Case study of the promotion approach of Taiwanese family farming economy: Implication from the cultural values perception of family farmers.

• Main Authors: Yi-TingSu, 蘇亦亭
• Other Authors: Hsiao-Ling Chung
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/52macn

碩士 === 國立成功大學 === 創意產業設計研究所 === 104 === 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.