文化动员机制
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“粤美村晚”何以“出圈”
Nan Fang Nong Cun Bao· 2026-02-20 12:03
Core Viewpoint - The "Yue Mei Village Evening" cultural event serves as a significant observation point for understanding how culture integrates into grassroots governance and empowers rural revitalization, reflecting deep changes in rural public cultural life and social participation [3][5][7]. Group 1: Reconstruction of Rural Public Cultural Space - The "Yue Mei Village Evening" reintroduces cultural activities into familiar daily life settings, transforming traditional performance spaces into accessible public spaces for villagers [21][24]. - It shifts the role of villagers from passive consumers of culture to active producers, with over 80% of performers being local participants, showcasing local life and practices [28][29]. - The event combines cultural performances with various social functions, such as tourism and community engagement, creating a multifaceted public life [32][33]. Group 2: Cultural Mobilization Mechanism - The event's success is driven by a diverse mobilization network involving local community organizations, volunteers, and villagers, fostering a collaborative environment [44][47]. - Resources for mobilization are rooted in villagers' daily lives, with performances reflecting local traditions and practices, thus enhancing community engagement [51][55]. - The mobilization process is continuous, fostering social interaction and cultural learning among participants, which strengthens community bonds [59][61]. Group 3: Cultural Pathways for Grassroots Governance - The "Yue Mei Village Evening" illustrates a governance model where culture acts as a soft governance tool, integrating community participation and leadership [71][75]. - It promotes social capital by enhancing trust and cooperation among villagers, which can help resolve long-standing conflicts [81][84]. - The event serves as a collective ritual that fosters emotional connections among villagers, providing a foundation for community governance and participation [87][90]. Group 4: Economic Transformation of Cultural Capital - The immediate economic impact of the event includes boosting local consumption, with significant participation from villagers selling their products during the event [101][103]. - Long-term benefits arise from integrating cultural events with local industries, enhancing tourism and related economic activities [106][108]. - The branding of local cultural events contributes to the accumulation of intangible assets, increasing the attractiveness and value of the villages involved [111][113]. Group 5: Pathways from Festive Activities to Sustainable Mechanisms - The challenge lies in transforming the festive nature of the "Yue Mei Village Evening" into a sustainable model that integrates cultural participation into daily life [123][125]. - There is a need to balance local authenticity with artistic enhancement to maintain engagement and prevent cultural fatigue [131][133]. - Establishing a multi-faceted investment mechanism involving government support, market participation, and community contributions is essential for ongoing development [137][139].