新时代消费需求视角下乡村文化资源的创造性转化

Creative Transformation of Rural Cultural Resources from the Perspective of Consumer Demand in the New Era

乡村文化是中华民族文化的主体和根源,必须保护和开发好。目前,中国更多的乡村文化资源依附于传统农业生产方式和农村生活方式,内在转化动力不足,必须借助现代市场体系中的消费需求来激活,成为现代文化产业发展的重要资源。新时代消费从特征上看是小众消费、慢消费、共享消费,从内容上分析是对意义、时间、空间、关系的消费,实质上是探求更加美好的生活方式。乡村文化资源是乡村生活方式的体现,乡村生活的人具有自然和谐共生性、社会性、稳定性、历史故事性、职住一体性,在新时代消费需求视角下有新的价值。依据现代消费需求,转化乡村文化资源要注重完整性、系统性,要注重彰显其独特性,注重深度挖掘文化内涵,注重配套现代化设施与服务。

Rural culture is the main body and source of Chinese national culture,and must be protected and developed well.At present,more rural cultural resources in China are dependent on traditional agricultural production methods and rural lifestyles,with insufficient internal transformation power.It is necessary to activate them through the consumption demand in the modern market system and become an important resource for the development of modern cultural industries.From the perspective of characteristics,consumption in the new era is characterized by niche consumption,slow consumption,and shared consumption.From the perspective of content,it is a consumption of meaning,time,space,and relationships,essentially exploring a better way of life.Rural cultural resources are the embodiment of rural lifestyle,and the people living in rural areas have natural harmony,sociality,stability,historical storytelling,and integration of work and housing.They have new value in the perspective of consumer demand in the new era.According to modern consumer demand,the transformation of rural cultural resources should focus on completeness and systematicity,highlight its uniqueness,deeply explore cultural connotations,and pay attention to supporting modern facilities and services.