家與店--頭家娘的角色與賦權

• Main Author: 林怡君
• Other Authors: 倪進誠
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/12749295358896305892

碩士 === 國立新竹教育大學 === 區域人文社會學系碩士班 === 95 === From early economic development to nowadays, “businessmen” have played important roles in Taiwan society. Based on the previous studies of the SMEs (Small and Medium-Sized Enterprises) directors during the 1970’s and 1980’s, or of the recent enterprise operators, females’ features were always vague, thus, the study purposes are to understand the characteristic of the owners’ wives who engaged in the labor service at family stores. In the operation of family stores, it was found that female were active actors, especially for the couple’s mutual ownership of the store. This study combined the social contexts intends to explore the spatial behaviors and interpersonal relationships at “home” and “store” of the owners’ wives, and discusses the possibilities for the transformation of gender relations and female empowerment. Because the business activity became a kind of service industries, the trade operators need to keep constant cordial relations with the customers in addition to the trades of the goods. The share of special experiences between the owners’ wives and female customers, it is apt to set up their sisterhood. Besides, the carefulness and patience originating from female specialties make the owners’ wives better than the male boss on the customer reception and the financial administration. Meanwhile, the traditional stereotypes of female physiological inferiors may turn into the tactics which contribute to the commercial trade. In addition, the living and trade combination of inhabitation type, make the “store” not only own the appearance of public space, but generate the link with the “family”. The space atmospheres recreated by the owners’ wives, make the small-scale family shop as a public space where female information flowed. The joint results of “store” and the “family”, not merely make owners’ wives' negotiation power from the public domains extend to the private field, but also make the women, no matter who are the shopkeepers or female customers, get the more senses of safety and identity compared than other public spaces.