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of rural regions induced by aging and shrinking populations. The following section
introduces the multifunctionality discourse, and describes how it functions as framing in discussing rural sustainability.
5.2.1 Conceptual Development of Multifunctionality
The main idea of multifunctionality received a wide range of agreement both
from policy makers and academics. Its conceptual development, however, has
been diverted and its definition is becoming vague (Andersen et al. 2013; Renting
et al. 2009). In many policy-related cases, the definition of multifunctionality has
been set individually depending on the purpose of each claim. Regarding this
point, Marsden and Sonnino (2008) and Van Huylenbroeck et al. (2007) have
provided a comprehensive review on different interpretations of multifunctionality discourse and classified them into three groups: (1) productivist, (2) postproductivist, and (3) sustainable development (Huylenbroeck et al. 2007; Marsden
and Sonnino 2008).
The first interpretation of multifunctionality is based on the productivist paradigm which has emerged from a neo-liberalist view of the globalized agricultural
market. It realizes the vertical logic and specialization adapted to the globalized
market. Multifunctionality in this vision implies the production of multiple outputs
from the original inputs provided by primary agricultural production. Such outputs
may come in a complementary form to their primary product outputs (Havlik 2005).
In this respect, the multifunctional character is limited to the idea of pluriactivity
that is formed by agricultural and non-agricultural incomes of farming households
(Holmes 2006; Marsden and Sonnino 2008). In the productivist paradigm, individual farming households and the entire agro-food industry are clearly differentiated.
Multifunctionality within this paradigm, as a result, is seen as the survival strategy
of individual farming households in the global market. As a response to such harsh
market circumstances, individual farmers are performing multifunctional agriculture as their coping strategy to keep pace with competition.
The second interpretation of multifunctionality is based on a post-productivist
paradigm which focuses on the space of rural areas rather than on production activities. This second interpretation conceives entire rural areas as consumptive targets
for amenity demands through eco-tourism, experiencing farm activities, use of rural
space for educational purposes, and other means (Barbieri and Valdivia 2010;
Huylenbroeck et al. 2007; Marsden and Sonnino 2008; Potter and Tilzey 2005), not
only for industrial-based capital. One important actor group in this framing is the
urban population who finds scenic and leisure values in rural space. Echoing such
normative values of rural areas, the post-productivist view emphasizes environmental protection. Based on this framing, agriculture is perceived as a means of maintaining the local environment of the countryside, not only as a means of food and
fiber production. Between the first and second framing in multifunctionality, the
conceptual focus shifts from a farm-based approach to a space-based approach
through emphasizing the nature and landscape values.
5 Framing in Placemaking When Envisioning a Sustainable Rural Community…
of rural regions induced by aging and shrinking populations. The following section
introduces the multifunctionality discourse, and describes how it functions as framing in discussing rural sustainability.
5.2.1 Conceptual Development of Multifunctionality
The main idea of multifunctionality received a wide range of agreement both
from policy makers and academics. Its conceptual development, however, has
been diverted and its definition is becoming vague (Andersen et al. 2013; Renting
et al. 2009). In many policy-related cases, the definition of multifunctionality has
been set individually depending on the purpose of each claim. Regarding this
point, Marsden and Sonnino (2008) and Van Huylenbroeck et al. (2007) have
provided a comprehensive review on different interpretations of multifunctionality discourse and classified them into three groups: (1) productivist, (2) postproductivist, and (3) sustainable development (Huylenbroeck et al. 2007; Marsden
and Sonnino 2008).
The first interpretation of multifunctionality is based on the productivist paradigm which has emerged from a neo-liberalist view of the globalized agricultural
market. It realizes the vertical logic and specialization adapted to the globalized
market. Multifunctionality in this vision implies the production of multiple outputs
from the original inputs provided by primary agricultural production. Such outputs
may come in a complementary form to their primary product outputs (Havlik 2005).
In this respect, the multifunctional character is limited to the idea of pluriactivity
that is formed by agricultural and non-agricultural incomes of farming households
(Holmes 2006; Marsden and Sonnino 2008). In the productivist paradigm, individual farming households and the entire agro-food industry are clearly differentiated.
Multifunctionality within this paradigm, as a result, is seen as the survival strategy
of individual farming households in the global market. As a response to such harsh
market circumstances, individual farmers are performing multifunctional agriculture as their coping strategy to keep pace with competition.
The second interpretation of multifunctionality is based on a post-productivist
paradigm which focuses on the space of rural areas rather than on production activities. This second interpretation conceives entire rural areas as consumptive targets
for amenity demands through eco-tourism, experiencing farm activities, use of rural
space for educational purposes, and other means (Barbieri and Valdivia 2010;
Huylenbroeck et al. 2007; Marsden and Sonnino 2008; Potter and Tilzey 2005), not
only for industrial-based capital. One important actor group in this framing is the
urban population who finds scenic and leisure values in rural space. Echoing such
normative values of rural areas, the post-productivist view emphasizes environmental protection. Based on this framing, agriculture is perceived as a means of maintaining the local environment of the countryside, not only as a means of food and
fiber production. Between the first and second framing in multifunctionality, the
conceptual focus shifts from a farm-based approach to a space-based approach
through emphasizing the nature and landscape values.
5 Framing in Placemaking When Envisioning a Sustainable Rural Community…