Graduate Program and Department of Information and Communications, Shih Hsin University, Taipei, Taiwan 世新大學資訊傳播學系（所）
ORCID: 0000-0003-1761-0473 juanems@mail.shu.edu.tw
Abstract
This study is based on the data narrative analysis method (referred as DNA method) proposed by Ming-Shu Yuan in 2019, which constructed a narrative analysis process for image data. After screening out three successful farmers’ cases, we
collected relevant TV programs and interviewed video data for analysis. First of all, the play analysis was used to deconstruct the narrative structure of the thirteen video data, and then utilized the content elements of the brand
story found in the previous research and the brand story plot trigger elements of this study, lastly, encoded by sequential analysis to find the sets of elements in the narrative of video data. The research findings are as follows:
Firstly, the successful farmers’ case interviews with video data highlights the farmers’ own stories and brand concepts; Next, the TV program interview perspective is “farmer as the protagonist,” which is both humanized and dramatic;
Finally, when the TV program is telling the story of the individual brand of the farmer, the elements of the story are different, and the narrative skills of TV stations are also different, which can roughly distinguish the two routes
of rationality and emotionality. Among them, the rational route will be more likely to link “generating purchase intention” than the emotional route, and the two elements of “identity” and “understanding” are the main conversion points.
