地方性与传承:宜兴紫砂文化的地理品牌与变迁

Circulation and the Localness:Geographical Brand of Yixing Purple Sand Cultural Change

全球化背景下,随着人文地理学对空间的认识不断加深,本土标志性地方品牌的地理学研究显得十分必要。以中国宜兴为案例研究地,从地理品牌的构建来考察宜兴地区特有的紫砂文化生产活动,揭示地理因素在赋予地方品牌深层意义的机制中发挥的作用。通过紫砂文化地理核心的变迁分析,探析地理品牌动态化的传承中如何增加历史文化价值,揭示地方性特点如何赋予地理品牌以意义。在中国的文化地理语境里,以新文化地理学视角解释紫砂文化的地理品牌现象,印证了紫砂文化地理特征的品牌化过程,是一个鲜明的社会过程和文化过程。

With a growing awareness of space in human geography, the geographical brand of local geography is necessary, espacially in the context of globalization. Standing at the intersection of new Cultural Geography and Brand Geography, the authors study the special cultural production of Purple Sand tea-pot of Yixing, Jiangsu Provice, China. In this article, qualitative analysis is employed, such as field work, depth interview and vivid text content, to represent the Yixing cultural purple-sand production activities. Using new cultural geography perspective to explain the geographical brand phenomenon, dynamic analysis on purple sand cultural features are made to confirm the characteristics of branding process. Main study focuses on how the meaning of place gives to the geographical brand of local handicraft in order to increase its historical and cultural value. Firstly, by examining the Yixing cultural purple-sand production activities, this study finds that characteristics of region have created the unique local brand. Secondly, the entangled geographical meaning of brands reveals the deep action of the brand＇s role in the making mechanism. The peculiar significance of this article is to explore the geography of ＂local＂ meaning of brand, which lies on the judgment that place is a meaningful object. In addition, it proves that the branding procedure is a distinct social and cultural process, with disclosing the geographic change of the cultural soul within the region. In short, the case study in geographical brand of Yixing purple-sand production has explored the local cultural studies of cultural production in China, which expresses the culture brand with a relative new vision.