从文化品牌视角探讨市井文化的延续——以海南“老爸茶”为例

Discussion on the Continuation of Street Culture from the Angle of Cultural Brand——Take “Old Papa Tea” in Hainan Province as an Example

文章运用了阿帕杜莱关于"物"(things)的"社会生活"(social life)与"象征生活"(symbolic life)这一组概念对"老爸茶"这一文化品牌进行解读,认为"老爸茶"文化是一种由海南人在全球化的语境下将饮茶习惯进行地方化创造过程中所产生的地方性市井文化。这种"市井文化"体现出很强的包容性、多样性、简便性、认知性、抚慰性、地域认同性等特点,是"老爸茶"得以延续和传承的基础。植根于民间的"老爸茶"不仅是海南地方文化的产物,更像是一种象征海南人身份认同的特殊文化标识,成为当地的文化品牌。

This paper uses the conception of Appadurai about the＂object＂of＂social life＂and＂symbol of life＂to interpret the cultural brand of＂Old Papa Tea＂in Hainan.The author believes that＂Father tea＂culture is a local cultureproduced by Hainan people in the context of the globalization of tea drinking habits in the process of creation.These＂street culture＂embodies a strong tolerance,diversity,simplicity,cognitive,comfort,regional identity,and so on,whichis the basis for the continuity and inheritance of＂Old Papa Tea＂,because it is rooted in the folk＂Dad tea＂.In a word,＂Old Papa Tea＂is not only a product of local culture in Hainan,but also a special cultural symbol which symbolizesthe identity of Hainan people,and to become a local cultural brand.