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手工艺类非物质文化遗产代表了独特的艺术表现、文化意蕴、审美追求与民族智慧。然而,现代环境与工业化社会的发展使其陷入了发展困境。近年来少数手工艺类非物质文化遗产项目与品牌传播的联合发展为其传承发展带来了新的生机。但运用品牌传播的发展方式在手工艺类非物质文化遗产的发展中还处于初级阶段,缺乏坚实的理论基础与理论指导。正基于此,本文通过综合运用多学科理论,研究构建手工艺类非物质文化遗产品牌化的理论基础,并探讨如何进行品牌化传播进而促进手工艺类非物质文化遗产的多样化发展。
Craft intangible cultural heritage represents a unique artistic expression, cultural connotation, aesthetic pursuit and national wisdom. However, the development of the modern environment and industrialized society has made it into a development predicament. In recent years, the joint development of a handful of handicrafts intangible cultural heritage projects and brand communications has brought new vitality to its inheritance and development. However, the development mode of using brand communication is still in its infancy in the development of the non-material cultural heritage of arts and crafts, lacking a solid theoretical foundation and theoretical guidance. Based on this, through the comprehensive application of multidisciplinary theory, this paper studies the theoretical basis for building the branding of handicrafts intangible cultural heritage and discusses how to carry out brand communication to promote the diversified development of the non-material cultural heritage of handicrafts.