文化經濟體制下的農會推廣人員：以新埔柿餅節的籌劃辦理為例

Agricultural Extension Agents of Farmers' Association in Cultural Economy: The Case of Hsinpu Persimmon-Cake Festival's Preparation and Production

賴守誠(Shou-Cheng Lai) ； 涂昭樺(Chao-Hua Tu)

《農業推廣學報》 27期 (2010/07) Pp. 71-97

https://doi.org/10.29788/RAES.201007.0004

摘要

進入文化經濟時代後，空間與產品逐漸以具備差異性的象徵意義來取代標準化的地點與商品，地方發展在經濟、社會與環境的面向也隨之都進入了新的階段。在此脈絡下，農業推廣工作強調納入更多地方資源與文化特色來突顯地方農業產品的獨特性，基層農會推廣人員更透過地方節慶的籌劃辦理來帶動地方認同與農業發展的轉型。本研究使用文化經濟的理論觀點，以辦理已有歷史且具規模的新埔柿餅節做為研究個案。首先，透過媒體報導的內容分析與論述分析闡明：新埔柿餅節通過地域意象構連與食物特質建構此兩關鍵層面的聯繫，開展並構成其節慶籌辦運作的核心意義。接著，通過參與觀察與深入訪談探索農會推廣人員於節慶籌劃辦理中所展現的理念與操作、關注與實踐、協商與折衝，以釐清在現今的文化經濟體制下地方農會推廣人員工作投注的實況，並瞭解其角色定位轉換的歷史軌跡。研究結果顯示，身為柿餅節籌辦的新埔農會推廣人員，分別在塑造認同、規劃遊程、協調利害、共構設計此四層面發揮關鍵的作用。文化經濟體制下的節慶運作強調地方特色的象徵建構、著重地方內外部成員的認同創造、聯繫地方休閒觀光的凝視與體驗、關注地方永續發展的整合協作，而節慶中眾多行動者的涉入互動也突顯農會推廣人員居中協調並整合知識與利益的角色功能。對照過去農會推廣人員所扮演的角色，當代文化經濟體制下的農業推廣工作納入了多元性、中介性與協調性的新面向；因而在加強農會推廣人員核心知知識技能要求方面，更著重於挖掘辨認地方特色資源，整合在地內外的伙伴關係與利益形構，強化設計企劃的美學感知與文化涵養，提昇地方永續觀光發展的理念知識與實踐技能。

關鍵字

文化經濟 ； 新埔柿餅節 ； 農業推廣 ； 農會推廣人員

並列摘要

With the recent spatial and economic restructuring that comes with the global cultural economy, the social, political and cultural properties potentially associated with festivals have come to be significant in the new development of rural areas in modern Taiwan. Within this context, more local and cultural resources have been mobilized and appropriated by agents of agricultural extension to promote distinctiveness of local agro-products, and local food festivals have been centrally produced by local agents of agricultural extension of Farmers' Association to enhance place identities and rural development. Using framework of cultural economy, this research examines the case of the Hsinpu Persimmon Cake Festival (HPCF). We select representative texts from newspapers published during 1951-2009 in Taiwan and subject these materials to content analysis and discourse analysis. The results demonstrate how Hsinpu Persimmon Cake were symbolically reconstructed through the linking of territory image and food quality in last two decades and that had increasingly become a crucial basis for the development of HPCF. We then analyze the discourses and actions performed by main groups of actor-networks centrally involved in the preparation and production of HPCF, with special emphasis on the know-how and expertise required by different sectors of HPCF, and ultimately seek to understand the key factors and processes that shape the preparation and production of HPCF in contemporary Taiwan. The research shows that, as the core organizers of HPCF, local agricultural extension agents of Farmers' Association perform four key functions in the preparation and production of HPCF-forging identities, planning itineraries, co-constructing designs, and coordinating interests. All these efforts devoted by local agricultural extension agents contribute to a significant trend that local festivals have become important stimulators of local development, cultural tourism, image construction and agro-food economies.

並列關鍵字

cultural economy ； Hsinpu Persimmon Cake Festival ； agricultural extension ； agricultural extension agents of Farmers' Associations