From Ancestral Identity To Making Profits: The Narrative Practice Of Contemporary Clan Cultural "Renaissance"

Since the government attaches great importance to traditional culture and people returning to their roots of complex clan in contemporary culture to move towards the road to recovery, and its development trend also increasingly attracted academic attention to this. Both rational elements clan culture, there are dross factors, there are also the revival of its "true" and "false." So, how to view objectively this social phenomenon and its trends,it will become an important topic of the times.In this paper, we will discuss the revival of clan culture more representative C village of North Jiangxi as a case, through field research, comprehensive use of key informant interviews, case analysis and survey method, to get a lot of first-hand information. On the basis of existing research results and field research materials,analysis and background status of clan culture revival; the use of "Process- Event Analysis", vivid and concrete to Showcase its "renaissance" of the process and the substance of profit, and explored underlying causes of action and logic generating alienation revival process; and then analyzes the clan cultural revival process due to the adverse effects brought about by the profit orientation, and as a group, seeking to overcome the alienation of the occurrence of the path again.Combined with the above analysis, we reached the following conclusions:(i)People Ren zu gui zong Nowadays Reappearance of social psychology and traditional culture is revived clan culture of internal factors, economic and social development and the government's strong traditional culture advocacy is a revival of its external conditions;(ii) Some rural areas Clan culture is the original value demands alienation occurs and deviations clan culture in the process of revival, mainly due to a small number of local elites under the guise of promoting the name of traditional culture, and the use of family influence adopt various means to obtain knowledge of the most family surname fund-raising field personnel in order to achieve its purpose of profit;(iii) Lack of supervision, financial unknown, dispersion and the "silent majority" Clan forces lacked in childhood, leading clans cultural alienation to the persistence of long-term,negative repercussions are also increasing;(iv) to this end, we should recognize rational roots cases, improve the supervision mechanism and strengthen the different dimensions of positive publicity and so on, in the process of cultural revival clan profit orientation of correction, and develop its advantages and avoid its shortcomings, so that clanculture play a more positive effect and positive influence in modern social life.