| 摘要: | 本文以文化經濟取徑探索台灣農鄉經濟發展策略，透過內容分析與深度訪談，了解「杭菊」在台灣不同歷史階段被賦予的意涵，探討其如何在媒體論述與地方行動者的塑造中，與「銅鑼鄉」產生連結，逐漸轉變為觀光凝視對象，被定位成地方特色。
為了解台灣戰後時期，歷經經濟轉型迄今的杭菊風貌，本文進行內容分析的時間範圍為1951/01/01至2019/12/31。研究發現1953至1985年為進口杭菊主導市場時期，此時期的杭菊被定位為香港進口之中藥材，強調市場價格消長。1986至1996年，進口杭菊的報導不再出現，由原初只有價格漲幅的數字呈現，浮現藥效陳述，並連結零星的地景描寫。1997至2019年為節慶與景觀特色主導時期，1997年銅鑼地區開辦節慶活動，加上觀光消費風氣的興起，花海景觀的凝視帶來經濟效益，杭菊逐漸成為銅鑼的地方特色。
內容分析釐清不同時空下，杭菊被賦予的意涵，輔以半結構式訪談加以勾勒文化經濟體制運作下的生產、中介與消費，三個階段的發展脈絡，在生產端訪問了農民，中介端訪問農會人員與文化工作者，消費端以杭菊節參與者及消費者的訪談資料進行分析。研究發現在1980年代的銅鑼，杭菊產業因工資飛漲而面臨勞動力不足的危機，因1997年地方行動者協力舉辦杭菊節，讓杭菊的觀賞價值首次受到矚目，搭上國內觀光旅遊的興起，得到機會發展為關鍵媒介，獲得消費群體的支持，不僅產量回升，也逐步躋身地方特色的行列，在2018年達到種植面積顛峰。;This article explores the development strategy of Taiwan’s rural economy through cultural economic approaches, through content analysis and in-depth interview, to understand the meaning of "chrysanthemum" at different historical stages in Taiwan, and to explore how it is used in media discourse and local actors′ shaping, connected with the "Tongluo Township", gradually transformed into a tourist staring object, positioned as a local characteristic.
In order to realize Taiwan’s post-war period and the features of chrysanthemum that has undergone economic transformation so far, the time range for content analysis in this article is from 1951/01/01 to 2019/12/31. The study found that the period from 1953 to 1985 was when the market was dominated by imported chrysanthemum. During this period, chrysanthemum was positioned as a Chinese medicinal material imported from Hong Kong, emphasizing the fluctuation of market prices. From 1986 to 1996, reports of imported chrysanthemum had never appeared. The newspapers report the fluctuation of market prices decreased, the efficacy statement appeared, and the sporadic landscape descriptions were linked. The period from 1997 to 2019 is the dominant period of festivals and landscape features. In 1997, Tongluo Township started to host festivals for the first time. With the rise of tourism consumption, the gaze of the floral sea brings economic benefits, thus, chrysanthemum has gradually become a local feature of Tongluo.
The content analysis clarified the meaning of chrysanthemum in different time. This study was supplemented by semi-structured interviews to outline the development of production, intermediary and consumption under the operation of the cultural economy system. In order to clarify the development context of these three stages, researcher interviewed farmers on the production side. The intermediary side, interviewed peasant association personnel and cultural workers, and the consumer side, researcher analyzed the interview materials with participants and consumers of Chrysanthemum Festival. The study found that chrysanthemum industry in Tongluo in the 1980s, it had faced a crisis of labor shortage due to soaring wages. In 1997, local actors worked together to organize the Chrysanthemum Festival, which made chrysanthemum′s appreciation value catch much more attraction for the first time, catching up with the rise of domestic tourism. With the opportunity to develop into a key medium and gain support from consumer groups, not only did the output rebound, but also gradually entered the ranks of local characteristics, reaching the peak of the planting area in 2018. |
