| Summary: | 碩士 === 大仁科技大學 === 文化創意產業研究所 === 107 === Lots of agricultural policies have been implemented by the government to encourage the youth to return to hometowns for farming. The case in this study is a young farmer, Xie Ming-Jian. He is not only a farmer but also an internet celebrity. Jian used to be an electronic operator in Taipei. Few years ago, he returend to his hometown, Yuli, in Hualian County, to be a farmer. This study aims to investigate his career transition in three aspects: the process, the success and the diffculties.
Based on the method of qualitative and exploratory research, newspapers, magazines and relevant literatures are reviewd. Also, in-depth interviews and participant observations are conducted. The results of this study are concluded as follows: 1. A tedious job forced Jian to return his hometown to become a farmer. 2. Agricultural policies of the government laid the foundations of his farming work. 3. Jian is good at blog marketing and OBM (Own Branding & Manufacturing). 4. Sharing sucessful experiences with others promotes the popularity of Yuli argriculture.
Key words: internet celebrity economy, the returning home of the youth, career tansition
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