ISSN: 2187-4735 The Asian Conference on Asian Studies Osaka, Japan 2012 The Asian Conference on Asian Studies Conference Proceedings 2012 Dr Shamir Ali, Lecturer, National University of Modern Languages, Pakistan Mr Shahzada Khalid, Deputy Director, SAARC Energy Center, Pakistan Professor David N Aspin, Professor Emeritus and Former Dean of the Faculty of Education, Mrs Eri Kudo, Head Private Sector Fundraising, United Nations Monash University, Australia World Food Programme Japan, Tokyo, Japan Dr William Baber, Associate Professor, Kyoto University Professor Sing Kong Lee, Director, The National Institute of Graduate School of Management, Japan Education, Singapore Professor Don Brash, Former Governor of the Reserve Bank, Dr Woon Chia Liu, Associate Dean, Practicum and School New Zealand, Former Leader of the New National Party, New Partnerships, Teacher Education, The National Institute of Zealand , Adjunct Professor, AUT, New Zealand & La Trobe Education, Singapore University, Australia Professor Sir Geoffrey Lloyd, Senior Scholar in Residence, The Lord Charles Bruce of Elgin and Kincardine, Lord Lieutenant Needham Research Institute, Cambridge, UK of Fife, Chairman of the Patrons of the National Galleries of Fellow and Former Master, Darwin College, University of Scotland, Trustee of the Historic Scotland Foundation, UK Cambridge, Fellow of the British Academy, Honorary Foreign Member, The American Academy of Arts and Sciences Professor Judith Chapman, Professor of Education, Australian Catholic University, Australia, Fellow, St Edmund's College, Dr Robert Logie, Associate Professor of Computer Science, Cambridge University, UK, Member of the Order of Australia Osaka Gakuin University, Japan Professor Chung-Ying Cheng, Professor of Philosophy, Dr David McLoughlin, Associate Professor, Meiji University, University of Hawai'i at Manoa, USA, Editor-in-Chief, The Japan Journal of Chinese Philosophy Professor Vasile Meita, General Manager, The National Institute Professor Tien-Hui Chiang, Professor and Chair, Department of for Research and Development in Construction, Urban Planning Education, National University of Tainan, Taiwan/Chinese Taipei and Sustainable Spatial Development (URBAN=INCERC), Romania Mr Marcus Chidgey, CEO, Captive Minds Communications Group, London, UK Professor Keith Miller, Louise Hartman Schewe and Karl Schewe Professor of Computer Science Professor Steve Cornwell, Professor of English and The University of Illinois Springfield, USA, Editor-in-Chief, IEEE Interdisciplinary Studies, Osaka Jogakuin University, Osaka, Japan Technology and Society Professor Michael A. Cusumano, SMR Distinguished Professor Professor Marjo Hannele Mitsutomi, Head of English Language of Management and Engineering Systems, Teaching Practices and the Language Development Intercultural MIT Sloan School of Management, Massachusetts Institute of Studies Center, Akita International University, Japan Technology, USA Professor Ka Ho Joshua Mok, Chair Professor of Comparative Professor Dexter Da Silva, Professor of Educational Psychology, Policy, Associate Vice-President (External Relations), Dean of the Keisen University, Tokyo, Japan Faculty of Arts and Sciences, The Hong Kong Institute of Education, Hong Kong SAR Professor Georges Depeyrot, Professor and Director of Research, French National Center for Scientific Research (CNRS)/Ecole Dr Jo Mynard, Associate Professor & Director of the SALC, Normale Superieure, Paris, France Kanda University of International Studies, Japan Professor Sue Jackson, Professor of Lifelong Learning and Professor Michiko Nakano, Professor of English, Director of the Gender, Pro-Vice Master of Teaching and Learning, Birkbeck, Distance Learning Center, Waseda University, Tokyo, Japan University of London, UK Ms Karen Newby, Director, Par les mots solidaires, Paris, France Professor June Henton, Dean, College of Human Sciences, Auburn University, USA Professor Jerry Platt, Professor of Business, Akita International University, Japan, Dean and Professor Emeritus, College of Professor Michael Herriman, Professor of English, Nagoya Business, San Francisco State University, USA University of Commerce and Business, Japan Vice-Consul Kathryn Kiser, Cultural Affairs Officer, Lahore, Professor Michael Pronko, Professor of American Literature and Pakistan, The United States Department of State, USA Culture, Meiji Gakuin University, Tokyo, Japan ISSN: 2187-4735 ISSN: iafor The Asian Conference on Asian Studies Official Conference Proceedings 2012 The De/Construction of Heroes: A Case Study in an Atayal Village in Taiwan I-Chun Wang pp. 1-18 Leadership Legacies in Asia: Behind Every Woman Wylma Samaranayake-Robinson pp. 19-31 Quest for National Identity: Metaphors of Japan’s Normalization Michal Kolmas pp. 32-44 Business Opportunities Depending on the Way of Belief in Holiness of Thai Society Prasopchai Pasunon pp. 45-58 Developing an Investment Project in Real Property Development on Vacant Land into a Cultural Attraction to Promote Local Economic Sustainability of Uoo - Thong, Suphan Buri Thirawat Chantuk pp. 59-70 Factors that Influence Trading of Goods and Services via Electronic Commerce Behaviors of the Students of Silpakorn University at Phetchaburi IT Campus and at Sanam Chandra Palace Campus Jittapon Chumkate pp. 71-82 Evaluation of Authorship in Khorasan Style of Persian Literature Seyedeh Parisa Sajjadi Behrooz Mahmoodi Bakhtiari pp. 83-94 Turkish Foreign Policy Attitudes towards Euro-Mediterranean Cooperation Ayse Gulce Uygun pp. 95-102 Iranian Women's Poetry from the Post-Revolutionary Islamic Literature to Feminism Consciousness and Expression Mahrokhsadat Hosseini pp. 103-127 From Community to Nation: The Ngee Ann Kongsi Schools and Chinese Education in Post- 1945 Singapore Jia Hao Chia pp. 128-143 Domestic Credit Rating Agencies in Malaysia: A View from Bond Market Participants Rafisah Mat Radzi Ronald McIver pp. 144-168 The Asian Conference on Asian Studies 2012 Official Conference Proceedings Osaka, Japan The De/Construction of Heroes: A Case Study in an Atayal Village in Taiwan I-Chun Wang 0026 Durham University, United Kingdom The Asian Conference on Asian Studies 2012 Official Conference Proceedings 2012 iafor The International Academic Forum www.iafor.org 1 The Asian Conference on Asian Studies 2012 Official Conference Proceedings Osaka, Japan Introduction In Philosophy of History, the philosopher Georg W. F. Hegel (1991) gives a description of the heroic role as the incarnation of a particular culture’s values or spirits. The ‘hero’ lives vigorously in the epics and myths, giving out inspiration in great tragedies and adventures, is praised over thousands of years, and accordingly has a thousand faces that have embodied different cultural values celebrated in different places and times (Campbell 1993, Sanchez 1998). The ‘hero’ in many ways has been recognised as the great man who leads the development of history (Carlyle 2007), the reflection of culture (Campbell 1993, Klapp 1962, Hook 1943) and the innovative founder of new values and standards (Benes & Steinbrink 1998); the change in the perception of heroism does not merely mark the transition of cultural values, but also the economic, social and even religious structures of the time. Religious transition and the cognition of heroes have a dialectic relationship. Cultural heroes, as the models of moral canons and the great founders throughout different civilisations (Bascom 1984), were usually mythologised through their appearance in myths, legends and folktales, which communicate the different ideas of religion and adaption to life and reflect the societal structures (Levi-Strauss 1969, Bascom 1984, Honko 1984). The transition of religious ideas would affect the cognition of heroes, and vice versa. Hence, the specific religious transitions in one culture would therefore reveal the shift of its cultural identity, as well as indicating the cultural ideas toward to life, merits, faith and moral orders that reflect on the ideas of cultural heroes which, today, are usually divorced from the religious mythologies: celebrities, athletes, or the image of a ‘great man’ that has its definitions in variously personal ways (Boorstin 1992, Detweiler & Taylor 2003). The trend of these ‘secularised’ heroes in modern world, therefore, can be believed to have accompanied with certain religious transition that resulted such phenomenon. As the notions of secularisation begins with the observation of the falling of Christianity in Europe, and was predicted as going toward to a complete clash in the near future, the thriving of Christianity in the ‘global South’1 yet says contrary with the massive religious conversion amongst Asia, Latin America and Africa – where notably attracted numerous followers in especially the aboriginal groups (Jenkins 2002, 2006). The influences come after the conversion on the cultural values is 1 ‘Global South’ is a term opposite to the ‘global North’ – where usually being seen as the wealthy, secularised and developed countries that mostly located in the Northern Hemisphere; it is not merely a reference for geographical status, but also an economical and cultural indication to those regions where, rivalling the Churches of the East and West, Walbert Buhlmann (1976) calls the ‘Third Church’. 2 The Asian Conference on Asian Studies 2012 Official Conference Proceedings Osaka, Japan foreseeable, and therefore, by interviews and participant observation, this study takes the aboriginal village, Jinshuei – where consisted of three