(Correspondent: Lin Lintang, Timmei Yang, and Yuxuan) "What our Intangible Cultural Heritage Center wants to do most is to launch our products, attract more people, and pass on our intangible cultural heritage." Liu Yan said the lady. On August 26, 2021, the Business School of Xiangtan University went to Jiangyong County to interview members of the research team with the theme of "Star Intangible Cultural Heritage, New Journey - The Practice of Red Cultural Inheritance and Innovative Development Based on the 'Intangible Cultural Heritage' Nushu" Ms. Liu Yan, director of the Yongzhou Intangible Cultural Heritage Center, said that she hopes that through the Intangible Cultural Heritage Center, in today's highly modernized society, she can fulfill her responsibility as a cultural guardian and better inherit and carry forward the intangible cultural heritage.
According to Ms. Liu Yan, the main function of the Intangible Cultural Heritage Center is to inherit, protect, and explore Yongzhou’s local intangible cultural heritage. However, it is understood that there are some difficulties in the inheritance of intangible cultural heritage. First, for some intangible cultural heritage projects with special conditions, such as the state’s explicit prohibition of continued mining in order to protect such resources, it is difficult to continue excavation and research of this type of intangible cultural heritage; second, many projects have fallen into the inheritance of no successors. In this critical situation, all the Intangible Cultural Heritage Center can do is to do its best to store these intangible cultural heritage in the archives through image records and written records, but it is difficult to develop and continue them in a deeper way. Third, there is a lack of funds during the excavation and protection process of intangible cultural heritage, which has led to many marginal intangible cultural heritages on the verge of being lost.
? Will the arrival of the epidemic be an opportunity or a challenge to the inheritance of intangible cultural heritage? It's both. Ms. Liu Yan explained that certain customs and sports skills will be affected.
This year marks the 100th anniversary of the founding of the Party. In order to actively respond to national policies, Director Liu said that he has indeed considered promoting intangible cultural heritage and red culture to attract traffic and take advantage of the hot topics of the times. However, given that there are few intersections between intangible cultural heritage projects and red tourism, apart from brocades, Yao porcelain carvings, stone carvings, embroidery and other intangible cultural heritage products that can reflect red culture, there are very few that are truly related to red culture. Even if you really want to do it, it will be difficult to continue without hooking up. But at the same time, for traditional skills and intangible cultural heritage, live streaming has brought them new opportunities, because many elderly inheritors are unfamiliar and resistant to new sales methods such as the "Internet", but due to the epidemic, they have to Begin to come into contact with new cross-regional and cross-time channels such as live streaming. Therefore, the epidemic is a "double-edged sword." Whether intangible cultural heritage can break through the wave of the epidemic requires detailed analysis.
"Due to the epidemic last year, we started e-commerce training, live streaming of goods, and cooperation with many parties." Director Liu told them how to bring goods and conduct online sales activities. In addition, they also designed a trademark for the intangible cultural heritage to enhance the brand influence and make it more suitable for commercial exhibition.
The report of the 19th National Congress of the Communist Party of China pointed out that the issues of agriculture and rural farmers are fundamental issues related to the national economy and people's livelihood. Solving the "three rural" issues must always be the top priority of the whole party's work and implement the rural revitalization strategy. . Intangible cultural heritage is different from other traditional cultures. Intangible cultural heritage is divided into ten categories, among which Nüshu is classified as custom. Therefore, the form of Nüshu culture expressed in intangible cultural heritage is Nüshu custom.
? Nüshu customs include Nüshu writing, as well as women’s marriage, life scenes, etc. Now we mainly carry out the inheritance and continuation from these aspects: first, through apprenticeship, through inheritors taking apprentices from generation to generation, teaching the customs of Nüshu and passing them on from generation to generation. The second is publicity, through large-scale exhibitions and exhibitions, Nüshu culture will be exhibited so that more people can understand Nüshu customs. (The second Saturday of the sixth month every year is our Intangible Cultural Heritage Day, and large-scale exhibitions will be held in every city). The last thing is to provide training. The biggest problem in the development of Nüshu now is that the investment in learning is not directly proportional to the income return. Encourage everyone to do some cultural creations to stimulate public interest.
Therefore, we will do some joint development with the Academy of Fine Arts of the Institute of Science and Technology, such as embroidering some Nüshu on Xiaoxiang people, or making small cultural and creative gifts such as fans and pillows, which can be given to relatives and friends through customers, thereby expanding the influence of Nüshu. force.
? Director Liu said: "Although it is very difficult to carry out intangible cultural heritage now, our intangible cultural heritage center still wants to do its best to dig out more things and continue to work on intangible cultural heritage. Don't Letting the loss of culture become a pity. I hope the government will continue to pay attention to it and provide more support in terms of funds and manpower. ”