行动者网络视角下的乡村非遗产业价值共创机制研究
The Research on the Value Co-creation Mechanism of Rural Intangible Industries Based on Actor Network Theory
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초록
농촌은 많은 무형문화재가 살아 숨 쉬는 온상이다. 농촌 무형문화재 산업을 고품질로 발전시키는 방법은 농촌 활성화와 무형문화재 보호 및 계승이 핵심이다. 본 연구는 허난성 뤄양시 남석산마을의 탕산차이 산업을 연구대상으로 행위자 네트워크의 연구관점에서 인간 행위자와 비인간 행위자를 모두 가치 공동창출 분석에 포함시키고 농촌 무형문화재 산업 발전의 다양한 주체와 동적 과정을 분석한다. 남석산마을의 탕산차이 산업 발전 과정에서 행위자 네트워크의 구축 및 전환을 분석하여 농촌 무형문화재 산업 발전 이면에 있는 가치 공동창출 메커니즘을 정리하고 요약했다. 농촌의 무형문화재 가치 공동창출 매커니즘 연구를 보완하고 개선함으로써, 기타 농촌의 전통기술 분야의 무형문화재 지속 가능한 발전을 위한 이론적 지도와 실천적 참고자료를 제공한다. 연구 결과는 다음과 같다. (1) 농촌 무형문화재 산업의 가치 공동창출은 주로 다섯 단계를 거친다. 공동 창출 주체의 소집, 가치 주장의 제안, 목표 경로 일치, 주체 능력부여 공동창출, 다양한 가치 생성이다. 그리고 가치 공동창출은 한 번에 완성될 수 없다. 이 과정에서 서로 다른 행위자의 가치 주장이 바뀔 수 있다. 이를 무시하고 방치하면 가치 공동창출의 모든 단계가 끊어져 가치 공동파괴로 이어질 수 있다. 따라서 이에 대한 다름을 즉시 인식하고 해소하여 가치 공동창출 주체들이 건전한 상호 작용을 할 수 있도록 하여 가치 공동창출이 다음 단계로 진화할 수 있도록 해야 한다. (2) 농촌 무형문화재 산업의 가치 공동창출 주체는 인간 행위자뿐만 아니라 비인간 행위자도 포함하고, 농촌 무형문화재 산업의 가치 공동창조를 공동으로 촉진한다. (3) 가치 공동창출 핵심 주체의 변화는 농촌 무형문화재 산업의 단계 변화를 촉진한다. (4) 농촌 무형문화재 산업의 발전은 하루아침에 이루어지는 것이 아니며, 지속적인 발전을 통해 최적의 상태에 무한 가까워지는 점진적인 순환 과정이다. 따라서 농촌 무형문화재 산업의 가치 공동창출은 연결된 일련의 직선이 아니라 나선형 발전의 동적 순환 과정이다.
Abstract
Rural areas are the soil for many intangible cultural heritage. How to promote the high-quality development of rural intangible cultural heritage industries is the key to rural revitalization and intangible cultural heritage protection. In the process of industrialization of rural intangible cultural heritage, different stakeholders emerge, and intangible cultural heritage is inherited and developed under the joint action of all the stakeholders. Therefore, the industrialization development of rural intangible cultural heritage can be regarded as a process of value creation of different stakeholders. This study takes the tri-color industry of Tang Dynasty in Nanshishan Village, Luoyang City, Henan Province as the research object. From the perspective of actor network, both human actors and non-human actors are included in the analysis of value co-creation, and the multi-subject and dynamic process in the development of rural intangible industries are analyzed. By analyzing the construction and transformation of actors' network in the development of Tang tri-color industry in Nanshishan village, the study combs and summarizes the value co-creation mechanism behind the development of rural intangible cultural heritage industries, which supplements and perfects the research on the value co-creation mechanism of rural non-legacy industries, and can provide theoretical guidance and practical reference for the sustainable development of other rural traditional arts. The findings are as follows: (1) The value co-creation of rural intangible cultural heritage industries mainly goes through five links, namely, co-creation subject convening, value proposition proposing, goal path coordination, subject empowerment co-creation and multi-value output. Moreover, value co-creation can not be completed at one time, and the value propositions of different actors may change in this process. If left unchecked, all links of value co-creation will be broken, leading to value co-destruction. It is necessary to identify and resolve objections in time, so that all actors in value co-creation can interact positively and make value co-creation evolve to the next stage. (2) The value co-creation subjects of rural intangible cultural heritage industries include not only human actors, but also non-human actors to jointly promote the value co-creation of rural intangible cultural heritage industries. We should fully consider the role played by non-human actors in value co-creation. Although non-human actors do not have subjective initiative, they can be endorsed by some human actors. (3) The change of core actors in value co-creation promotes the replacement of rural intangible cultural heritage industries. The development of rural intangible cultural heritage industries has gone through different stages, and at each stage, the core actors of value co-creation will emerge and play a leading role in value co-creation. And with the change of core actors, rural intangible cultural heritage industries will also enter a new stage. (4) The development of rural intangible cultural heritage industries is not achieved overnight, and it needs to be infinitely close to the optimal state through continuous development, which is a gradual cycle process. Therefore, the value co-creation of rural intangible cultural heritage industries is not an interlocking straight line, but a dynamic circular process of spiral development.
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