The possibility of media use is analyzed through the “New Farmers” program

“New Farmers” is the rural regeneration promotion program implemented in Tainan City, Taiwan, in 2015, with an aim to make more young people be able to go into the countryside to assist rural production and marketing of agricultural products. Tainan City is Taiwan's largest agricultural administrative region and there are more than 120 rural areas with a large scale in the whole city. However, resulted from aging population, urbanization, and international agricultural openness, it is unable to attract young people engaged in production in most rural areas. In view of this condition, the “New Farmers” program started from funds, technology, and marketing directions, expected to increase rural output as well as job opportunities. In this research, the possibility of media use is analyzed through two experimental rural areas in the perspective of media marketing. After three months of production, the “New Farmers” program is launched in the form of self-media, excavating different possibilities of establishing rural brands by evaluating marketing effectiveness in the use of media data. In this research, it is expected to bring a new design form in the “New Farmers” program based on two rural models so as to set up new design construction plans for Taiwanese countryside.