消费地理视角下乡村性的文化建构研究

随着全球化程度的加深，乡村正快速从传统的农业经济和生活方式向以多功能（multifunctional）、混杂性（hybridity）为特征的方向变化，并随之衍生“去农业化”（de-agrarianized）、“后生产”（post-productive）、“去地方化”（delocalization）等前沿议题。乡村性的重塑虽然在全球和网络经济的背景下得到广泛探讨，但大多研究都立足于其被动响应的视角进行分析，对于乡村文化如何深刻影响这种经济响应关注甚少。本项目拟采用生产者和消费者两种主体身份，以商品链为分析工具，从文化与全球贸易体系中乡村生产行动的关系、文化与现代消费社会中乡村消费实践的关系两个维度，解释乡村性的文化建构过程和机制。在文化与经济对话的新框架下，揭示中国乡村生产发展和日常消费的文化机理，为乡村振兴与建设提供新的理论借鉴。

With the deepening of globalization, the traditional agricultural economy and lifestyle of rural China is changing rapidly towards a multifunctional and hybrid one. The new changes have provoked the interests on such issues as “de-agrarianization”, “post-production” and “delocalization”. Although the reconstruction of rurality has been widely addressed in the context of globalization and network economy, the research basically focuses on the passive response of rurality; relatively less attention has been paid to how rural culture has profoundly affected this economic response. This project attempts to examine the cultural construction process and mechanisms from the perspective of commodity chain. A new theoretical framework, which involves the two major actors of producers and consumers, and takes into account the relationship between rural culture and rural production in the global trading system and the relationship between rural culture and rural consumption practice in modern consumption society, will be developed. By fusing the cultural and the economic, this project will unravel the cultural mechanism of rural production and daily consumption in China, and theoretically, contribute new insights into rural revitalization and construction.