Circulation and the Localness: Geographical Brand of Yixing Purple Sand Cultural Change

  • 1. School of Geography Sciences and Planning, Sun Yat-Sen University, Guangzhou, Guangdong 510275, China;
    2. Center for Tourism Planning and Research, Sun Yet-Sen University, Guangzhou 510275; China;
    3. Cultural Industry and Cultural Geography Research Center, South China Normal University, Guangzhou, Guangdong 510631, China

Received date: 2010-11-15

  Revised date: 2011-06-25

  Online published: 1997-10-20


With a growing awareness of space in human geography, the geographical brand of local geography is necessary, espacially in the context of globalization. Standing at the intersection of new Cultural Geography and Brand Geography, the authors study the special cultural production of Purple Sand tea-pot of Yixing, Jiangsu Provice, China. In this article, qualitative analysis is employed, such as field work, depth interview and vivid text content, to represent the Yixing cultural purple-sand production activities. Using new cultural geography perspective to explain the geographical brand phenomenon, dynamic analysis on purple sand cultural features are made to confirm the characteristics of branding process. Main study focuses on how the meaning of place gives to the geographical brand of local handicraft in order to increase its historical and cultural value. Firstly, by examining the Yixing cultural purple-sand production activities, this study finds that characteristics of region have created the unique local brand. Secondly, the entangled geographical meaning of brands reveals the deep action of the brand's role in the making mechanism. The peculiar significance of this article is to explore the geography of "local" meaning of brand, which lies on the judgment that place is a meaningful object. In addition, it proves that the branding procedure is a distinct social and cultural process, with disclosing the geographic change of the cultural soul within the region. In short, the case study in geographical brand of Yixing purple-sand production has explored the local cultural studies of cultural production in China, which expresses the culture brand with a relative new vision.

Cite this article

QIAN Li-Yun, ZHU Hong . Circulation and the Localness: Geographical Brand of Yixing Purple Sand Cultural Change[J]. SCIENTIA GEOGRAPHICA SINICA, 2011 , 31(10) : 1166 -1171 . DOI: 10.13249/j.cnki.sgs.2011.010.1166


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