舞动卡玛扎伊:在国家品牌塑造中的民族、性别与艺术管理

Dancing Kamazhay: Ethnicity, Gender and Arts Management in Branding a Country

遵循创新创业和文化管理的方法,强调舞蹈在将一个国家打造成旅游目的地中的作用,本文旨在分析哈萨克民族舞蹈《卡马扎伊》的一些方面,从而表达对民族和国家建设的论述。尽管在当代历史的长河中为哈萨克斯坦文化外交构建了一个伟大的意识形态品牌,但决策者并未认识到表演的重要性,因为表演指出了这一过程的特殊性和复杂性,而这一过程将需要很长时间才能实施。本文将舞蹈与人类学的其他方面如烹饪、礼物交换和招待联系起来,指出创意创业和文化管理在品牌战略中可能发挥的作用。

Following innovative approaches to creative entrepreneurship and cultural management and underlining the role of dances in branding a country as a tourist destination,this paper aims at analysing some aspects of Kazakh national dance called Kamazhay thus expressing a discourse on ethnicity and nation building.Despite a great ideological construct such a brand meant to frame the cultural diplomacy in Kazakhstan in the stream of contemporary history,the decision makers have not acknowledged the importance of performance in pointing out specificity and the complexity of the process which will take a long time be to implemented.Connecting dances with other aspects of anthropology like cuisine,gift exchange and hospitality,this article points out the role might be played by creative entrepreneurship and cultural management in the branding strategies.