符号消费视域下农村大学生乡土文化认同的困境与解构

The Difficulty and Deconstruction of Rural College Students’ Local Cultural Identity from the Perspective of Symbolic Consumption

中文关键词: 符号消费  农村大学生  乡土文化认同

英文关键词: symbolic consumption  rural college students  local cultural identity

中文摘要:

      农村大学生对乡土文化的认同是影响农村人才回流的重要因素，对我国乡村振兴战略实施和城乡融合发展进程具有重要作用。消费行为作为实现自我价值和建立社会关系的手段，其蕴含的符号价值成为农村大学生乡土文化认同的主要维度。以符号消费理论为视角，分析得出当前农村大学生面临着理性价值和情感价值的冲突、精准符码和文化识盲的冲突、个性行为和保守理念的冲突等乡土文化认同困境，并从引导主体回归与培育消费理性、推动异质整合与消融符号边界、塑造行动场域与厚植集体记忆等方面提出解构策略。

英文摘要:

      The identification of rural college students with local culture is an important factor affecting the return of rural talents, and plays a decisive role in the implementation of China's rural revitalization and the process of urban-rural integration and development. Consumer behavior, as a means of realizing self-worth and establishing social network, contains symbolic values that become the main dimension of rural college students’ cultural identity. Based on symbolic consumption theory, this work analyzes that current rural college students are exposed to difficulties in rural cultural identity, such as conflicts between rational and emotional values, clashes between precise codes and cultural blindness, collisions between individual behavior and conservative ideas. Deconstruction strategies are proposed from guiding the main body to return and cultivate consumer rationality, promoting heterogeneous integration and melting symbol boundaries, shaping action fields and cultivating collective memory.