受善与赌博:从村落斗牛活动看企业家慈善项目的困境

Receiving Charity and Gambling: An Analysis of the Dilemma of an Entrepreneur' s “Charity Program”through Bullfighting Activity in a Village

通过考察云南省HD自然村传统的"斗牛活动",反观企业家慈善项目在村内的困境。作为"文化小农"的村民在基本生活得到保障后,会更注重社会身份和文化地位的确立而非追求经济利益最大化。企业家设立的项目虽在一定程度上帮助村民增加了收入,但对传统斗牛活动的排斥体现出企业运行过程中现代经济理性与村落社会关系和文化结构之间的深层矛盾,并最终导致慈善项目在村内陷入困境。

Using HD Village in Yunnan Province as a case,this article probes into the Bullfighting activity,from which the dilemma of the charity programs lunched by an entrepreneur could be observed. By putting forward the concept of ＂Cultural Peasant ＂,this article argues that when basic living is secured,villagers＇ need for constructing their social identity and cultural status triumphs their need for maximizing economic interests. Although the charity program helped villagers increase their income,its rejection of the Bullfighting reflects that modern economic rationality in the operation of enterprises is contradictory with the social relation and cultural structure of the village,which finally resulted in the dilemma of the charity program.