Transformation and Cultural Construction of Typical Product The Case of Yi-Lan Kumquat
Date Issued
2008
Date
2008
Author(s)
Huang, Yi-I
Abstract
Typical product and cultural festival are the trends of the development of rural area in Taiwan. In recent years, the cultural image of typical product has been constructed by the government and the local producer. Through their effort, characteristics of typical product are transferred successfully and create higher economic value. This research takes Yi-Lan kumquat as a case. By applying qualitative interview to conduct fieldwork and the related report from newspaper, to find out the transformation of specialty and how did producers and actors construct the characteristic of specialty in the last half century. Since 1950s the typical product in Taiwan has transformed tremendously. The market of typical product has changed from export market to domestic market, and the typical product has become more and more delicate. The Typical product not only supports basic nutrition of human being but also contains the symbol of culture and the economic value. In the case of Yi-Lan kumquat, the Yi-Lam county government and local military provide lots of support in sales and help producers to implement the transforming project. On the other hand, Council of agriculture and Taiwan external trade development council supply the technique and subsidy to which make them can transform smoothly. Recently, local producers try to emphasize the locality and genuine of the product by selling the specialty through some well-known retailer and shops in some famous showplaces. Furthermore, they want to build the new image for both the product and the enterprise and extend more new service and product. Producer has constructed the brand of typical product which made the product aesthetic, narrative and local.
Subjects
Typical Product
Cultural Economy
Yi-Lan
Kumquat
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