Branding process of cultural heritage in the context of rural revitalization in China: a case study of Qingtian County
Abstract Constructing geographical brands is an effective way to realize the creative transformation of cultural resources and promote the empowerment of rural revitalization via cultural industries. The process and mechanism by which cultural resources empower geographical brands have not yet been...
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| Format: | Article |
| Language: | English |
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SpringerOpen
2025-03-01
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| Series: | International Journal of Anthropology and Ethnology |
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| Online Access: | https://doi.org/10.1186/s41257-025-00127-9 |
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| author | Mei Zhang |
| author_facet | Mei Zhang |
| author_sort | Mei Zhang |
| collection | DOAJ |
| description | Abstract Constructing geographical brands is an effective way to realize the creative transformation of cultural resources and promote the empowerment of rural revitalization via cultural industries. The process and mechanism by which cultural resources empower geographical brands have not yet been systematically studied. Based on Bourdieu’s capital theory, this paper examines how Qingtian County (Zhejiang Province) transformed its diverse cultural resources into various forms of capital through the branding process. The findings demonstrate that successful geographical brand development requires selecting the region’s typical cultural resources, including agricultural heritage, intangible cultural heritage, and foreign culture, and then transforming them into symbolic and cultural capital. The branding process reflects the combination of the functions of service-oriented government and the vitality and agency of the society. Cultural elements brought over by overseas Chinese are integrated with local culture, lending the brands a unique transnational flavor. This network of overseas Chinese has become a source of essential social capital and a distribution channel for importing foreign commodities and exporting Chinese agricultural products. |
| format | Article |
| id | doaj-art-d202601dde35400c8c90b5da2b4c472a |
| institution | DOAJ |
| issn | 2366-1003 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | International Journal of Anthropology and Ethnology |
| spelling | doaj-art-d202601dde35400c8c90b5da2b4c472a2025-08-20T02:56:11ZengSpringerOpenInternational Journal of Anthropology and Ethnology2366-10032025-03-019112210.1186/s41257-025-00127-9Branding process of cultural heritage in the context of rural revitalization in China: a case study of Qingtian CountyMei Zhang0Center for Promotion of Cultural Development, Chinese Academy of Social SciencesAbstract Constructing geographical brands is an effective way to realize the creative transformation of cultural resources and promote the empowerment of rural revitalization via cultural industries. The process and mechanism by which cultural resources empower geographical brands have not yet been systematically studied. Based on Bourdieu’s capital theory, this paper examines how Qingtian County (Zhejiang Province) transformed its diverse cultural resources into various forms of capital through the branding process. The findings demonstrate that successful geographical brand development requires selecting the region’s typical cultural resources, including agricultural heritage, intangible cultural heritage, and foreign culture, and then transforming them into symbolic and cultural capital. The branding process reflects the combination of the functions of service-oriented government and the vitality and agency of the society. Cultural elements brought over by overseas Chinese are integrated with local culture, lending the brands a unique transnational flavor. This network of overseas Chinese has become a source of essential social capital and a distribution channel for importing foreign commodities and exporting Chinese agricultural products.https://doi.org/10.1186/s41257-025-00127-9Cultural heritageCultural capitalGeographical brandsRural revitalizationChina |
| spellingShingle | Mei Zhang Branding process of cultural heritage in the context of rural revitalization in China: a case study of Qingtian County International Journal of Anthropology and Ethnology Cultural heritage Cultural capital Geographical brands Rural revitalization China |
| title | Branding process of cultural heritage in the context of rural revitalization in China: a case study of Qingtian County |
| title_full | Branding process of cultural heritage in the context of rural revitalization in China: a case study of Qingtian County |
| title_fullStr | Branding process of cultural heritage in the context of rural revitalization in China: a case study of Qingtian County |
| title_full_unstemmed | Branding process of cultural heritage in the context of rural revitalization in China: a case study of Qingtian County |
| title_short | Branding process of cultural heritage in the context of rural revitalization in China: a case study of Qingtian County |
| title_sort | branding process of cultural heritage in the context of rural revitalization in china a case study of qingtian county |
| topic | Cultural heritage Cultural capital Geographical brands Rural revitalization China |
| url | https://doi.org/10.1186/s41257-025-00127-9 |
| work_keys_str_mv | AT meizhang brandingprocessofculturalheritageinthecontextofruralrevitalizationinchinaacasestudyofqingtiancounty |