田海军 李文鸿

摘 要：传统体育的现代生存，是关系文化自信和传统文化复兴的核心议题。以黄飞鸿中联电缆醒狮团为个案，研究发现：传统体育的现代生存，存在从经济化生存、文化性生存到醒狮人生存的演进路径。经济化生存以融入文化旅游、打响品牌为开端，进而吸引企业注资走向品牌化发展，最终成功完成品牌营销。文化性生存立足服务地方，以技术传承创新保存地方体育文化，以品牌塑造打造地方体育文化特色，以集体欢腾促进社会和谐。经济精英和技术精英分别以资本运作、传统体育文化再生产之贡献，实现醒狮人的协同发展。兼顾文化和经济两种生存模式、保障多方利益同时服务地方发展，应成为深化传统体育现代生存思考的题中之义。

关 键 词：体育文化;传统体育;现代生存;醒狮

中图分类号：G80-05 文献标志码：A 文章编号：1006-7116（2021）04-0035-06

Abstract： The modern survival of traditional sports is one of the core issues related to cultural confidence and the revival of traditional culture. Taking the Huang Feihong Zhonglian cable Waking-Lion Troupe as an example， the findings show that the modern survival of traditional sports has evolved from economic survival， cultural survival to the survival of waking-lion people. Economic survival integrates into cultural tourism， branding as the beginning， and then attracts enterprises to brand development， and ultimately successful completes of brand marketing. Cultural survival is based on serving the local place， preserving local sports culture with technological inheritance and innovation， creating local sports cultural characteristics with brand shaping， and promoting social harmony with collective euphoria. Economic elites and technical elites achieve the coordinated development of waking-lion people with the contribution of capital operation and the reproduction of traditional sports culture. Taking into account the two survival modes of culture and economy， safeguarding the interests of all parties and serving the local development at the same time should be the key to deepen the thinking of modern survival of traditional sports.

Key words： sports culture;traditional sports;modern survival;lion dance

传统体育如何走出一条顺应时代变化的现代（本文中“现代”主要指改革开放以来的历史时段）生存之路，既是传统体育文化复兴发展的时代之问，也是坚定文化自信的现实要求。自2006年第一批国家级非物质文化遗产名录公布以来，学者大多从单一民族、既定地域的个案着眼，借鉴多学科理论揭示传统体育现代生存的困境及社会动因，提出教育化传承、融合音乐元素进行文化创新、结合文化旅游实行产业化发展等对策[1-6]。而从具体团体或组织入手探究传统体育生存逻辑的研究尚不多见，这为本研究提供切入点。……