臺中市新社區新社花海節的地方建構

The Place Construction of Xinshe Flower Sea Festival in Taichung City

臺中市新社區在九二一災後受創嚴重，多次的重建還是無法完全回復當地產業，自從農委會開始推行一鄉一休閒農漁園區計畫後，新社區開始走向休閒農業一途。到了2006年，行政院農委會種苗改良繁殖場首度舉辦新社花海節，所得到的回響超出預期，2013為止參觀人數已經約有256萬人，相關產業以及周邊商家所獲得的利益也超過17億，已經是臺灣最具知名度的花海活動。本文企圖了解新社花海節發展歷程，以及與休閒農業的關聯性；利用地方建構的角度，來看政府單位、種苗改良繁殖場、地方社群如何建構新社花海節；與大眾傳媒、網際網路影片對於新社花海節的塑造。研究發現：1、新社花海節與休閒農業的相互支撐與連結。2、地方與政府相互建構的在海場域。3、網路世界建構新社區的地方想像。

To face the competition of foreign agricultural products, traditional agriculture must to make transformation and leisure agriculture has become an important opportunity for change since Taiwan became the member of WTO (World Trade Organization). After 921 earthquake, xinshe District of Taichung City was heavily damaged. Through many times of reconstruction work still can't perfectly restored local industry. Since the Council Of Agriculture implement 'A Country A Agriculture/Fisheries Park' program, Xinshe District began to participate in leisure agriculture. Taiwan Seed Improvement and Propagation Station, COA organized Xinshe Flower Sea Festival for the first time in 2006. Until the 2013, the activity made a unexpected response that the number of visitors has about 256 million people and the profit of related industries and businesses are gained more than 17 billion. Xinshe Flower sea now has been the most famous flower sea of Taiwan. This research attempts to understand the development process and the relevance leisure agriculture of the Xinshe Flower Sea Festival. From place construction to find out how the government, Taiwan Seed Improvement and Propagation Station and local community construct the Xinshe Flower Sea Festiva l. And, how mass media, Internet Videos shape the Xinshe Flower Sea activity. The research found that 1. Xinshe Flower Sea festival close relationship with leisure agriculture. 2. Local and government mutually construct flowers sea and make profit. 3. Construction the imaginative flower sea landscape. make traffic jam to influence the quality for life of residents.