臺灣鄉村地區「造節運動」現象之研究－農產品銷售事件為例－

• Main Authors: Nai-Wei Liu, 劉乃瑋
• Other Authors: 孫樹根
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/03320181792392502979

碩士 === 國立臺灣大學 === 農業推廣學研究所 === 93 === Facing the phenomenon of Agricultural Festivals overflowing in Taiwan, such as Onion Festival and Lotus Festival, we begin to wonder that whether it is a right way or not. Whether the so-called “Festival Creating Movement” will lead the agricultural development to a bright way? Or resulting in self-destruction? Since the title “Festival” is crowned, why so many created festivals cannot last long or be interrupted simply due to the factors of financial and manpower shortages? We refer to the theory of Jean Baudrillard to explain the phenomenon. “Festival” is a label, which is used to advertise and promote the agricultural goods, trying to enrich the cultural meanings at the same time. However, if the agricultural goods choose the way in order to enter the consumption system, they have to face the cruel market rules. It means that they have to run the “festival” like an enterprise: pour in funds to research, development, advertisement, etc. Or someday when people’s interest fade away and the fashion can no longer arouse their buying desire, the festivals are meant to extinguish. An artificial festival also causes other problems. Who has the right to name it? Would all of us agree to it? Does it have any law foundations? Won’t it be any cultural alienation? All the questions are discussed in this thesis.