摘要
农业文化遗产地作为自然与文化共生场域,地方品牌建构是实现其保护传承和活化利用的重要路径,然而现有研究对其地方品牌化中自然要素的商品化流变与品牌符号建构关注相对不足。鉴于此,以江苏吴中碧螺春茶果复合系统为例,借由文化政治经济学分析,通过综合质性方法,探究农业文化遗产中自然商品化过程及其多主体互动如何动态塑造品牌形象。结果表明:案例地动植物资源、土地资源和农业景观等自然要素在政策、市场等资本维度的助推下流变成为商品或商品程度加深,商品形态愈发多样而构成了地方品牌的物质承载。物质符号和文化符号经由编码嵌入产品而促使品牌叙事由去地方化演化为再地方化。生产主体通过正式和非正式制度约束生产行为以维持品牌形象,平台和旅游消费者具身体验后使品牌符号和想象得以耦合,形成的话语表征进一步强化了品牌形象的路径依赖与锁定。研究结果延拓了农业文化遗产地地方品牌建构的理论边界,并为自然商品化提供了一个中国语境下的政治生态学叙事思路。
As a symbiotic field of nature and culture,the construction of a place brand for agrocultural heritage sites is an important pathway to achieve their conservation,transmission,and revitalization.However,existing research has paid relatively insufficient attention to the commodification of natural elements and the construction of brand symbols in the place branding of these sites.In view of this,taking the Biluochun tea-fruit complex system in Wuzhong,Jiangsu province as a case study,this paper employs comprehensive qualitative methods to explore how the process of commodification of nature and multi-stakeholder interactions dynamically shape the brand image within agricultural heritage systems.The research indicates that natural elements in the case study area,such as animal and plant resources,land resources,and agricultural landscapes,undergo commodification or an intensification of commodification driven by capital dimensions like policies and markets.This results in increasingly diverse commodity forms,which constitute the material foundation of the place brand.Material and cultural symbols are encoded and embedded into products,prompting the brand narrative to evolve from de-localization to re-localization.Production stakeholders maintain the brand image by constraining production behaviors through formal and informal institutions.Meanwhile,platforms and tourist consumers,through embodied experiences,enable the coupling of brand symbols and imaginations,with the resulting discursive representations further reinforcing the lock-in effect of the brand image.Through a cultural political economy analysis,this study expands the theoretical boundaries of place branding in agricultural heritage systems and offers a political ecology narrative of commodification of nature within a Chinese context.
作者
白佳伟
王哲凡
程子浩
孔翔
BAI Jia-wei;WANG Zhe-fan;CHENG Zi-hao;KONG Xiang(The Centre for Modern Chinese City Studies,East China Normal University,Shanghai 200062,China;School of Geography Sciences,East China Normal University,Shanghai 200241,China;Department of Geography and Resource Management,The Chinese University of Hong Kong,Hong Kong SAR 999077,China)
出处
《自然资源学报》
北大核心
2026年第2期552-569,共18页
Journal of Natural Resources
基金
国家自然科学基金项目(42271244,41771156)。
关键词
农业文化遗产
地方品牌建构
文化政治经济学
自然商品化
碧螺春茶果复合系统
agricultural heritage systems
place branding
cultural political economy
commodification of nature
Biluochun tea-fruit complex system
