文化认同视角下前童元宵行会非遗文创品牌构建研究
明兰1
作者信息
摘要
前童古镇作为非遗传承型传统村落,古镇的国家级非遗文化"前童元宵行会"承载着重塑文化认同、传承非遗文化、赋能乡村文旅三大价值功能.为进一步提升前童元宵行会的知名度,文章从文化认同视角研究前童元宵行会的品牌构建,提出以文化认同集体记忆符号打造品牌视觉、以文化认同场域构建打造品牌营销,并完成相关设计实践.旨在促进村落家族文化认同,并拓展至消费者文化认同,实现非遗文化的保护与传承,赋能古镇乡村文旅发展.
Abstract
As a traditional village with intangible cultural heritage,the Qiantong Lantern Festival Temple Fair as the national intangible cultural heritage of the Qiantong ancient town carries the three value functions of reshaping cultural identity,inheriting intangible cultural heritage and empowering rural cultural tourism.In order to further enhance the popularity of the Qiantong Lantern Festival Temple Fair,this paper studies its brand construction from the perspective of cultural identity.It is proposed to build brand vision with collective memory symbol based on cultural identity and build brand marketing with cultural identity field,and complete relevant design.It aims to promote the cultural identity of village families,expand to the cultural identity of consumers,realize the protection and inheritance of intangible cultural heritage,and enable the rural cultural tourism development of ancient town.
关键词
文化认同/非遗文创/品牌构建/前童元宵行会Key words
cultural identity/intangible cultural heritage/brand building/Qiantong Lantern Festival Temple Fair引用本文复制引用
基金项目
2022年度湖南省社会科学成果评审委员会课题(XSP22YBC349)
出版年
2024
NETL
NSTL
万方数据