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| 从乡土符号到品牌叙事:茶歌的跨媒介实践 |
| From Local Symbols to Brand Narratives: The Cross-Media Practice of Tea Songs |
| 投稿时间：2026-02-01 |
| DOI：10.16018/j.cnki.cn32-1499/c.202603017 |
| 中文关键词: 文化符号 茶歌 跨媒介 品牌叙事 |
| 英文关键词: cultural symbols tea songs cross-media brand narratives |
| 基金项目:安徽省中青年教师培养行动项目(YQZD2023087)；安徽艺术学院人才引进项目(aygc2024001) |
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| 中文摘要: |
| 在数智化与文旅全面融合的时代背景下,茶歌的跨媒介实践本质上是其作为乡土化的文化符号为应对不同媒介逻辑而持续展开的意义再生产。这一进程始终处于本真性与传播性、地方性与公共性、文化传承与当代适应等多重关系的互动之中。这一过程既展现了茶歌作为非遗在媒介变迁中所表现出的强大韧性,也暴露出非遗音乐资源转化和发展时所面临的各种挑战。因此,茶歌赋能品牌化建设应超越单纯的"遗产化"保存与"景观化"展演,致力于通过夯实文化阐释、激活创造性转化、融汇多元参与,使茶歌在当代传播中既能实现广泛触达,又能在符号流动与意义延展中延续其文化生命。 |
| 英文摘要: |
| In the context of the comprehensive integration of digitalization and tourism and culture, the crossmedia practice of tea songs is essentially a continuous process of meaning reproduction undertaken by tea songs as a localized cultural symbols in response to different media logics. This process is constantly navigates multiple tensions—between authenticity and communicability, locality and publicness, and cultural inheritance and contemporary adaptation. It not only demonstrates the strong resilience of tea songs as intangible cultural heritage in the face of media transformation but also reveals the various challenges encountered in the transformation and development of intangible cultural heritage music resources. Therefore, empowering tea songs for brand construction should go beyond mere "heritage preservation" and "spectacular presentation," striving instead to achieve broad reach in contemporary communication through solid cultural interpretation, the activation of creative transformation, and the integration of diverse participation. In doing so, tea songs can sustain their cultural life amid the flow of symbols and the extension of meaning in the contemporary era. |
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