龙母文化在当代南中国的传播——基于国家-市场-社会视角的分析

The Communication of Lung Mo Culture in Contemporary Southern China——Analysis based on the perspective of nation,market and society

龙母文化作为中国的传统民俗,虽历经千年,却依然生命力旺盛。本文通过传播学的视角分析发现,龙母文化在民众中传播广泛的背后事实上包含着复杂的权力关系图景:既有国家新意识形态对于仪式传播的挪用,又有市场产业化发展对于文化资源的挖掘,更有转型期社会民众对于"心灵鸡汤"的渴求。国家、市场、社会是龙母文化在当代传播的重要权力推手。同时,本文亦指出权力行使务须适度有限,否则容易造成对文化的破坏和消解。长远而言,民俗传播应该尊重民俗文化自身的发展规律和特点。

Lung Mo culture is a kind of traditional folk custom which has been in southern China for thousands of years and still has strong vitality. In this paper, from the perspective of Communication, the author analyzes that the phenomenon that Lung Mo culture is widely spread in China has the complex back- grounds ： firstly, in communication of Lung Mo culture, the new ideology of our country diverts the communication of ritual; secondly, during the development of marketization, we excavate cultural resources ; final- ly, in the period of society transformation, the people are eager for Chicken Soup for the Soul. Therefore, nation, market and society are the important factors to get Lung Mo culture communicating in our contemporary era. In the mean while, the author suggests that the three factors should be used within limits, or the factors can destroy our culture. From long term, communication of folk custom should obey the characteristics and developing rules of folk culture.