高峰

[摘要]我国对非遗的保护与发展经历了渐进性的过程，目前关于非遗生产性保护的争议之一是习惯于将其视为一个确定的对象，这也使得基于非遗“原真性”的一系列政府或企业行为存在一定的偏差性，导致原生地原生传承、原生地次生传承与离散地衍生传承路径下的非遗品牌传播，面临文化流变与文化同质的现实影响。为此，可以从符号经济的角度入手，依托网红经济背景，将非遗传承人这一关键连接点培育成为品牌文化符号，再借由社群经济趋势下的媒介数字化传播，促进传承人个人品牌的分众传播，经由粉丝群体的互动实现品牌社交化传播与整合。

[关键词]非物质文化遗产（非遗）;多元传承路径;网红（网络红人）经济;社群经济

[中图分类号]G 122[文献标志码]A[文章编号]10050310（2021）01006406

On the Brand Communication of China′s Intangible

Cultural Heritage

Gao Feng

（School of Cultural Creativity and Management，Communication University of Zhejiang，

Hangzhou 310018， China）

Abstract： China′s protection and development of intangible cultural heritage has gone through a gradual process. One of the current disputes about the productive protection of intangible cultural heritage is that it is traditionally treated as a definite object， which also makes a series of government or corporate actions of intangible cultural heritage “authenticity” show certain deviations. Thus the brand communication of Intangible cultural heritage under the path of aboriginal inheritance on the native land，secondary inheritance on the native land and derivative inheritance on discrete land is faced with the real impact of cultural evolution and cultural homogeneity. For this reason， we can start from the perspective of symbolic economy， relying on the economic background of Internet celebrities， cultivate the key connection point of nongenetic inheritors into a brand symbol. Then through the digital communication of the media under the trend of community economy， the spread of the inheritors′ personal brand is promoted through the interactive communication of fan groups to achieve brand′s socialized communication and integration.

Keywords： Intangible cultural heritage; Multiple inheritance path; Internet celebrity economy; Community economy

0引言

非物質文化遗产（以下简称非遗）又称口头或无形遗产，与物质文化遗产和自然遗产之间相互依存。我国对非遗的保护与发展经历了渐进性过程，从历史遗存的抢救保护、历史文化现象的挖掘整理，到历史文化传统的活态化传承，再到资源状态的保护与发展，既促成

非遗保护与发展不断深入的结果，成为其规律的内在要求，同时也是非遗多元化、多层次、多样态（量大、点多、分散）的现实发展与需求呈现[1]。

①具体包含民间文学、民间音乐、民间舞蹈、传统戏剧、曲艺、杂技与竞技、民间美术、传统手工技艺、传统医药、民俗等十大类。

2010年，文化部原副部长、中国艺术研究院院长王文章指出，生产性保护是与抢救性保护、整体性保护并列的非遗三种保护方式之一。……