[Abstract] Jianghua Yao Autonomous County in Hunan Province is located at the southernmost tip of Hunan Province, where the terrain is complex. Surrounded by mountains, it is rich in wood and stone resources and rich in Yao cultural resources, such as handicrafts. In recent years, with the increasingly strict aesthetic standards and quality requirements of market competitors, ethnic handicrafts with beautiful shapes and high quality have become a good choice for home decoration or holiday gifts. With the strong support and promotion of the country, new cultural and creative industries came into being, which created considerable development space for the handicraft market.
[Keywords:] Jianghua Yao handicraft protection
Jianghua Yao handicraft industry is impacted by modern production and lacks the motivation of self-transformation. It always takes the original ecological route in the replacement of the old and the new, which is incoherent and lacks appropriate protection measures. Successful models, such as male prostitutes and old Beijing, once faded out of the market. Because the styles created by some craftsmen with new techniques and materials were popular, they gradually recovered in the later period, and the styles changed from realism to variety. Male prostitutes are not only well protected, but also rejuvenated. It can be seen that the protection of handicrafts needs to integrate the culture with national characteristics into products, with this as the support, and innovation, development and inheritance go hand in hand. Give play to the role of promoting tourism economic benefits and activating national elements, and form a subtle habit of inheriting and protecting national culture.
First, the present situation and existing problems of the handicraft protection of the Yao nationality in Jianghua
(A) Jianghua Yao handicraft protection status and importance
Due to the continuous development of Jianghua commercial market, businessmen choose modern commodities with more economic value for the sake of economic benefits. The products produced by these large machines are cheap and practical, which has become the best choice for Yao consumers, and it is also the reason why Jianghua Yao handicrafts gradually fade out in the commercial market. But in recent years, the state has emphasized the value of traditional material culture and intangible culture, which is reflected in all walks of life. For example, in academic circles, the seminar on cultural heritage protection and sustainable development of Jianghua Yao Autonomous County was held in the new house of Baojing ancient building complex on May 18 and May/20 14. And 20th15th11/tuojiang town held the 60th anniversary celebration meeting of jianxian county and the opening ceremony of the 13th China Yao Wang Pan festival. Due to these measures, the unique quality of Jiang Huayao's handicrafts has been gradually valued.
Because of the complex historical origin and distinctive national characteristics of Jianghua Yao nationality, the handicrafts of Yao nationality have obvious regional characteristics. Handicrafts originated in the period of agricultural civilization, and their forms and contents are closely related to the lifestyle of Yao people. The mountainous area of Jianghua Yao nationality is rich in bamboo and wood materials, and Yao nationality is good at making baskets, mats and mats with bamboo and wood as raw materials. Yao costumes and embroidery are embroidered with geometric figures or flowers and birds in red, yellow, black, white and orange. The contents of Yao handicrafts generally reflect local production activities, beautiful prayers, folk stories and other popular themes. It embodies the characteristic culture of Yao nationality and contains the national cultural value of Jianghua Yao nationality.
Most handicrafts of the Yao nationality in Jianghua can meet daily material needs and aesthetic needs at the same time, which is practical. For example, Yao brocade (as shown in figure 1) is not limited by latitude and longitude lines, and its patterns are flexible. It is often made into practical and beautiful things such as quilts, blankets, belts and headscarves. Coupled with the innovative design of young designers, it is more versatile and practical (as shown in Figure 2), which conforms to modern aesthetic habits and expands consumer groups. In the production activities, under the limited environment and conditions, Jianghua Yao people rely on their hands to explore raw materials, create new technologies and hand-make handicrafts with Yao aesthetic. Modern machines can't replace handwork, because handicraft creation is a dynamic and angry process in which inspiration suddenly emerges and cannot be repeated, while mass production of machines will erase the charm and artistry of handwork, and the uniqueness of pure handwork is showing its value. Handmade originality contains memory and emotion, and contains vitality. Imported goods? Always just a vassal of form. Some Yao-style handicrafts with excellent workmanship, excellent materials and complicated procedures have become high-grade handicrafts and have been collected by collectors because of their precious value. The importance of Yao-style handicrafts in society has gradually increased.
(2) Analysis of the existing problems and reasons of the handicraft protection of the Yao nationality in Jianghua.
1, lack of conceptual innovation and brand awareness. At first, handicrafts were easy to operate and simple in appearance, focusing on cultivating skills in production activities and meeting basic needs. Later, they gradually paid attention to aesthetic needs. The primitive persistence of handicrafts makes it difficult to break away from the traditional rural society, and it is even more difficult to integrate with modern elements. New? Get up the courage and go, Jiang Hua? Shenzhou Du Yao? Haven't developed into a reputation? Gold signboard? . According to the investigation, building materials, catering, agricultural products and daily necessities are the main products, and a few ethnic clothing stores related to handicrafts are only equipped with some commodities such as silver ornaments, embroidered shoes and woven bags, which are exquisite in workmanship, but the quantity is small. Individual merchants like this are small in scale and lack of systematic management, so it is difficult to establish a good brand image and form a brand chain effect, let alone open the popularity of Jianghuayao handicrafts and promote the development of tourism economy.