古镇文化身份脆弱性的社会建构及其意义——多元话语分析模式的尝试

在建构主义研究范式的指导下选择多元话语分析方法,以江南水乡古镇周庄为案例地,对古镇文化身份的脆弱性进行社会建构分析。结果表明不同阶段政府旅游发展政策的改变、开发商的本质、传媒与专家系统的推力、游客凝视及对文化的态度、外来人群及其影响下原住居民的交往方式和价值取向共同建构了古镇文化身份脆弱性的形成过程。最后提出改造物质与生活环境、营建文化共同体、提倡理性交往等古镇文化身份脆弱性的治理对策,以期为文化遗产保护与可持续发展政策制定提供参考。

Social Construction of Cultural Identity Vulnerability in Ancient Town and Its Significance: A New Mode of Pluralistic Discourse Analysis

Economic identity is the mainstream of the current social identity. Cultural identity, based on imagine cultural community, reflects common historical experience and common cultural codes. Place is the eternal subject of human geography. Heritage is a hot debate topic in current society, which retains the "dead world" desire. Cultural identity of heritage provides a way to let people know about personal life experiences and understand more social and cultural changes. Cultural identity of place is characterization of social-culture practice. Taking historic water town of the Changjiang River—Zhouzhuang as a case study, this article choses pluralistic discourse analysis method in the guidance of constructivist paradigm, and analyzes the vulnerability performances of cultural identity in ancient town. The results show that: government, developer, media, expert, tourist immigrant and local residents construct the cultural identity vulnerability in an ancient town. The government is dominant force in the local social and economic development, fulfilling the dual role as decision makers and investors and maintaining culture identity of Zhouzhuang effectively. But traditional culture identity deviates when tourism enters into a mature period in the context of market economy. Developers (especially entrepreneurs) are outstanding creative destroyer, with an important quality of commercialization, which forced culture producers into a form of market competition, and strengthened the process of creative destruction in the field of aesthetic to meet the needs of tourist gaze, deconstructd the core meaning of traditional culture. Most of the heritage tourists in China did not take the initiative to pursue traditional culture, consciousness and attitude change since entering the postmodern. They abandoned stability of aesthetic modernity, praised all the commotion, distorted traditional cultural identity of ancient town to certain extent. Immigrants displace local population in the process of globalization, rationalization of economic operation replace rules and value belief of local people which formed in daily life, so cultural community are reduced to subordinate system of society, and the meaning and profound connotation of ancient traditional culture identity is missing. According to the vulnerability characteristic of cultural identity in ancient town, this article proposes several management modes, such as reforming material and living environment, building of cultural community, advocating rational communication, in order to provide references for cultural heritage protection and sustainable development policy formulation.