乡村振兴背景下引导与扩大农村文化消费的路径  

Research on Guidance of Expanding Rural Cultural Consumption Path Under Background of Rural Revitalization

作　　者：徐望 XU Wang(School of Arts,Nanjing University,Nanjing 210093,China;JiangSu Provincial Academy of Culture and Arts,Nanjing 210005,China;Purple Academy of Culture&Creativity,Nanjing University of The Arts,Nanjing 210013,China)

机构地区：[1]南京大学艺术学院,南京210093 [2]江苏省文化艺术研究院,南京210005 [3]南京艺术学院紫金文创研究院,南京210013

出　　处：《农业经济与管理》2020年第2期20-29,共10页Agricultural Economics and Management

基　　金：国家社会科学基金项目(17CH221);2019年度紫金文创研究院公开招标课题(ZJXWWXF19)。

摘　　要：我国实施的乡村振兴战略提出要实现乡村文化振兴,提升农村文化消费有助于此。通过文献研究结合问卷调查法,剖析农村文化消费动力不足问题。结果表明,当前农村文化消费存在文化消费水平低、文化消费结构失衡、文化消费观念落后瓶颈。主要原因是农村居民可支配收入低、农村居民受教育程度低、农村“空心化”状态严重、农村文化消费市场落后、农村文化消费氛围缺乏。基于此,提出农村居民增收减支、强教育促美育、化解人口流失、培育文化市场、增强文化氛围、建设数字平台的对策建议,旨在促使农村文化消费从量变到质变。Rural revitalization strategy implemented in China required the realization of rural cultural revitalization,and the improvement of rural cultural consumption could contribute to it.Bottlenecks in current rural cultural consumption were reflected in investigation data,such as low cultural consumption level,deficiency in cultural consumption structure and behindhand cultural consumption concept.The causes of this situation included low disposable income of rural residents,low education level of rural residents,serious rural hollowing,behindhand rural cultural consumption market and lacking of consumption atmosphere in rural culture.For this situation,solutions were proposed,including increasing rural resident income,reducing rural resident expense,strengthening education,promoting art education,resolving population loss,cultivating cultural market,enhancing cultural atmosphere,establishing digital platform and driving the change of rural cultural consumption from quantitative change to qualitative change.

关 键 词：乡村振兴 农村文化消费 农村文旅产业 农村居民文化生活 

分 类 号：F323.8[经济管理—产业经济] G124[文化科学]