过去、回忆、建构:“老字号”文化记忆的人类学阐释——以“祖家坊”为个案

The Past,Memory,Construction: An Anthropological Interpretation on the Cultural Memory of Time-honored Brands

基于文化记忆理论的研究视角和人类学的研究方法,通过全国范围内开展的"老字号"问卷调查和对酒业老字号"祖家坊"的个案分析可知,传说、文物、文字、图像等存储媒介是文化记忆的主要载体,技艺、仪式、心理等方式是一种确立和习得文化记忆的互动实践。存储媒介和互动实践构成了文化记忆的两种形式。存储媒介可以激活甚至重生文化记忆,在功能记忆的实施过程中,又发挥着一定的能动性;反之,功能记忆的实施也会固化成新的存储媒介。两者的相互作用促使文化记忆中各个文化要素形成了一种过去、回忆、重构的无限循环过程,并内化为"老字号"的"工匠精神",也就是老字号品牌价值的核心内涵所在。

This paper aims to analyse and explain the type of the cultural memory of the Time-honored Brands in the view of anthropology. Through questionnaire investigation and quantitative analysis,it can be known that,legend,historical relics,words,images and other storage media are the main carriers of cultural memory. Techniques,rituals,and psychology are interactive practices to establish and acquire cultural memory. Storage media and interactive practice constitute two forms of cultural memory. The storage medium can activate or even regenerate cultural memories. The implementation of functional memory also solidifies into new storage media. The interaction of the two forces encourages the cultural memory to form an infinite loop of past,memory and reconstruction.At the same time,it is the ＂craftsmanship spirit＂of Time-honored Brands that is the essence of brand value.