The Development of Qiao Qi Culture in zhu cun, Guangzhou

Lead: Even in modern Zhucun, it is still very lively. Let's have a look!

First, the status quo of Qiao Qi culture in zhu cun, Guangzhou

Zhucun, also known as Zhuzi's hometown, is covered in purple. This is an ancient village with a history of more than 800 years, with beautiful ecological environment, surrounded by water and beautiful scenery. In zhu cun, you can feel the simple folk customs, colorful traditional folk cultural activities, United and cooperative dragon boat races, melodious Cantonese songs, lion dances and, of course, the Qiao Qi Cultural Festival. The custom of pleasing others in Zhucun has a long history. It is said that it was brought by local ancestors when they moved south, and it has been passed down from generation to generation in Zhucun since then.

(A) Zhucun begging culture

According to the "Records of Huaxian County" (printed in four volumes in the 16th year of Guangxu in Qing Dynasty), it is described as follows: "On the 7th, the gentry exposed their books and clothes. That night, daughter Chen Xiangtian offered her grandson. When you put it in a spider box, you can see the density of its web the next morning, and then you can see whether it is done with colorful backs of hands and needles. This is called' begging'. " Wang Lun, a poet in the Qing Dynasty, also described the Qixi Banquet in Guangzhou in his "Zhi Zhu Ci on the Qixi Festival in Yangcheng": "Embroidery is the second, flowers are the obstacle, and jade is the stage. Qingxi's youngest daughter Lan Qiaomei has an appointment. "

In the past, Zhu Cun's begging activities were very particular. The main body of begging activities is unmarried girls, which is called "begging"; There are also some women who are married outside, returning to the ancestral temple to thank Qiao; Men in the village mainly take part in some heavy work that women can't do, such as playing music and building, and men's work in begging is auxiliary. In Zhucun, there are a large number of "begging mothers", "begging mothers" and "begging daughters" who are addicted to begging. They are ingenious and good at knitting and embroidery. On the day of Qiaoqi Festival, hundreds of works of art were densely placed on the stage of every seven mothers, including pearl archway, various flowers, four beauties, cowherd and weaver girl, dragon boat race, rural life ... all kinds of velvet embroidery, pearl embroidery and silk embroidery were beautiful, which interpreted various human stories and historical legends and expressed a beautiful life ideal.

The charm of cultural activities in Qiao Qi also infected the "smart people" in Zhucun. During the period of 1948 ~ 1953, the "smart people" in Zhucun once started to make miniature handicrafts, and during the Qiaoqi Festival, they launched an ingenious "Cowherd". They made a cow's body out of clay sculpture, made horns out of bananas, and made some handicrafts to worship the cowherd, which injected more content and vitality into the begging culture in Zhu Village.

At present, zhu cun's begging culture has spread to the whole Guangzhou area, becoming a begging culture festival in Guangzhou, which has been successfully held for three times since 2005. The activities of Guangzhou Qiao Qi Cultural Festival are rich in content, with the theme of "inheriting history and deducing modernity". There are traditional folk activities such as "Tie Qiao Qi", "Throw Seven Mothers" and "Worship Seven Mothers", and there are "Qiao Qi Daughter Image Competition", "Qiao Qi Creative Competition" and "Qiao Qi Works Exhibition" which embody modern fashion. Through unlimited creativity, people use all kinds of materials at hand to conceive and create all kinds of handmade works of art, expressing their expectations for a beautiful marriage and their pursuit of a happy life. At the same time, it integrates publicity, promotion, excavation, protection and cultural exchange to show the charm of local traditional culture, and takes this traditional culture as a carrier to show the unique style and charm of modern Guangzhou people through inheritance and innovative interpretation.

(B) the development of Qiao Qi Cultural Festival in Zhucun.

Due to historical reasons, during War of Resistance against Japanese Aggression and the War of Liberation, large-scale begging activities in Zhucun stopped. But under such circumstances, there are still some women who "play mistress" privately in their own homes. It was not until 1998 that Zhucun resumed its activities, and the Beggars' Handicraft Festival was held in the ancestral hall in a collective way, and everyone celebrated with joy. In the following years, the Zhucun Begging Festival became bigger and bigger, with more scale and characteristics. After 200 1 was released to the media, major media inside and outside the province rushed to report it. In 2005, zhu cun Qiaoqi Festival was upgraded to "Guangzhou Qiao Qi Cultural Festival", which received more attention and support from the government and all walks of life, and gradually became a folk brand activity in Guangzhou.

In 2005, zhu cun built the Qixi Cultural Square to promote the exchange and display of Qiao Qi culture. The organizing committee of "Guangzhou Qiao Qi Cultural Festival 2005" selected the logo of Guangzhou Qiao Qi Cultural Festival from many works, and applied to the State Trademark Office for registration of the brand trademark of "Qiao Qi Culture" in June 2006. The main body of the registered trademark of Qiao Qi culture consists of a vertical silver needle and an elegant red line, which embodies the ingenuity and ingenuity of traditional techniques.

The main contents of Qiao Qi Cultural Festival in Guangzhou in 2007 include: opening ceremony, wearing and worshiping seven mothers, seven mothers' drama, the selection of the top ten harmonious families in Tianhe District, the exhibition of Qiao Qi cultural heritage achievements, the Qiao Qi cultural seminar, the Qiao Qi daughter image contest and closing ceremony, and the Guangzhou Qiao Qi exhibition. In recent years, folk customs in Qiao Qi, zhu cun have actively declared intangible cultural heritage, organized children to learn Qiao Qi crafts, held a Qiaoqi contest, and planned to build a handicraft exhibition hall. ...

In terms of inheritance and education, in 2004, Qiao Qi handicraft production was included in the primary school curriculum as a compulsory course for primary school students in Zhucun. In 2005, Zhucun Primary School cooperated with Zhuji Street Office to develop the textbook Our Begging Skills, which was officially used in the classroom in 2006. During the Qiao Qi Cultural Festival in 2007, all the primary school art teachers in Tianhe District came to Zhucun for training, and Tianhe District is also planning to implement the Qiao Qi handicraft class in all primary schools in the district.

Second, there are some problems in the cultural inheritance and development of Qiao Qi in Zhucun.

Although the Qiao Qi Cultural Festival is very colorful, there are still many problems and unfavorable factors in the current and future development of Qiao Qi culture in zhu cun. To solve these problems, we need to further think about how to better inherit and protect Qiao Qi's traditional culture, and carry out innovative development on the basis of tradition.

(A) Begging for Qiao culture is gradually being diluted among young people.

Zhucun Folk Culture Begging Festival still has a certain cultural centripetal force in the current and future development, but it needs to be continuously cultivated and strengthened. As a traditional cultural festival, Qiqiao Festival has a certain sense of identity in the minds of most middle-aged and elderly people, and is willing to support the inheritance and development of Qiqiao culture and actively participate in related activities. However, among the younger generation, many people know little or nothing about begging culture, and take part in activities just for fun. Thus, Qiao Qi culture is facing the danger of being gradually diluted and losing its inheritance.

(B) the lack of guidance from professional folk cultural organizations

In the past, the zhu cun Qiao Qi Cultural Festival was only promoted by government departments and arranged by one hand. Although many achievements have been made, Qiao Qi Cultural Festival has lost its original flavor as a folk culture due to the lack of guidance from professional folk culture protection organizations and the low degree of people's independent participation. Holding this kind of folk culture festival should be a mass festival and should be held by the people. The government provides relevant support and help. At the same time, it is very important for professional NGOs to provide professional advice and guidance on the holding of activities and the inheritance and protection of traditional culture.

(C) the lack of long-term effective protection mechanisms and methods

Simply holding a large-scale begging culture festival can't solve the problem of the inheritance and development of begging culture. A large part of the reason for people's recognition of Qiao Qi culture is the scale of the cultural festival, but few people care about its essence and connotation. The inheritance and protection of Qiao Qi culture lacks long-term effective protection mechanisms and methods, and the relevant government departments simply ignore Qiao Qi culture after the cultural festival, let alone a long-term effective protection mechanism.

(D) The innovative development of Qiao Qi culture needs to be combined with the market.

In the current market economy where culture and economy permeate each other, the social and economic environment of traditional culture inheritance has changed greatly compared with the past. In the era of cultural industry as the theme and trend, it is difficult to realize the innovative development of begging culture in Zhucun simply by following the inheritance and methods of traditional folk culture in the past. Therefore, exploring the innovative development of Qiao Qi culture should be combined with market economy, and the concept of industrial development should be used to promote the inheritance and development of Qiao Qi culture. Through the marketization and industrialization development of folk culture, its cultural connotation is fully displayed and transformed into economic benefits, thus supporting the development of folk cultural heritage inheritance and protection.

Third, the innovative development of Qiao Qi culture in Zhucun.

In recent years, in order to protect this folk festival, Guangzhou Qiao Qi Cultural Festival Organizing Committee and Zhucun people want to make this distinctive folk cultural festival a cultural brand in Guangzhou. The government has also put forward two-pronged measures to further strengthen the inheritance and development of Qiao Qi culture. One is to declare Qiao Qi culture as intangible cultural heritage, and the other is to promote the industrialization of Qiao Qi culture. By developing cultural industries and establishing an interactive mechanism between intangible cultural heritage and economic development, the advantages of intangible cultural heritage can be transformed into economic benefits, thus supporting the inheritance and protection of intangible cultural heritage and promoting the development of local economy.

(A) the potential value of developing a culture of seeking intelligence

1. Integrate Qiao Qi culture into related material carriers, such as ceramics and clothing.

Qiao Qi culture contains many beautiful legends, implying the yearning for a beautiful marriage and a happy life. We can use its cultural connotation to develop related products. Ceramics is a kind of daily necessities or decorations with a long history and cultural connotation, while clothing is a kind of universal and diverse daily necessities, both of which can be used as effective carriers to carry cultural content. Moreover, both products have a big market. Incorporating exquisite begging handicrafts and begging culture into it, using consumers' psychology of begging for a beautiful marriage and happy life to sell products in various forms will inevitably attract certain consumer groups to buy, thus transforming cultural value into economic value and spreading begging culture.

2. Develop the cultural tourism market in Qiao Qi, zhu cun.

In zhu cun, you can feel the simple folk customs, colorful traditional folk cultural activities, United and cooperative dragon boat races, melodious Cantonese songs, lion dances and, of course, the Qiao Qi Cultural Festival. Qiao Qi culture in Zhucun has a long history, and various crafts and ceremonies are well preserved. These are rare cultural tourism resources, but at present, Zhucun has not planned the infrastructure construction of Qiao Qi culture, the promotion of Qiaoqi Festival and the development of Qiao Qi culture as cultural tourism resources. Qiao Qi culture is a rare cultural tourism resource, which is related to its cultural connotation of longing for a beautiful marriage and happy life, fairy tales of cowherd and weaver girl, and exquisite handicrafts that tourists can experience personally. Moreover, Qiao Qi culture has not been truly scaled and characterized in the whole country, so zhu cun can give full play to its own advantages, rationally develop the tourism market of Qiao Qi culture through various channels, and reinterpret the story of Cowherd and Weaver Girl.

(2) Develop the cultural and environmental protection value of Qiao Qi handicrafts in Zhucun.

Linking the handicrafts of Qiaoqi Festival with some related cultural extension and environmental protection, using the theme of environmental protection, taking the environmental protection characteristics of handicrafts in zhu cun Qiao Qi culture and the ingenious cultural content of cherishing resources as a breakthrough, this paper seeks a cultural product that is conducive to the inheritance of Qiao Qi's skills, and realizes another world of Qiao Qi culture after forming a certain influence. Most handicrafts in Qiao Qi are made by villagers themselves, and many handicrafts are made of discarded plastics, paper, whole grains and other reusable materials. Therefore, we should make active and effective use of this point: on the one hand, we can greatly reduce the production cost of handmade products, make these exquisite and unique handmade products have higher market returns and potential competitiveness in the cultural products market, and have strong attraction to the capital and human resources needed for mass production of these handmade products and continuous improvement of their styles, aesthetic level and cultural level according to consumer demand; On the other hand, with the help of the idea of recycling resources, saving costs and inheriting Qiao Qi culture in Qiao Qi handicraft production, it can attract more attention and recognition from consumers of cultural products, which is more convincing than other forms of advertising, and is conducive to developing the potential market of cultural products, and also conforms to the current resource-saving and environment-friendly production methods.

(3) Create a cultural brand of Qiao Qi in Zhucun.

Building the cultural brand of Qiao Qi in zhu cun and registering the cultural trademark of Qiao Qi in zhu cun are the starting points for the industrialization development of Qiao Qi culture and cultural market in zhu cun. Qiao Qi cultural trademark is a kind of intellectual property and intangible assets, which can take the lead in exerting brand effect and brand economic value in the fierce competition of cultural consumption market in the future and transform it into huge economic benefits.

In the process of promoting Guangzhou Qiao Qi Cultural Festival, we should actively create the cultural brand effect of Qiao Qi cultural brand, and use market means to develop the potential value of Qiao Qi culture. After the brand has potential cultural and economic value, actively seeking partners and transferring the right to use the trademark to related enterprises can solve the bottleneck of zhu cun's limited resources (especially the capital and effective experience base of folk culture industrialization) and weak independent production experience; On the other hand, we can make full use of various social resources to maximize the experience scale of this folk culture industrialization and have stronger competitiveness in the cultural market. At the same time, trademarks can be used in various corresponding industries, especially in the field of producing begging handicrafts with strong cultural flavor. At the same time, we should break the time and space restriction of auction sales in Zhucun only during the begging festival, actively seek cooperative merchants, and enter a broader market through exhibitions, so that the production of handicrafts can really embark on the road of industrial management. In addition, we can make full use of the connotation and extension of trademarks to transform Qiao Qi's cultural resources into economic resources to a greater extent, so as to give full play to the charm of Qiao Qi culture and attract consumers of cultural products.