Narrative Strategies Analysis for Building the Lingnan Culture Brand Through Lingnan Litchi Cultural Heritage
In the 2019 Outline Development Plan for the Guangdong-Hong Kong-Macao Greater Bay Area the proposal to"jointly build a humanistic bay area"was put forward.In this context,through the narrative strategies analysis of the Lingnan litchi cultural heritage,this paper explores the methods and strategies for constructing the Lingnan culture brand with agricultural cultural heritage.Agricultural cultural heritage is a living cultural heritage where human elements,natural ecological elements,and historical and cultural elements are intertwined.As the most renowned agricultural cultural heritage resource of Lingnan,litchi naturally serve as the"spiritual totem"for the people of Lingnan,embodying the cultural genes of the region.Place narrative theory and brand narra-tive theory provide rich theoretical resources for the narrative study of cultural heritage.Taking Dongguan litchi as an example,in the cultural space narrative of the agricultural cultural heritage site,the culture of water towns and marine culture should be highlighted;in the narrative of litchi literary works,the thematic elaboration of the Lingnan humanistic spirit should be emphasized.
万方数据
维普
