从传播人类学视角看民族文化品牌的塑造——以贵州为例

The Shaping of Ethnic Cultural Brand from the Perspective of Dissemination Anthropology——Taking Guizhou as an example

民族文化根植于民族生活的地域环境,从地域环境中追溯民族文化之根是塑造民族文化品牌的研究路径。瑰丽神奇的喀斯特地貌造就了贵州独特的人文景观。世居于此的各民族留下了大量珍贵的民族文化艺术瑰宝。然而,在民族文化的挖掘过程中却发现了一些明显的缺陷与误区,以致使贵州民族文化产品陷入到一种形式华丽而品牌形象却十分不佳的尴尬境地。本文拟从传播人类学的视角重新审视贵州各民族文化的生存土壤,以及如何正确选择塑造民族文化品牌的传播路径。

The ethnic culture is rooted in the ethnic geographical environment. It is a research path of shaping ethnic cultural brand that trace back to the root of ethnic culture from the geographical environment. Magnificent wonderful Karst landforms of Guizhou created a unique human landscape. The peoples living in the area left a lot of precious ethnic culture and artistic treasures. However, there are some defects and er- rors in the process of mining national culture, leading rassing plight that magnificent surface and weak brand the ethnic cultural product of Guizhou into an embarimage. The author re - inspects the living conditions of various nationalities in Guizhou from the perspective of dissemination anthropology, and explores the dis- semination path to shape ethnic cultural brand.