岭南荔枝文化遗产构建岭南文化品牌的叙事策略分析  

Narrative Strategies Analysis for Building the Lingnan Culture Brand Through Lingnan Litchi Cultural Heritage

作　　者：冯玥怡 FENG Yueyi(Guangdong Polytechnic of Industry and Commerce,Guangzhou Guangdong,510510,China)

机构地区：[1]广东工贸职业技术学院,广东广州510510

出　　处：《文化创新比较研究》2024年第5期109-113,共5页Comparative Study of Cultural Innovation

基　　金：2022年广东省普通高校青年创新人才类项目“城区农业文化遗产保护发展的现实困境与优化路径”(项目编号:2022WQNCX138);2022年度广东工贸职业技术学院校级科研项目“人文湾区背景下农业文化遗产塑造岭南文化品牌的叙事策略研究”(项目编号:2022-SKT-04)。

摘　　要：2019年《粤港澳大湾区发展规划纲要》提出“共建人文湾区”。在这一背景下,通过岭南荔枝文化遗产的叙事策略分析,探索农业文化遗产构建岭南文化品牌的方法与策略。农业文化遗产是人的要素、自然生态要素、历史文化要素相互交融的活态文化遗产。以东莞荔枝为例,荔枝作为最负盛名的岭南农业文化遗产资源,天然成为岭南人的“精神图腾”,富有岭南文化基因。场所叙事理论和品牌叙事理论为文化遗产叙事研究提供了丰富的理论资源。在东莞荔枝农业文化遗产地文化空间场景叙事中,应突出水乡文化和海洋文化;在荔枝文学作品文本叙事中,应强调岭南人文精神的主题化阐述。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 narrative 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.

关 键 词：农业文化遗产 岭南荔枝 岭南文化 叙事策略 品牌叙事 场所叙事 

分 类 号：G206[文化科学—传播学] F273.2[经济管理—企业管理]