關鍵字：客家菜包、媒體再現、質性內容分析;ABSTRACT This study aims to explore the formation， Hakka-ization， and media representation of Hakka Cai Bao in Taiwanese society. Existing research on Hakka rice products primarily focuses on production processes， ingredient applications， food culture， and local marketing. There has been less in-depth exploration of how Hakka Cai Bao has been gradually constructed as a cultural symbol with ethnic significance in public discourse and media representation. Based on this， this study uses news texts as its main research data， adopting a qualitative content analysis method. It collected 2，374 related news articles with "Cai Bao" (菜包) as the keyword from the United Daily News database， covering the period from January 1， 1951， to December 31， 2024. Through text reading， screening， and diachronic comparison， it analyzes the ways Cai Bao has been represented， changes in its naming， and the transformation of its cultural meaning across different historical stages. This study examines how Cai Bao has gradually entered public spaces from everyday food， and how it has been renamed， classified， and gradually formed the cultural connotation of "Hakka Cai Bao" within media， local culture， and institutional discourse. The research further investigates the interactive relationship between media naming， cultural classification， and local discourse， as well as the transformations of Cai Bao in the processes of commercialization， institutionalization， and cultural symbolization. By contrasting news texts with lived experiences， this study attempts to understand how Hakka Cai Bao has gradually become a cultural symbol embodying cultural memory， ethnic identity， and local imagery amidst historical changes. The research findings indicate that "Hakka Cai Bao" is not a naturally existing cultural essence， but rather a result of cultural construction gradually formed through the interaction of multiple forces such as media representation， commodity economy， and institutional promotion.
Keywords: Hakka Cai Bao， Media Representation， Qualitative Content Analysis
