摘要
景颇族目瑙纵歌作为承载族群历史记忆、精神信仰与集体智慧的文化载体,是地域文化认同的核心符号,其传承对维系民族文化的根脉具有不可替代的价值。该文以节庆品牌塑造为核心,采用文献分析法梳理目瑙纵歌的文化基因,从文化、产业、环境三个维度解析其品牌构成要素;通过文献分析目瑙纵歌品牌塑造的现状,将景颇族服饰、歌舞、图腾、饮食等物质元素转化为现代品牌视觉符号,将非物质文化内涵进行提取、转译,并结合节庆故事进行构建,提出目瑙纵歌节庆品牌的活化路径。该文提出的兼顾文化本真性与市场适应性的品牌塑造与活化路径,可使目瑙纵歌从传统节庆升级为具有地域辨识度的文化IP,推动我国人口较少民族的节庆文化现代传播与地方文旅产业的可持续发展,为我国节庆文化传承的协同推进提供实践范式。
As a cultural carrier embodying ethnic historical memory,spiritual beliefs,and collective wisdom,the Jingpo Munao Zongge serves as a core symbol of regional cultural identity.Its preservation holds irreplaceable value in maintaining the cultural roots of ethnic groups.However,geographical remoteness has diminished external attention to this culture,while language barriers hinder emotional resonance,posing challenges in cultural interaction and knowledge dissemination.This study focuses on festival branding,employing literature analysis to trace the cultural DNA of Munao Zongge.It examines brand-building elements from three dimensions:cultural,industrial,and environmental aspects.Through analyzing current branding practices,the paper transforms physical elements like Jingpo ethnic costumes,songs,totems,and cuisine into modern visual symbols.By extracting and translating intangible cultural connotations while integrating festival narratives,it proposes revitalization pathways for Munao Zongge Festival branding.The research establishes a dual approach balancing cultural authenticity and market adaptability,upgrading traditional festivals into regionally distinctive cultural IPs.This advancement promotes modern dissemination of ethnic minority festival cultures and sustainable development of local cultural tourism industries in China,providing a practical model for collaborative preservation of festival traditions.
作者
蒋慧
杨雪凝
JIANG Hui;YANG Xuening(School of Design,Guangxi Normal University,Guilin Guangxi,541006,China;Faculty of Education,Guangxi Normal University,Guilin Guangxi,541006,China)
出处
《文化创新比较研究》
2025年第34期91-94,99,共5页
Comparative Study of Cultural Innovation
基金
2021年度国家社会科学基金项目“5G时代人口较少民族节庆非遗数字动漫转化及传播效果提升研究”(项目编号:21BMZ036)的阶段性成果。
关键词
景颇族目瑙纵歌
非遗
品牌设计
活化路径
人口较少民族节庆
文旅产业
Jingpo Munao Zongge
Intangible cultural heritage
Brand design
Revitalization pathways
Ethnic minority festivals
Cultural tourism industry
