農民市集的形塑與發展：以臺中合樸農學市集為例
Abstract
2010年，台灣各地陸續出現農民市集，例如：台北的248農學市集，宜蘭的大宅院友善市集，新竹的竹蜻蜓綠市集，台中的興大有機農夫市集、合樸農學市集，高雄的微風市集…等。而「農民市集」的特點在於農民將自己生產的農（副）產品由產地運到都市直接銷售給消費者，這種直銷模式在歐美發展已久，在台灣卻是近年興起的特殊現象。
過去從地理學角度來看市場，著重於實質地點和交換功能的討論，卻欠缺討論市場代表的社會意義。而本文認為市場為一社會建構的網絡，從行動者網絡理論的觀點，來釐清農民市集的形成背景與存續動力，並選定台中合樸農學市集作為個案研究，在2010年8月到2011年3月期間以參與觀察與訪談方式進行田野調查。
本研究發現：每一個市集都有其明顯的在地性格，管理組織的領導與定位是形成風格的主因，其透過另類的產品論述與篩選機制，徵召相同特質的生產者兼任銷售者的角色，進行市集產品物性的轉變，同時吸引關心食物品質的消費者加入。在市集中三者透過不間斷地互動與溝通，建立社群中信任與認同，營造生產、生態、生活三生並重的生活方式，同時也藉由復古與創新的手段進行日常生活的抵抗。
There have been more and more farmers’ markets in Taiwan recently, such as 248 farmers’ market in Taipei, NCHU Organic Farmers’ Market in Taichung, Hopemarket in Taichung and Breeze Market in Kaohsiung. One of obvious features of farmers’ markets is that farmers sell their goods directly to consumers. This kind of direct-sale model has been developed in Europe and U.S. for a long time but it is a special phenomenon which had not emerged in Taiwan until very recently. In the past, location and function were the major concerns for market studying in Geography. Little attention has been paid to the exploration of social meaning of market. The paper sees market as a social network. As a result, the paper used Actor-network Theory for analyzing how farmers’ market was formed and sustained and then selected Hopemarket to do case study research. The fieldwork had been carried out by participant observation and interview from August, 2010 to March, 2011. The findings of the paper are as follows. First, each farmers’ market has its traits. Second, leadership makes Hopemarket distinguish from other farmers’ markets and attract to consumers. Third, continuous interaction and communication make trust and identity in Hopemarket and they create a lifestyle with attention between production, ecology and living. Finally, Hopemarket creates an agricultural Renaissance in Taiwan, resisting not only Fordist mass production and consumption but also the state’s negligence in agriculture.
There have been more and more farmers’ markets in Taiwan recently, such as 248 farmers’ market in Taipei, NCHU Organic Farmers’ Market in Taichung, Hopemarket in Taichung and Breeze Market in Kaohsiung. One of obvious features of farmers’ markets is that farmers sell their goods directly to consumers. This kind of direct-sale model has been developed in Europe and U.S. for a long time but it is a special phenomenon which had not emerged in Taiwan until very recently. In the past, location and function were the major concerns for market studying in Geography. Little attention has been paid to the exploration of social meaning of market. The paper sees market as a social network. As a result, the paper used Actor-network Theory for analyzing how farmers’ market was formed and sustained and then selected Hopemarket to do case study research. The fieldwork had been carried out by participant observation and interview from August, 2010 to March, 2011. The findings of the paper are as follows. First, each farmers’ market has its traits. Second, leadership makes Hopemarket distinguish from other farmers’ markets and attract to consumers. Third, continuous interaction and communication make trust and identity in Hopemarket and they create a lifestyle with attention between production, ecology and living. Finally, Hopemarket creates an agricultural Renaissance in Taiwan, resisting not only Fordist mass production and consumption but also the state’s negligence in agriculture.
Description
Keywords
農民市集, 另類農業食物網絡, 行動者網絡理論, 物性, Farmers’ market, Alternative Agro-Food Networks, Actor-network Theory, Materiality