中国白酒文化的哲学溯源及审美反思——以五粮液白酒品牌为例  

Philosophical Origin and Aesthetic Reflection of Chinese Liquor Culture——Take Wuliangye Liquor Brand as an Example

作　　者：张耀天 宋振 王杰 ZHANG Yaotian;SONG Zhen;WANG Jie(Hubei Normal University,Huangshi,Hubei 435002)

机构地区：[1]湖北师范大学,湖北黄石435002

出　　处：《湖北理工学院学报（人文社会科学版）》2022年第1期1-6,40,共7页Journal of Hubei Polytechnic University(Humanities And Social Sciences)

基　　金：国家社会科学基金重大项目“宋明理学与中国美学话语体系建构研究”,项目编号:20&ZD048;四川省社科院五粮液文化研究院项目“白酒消费文化与生活美学研究”,项目编号:A2020007。

摘　　要：白酒作为中国传统文化的重要载体,与中华民族文化起源及发展同步。对以五粮液为代表的白酒文化进行美学解读,依托中国传统哲学的诠释路径,寻求中国白酒的审美精神,在当前市场经济物化语境下,借助中国传统文化的物质载体“白酒”,探寻天人合一的饮酒之乐与内在超越的休闲审美,是当前休闲美学研究的重要范畴和命题。通过以五粮液为代表的中国白酒文化,寻求个体精神的自由与解放,以休闲美学的精神来反思中国白酒中所蕴含的休闲人文意涵,对于增强中国传统文化的自信、寻找内心的闲适与“乡愁”,具有现实的价值和意义。As an important carrier of Chinese classical traditional culture,liquor is synchronized with the origin and development of Chinese national culture.Aesthetic interpretation of liquor culture represented by Wuliangye,relying on the ways of interpreting traditional Chinese philosophy to seek the aesthetic spirit of Chinese liquor.Under the current materialized context of market economy,it is an important category and proposition of leisure aesthetics research to explore the joy of drinking and inner transcendence of man and nature with the help of liquor,the material carrier of traditional Chinese culture.Through the Chinese liquor culture represented by Wuliangye,we seek freedom and liberation of individual spirit,and reflect on the connotation of leisure and humanity contained in Chinese liquor with the spirit of leisure aesthetics,which has practical value and significance for enhancing the confidence of traditional Chinese culture and finding the inner leisure and"nostalgia".

关 键 词：白酒文化 休闲美学 五粮液 

分 类 号：G122[文化科学]