“媒介化”、政府角色与文旅产业:关于乡村春晚前途的讨论

“Mediatization”,Government Role and Cultural Tourism Industry:Discussion on the Future of Rural Spring Festival Gala

起源于浙江丽水的乡村春晚发展到今天,其前途仍充满不确定性。其中,乡村春晚的“媒介化”、政府角色和文旅产业驱动是尤为值得关注的三个方面。乡村春晚不应成为央视春晚的翻版,不能追求大而全,追求媒介化和明星化,也不能走央视春晚“礼失求诸野”的路子。政府文化部门应实现从“送”“办”到“管”再到“治”的阶段转变,以尊重农民主体性、创造性为先导,支持、引导乡村春晚这一群众自办文化形式与社会形成良性互动关系。在乡村春晚发展过程中,把文化、产业和旅游相结合无可厚非,但关键在于建构一个多元并存的乡村春晚生态,不能使产业维度成为一元独大的压倒性维度。

The future of the rural Spring Festival Gala,which originated in Lishui,Zhejiang Province,is still full of uncertainty.Among them,the“mediatization”of the rural Spring Festival Gala,the role of the government and the drive of the cultural tourism industry are three aspects that deserve special attention.Rural Spring Festival Gala should not be a reproduction of CCTV Spring Festival Gala.It should not pursue the large and all-inclusive pattern,a media and star oriented development mode,nor should it follow the CCTV Spring Festival Gala's way of“looking for the rites in the wilds when they are lost”.The Cultural Department of the government should realize the stage transformation from“sending”,“running”to“managing”and then to“Governing”,take the respect of the peasant's subjectivity and creativity as a guide,support and guide the rural Spring Festival Gala which is a form of peasant's self-run culture,and pay attention to the formation of a benign interactive relationship with the society.In the development process of rural Spring Festival Gala,it is understandable to combine culture,industry and tourism,but the key lies in the construction of a pluralistic rural Spring Festival Gala ecology,which can not make the industry dimension become the overwhelming dimension.