Proceedings of the 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022)

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Research on Participatory Image Communication of Agricultural Cultural Heritage in Rural Construction from the Perspective of Cultural Endogenous

Taking Fenghuang Dancong Tea Culture System as an Example

Authors
You Jiayong1, a, Tu Xianzhi2, b*
1Department of media, South China Agricultural University, Tianhe, Guangzhou, China
2Department of animation, South China Agricultural University, Tianhe, Guangzhou, China
Corresponding Author
Tu Xianzhi
Available Online 8 April 2022.
DOI
10.2991/assehr.k.220401.132How to use a DOI?
Keywords
Cultural endogenesis; Rural construction; Participatory imaging; Innovative perspective
Abstract

Agricultural cultural heritage is not only an important embodiment of the traditional culture of the Chinese nation, but also the internal driving force for the revitalization of Chinese rural culture. As China’s agricultural cultural heritage, Guangdong Chaoan Fenghuang single cluster tea cultural system is the collective memory of Chaozhou people. However, through the field investigation of the production place of Fenghuang single cluster tea, it is found that the single communication channel of Fenghuang single cluster tea culture, the lack of contemporary reconstruction of culture and the lack of creative content of emerging media lead to the one-way flow of Fenghuang single cluster tea culture, the poor participation channels of local people and the lack of cultural endogenous force, which hinders the dissemination of Chaozhou Gongfu tea culture in the new media. Based on this, this paper proposes to participate in rural construction in the form of participatory image communication, so as to provide an innovative perspective for the content communication path of Fenghuang single cluster tea culture; Build a new production pattern of local culture in Internet space with participatory image content creation.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
8 April 2022
ISBN
10.2991/assehr.k.220401.132
ISSN
2352-5398
DOI
10.2991/assehr.k.220401.132How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - You Jiayong
AU  - Tu Xianzhi
PY  - 2022
DA  - 2022/04/08
TI  - Research on Participatory Image Communication of Agricultural Cultural Heritage in Rural Construction from the Perspective of Cultural Endogenous
BT  - Proceedings of the 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022)
PB  - Atlantis Press
SP  - 695
EP  - 700
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220401.132
DO  - 10.2991/assehr.k.220401.132
ID  - Jiayong2022
ER  -