SWOT理论视域下马街书会保护与传承的路径创新

Innovation Approach to Protection and Inheritance of Majie Gathering from the perspective of SWOT Theory

马街书会于2006年入选第一批国家级非物质文化遗产,这充分体现了它的魅力所在。然而,象征着传统曲艺的马街书会在当代社会渐渐显露出颓势,它既不能吸引更多的人参与进来,也不能在现有的基础之上保存其对文化的传承活力,再加上缺乏市场竞争力,渐渐陷入青黄不接的窘境。在运用管理学上普遍采用的SWOT理论对马街书会发展面临的优势、劣势、机遇和威胁进行分析的基础上,认为在"乡村振兴"的新时代背下,对以马街书会为代表的农村优秀传统文化加以传承和提升,对于乡村文化振兴、"乡风文明"建设和不断满足人民群众向往美好生活的精神需求都有着重要的现实意义和文化价值。

Majie Gathering was selected as the first batch of national intangible cultural heritage in 2006, which fully reflects the charm of Majie Gathering. However, Majie Gathering, a symbol of traditional folk art, gradually shows its decadent trend in today’s society. It cannot attract more people to participate in it, nor can it preserve its cultural heritage vitality on the basis of the existing foundation. In addition, it lacks market competitiveness. On the basis of analyzing the strengths, weaknesses, opportunities and threats of Majie Gathering’s development with SWOT theory, which is widely used in management, this paper holds that in the new era of "rural revitalization", it is of great practical significance and cultural value to inherit and upgrade the excellent rural traditional culture represented by Majie Gathering, for the revitalization of rural culture, the construction of "rural-style civilization", and constantly meeting people’s spiritual needs for a better life.