新时代下非物质文化遗产传承发展的实践路径——以开封汴绣为例

Practical path for the inheritance and development of intangible cultural heritage in the new era:taking Kaifeng Bianxiu as an example

在新时代我国“文化强国”战略背景下,非物质文化遗产的传承与发展具有重要的现实价值,其不仅能增强人们的文化自信,还有助于发展我国文化产业,更能丰富群众文化活动。作为非物质文化遗产的代表,开封汴绣因其独有的刺绣工艺产生了丰富的文化价值。为了更好地实现开封汴绣的传承与发展,文章提出从3个方面探索开封汴绣在传承与发展中的实践路径:规范汴绣市场,实施品牌发展战略;优化产品研发,丰富群众参与方式;加强媒体宣传,夯实人才队伍建设。

In the context of China’s“cultural power”strategy in the new era,the inheritance and development of intangible cultural heritage have important practical value.It not only enhances people’s cultural confidence,but also helps to develop China’s cultural industry and enrich cultural activities for the masses.As a representative of intangible cultural heritage,Kaifeng Bianxiu has rich cultural value with its unique embroidery techniques.In order to better achieve the inheritance and development of Kaifeng Bianxiu,this paper proposes to explore the practical path of Kaifeng Bianxiu in inheritance and development from three aspects:standardizing the Bianxiu market and implementing brand development strategies;optimizing product development and enriching public participation methods;strengthening media publicity and strengthening the construction of talent teams.