Observation: an Example

Traditional “Outdoor” Market—The Alleys outside of Chang-Chuen M

arket

Types of Analysis –from parts to whole

• Text Social Cultural

Textual details, both form and content.

Collection of multiple perspectives

Collection of data

Cause and effect, meanings of the text(s), for our culture/society, or for us.

Question

• Why are outdoor traditional markets more popular than the indoor ones? Why can it compete with supermarkets?

• Working Hypothesis: – For customers –

• The variety & freshness of foods and groceries they sell;

• The prices; • Location • Buying Habits: Sense of familiarity

– For Vendors – • Low budget (rent); No decoration needed; • Room for tax dodging

Outline

• Background: 1. General; 2. Chang-chuen Market;

• Reasons for its Popularity – For Customers; – For Vendors;

• Possible Problems

Background

• Traditional markets in Taiwan have been challenged by all kinds of supermarkets and warehouse stores.

• The government’s efforts-- 經濟部有鑑於此，自八十七年起開始推動「傳統市場更新與改善五年計畫」及「改進攤販問題五年計畫」，期望透過研修法規、建置資訊系統、教育宣導、管理與取締及釐訂輔導措施等作為，再造傳統市場及攤販集中區的春天。

Chang-chuen Market and the sprawling Alleys •

龍江路

supermarket

Alley Market

長春市場 – its improvements• 一、 Beautifying the Ceilings: 天花板修繕與美化，天

花板變得美觀大方，同時使長春市場充滿藝術化的氣息；• 二、 Garbage Disposal: 設置垃圾處理場，妥善處理垃

圾問題並做好資源回收的工作，長春市場的垃圾處理相當現代化；

• 三、 Bulletin Board: 設置大型公佈欄，便於宣傳市場各項活動

• 四、 Improving the Environment: 市場環境整理整頓：＊ decoration ；＊ playground for children ， stopping the illegal parking ；＊ setting up ads ；＊ anti-slippery ramp(source: http://www.onmarketplaceline.com/ )

長春市場 – its improvements•

The “Outdoor” Market –on 遼寧 street

The “Outdoor” Market 2—one alley

•

The “Outdoor” Market 3 —another alley

•

The “Outdoor” Market 3 — 龍江 Rd•

Reasons for its Popularity -- For Customers –Variety vs. Standardized package —

Meat and vegis, desserts and groceries,

clothings,toys

things not found in supermarets

Reasons for its Popularity -- For Customers --Variety—

• Irregular vendors brought all kinds of fun stuffs;

• E.g. preserved fruits –

• Three kinds of raisins;

• 棗梅﹔• With all kinds of h

ealth effects, such as digestion, lung-cleansing, weight-loss, etc.

•

Reasons for its Popularity -- For Customers -- Freshness

food prepared on the spot.

•

Reasons for its Popularity -- For Customers-- The prices

• – vegetables; 3 big plates 100 dollars, 3 bags 50 dollars;

• Changes reduced;

Reasons for its Popularity -- For Customers

• Location –usually they are nearby • Buying Habits:

– Plastic bags allowed; – Sense of familiarity

• the crowd• With the vendors; • and sense of liveliness and

bountifulness。

Reasons for its Popularity -- For Vendors

• Low budget – – the rent -- cannot be as expensive as one

store front in a warehouse store, or supermarket;

– No decoration needed; – Possibly—tax dodging.

Problems

• Tax • Noise, obstructing traffic, sanitationConclusion: They add colors to Taipei city, and are o

ne of the many choices of city dwellers. They are spaces for us to “venture into” as long as we have time and energies.