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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/94315

    Title: 飲食革命正流行 : 大王菜舖子的認同實踐與文化生產
    Other Titles: Ongoing food revolution : identity, practice and cultural production in Wang's organic shop
    Authors: 邱元儂;Chiu, Yuan-Nung
    Contributors: 淡江大學大眾傳播學系碩士班
    楊明昱;Yang, Ming-Yu
    Keywords: 飲食;場域;文化中介者;認同實踐;Food;discourse;cultural intermediaries;Identity practice
    Date: 2013
    Issue Date: 2014-01-23 14:20:42 (UTC+8)
    Abstract:  隨著有機飲食日益盛行,當代消費場域和飲食社群的建立也隨之轉變,尤以文化中介者的品味詮釋及建構區異,除了承載了時代記憶、文化氛圍等象徵意義,更在搭建創意活動平台的同時,賦予食物更多新意與價值。因此,本研究觀察近年新興有機銷售業者,如何以一個文化中介者的角色搭載各種論述,創造另類的銷售場域,並構築新飲食文化樣貌,進而使其中的意象創造有意識地感召消費者。



    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.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

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