Sciences, 109(31), 12302-12308.
    Radomsky, G., Niederle, P., & Schneider, S. (2014). 5 Participatory systems of certification and alternative marketing networks: The case of the Ecovida Agroecology Network in South Brazil.
    Ramprasad, V. (2015). Living on the Edge: Women, Agrobiodiversity and Livelihood: Green Foundation and Third World Network.
    Rokeach, M. (1973). The nature of human values (Vol. 438): Free press New York.
    Samovar, L. A., & Porter, R. E. (1994). Intercultural communication: a reader: Wadsworth.
    Scherer, J., & Jackson, S. J. (2008). Cultural studies and the circuit of culture: Advertising, promotional culture and the New Zealand All Blacks. Cultural Studies↔ Critical Methodologies, 8(4), 507-526.
    Schutter, O. D. (2011). Eco-Farming Can Double Food Production in 10 Years, says new UN report
    Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in experimental social psychology, 25(1), 1-65.
    Soar, M. (2000). Encoding advertisements: Ideology and meaning in advertising production. Mass Communication & Society, 3(4), 415-437.
    Stemler, S. (2001). An overview of content analysis. Practical assessment, research & evaluation, 7(17), 137-146.
    Taylor, B. C., Demont-Heinrich, C., Broadfoot, K. J., Dodge, J., & Jian, C. (2002). New media and the circuit of cyber-culture: Conceptualizing Napster. Journal of Broadcasting & Electronic Media, 46(4), 607-629.
    Throsby, D. (2000). Economic and cultural value in the work of creative artists. Values and heritage conservation, 26.
    Throsby, D. (2001). Economics and Culture Cambridge: Cambridge University Press.
    Throsby, D. (2003). Determining the value of cultural goods: How much (or how little) does contingent valuation tell us? Journal of cultural economics, 27(3-4), 275-285.
    Throsby, D. (2006). The Value of cultural heritage : what can economics tell us?
    TzuChiDaAi (Producer). (2014). [地球證詞導讀] 里山祕密的森林(日本秀明自然同法推廣者:黎旭瀛；大愛台節目部副理:王俊富；生態紀錄應徵踭資深攝影師:梁皆得). [Video] Retrieved from https://www.youtube.com/watch?v=9bMF-D_4ueg
    UN. (2012). The Futue We Want, Our Common Vision. Outcome document of the Rio+20 Conference. https://rio20.un.org/sites/rio20.un.org/files/a-conf.216l-1_english.pdf
    UNCTAD. (2013). Wake up before it is too late: Make agriculture truly sustainable now for food security in a changing climate (pp. 341).
    Video, T. C. D. A. (Producer). (2013). [殷瑗小聚] 2010908-黎旭瀛-幸福農莊. [Video] Retrieved from https://www.youtube.com/watch?v=OsL-askmbms
    Washington, D. (1990). Food, Agriculture, Conservation, and Trade Act of 1990 (FACTA). Government Printing Office, Washington, DC, 1990.
    Weber, M. (2009). From Max Weber: essays in sociology: Routledge.
    Weber, R. P. (1990). Basic content analysis: Sage.
    Worldwide, L. a. C. (2015). The Cultural Icegerg. Retrieved 17/12, 2015, from http://www.languageandculture.com/cultural-iceberg
    XinMedia (Producer). (2012, 11/12). 我的欣態度 幸福農莊. [Video] Retrieved from https://www.youtube.com/watch?v=pHcwmcdJjCo&list=PL26A52B35836B800B
    Young, P. V. (1956). Scientific Social Surveys and Research: An Introduction to the Background, Content, Methods, Principles, and Analysis of Social Studies: Prentice-Hall.
    上下游. (2011). 認識我們. Retrieved 04/12, 2015, from http://www.newsmarket.com.tw/aboutus/
    天下雜誌. (2014). 禾作．無毒蔬果鋪　堅持在地無毒好味道. Retrieved 21/01, 2016, from http://www.cw.com.tw/article/article.action?id=5062585
    天下雜誌. (2015, 28/04). 4個趨勢 青年下田去. 天下雜誌, 571, 24-25.
    牙牙小棧. (2012). 一世醫生情，一顆農夫心 專訪淡水幸福農莊黎旭瀛醫師. 杏林春秋. Retrieved 11/01, 2016, from http://www.smiletw.com/beauty2013/index.php/%E6%9D%8F%E6%9E%97%E6%98%A5%E7%A7%8B-2012-10
    王祥維. (2014, 18/09). 【大埔強拆案】張森文辭世週年 彭秀春訴求還地重建, 公視新聞議題中心. Retrieved from http://pnn.pts.org.tw/main/2014/09/18/%E3%80%90%E5%A4%A7%E5%9F%94%E5%BC%B7%E6%8B%86%E6%A1%88%E3%80%91%E5%BC%B5%E6%A3%AE%E6%96%87%E8%BE%AD%E4%B8%96%E9%80%B1%E5%B9%B4-%E5%BD%AD%E7%A7%80%E6%98%A5%E8%A8%B4%E6%B1%82%E9%82%84%E5%9C%B0%E9%87%8D/
    白宜君. (2015). 新故鄉願景- 無毒耕作 組新營有機特攻隊, 中時電子報. Retrieved from http://www.new0.net/%E6%96%B0%E6%95%85%E9%84%89%E9%A1%98%E6%99%AF%EF%BC%8D%E7%84%A1%E6%AF%92%E8%80%95%E4%BD%9C%20%E7%B5%84%E6%96%B0%E7%87%9F%E6%9C%89%E6%A9%9F%E7%89%B9%E6%94%BB%E9%9A%8A-308975.html
    汪文豪. (2012, Nov 15). 休耕大戶5年坐領千萬補貼 陳保基：這不是土地正義，一定要改！, 上下游 News & Market. Retrieved from http://www.newsmarket.com.tw/blog/20076/
    林昭彰. (2014). 醫師下田/黎旭瀛 種乾淨食物 醫人也醫土地. Retrieved 12/11, 2015, from http://health.udn.com/health/story/6006/344101
    孫智麗. (2013). 建構"三農三生"新價值鏈: 從"開放式創新"與"社會企業"看農業產業化發展策略: 臺灣經濟研究院.
    國立臺灣師範大學. (2013). 進修推廣學院課程資訊. Retrieved 15/01, 2016, from https://www.sce.ntnu.edu.tw/class_read.php?course_id=1023V003
    梅峰山中講座幸福農莊陳惠雯老師主講:[何謂秀明自然農法]筆記. (2012).
    陳志宸；陳永祥 (Producer). (2014). 新農人 [禾作] 無毒蔬果鋪開賣. [Video] Retrieved from https://www.youtube.com/watch?v=Pd7dX3Jlf70
    陳孟凱. (2008). 醫生農夫黎旭瀛. Retrieved from http://www.hopemarket.com.tw/?p=5546
    陳俊旭. (2014). 新農人!新思維翻轉農業!農園即是家園! Retrieved 13/11, 2015, from http://www.tainan.gov.tw/agron/tnpage.asp?id=%7B4EB56A6B-2945-4EE3-B9D7-4AA1CD56427D%7D&nsub=F0A000&unionnsub=A100
    陳惠雯. (2006). 我的幸福農莊: 醫生農夫&先生娘自給自足的田園生活: 麥活斯資訊股份有限公司.
    陳惠雯. (2009). 食在自然: 上旗文化事業股份有限公司.
    陳惠雯. (2012). 我的幸福農莊（2012年全新封面改版上市）: 麦浩斯出版.
    陳惠雯. (2013). 幸福市集: 種的安心、吃的放心: 上旗文化事業股份有限公司.
    傅茹璋. (2002). 新經濟時代地方文化產業發展之研究-以鶯歌陶瓷文化產業為例. 規劃學報(29), 39-57.
    彭作奎. (1995). 台灣農業發展回顧與展望. 台灣經濟, 226, 12-51.
    彭明輝. (2011). 糧食危機關鍵報告：台灣觀察. Taiwan: 商周出版.
    黃惠如. (2012). 小農市集一日遊：認識你的農夫 健康雜誌, 164.
    萬于甄. (2015, Jul 29). 禾做小農義賣蔬果 捐助早療中心, 中時電子報. Retrieved from http://www.chinatimes.com/newspapers/20150729001556-260107
    詹雅婷. (2011, Sep 26). 【公民寫手】幸福農莊:自然農法，我們的耕作與生活, 上下游 News&Market. Retrieved from https://www.newsmarket.com.tw/blog/2431/
    蔡培慧. (2009, 14, March). 小農生產的社會意義, 中國時報.
    衛暄昀. (2011, Dec 10). 【公民寫手】新竹CSA測試農場：產銷與社區的連結, 上下游 News & Market.
    駱亭伶. (2014). 製造，有機的幸福生活：15個充滿樂活與愛的人生故事: 九韵文化.
    戴恩加、黃彥齊. (2015). 醫師作農夫 闢農莊推自然農法. Retrieved 13/04, 2015, from http://www.vita.tw/2015/04/blog-post_98.html#.VkRkUbcrIgt

    下載圖示 校內：立即公開
    校外：立即公開
    QR CODE