The Application and Effects of Dongba Culture in Contemporary Dissemination
This article examines the Dongba culture of the Naxi people—encompassing Dongba script, scriptures, religion, and dress, formed during the Tang-Song era—and its dissemination in contemporary society. Historically transmitted only locally through hereditary and ritual channels, Dongba culture was suppressed as "feudal superstition" from the 1950s-70s, reviving around 1980 and gaining global recognition after its 2003 UNESCO Memory of the World inscription. Focusing on Dongba script and scriptures, the article analyzes their contemporary use in Lijiang, highlighting effects such as decorative/identificatory functions (street signs, wish-bells, riddle walls), localization of global brands (Adidas slogans, fast-food menus rendered in Dongba characters), and celebrity-driven promotion (Zhang Yimou's "Impression Lijiang" and Li Yapeng's productions). Comparing dissemination patterns in Lijiang versus Japan, the study concludes that media and commercial engagement have produced largely positive effects for cultural transmission, while also noting potential risks of commercialization and cultural dilution.
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