Journal of Rural Development
A Study of Element Analysis on Cultural-Contents Development Using the Traditional Local Resources to Industrialization : In case of the plum farm, Hong Ssang Ri's Cheong maesil at Gwangyang
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AuthorYun, Yuseok
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Publication Date2010.12.01
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Original
This paper analyzes the development elements of rural cultural contents that have contributed to the success of
Hong Ssang Ri's Cheong Maesil Plum Farm in Gwangyang. At the farm, cultural events have been held in the form
of festivals, tours, experience programs and exhibitions. Specifically, Hong Ssang Ri, who is the founder of the farm
and a master of traditional food using plums as a main ingredient, tells her stories of how she developed the maesil plum
into a traditional local resource through a book, a photo album, exhibits, description boards and others.
The analysis methods used in this study are the narrative theory of narrative structure (express substance, express form,
content substance, content form) and narrating elements (addresser, addressee, narrative, and narrating method).
Hong Ssang Ri has narrated her stories to mothers, farmers, and unhealthy individuals to share her experiences, knowledge,
feelings and thoughts. These narrative contents make people to understand the plum's value and meaning. In the process of
industrializing the plum, the cultural contents of stories to share with consumers have contributed to the promotion of the plum
by storytelling the brand ‘Hong Ssang Ri’ and the region ‘Gwangyang’.
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