Capitalization Of Folklore: Narrative, Festival, Heritage

The capitalization of folklore is one of the important ways to the development of folk culture under the market economy, which represents the folks’ value and cultural rights in the economic field. It is based on the improvement of folklore which through its self presentation, exhibition, interactive cultural reproduction. The direction is to expand the space of inheritance, and to reshape the public aesthetic and the cultural spirit of understanding. As a multinational enterprise of Taiwan, Ganso food has developed from the manual workshop to large chain business. The product positioning, marketing and brand narrative of folk custom image are continually rewriting a traditional way of folk heritage. Through the festival economy and gift consumption, Ganso not only produces a lot of material sense of folk festival gift, but also participates in the production of intangible culture and culture of gifts. Realistic basis of folklore capital is the social norms, which include cultural confidence, respect and integration of individual, group or community. With the way of medium, communication and experience, the key of folklore capital and traditional reproduction is performance and narrative of traditional sign, product and visual image.