從本研究案例－大王菜舖子分析發現，部落格不僅是滿載資訊的品味社群，也能成為有形食物網絡的無形價值，實體活動空間中人的互動、知識賦予、勞力交換等等，即是不同資本累積的結果。其中，此消費場域也生產了人們的「身體認同」與非金錢交易的「愉悅實踐」，透過食物的社交活動交換生活經驗，本研究看見，食物讓我們更能透視自己的身體，還能帶動一群人為食物有所行動。最後，食物社群常串連起各地的「旅人」，人們用「身體旅行」的方式讓自我與地方產生密切關係。如何在行動中賦予飲食場域意義生產的可能，並在追求情境體驗的同時保有主體意識的思索空間，是現代飲食革命所帶來的反思與契機。 The modern consumer field and diet community are changing with the increasing popularity of organic food, particularly taste interpretation and distinction buildup by cultural intermediaries. Cultural intermediaries not only carry over the symbols such as memory of the times and cultural atmosphere but also create new meanings and values for food by establishing the platform for creative events. This study analyzes the emerging sellers of organic food to investigate how to create alternative merchandize field, create new food culture, and use the imagery creation to inspire consumers by being the role the cultural intermediaries distributing various discourses.
This study is composed by horizontal perspective to reveal the merchandize filed of emerging cultural intermediaries. Bourdieu’s field theory is applied to study organic food as cultural field and “Wang''s organic shop” is the chosen case to investigate how cultural intermediaries construct the merchandize filed by social media such as blog and interviewing with organic farmers. In addition, the experience of “working travelers” is used to understand how this food community was funded. By discovering the creation and reinforcement of the filed of organic food merchandize, the cultural production in food space is re-thought.
It is found that the intermediaries in the filed of organic food merchandize create different symbolic order and signify organic food purchase by differentiating merchandize atmospheres. The intermediaries also gather the recognitions from consumers through the activities of food community. It is also observed that the intermediaries reinforce their social status and pursue newer goal in the filed of organic food merchandize by “vitality discourse”, “taste style”, and “inducing of food communities”. Moreover, the “spontaneous physical practice” is the critical factor which makes the intermediaries dominate organic food space. The intermediaries not only bring out the food revolution, but also arouse the consumption conscious.
It is discovered that blog is not only the taste community distributing information but also the intangible assets of organic food network. The interactions among people such as knowledge transfer and manpower trade are the results from various capital accumulations. This consuming field also builds up “physical identity” and “pleasure practice” (in terms of non-money trading) for people by exchanging life experience in social activities of food. This study witnesses the food helps us see through our bodies and stimulate people to make effort for the food. Last but not least, food communities connect travelers around the world. People create close connections among themselves and regions by “physical traveling”. The modern food revolution brings opportunities for us to introspect how to signify food field in practice and maintain subjective consciousness while pursuing scenario experience.