民俗消费视阈下上海非遗老字号品牌的认同重构

The Path of Reconstructing the Identity of Time-honored Brandsof Intangible Cultural Heritage in Shanghai from the Perspective of Folk Consumption

非物质文化遗产和老字号品牌关系密切,非遗老字号品牌成为上海地区的特色文化。选择非遗老字号品牌是一个对非遗老字号文化认同的过程,表达习俗式的群体认同意识,是长久以来积累的认同沉淀。“地方认同性产品”的需求,为非遗老字号的发展带来了新的要求。非遗老字号品牌目前存在内部身份认同不足,不能建立与品牌文化一致的文化认同,外部缺乏有效的感官和情感体验帮助形成文化认同的问题。重视生产符合品牌文化认同和物质认同相统一的文化符号,通过民俗叙事建构民俗认同,强化地域认同帮助建立品牌“差异性”和“优势性”,是非遗老字号品牌认同重构的主要路径。

Intangible cultural heritage is closely related to time-honored brands,and the time-honored brands of intangible heritage have become a special culture in Shanghai.Selecting an brand of intangible heritage is a process of cultural identification of its culture,as well as the expression of customary group identity consciousness,which is a long-term accumulation of identity precipitation.The demand for"local identity products" also brings new requirements for the development of brands of intangible heritage.As things stand,the lack of internal identity among time-honored brands of intangible cultural heritage has prevented a cultural identity that is consistent with brand culture.Externally,the lack of all-around sensual and emotional experiences is also negative to the formation of cultural identity.Therefore,a folklore identity should be established through folk narratives to enhance a regional identity that contributes to brand" differences" and"advantages",along with the due attention to the production of cultural symbols consistent with the unification of cultural and material identity.