“非遗”语境下桃花坞年画保护传承的运营模式与现代转型

The Inheritance and Development of the Taohuawu New Year Painting as an Intangible Cultural Heritage

为了顺应市场经济的快速发展,桃花坞年画的现代转型体现为运营年画生产、销售、传承的单位或机构,逐步由传统型的家庭作坊分化为高校+企业型单位、政府+运营机构和个体经营店铺,并形成各自的特色。随着新生代年画艺人的崛起,桃花坞年画从业人员年龄整体呈年轻化,其传承模式也开始随着年画运营模式的转型,生发出多样的形式。

As an intangible cultural heritage, the Taohuawu New Year painting is embracing the challenge of modernization. Organizations that undertake the inheritance, production and sales of Taohuawu New Year paintings evolve from home workshops to organizations that collaborate with colleges, corporations, and the government. This new mode of production nurtures a younger generation of Taohuawu New Year painting artists and various means of inheriting this intangible cultural heritage.