比较文化视域下妈祖文化特质与再传播策略

Characteristics of Mazu Culture under Multi-perspectives and Their Re-propagation Strategies under Global Economic Integration

我国海洋文化风格上是激扬飞跃、恢宏开阔、浪漫富丽的,同时呈现出兼容并蓄特征;生产方式是以工商业为主;价值取向是重利、重实效的,追求和合;走的是内敛式发展路径,这与西方海洋文化走的是一条外向性掠夺式发展路径不同。一般学术界将妈祖文化定义为海洋文化,实际上,妈祖文化特质只在兼容并蓄、崇尚神仙、和合这一点上具有海洋文化特征,其精神内涵属于内陆文化,体现中原华夏文明更充分一些。“立德、行善、大爱”属于儒家文化。进入工业经济尤其是知识经济时代以来,全球经济一体化趋势形成,中西文化交流与融合加剧,妈祖文化要想获得优势地位,应改变传播策略。在人类命运共同体构建视角寻找到与妈祖文化的契合点,重新挖掘妈祖文化内涵,建立新的再传播模式。

The Marine Culture of China is under the style of romantic,grand prosperous yet inclusive.Marine production is based on industry and commerce;the value orientation is profitable and effective that always pursuing harmony on a path of introverted development,which is very much different from the extroverted development path of most Western Marine Culture.In the context of academia,Mazu Culture is traditionally treated the same as Marine Culture,however,in this article we propose that Mazu Culture only match Marine Culture in ways that they both exhibit inclusiveness and advocate gods and harmony.The spiritual connotations of Mazu Culture should be ascribed as Mainland Culture that reflecting Central China Huaxia Civilization where the‘establishment of virtue,goodness,and love’belongs to Confucianism.With the development of industrial economy,specifically in the era of knowledge economy where the global economic integration has formed under intensified Eastern and Western culture exchange,Mazu Culture can only gain its dominant position back by changing its propagation strategy.For example,re-excavating its cultural connotation and establishing a novel transmission mode with the perspective of human civilization community construction.