“再物质化”视角下的乡村地方品牌建构:北京怀柔北沟村案例  

Construction of rural place brand from the perspective of"re-materialization":A case study of Beigou Village in Beijing

作　　者：刘鲁[1] LIU Lu(Institute of Tourism,Beijing Union University,Beijing 100101,China)

机构地区：[1]北京联合大学旅游学院,北京100101

出　　处：《地理研究》2023年第3期807-821,共15页Geographical Research

基　　金：国家自然科学基金项目(42001168、41871138)。

摘　　要：物质要素是构成地方品牌的重要部分,但当前研究忽视物质性在品牌化过程中能动作用带来的影响。文章从人文地理学“再物质化”思潮的理论视角,探讨物质参与下的地方品牌建构机制,以期从动态的、关系性的物质意义思考为乡村地方品牌的打造提供有益的启示。研究以北京怀柔渤海镇北沟村为案例,聚焦当地琉璃瓦和红砖这两种代表性的物质元素,探讨物质特性是如何参与到乡村地方品牌的建构之中。研究发现,在品牌化过程中,琉璃瓦和红砖的物质意义发生流变,并推动营销主体的空间实践和接受主体具身感知的变化,继而赋予北沟村新的品牌意义,带动地方经济发展;同时,琉璃瓦和红砖也成为了多主体协商的中介,使得品牌化过程促进乡村的有效治理,实现共同富裕。研究呼吁乡村地方品牌的建构应当超越符号和文本的组合,聚焦于特定地方的人地互动之中,特别是通过对地方物质的挖掘、盘活与整合,实现乡村品牌的有效营造。In the context of rural revitalization,the construction of place brands helps to find a positioning for the rural that is different from other places.It can revitalize the resources and power within the village through marketing the place image,attract the return of the rural population,and enhance people’s recognition of the value of the rural.Although the studies of place branding have begun to call for the knowledge of geography to focus on the impact of place-specific social relations,cultural contexts,and power operations on branding,place is more discussed in terms of discourses and narratives such as brand image,brand personality,and brand symbols.The process of branding relatively ignores the influence of the interaction and practice of material entities.The trend of"re-materialization"in human geography emphasizes that matter should not be simply reduced to symbols,texts or discourses,but needs to explore the dynamic and mobility in the interaction between people and matter,and pay attention to spatial practices,processes and changes led by materiality.This paper takes Beigou Village on Bohai Town in Beijing as a case,focuses on the two material elements of glazed tiles and red bricks,and explores how materiality participates in the construction of rural brands,in order to develop a dynamic,relational material meaning thinking.The paper found that the material meaning of glazed tiles and red bricks evolved during branding.They changed from worthless"waste"to the material carrier of homestay hotels,and then became an important cultural symbol of Beigou Village.The change of meaning of glazed tiles and red bricks also promoted the changes in the spatial practice of marketers and the embodied perception of audiences.As local traditional building materials,glazed tiles and red bricks are not only favored by external elites and operators,but also more easily accepted and recognized by local residents.The aesthetic value derived from the appearance of glazed tiles and red bricks can better attract the visual

关 键 词：地方品牌 乡村振兴 乡村旅游 再物质化 北沟村 

分 类 号：G127[文化科学] D422.6[政治法律—政治学] F327[政治法律—国际共产主义运动] F592.7[经济管理—产业经济]