摘要
本文以国家非物质文化遗产羌绣为例,结合主体性和传播理论,探讨了非遗传承人主体性激活和“北川绣娘IP”传播的具体路径。北川绣娘既是国家非遗羌绣的传承主体,也是就地就近就业推动北川乡村振兴的生力军。地方政府打造“北川绣娘IP”契合了当下非遗保护性开发和扎实推进乡村全面振兴工作的需要,在市场化、媒介化进程中,还需充分发挥非遗传承人的主体性作用,构建全媒体矩阵提升非遗品牌传播力,协同推进非遗保护性生产与乡村振兴。
This paper takes Qiang embroidery,a national intangible cultural heritage,as an example,and combines theories of subjectivity and communication to explore specific pathways for activating the subjectivity of in-tangible cultural heritage(ICH)inheritors and disseminating the"Beichuan Embroidery Women IP."The"Bei-chuan Embroidery Women"are not only the main inheritors of the national ICH Qiang embroidery but also a vital force in promoting local rural revitalization through nearby employment.The creation of the"Beichuan Embroidery Women IP"by local governments aligns with the needs of protective development of ICH and advancing comprehen-sive rural revitalization.In the processes of marketization and mediatization,it is essential to fully utilize the sub-jectivity of ICH inheritors,build an all-media matrix to enhance the dissemination of the ICH brand,and promote the synergy between ICH protective production and rural revitalization.
作者
廖恒
唐培媛
Liao Heng;Tang Peiyuan
出处
《四川戏剧》
北大核心
2025年第5期125-128,共4页
Sichuan Drama
基金
2022年度教育部人文社会科学研究规划基金项目“藏羌彝走廊非遗促进乡村振兴的耦合机制与实践路径研究”(项目编号:22YJA850006)的研究成果。
关键词
乡村振兴
北川绣娘
主体性
传播
Rural Revitalization
Beichuan Embroidery Women
subjectivity
Dissemination
作者简介
廖恒,四川师范大学体育学院教授;唐培媛,四川省社会科学院社会学研究所2023级硕士研究生。
