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作为中国传统文化的一部分,传统民间戏剧濒临绝境。开展大型文化活动可以将传统戏剧与现代社会、民间艺术与大众需求对接,将这种大型文化活动作为品牌进行运作,可持续地为这类民间艺术注入活力,是传承民间戏剧的有益探索。本文梳理了湖南花鼓戏的历史沿革,阐述了文化品牌及民间民族文化活动品牌的特性和运作模式,对“希望的田野上:湖南花鼓戏文化科技下乡扶贫大型公益活动”开展案例研究,对我国民间传统文化活动品牌经营提出政策建议。
As part of traditional Chinese culture, traditional folk theater is on the verge of extinction. Carrying out large-scale cultural activities can connect traditional theater with the needs of modern society, folk art and the general public. Operating such large-scale cultural activities as a brand can sustainably inject vitality into such folk art and is a useful exploration of inheriting folk drama. This paper combs the historical evolution of Hunan Huagu Opera, expounds the characteristics and mode of operation of cultural brands and folk cultural activities, and conducts a case study on “Hope Field: Hunan Huagu School of Culture and Science and Technology for Poverty Alleviation” China’s traditional folk cultural activities brand management policy recommendations.