A Study On The Development Of Zhuxian Town’s New Year Wood-Block Picture From The Perspective Of Social Capital

As an intangible cultural heritage,the inheritance and development of Zhuxin Town’s Wood-Block New Year Picture are long and complicated.The prosperity and development of Zhuxian Town’s Wood-Block New Year Picture is not only related to people’s perception of them,but also depends on the participation of many forces in the social structure.This paper selected Zhuxian Town’s Wood-Block New Year Picture as the research object,based on literature research and field investigation,combined with Norman Uphoff’s description of social capital,and analyzed the current problem in the development of Zhuxian Town’s Wood-Block New Year Picture from two aspects:cognitive social capital and structural social capital.On the one hand,in order to analyzes the cognitive social capital in the development of Zhuxian Town’s Wood-Block New Year Picture,starting from the Spring Festival,the culture identity of Zhuxian Town’s Wood-Block New Year Picture is mainly presented from three aspects: the time when people put up the Zhuxian Town’s Wood-Block New Year Picture,the space where they were sold,and the metaphor of the contents of the Zhuxian Town’s Wood-Block New Year Picture.It is found that people are unfamiliar with the cultural connotation of Zhuxian Town’s Wood-Block New Year Picture and rarely use them to decorate portals,that is,people have low recognition of the culture of Zhuxian New Year Wood-Block New Year Picture.On the other hand,this paper analyzes the operation of structural social capital in the development of Zhuxian Town’s Wood-Block New Year Picture from three aspects:the social network operation of Zhuxian New Year Wood-Block New Year Picture production,publicity and sales.It is found that the social network power of Zhuxian Town’s Wood-Block New Year Picture artist is weak and the social network of the government fails to effectively increase the symbolic capital of Zhuxian Town’s Wood-Block New Year Picture,that is,the social network of the main actors in the development of Zhuxian Town’s Wood-Block New Year Picture doesn’t play a full role.In order to realize the effective development of Zhuxian Town’s Wood-Block New Year Picture,the main body of action in the development of Zhuxian Town’s Wood-Block New Year Picture can be improved from the following two aspects: first of all,to enhance people’s culture identity of Zhuxian Town’s Wood-Block New Year Picture,it can be divided into three measures: spreading the knowledge of Zhuxian Town’s Wood-Block New Year Picture,innovating the products of Zhuxian Town’s Wood-Block New Year Picture and upgrading the experience space of Zhuxian Town’s Wood-Block New Year Picture;Secondly,give full play to the role of social network in the development of Zhuxian Town’s Wood-Block New Year Picture,which can be divided into three measures:optimizing the professional relationship of Zhuxian Town’s Wood-Block New Year Picture artists,giving full play to the role of government social relationship network and encouraging other social forces to participate in the development of Zhuxian Town’s Wood-block New Year Picture.