My dream life in a rural world: A nonfiction media representation of rural idyll in Taiwan

Abstract

While the 'nonfiction entertainment' television programme is a popular genre in this postmodern and media-saturated age, there is as yet no research in rural studies that have shown interest in the media's new discourse on rural idyll. This paper involves an empirical study that critically analyses Taiker Etude's representations of the rural environment and lifestyles - Taiker Etude is a Taiwanese nonfiction entertainment television programme. Our focus in this paper is Taiker Etude's role as the mediator of taste that governs the manner in which an ever-increasing number of people establish new lives in Taiwan's countryside. We adopt Norman Fairclough's critical discourse in analysing Taiker Etude's representation of the rural idyll. Taiker Etude presents the ideal lifestyle in rural areas as including the building of themed dream-houses and the joy of gardening as a physical experience in the rural life. This representation of the rural idyll not only over idealises and romanticises rural life, but it also reflects a middle class perspective. In this way, Taiker Etude contributes to the reaffirmation of established classes and other structures in the rural setting. Furthermore, we argue that the significance of contemporary meaning of the rural idyll is not only reflected in audience-driven lifestyle media, but more importantly is reflected in discussions related to new social media. This reminds researchers that this new media genre will be an important field of study in the future for exploring the meaning of the rural idyll.