民间传统文化活动品牌的运作模式:湖南花鼓戏文化科技下乡扶贫大型公益活动案例研究

The Mode and Operation for the Traditional Folk Culture Activity Brands—A Case Study on Huagu Opera:the Large-scale Public Welfare Activities of Culture,Science and Technology Going to the Countryside

作为中国传统文化的一部分,传统民间戏剧濒临绝境。开展大型文化活动可以将传统戏剧与现代社会、民间艺术与大众需求对接,将这种大型文化活动作为品牌进行运作,可持续地为这类民间艺术注入活力,是传承民间戏剧的有益探索。本文梳理了湖南花鼓戏的历史沿革,阐述了文化品牌及民间民族文化活动品牌的特性和运作模式,对"希望的田野上:湖南花鼓戏文化科技下乡扶贫大型公益活动"开展案例研究,对我国民间传统文化活动品牌经营提出政策建议。

As a part of Chinese traditional culture, the traditional folk drama is on the verge of despair. Car- rying out large--scale cultural activities not only can combine traditional drama and modern society, but also combine folk art and popular demands. Operating large--scale cultural activities brand, can breathe new life into this type of folk art persisently, therefore is an active exploration for inheriting traditional folk culture. Combing the historical evolution of Hunan opera, the paper expounds the characteristics and operation mode of the culture brand and the folk cultural activities brand. The authors carry out a case study for ＂The Huagu Opera large--scale public welfare activities of culture, science and technology Going to the countryside with the theme ＂on hopeful field＂, then put forward suggestions on Chinese traditional folk culture activity brand operation.