Semiotic Analysis on Sustainable Community Farming: Multimodal Analysis, A Case Study of Community Farming at Desa Impian, Merbau Sempak, Selangor, Malaysia
Abstract
The majority of global population is in the cities and most tourists are concentrated in the cities. Research on the relationship between urban farming and tourism is gaining popularity in urban studies. In Malaysia, community urban farming has been identified as a solution to sustainable development to provide food in or out of the city. This study is about how the community at Desa Impian, Merbau Sempak promotes organic vegetable farming to academicians and business communities. The idea is to promote this area as a sustainable tourism hub for researchers and business communities. This study is a multimodal semiotic analysis to better understand the dynamic of community farming culture in Malaysia. Using qualitative design and multi-layered analytical framework to explore interactive meanings construed through the functionality of various semiotic resources in multimodal narratives this study reveals the dynamic multi-layered nature of government, individual community members, and public voices about community farming culture from a Malaysian socio-cultural context. On a deeper level, farming at Desa Impian means self-identification and sharing of identity that gives rise to a sense of belonging. This study contributes to the knowledge of multimodal socio-semiotic and narrative theories on sustainable urban farming tourism in Malaysia.
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9. Ali, M. S.; Badriyah, N.; Zaman, K.; Maizatul, N.; Othman, I. Urban Farming: Strategy to Strengthen Food Security. Proceedings Science, Ethics & Civilization, 2022, 1, 42-48.
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11. Oh, S.; Lu, C. Vertical Farming – Smart Urban Agriculture for Enhancing Resilience and Sustainability in Food Security. The Journal of Horticultural Science and Biotechnology, 2022, 12, 98(2), 1-8.
12. Molotoks, A,; Smith, P.; Dawson, T. P. Impacts of Land Use, Population, and Climate Change on Global Food Security [Internet]. Available from: https://onlinelibrary.wiley.com/doi/full/10.1002/fes3.261, 2020, 10(1).
13. Akhbari, M.; Foroudi, P.; Shahmoradi, M.; Padash, H.; Parizi, Z. S.; Khosravani, A.; Ataei, P.; Cuomo, M. The Evolution of Food Security: Where are We Now, Where Should We Go Next?. Sustainability, 2022, 14(6), 3634.
14. Briones, A. E.; Cockx, L.; Swinnen, J. Culture and Food Security. Global Food Security, 2018, 17, 113-127.
15. Britwum, K.; Demont, M. Food Security and The Cultural Heritage Missing Link. Global Food Security, 2022, 35, 100660.
16. Mura, L.; Kljucnikov, A. Small Businesses in Rural Tourism and Agro Tourism: Study from Slovakia. Economics and Sociology, 2018, 11(3), 286-300.
17. Mansor, N.; Rashid, K. M.; Mohamad, Z.; Abdullah, Z. Agro Tourism Potential in Malaysia International Academic Research. Journal of Business and Technology, 2015, 1(2), 37-44.
18. Liu, P.; Gilchrist, P.; Taylor, B.; Ravenscroft, N. The Spaces and Times of Community Farming. Agriculture and Human Values, 2016, 34(2), 363-375
19. Nandi, R.; Nedumaran, S. Understanding the Aspirations of Farming Communities in Developing Countries: A Systematic Review of the Literature European. Journal of Development Research, 2021, 33(4), 809-832.
20. Sujakhu, N. M.; Ranjitkar, S.; Niraula, R. R.; Salim, M. A.; Nizami, A.; Schmidt-Vogt; Yu, J. Determinants of livelihood vulnerability in farming communities in two sites in the Asian Highlands. Water International, 2018, 43(2), 165-182.
21. Razak, M. R. R.; Sofyan, B. Role of Village-Owned Enterprises in Farming Community Empowerment International. Journal of Advanced Science and Technology, 2020, 6, 684-691.
22. Normark, M.; Poikolainen; Rosen, A.; Bonow, M. Articulating and Negotiating Boundaries in Urban Farming Communities. 10th International Conference on Communities & Technologies – Wicked Problems in the Age of Tech, 2021, 296-308.
23. Surya, B.; Syafri, S.; Hadijah, H.; Baharuddin, B.; Fitriyah, A. T.; Sakti, H. H. Management of Slum-Based Urban Farming and Economic Empowerment of The Community of Makassar city, South Sulawesi, Indonesia. Sustainability, 2020, 12(18), 7324.
24. Indah, P. N.; Amir, I. T.; Khassan, U. Empowerment of Urban Farming Community to Improve Food Security in Gresik. AGRIEKONOMIKA, 2020, 9(2), 150-156.
25. Pushpawani, R.; Choong, Y. L.; Chansuri, S.; Anizan I. Perception of Community Residents on Supporting Urban Agriculture in Malaysian City: Case study at Bukit Mertajam. Jurnal Pengurusan UKM Journal of Management, 2018, 53, 83-91.
26. Dzulkarnain, I.; Soetarto, E. A.; Kinseng, R.; Sjaf, S. Nyadar: Religious and Cultural Resistance of Madurese Salt Farming Community. Sodality: Jurnal Sosiologi Pedesaan, 2020, 8(2), 53-68.
27. Hoon, L. O.; Che, M.; Noor, M. H.; Marzukhi, M. A.; Mohamed, M. S. N. A. Social Impact of Agro-tourism on Local Urban Residents. Case study: Cameron Highlands, Malaysia. Planning Malaysia, 2017, 15, 51-66.
28. Rosyidie, A.; Raksapati, A.; Adriani, Y. Development of Agro-tourism to Optimize Village Potential in Mekarwangi Village, Sindangkerta District, West Bandung Regency. Engagement: Jurnal Pengabdian Kepada Masyarakat, 2022, 6(2), 499-515.
29. Annamalah, S. Agro-tourism: A cash crop for farmers in Malaysian rural area SSRN Electronic Journal http://dx.doi.org/10.2139/ssrn.2876269, 2016.
30. Vukolic, D.; Gajic, T.; Petrovic, M. D.; Burgacic, J.; Spasojevic, A.; Veljovic, S.; Nikola, V.; Marina, B.; Milos, Z.; Snezana Knezevic, and et al. Development of The Concept of Sustainable Agro-Tourism Destinations – Exploring The Motivations of Serbian Gastro-Tourists. Sustainability, 2023, 15(3), 2839.
31. Jiang, G. How Does Agro-tourism Integration Influence The Rebound Effect of China’s Agricultural Eco-Efficiency? An Economic Development Perspective. Front. Environ. Sci, 2022, 10, 921103.
32. Utomo, M. N.; Kaujan, K.; Mubarak, A. Innovation to Improve The Village Economy Through The Development of Local Wisdom-Based Agro-Tourism, in North Kalimantan, Indonesia. Agris On-Line Papers in Economics and Informatics, 2023, 15(2), 115-131.
33. Susila, I.; Dean, D.; Harismah, K.; Priyono, K. D.; Setyawan, A. A.; Maulana, H.; Does Interconnectivity Matter? An Integration Model of Agro-tourism Development. Asia Pacific Management Review, 2024, 29, 104-114.
34. Djuwendah, E.; Karyani, T.; Wulandari, E. Potential Development Strategy for Attraction and Community-Based Agrotourism in Lebakmuncang Village. E35 Web of Conferences, 2021, 249, 01004.
35. Knook, J.; Turner, J. A. Reshaping A Farming Culture Through Participatory Extension: An Institutional Logic Perspective. Journal of Rural Studies, 2020, 78, 411-425.
36. Umam, C. Ethnographic Study of The Physical Activity of Adolescents in The Farming Culture of Ethnic Baduy. International Journal of Multidisciplinary Research and Analysis, 2021, 04(08), 1134-1139
37. Diniyati, D.; Achmad, B. The Culture of Farming by Farmers in The Production Forest Management Unit (KPHP) of Batulanteh, Sumbawa Regency. Journal Agroforestri Indonesia, 2020, 3(1), 19-28.
38. Westerink, J.; Pleijte, M.; Schrijver, R.; van Dam R.; de Krom M.; de Boer, T. Can A ‘Good-Farmer’ Be Nature-Inclusive? Shifting Cultural Norms in Farming in the Netherlands. Journal of Rural Studies, 2021, 88, 60-70.
39. Chandler, D. Semiotics: The basics 3 ed. New York, Routledge, chapter 2, 2022, 69-94.
40. Lawes R. Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits. London, KoganPage Inc, 2020, Chapter 8, 152-156.
41. Keane, W. On Semiotic Ideology. Signs and Society, 2018, 6(1), 64-87.
42. Fifi, N.; Filma, F.; Enggriani, M. Literature for Media Tourism Promotion (Review Semiotics). Advances in Economics, Business and Management Research (AEBMR), 2018, 52, 79-85.
43. Lamb, G.; Sharma, B. K. Introduction: Tourism Spaces at The Nexus of Language and Materiality. Applied Linguistics Review, 2021, 12(1), 1-9.
44. Galantucci, B.; Garrod, S. Experimental Semiotics: A review Frontiers in Human. Neuroscience, 2011, 5, 1-15.
45. Ye, Z.; JianQin, W. A Natural Language Tagging Method for Roaming Path in The Virtual Scene of Farming Culture. IFAC-PapersOnline, 2018, 51, 547-551.
46. Formin, I. V.; Ilyin, M. V. Social Semiotics: Path Towards Integrating Social and Semiotic Knowledge. Sociological Journal, 2019, 25(4), 123-141.
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Authors
[1]
HashimM.S., MasonC. and MenonA.S. 2024. Semiotic Analysis on Sustainable Community Farming: Multimodal Analysis, A Case Study of Community Farming at Desa Impian, Merbau Sempak, Selangor, Malaysia . Media Konservasi. 29, 3 (Jul. 2024).
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