非遗文创:辩证统一下的“向后取”与“向前取”——非遗文创实践中的相关理论探索与逻辑建构

Cultural Innovation and Intangible Cultural Heritage:Dialectical Backward and Forward Undertaking—Theoretical Exploration and Logical Construction in Intangible Cultural Heritage Practice

文创是近年来的“风口”之一,而在近二、三年间,随着非遗热度的上升,在文创这个大领域内,似乎又单独形成了非遗文创这一细分领域的“风口”。但到现在,它并没有达到预期的成果,还反映出热度高而温度低,产品端名不副实、市场端梗阻等问题,而先行者则大多处境不佳。这其中存在着内生力弱、基础性的认知偏差等一系列原因。要寻求突破,则需要从传与创的关系、文化与市场问题等诸多方面进行理论探索,并在实践中对产品层面和市场层面的基本逻辑进行有效建构。

Cultural innovation is one of the social directions in recent years.With the increasing popularity of intangible cultural heritage in the past two or three years,it seems to form an independent sub-field in major cultural innovation areas.But without achieving the expected results,it presents a strong contrast between its fame and real market share.Cultural products often fail to match their names,resulting in shrinking markets and poor living conditions of practitioners.This can be attributed to a weak endogenous force and a fundamental cognitive bias.A breakthrough demands theoretically exploring the relationship between cultural transmission and innovation,culture and market.It is obligatory to construct the basic logic at both the product level and market level.