| Summary: | 碩士 === 國立花蓮教育大學 === 社會發展研究所 === 95 === The purpose of this paper is to probe for the cultural characteristics of Taiwan Tea, by the means of researching the new Taiwan Tea from multiple dimensions, e.g. Tea Drink, Teahouse, and Taiwanese Tea Bar. In accordance with the variety of the new Taiwan Tea, I used text analysis and participant observation method as the methodology of this paper, and summarized the following significant information, which can offer contribution for those going to conduct further research on the related subject.
Before the 1970’s, the turning point of the development of Taiwan Tea, tea was merely regarded as a cash crop sold abroad instead of a popular drink for Taiwanese people. It was not until the 1970’s that tea became fairly popular and meanwhile, the consumption of tea also increased rapidly. In later 1980’s, with the modernization of Taiwanese society, the new-style Taiwan tea appeared and developed extensively.
During the process of the increasing variety of tea, the beverage market was also changed by taking TEA as the group’s core beverage of Taiwan. The consideration of tea as the core beverage was constantly strengthened; nevertheless, the fact is that the consumption of new Taiwan Tea was not made directly from leaves, but the liquid tea instead.
The cultural of Taiwan Tea characterizes its normality and hybridity. The culture of Taiwan tea is not the pursuit of the certain pure spirit or some moralities. Tea exists in daily life as a media of food, and appears in every moment of life in many different types. It reflects some mass lifestyles and attitudes toward modern life.
We can discover the cultural characteristics of Taiwan Tea, ‘hybridity’, by the analysis of containing the television advertising of tea drink, tea house and Taiwanese tea bar. The culture of Taiwan Tea reflects the part of our lifestyle and the behavior of drinking tea, which represents its value and expands our imagination of tea.
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