场景理论视角下新中式茶馆的空间建构与消费者感知——以珠海市北山村为例

Spatial Construction and Consumption Perception of New-style Chinese Tea House from the Perspective of Scene Theory——Taking Beishan Village of Zhuhai City as An Example

随着中国城市化进程的加快和人们消费需求的不断升级,新中式茶馆在近几年大量出现,学界对其讨论主要集中在物质性、文化性和社会性,但缺乏对其审美性和精神性的关注,而场景理论恰好可以弥补此种缺憾。基于对珠海市北山村的实地调研,通过参与式观察和深度访谈收集资料,借助场景理论分析新中式茶馆的产生与消费,结果发现:新中式茶馆的空间建构逻辑有两种:一种偏向于传统风格,另一种侧重于现代风格,两者共同代表了一类介于传统与现代之间、既回归原始又面向未来的场景,此类场景代表的是一种“在现代中寻找传统”的生活方式以及“在坚守中保持开放”的精神价值。消费者通过真实性、戏剧性及合法性等3个维度对该场景进行体验,最终感知到的是一个兼具中国传统特色和广东地域特色、易于展示文化之美与自我之美和突出传统魅力与自由平等之价值的场景。研究为新中式茶馆的出现提供了新的理论解释,丰富了场景理论的应用范畴,同时为中华优秀传统文化的传承与保护提供了新的案例解析。

In recent years,a significant market for new-style Chinese teahouses has emerged with China's rapid urbanization process and demand for high-end consumer products.Within academic circles,discussions on these teahouses revolve around materiality,culture,and sociality,but lack attention to aesthetics and spirituality.Based on the field investigation of Beishan Village in Zhuhai City,this paper analyzes the emergence and consumption of new-style Chinese teahouses with the help of scene theory through data collected in participatory observation and in-depth interviews.Results show that there are two spatial arrangements in new-style Chinese teahouses,one biased towards traditional styles,and the other towards modern styles,both of which represent a scene between tradition and modernity.Such scenes represent a lifestyle of"finding tradition in modernity"and the spiritual value of"staying open while holding fast".Consumers experience the scene through three dimensions of authenticity,drama,and legitimacy,and finally perceive a scene that combines traditional Chinese aesthetics and regional styles of Guangdong.This study provides a new theoretical explanation for the emergence of new-style Chinese teahouses,enriches the application scope of scene theory,and provides a new case analysis for the protection of traditional Chinese culture.