乡村振兴视域下乡土文化活化利用的实践困境与规范路径

Practical Dilemmas and Standardized Paths of Local Cultural Activation from the Perspective of Rural Revitalization

摘要: 乡村振兴战略的全面推进，为乡土文化资源的活化利用与价值转化提供了重要契机，乡土文化活化利用成为激活乡村发展动能、推动文化传承与产业发展协同共进的核心路径。乡土文化活化利用以文化资本理论、场域理论、文化生产理论为基础，遵循“文化资源–文化资产–价值转化–产业发展”的转化逻辑，通过市场化运作与创意化开发，将乡土物质文化、非物质文化转化为可体验、可传播、可增值的文化产品与服务，兼具文化传承、经济增收、乡村治理三重价值。当前我国乡土文化活化利用已形成文旅融合、文创开发、IP打造、数字赋能等多元实践形态，但在实践中面临文化资源挖掘浅表化、商业开发侵蚀文化本真性、主体权责失衡、制度保障缺位、数字转化低效等多重困境，导致乡土文化异化、利益分配不公、可持续性不足等问题。基于此，本文立足乡村振兴战略要求，结合乡土文化传承规律与市场化开发逻辑，从资源精准挖掘、开发行为规范、主体协同共治、制度体系完善、数字技术赋能五个维度，构建乡土文化活化利用的规范路径，推动乡土文化在活化利用进程中实现保护与开发并重、传承与创新共生、经济与社会效益双赢，为乡村高质量发展提供文化支撑与动力保障。

Abstract: The comprehensive advancement of the rural revitalization strategy provides an important opportunity for the activated utilization and value transformation of rural cultural resources. The activated utilization of rural culture has become a core approach to stimulating the driving force for rural development and promoting the coordination of cultural inheritance and industrial development. Based on cultural capital theory, field theory and cultural production theory, the activated utilization of rural culture follows the transformation logic of “cultural resources-cultural assets-value transformation-industrial development”. Through market-oriented operation and creative development, it converts rural material and intangible culture into experienceable, communicable and appreciable cultural products and services, with triple values of cultural inheritance, economic growth and rural governance. At present, the activated utilization of rural culture in China has formed diverse practical forms such as cultural tourism integration, cultural and creative development, IP building and digital empowerment. However, in practice, it faces multiple dilemmas including superficial exploitation of cultural resources, erosion of cultural authenticity by commercial development, unbalanced rights and responsibilities of stakeholders, inadequate institutional support and inefficient digital transformation, which result in alienation of rural culture, unfair benefit distribution and insufficient sustainability. Accordingly, based on the requirements of the rural revitalization strategy and combined with the laws of rural cultural inheritance and market-oriented development logic, this paper constructs a standardized path for the activated utilization of rural culture from five dimensions: precise resource exploration, standardized development behavior, collaborative governance of stakeholders, improvement of institutional system and empowerment of digital technology. It aims to promote the equal emphasis on protection and development, the coexistence of inheritance and innovation, and the win-win situation of economic and social benefits in the process of activated utilization of rural culture, so as to provide cultural support and driving force guarantee for high-quality rural development.