From Traditional Life To Modern Performance: Research On The Brand Construction Of Shennongxi Boatman Culture

In the contemporary era of deep integration of culture and tourism,the construction of ethnic cultural brand is an important choice for the development of local cultural industry.This paper focuses on the brand building activities of shennongxi trackers culture in Badong.The traditional culture of trackers is developed protectively under the operation of modern means,and the original broken traditional culture of trackers is reborn.By using the methods of literature analysis and field investigation,this paper tries to restore the historical tradition of the culture of the trackers,and describes in detail the inheritance of the skills of the traditional trackers,their cohesion,their personality characteristics,their folk beliefs and their labor tools.This paper discusses the interaction between the Track Man’s chant and the brand building activities of shennongxi’s cultural tourism in the context of contemporary intangible cultural heritage,as well as the positive function of their positive interaction on the brand building of the cultural tourism of the Track Man and the intangible cultural heritage protection of the Track Man’s chant.This paper focuses on the construction of cultural tourism brand of shennongxi,and analyzes the efforts and achievements of Badong local government in the construction of cultural brand.The construction activities of cultural tourism brand of shennongxi are mainly to condense the spirit of shennongxi culture,hold Badong · Qianfu Cultural Festival,promote the cultural brand of shennongxi by using new media,and promote the culture of shennongxi It includes five aspects: cultural interpretation,knowledge inheritance,embedding Tujia cultural factors.Based on the theory of cultural reproduction,this paper analyzes the motivation and mechanism of the cultural reproduction of shennongxi Track Man culture.The paper points out that under the influence of power,market,mass media and culture itself,shennongxi culture,as a kind of "local knowledge",is constructed as a "brand".In this process,as a kind of local symbol,the core of "culture of trackers" is rediscovered to cater for the market effect,and at the same time,it makes the culture of trackers rejuvenate.In this process,the culture itself is also experiencing the process of "Deconstruction" and "construction".In the conclusion part,through thinking about the cultural tourism brand building activities of shennongxi trackers,this paper briefly analyzes the shortcomings and problems in the current cultural brand building,in order to provide some ideas and paths for the development strategy of ethnic cultural brand in other places.