- 學位論文
你農我儂：農民故事的元素與特質
Let Me Tell You More Than One Story: The Elements, and Features of Farmers’ Stories
摘要
本研究以台灣的農民故事為分析目標，故事描寫單一從農之農民，故事抽樣自農委會與上下游之網站。研究目的是希望透過更多的故事樣本之分析，了解農民故事的元素與特質，找出農民故事的樣貌；並藉由此一分析做為後續相關行銷應用之學術基礎。本研究的研究問題有二：（一）農民故事有哪些元素？（二）農民故事特質為何？最後本研究共分析109則故事，其中農委會的故事共103則，為本研究「官方」故事之蒐集來源，上下游的故事共6則，為「民間」故事之蒐集來源。在本研究所分析的三種故事元素－角色、事件、場景上，總計得到1,359個具角色功能的人物，1,879個事件，1,284個場景。本研究採取質量並用的方式，同時以內容分析法、質性分析法，找出農民故事元素、類目，及其所反映的故事特質。在研究結果上，本研究（一）從兩種面向，找出農民故事的各元素中，最為重要的類目；及其蘊含的類型。（二）找出農民故事常見的元素類目組合、英雄樣貌為何；及與過去文獻相異之處，以了解屬於台灣農民故事之特質。最後透過本研究之討論，探討研究結果所找出之農民故事樣貌，所反映的華人文化－關係內涵。
並列摘要
This study aims to analyze the farmers’ story in Taiwan. Each story consists of a single farmer as the main actor, and the stories are sampled from the website of the Council of Agriculture, and News & Market. The purpose of the study is to understand content of farmers' stories through analyzing story elements and features. So the study could be the academic foundation for related marketing applications. There are two research questions: (1) What are the elements of the farmers' stories? (2) What are the features of farmers' stories? A total of 109 stories were analyzed in this study, 103 stories are from Council of Agriculture and defined as “official” stories in this study; 6 stories are from News & Market and defined as “civil” stories in this study. The study focuses on three story elements: characters, events, and scenes. In the final analysis, a total of 1,359 characters, 1,879 events, and 1,284 scenes were coded and collected from stories. By conducting content analysis and qualitative analysis, the result showed the elements and its categories of farmers' stories. Through analysis of fundamental story components, characteristics of these stories were revealed. In the results, this study: (a) finds out the most important categories of the story elements and the types from two aspects. (b) Finds out the most common combination of story elements, categories, and characteristics of farmer heroes; and the difference between the result and the literature, thus reflects the features of Taiwan farmers' stories. Finally, through the discussion, the study explored the connection between farmers’ stories and “Guanxi”, which is essence of Chinese culture.