wen | jingzheyanjiusuo xiaodong

dangdaxueshengmenhaizaiweiofferfachou，haochengqinghaiyao“zushiye”dezhangshiyaoquepaochuleganlanzhi，weichouxiangde2024nianzaitianyigeredian。

jinri，weizuzhiyichangbairenqinghaiyaohuodong，wanghongzhangshiyaokaiqixianshangmianshihuodong，xiyinledaliangdaxueshengdejijicanyu，beiwangyoumenxichengweishehuiyaoqiuzhao。dapinianqingxueshengyi“yaozi”deshenfentongguoduanshipinhezhibozhanshizijidecaiyi，zhengduojiaruzhangshiyaotuanduidejihui，renaochengdukanbi“woyaoshangchunwan”。

dangshenweiguojiadongliangdedaxuesheng，yugongzhongrenzhizhongbeiburuliushenzhibeibiandisude“yaozi”quntihuashangdenghao，liulianghezhengyiziranjiezhongerlai。ranerjingzheyanjiusuofaxian，jinnianlaiwangluoyulunduiyu“tuweiwenhua”depingjiazhengzaizhuanbian。

01 上985不如学社会摇？

“chaoshiwansi，yuexin7000yuan，zhoumoshuangxiuhaijijiaoshebao……”ruguobulejieqingkuang，kongpahaiyourenhuiyiweizheiyoushinagehulianwangdachangjichudeqiuzhaodaiyu，danshigenjuwangyoubaoliao，zheishiwanghongzhangshiyaoweizhaomushehuiyaotuanduichengyuankaidetiaojian。

ciwaihaichuanyan，zhangshiyaotuanduiduiyingpinzhexuelideyaoqiushi：zhongzhuantiqianpi，dazhuanzeyouluqu，dazhuanyishangdedoubuyao。

suiranzheixie“zhaopinyaoqiu”kanshangquguoyuchouxiang，danshiyinweijiemuxiaoguoqijia，wangyoumenbuguanshifoudedaokaozheng，jiudangzuozhenshixinxichuanbokailaiyinfaquanwangguanzhu，erqiewangyoumenshenzhihaizifawajuechuleyingpinchenggongdezhenshianli。

genjuwangyoumendeshuofa，wanghong“chenyouhuo”bujiuqianjieshoulezhangshiyaodezhibomianshi，bingqiechenggongtongguokaohe。suihoubianyoufensifaxian，“chenyouhuo”yijingxitiaodia8。buguo，jingzheyanjiusuozhuyidao，“chenyouhuo”xitia8deshipinfabushijianshi10yue29ri，zaoyuzhibomianshideshijian。yinci“baitianmianshishangan，wanshangxitia8”deshuofabingbushushi。

ranerzheixieguodufahuideduanzi，bingmeiyoudaxiaonianqingrendui“shehuiyaoqiuzhao”dexingqu，fanerxiyinleyuelaiyueduorenkaishicanyuwangeng，shenzhiyongyuelianmai、baomingmianshi。jiulianzaigouwuwangzhanshangsousuo“qiuzhao”，yehuichuxianqinghaiyaobaishoutaodengxiangguantuijianshangpin。

zheishirenmenfaxian，guoqudajiabashehuiyaohe“yaozi”danglezi，dandangchouxiangbiaoyankeyikaichukulinansuipianshi，guanzhongmendejiazhiguankaishidongyao，jinerchanshengfenqi。

wangyoumendexixuezhijian，jiyouduixianshidewunai，yebiaoxianchuduishehuiyaodemingxiangaiguan。

02 摇子平反，“土味文化”崛起

zaiguoqu，zhuliuyulunduiyushehuiyaodaibiaodetuweiwenhuadepingjia，pubianshipianfumiande。

2018nian4yue3ri，xinhuawangdianmingpiping“shehuiyao”xianxiang，huyu“bierangshehuiyaodengdisushipinhuangsanlenide‘shiyuyuanfang’”，bingqiezhichuguoduyulehuadeneirongniuqulejiazhiguanshenzhichupenglefalvdaodededixian。

3tianhou，wangxinbanyifayuetankuaishoupingtai，yaoqiuqizantingyouguansuanfatuijiangongneng，bingfengjin“wanglele”“yangqingning”“xianyang”“paipaiqi”“chenshan”dengweiguikuaishouzhubo，jinzhiqizaicizhucezhibozhanghao。

dangshiduiyushehuiyaozhubomendechufayidianyebuyuan。

lirukaoshehuiyaochuquande“paipaiqi”，jirenliuxiadeyinxiangzongshiguangbangzi、daizhejiamaomingpaishoubiao、baocukou，zhengtianliuliliuqi。weilexiyinliuliang，“paipaiqi”haibuduanchaozuo，yutongwei“yaozi”denvyou“xiaoyiyi”paozhijiabaochuanwen、chianmianyaozishadengjiaxiaoxi，shenzhiyushifuxianyangfanmuchengchoudeng。

gengguanjiandeshi，zaiyihaowudixiandefangshihuodejudadeliuliangzhihou，shehuiyaowanghongmenzhuandepenmanboman，duizhenggeshehuichanshenglebuliangyingxiang。jumeitibaodao，“paipaiqi”2017nianjinkaozaikuaishoushangzhiboshehuiyao，jiunenggounianrushangqianwan，zhududongbieshu、kaibinli，yindezhongduoqingshaonianzhuipeng、mofang，chengwei“nitiangaiming”debangyang。

shehuiyaodefengmirangzhubochengweile“menjiandi，laiqiankuai”delixiangzhiye，daozhibufenqingshaonianchanshenglebulaoerhuodesixiang，huanxiangtongguotiao“shehuiyao”chengweiwanghong，congerhushizhishixuexihexinqingongzuodezhongyaoxing。

dantongshikeyikandao，qishishishehuiyaozhubodefumianxingxiangyushehuiyaolaolaobangding，congerdaozhizheizhong“tuweiwenhua”xianxiangfengpingbeihai。dangweiguizhuboxiaoshizaidazhongshixianli，shehuiyaobuguoshiyizhongdongzuozhongfu、quefajiqiaodewangluowudaofengge。ersuizheyanyishehuiyaodefangshiyoulexindebianhua，zheizhongdimenjiandeliuxingwenhuadisudefengpingyekaishifashengzhuanbian。

cong2023nian10yuekaishi，yizhimingwei《kemusan》demoxingwudaoturanbaohongwangluo。jiezhi2023nian12yue，“kemusan”zaiduanshipinpingtaishangdebofangliangjiuyichao400yici。shenzhizai2024nianbaliaoyunhuidesaichangshang，yetingdao《kemusan》shenqu。

bulunshijiandanyixuedewudaodongzuo，haishidongganmoxingdebeijingyinle，《kemusan》dougaodufuherenmenduishehuiyaodedingyi，danzheiciyulunduishehuiyaodepingjiaqueshixianlefanzhuan。

yangguangwangzhuanwenpingjia：“kemusan”laiziminjian，laiziputongren，laizirenmenreqitengtengdeshenghuo，zhanxiandeshizhenshikeqinderenjianyanhuoqi。cheng“kemusan”shiyicaogenwenhuaweidaibiaodewangluowenhuajinyibuxiachenheduoyuanhuafazhandetixian。bingqieyinwei“kemusan”huodaolewaiwang，chanshengledaliangwaiguorentiao“kemusan”debaokuanshipin，“kemusan”haibeifuyulewenhuazixindeqixu。

cong“jingshenwuran”yaoshenyibianchengweiwenhuashuchu，“kemusan”debaohuoyanranchengweileyidaowenhuaqijing。erzaizuijinjinian，buguang“kemusan”weishehuiyaochenggongpingfan，“tuweiwenhua”yezaiqiaoranjuexing。

jinnian10yue，chouxiangbozhu“yaoshuige”yinweiyitiaocanjiajianmeibisaideduanshipin，zaiduchuxianzaigongzhongshixianli。fensimenjingyadifaxian，guoquzai“jinsedating”zhibojianli，yilianmangran、tingzhedaduzizhenghuode“xiaochou”，jingranlianchuleyishenjianzirou。

nanyizhixindewangyoupaochu“helihuaiyi”，renwei“yaoshuige”zai3nianqianyuxiangzuodeleitaipkzhongwanchenglelinghunhuhuan，haiyoufensipingjia“yaoshuige”yiyezhijiancongchouxiangjiaofubianchenglelizhidianfan，zhaidiaole“disuwenhua”demaozi，longzhaoshanglezhengnengliangdeguanghuan。

03 “土味文化”引发群体共情

shijishang，jinnianlaizuijudaibiaoxingde“tuweiwenhua”jueqixianxiang，dangshufenghuangchuanqide“fanhong”。

zai2017nianshangxiande《tucaodahuidiyiji》di10qijiemuzhong，lidantucaofenghuangchuanqishishuodao：“meiyigerendoutingguofenghuangchuanqidege,danbingbushisuoyourendouyuanyichengren。”duici，fenghuangchuanqiyedafangchengrenzaoqidefenggequeshi“tu”。erneishirenmenguanyufenghuangchuanqidelianxiang，rengranshizhibaguangchangwudeshenquzuhe。

ranerzai2021nianbochude《weigeerzandierji》di7qijiemuzhong，fenghuangchuanqifanchangde《haidi》shouhuolequanwanghaoping，xiangguanhuatixunsudengshangresou。wangyoupingjia，fenghuangchuanqidefanchanggaidonglebufengeci，bayuanbenyouyutuimidequfengyanyichenggengjiajijiwennuandebanben，shigengduorenchanshenggongming。

fenghuangchuanqidefanhongyelibukaihulianwangde“zhugong”。

2023nian7yue，yitiaomingwei“fenghuangchuanqichifengyinlejiewoxianfengweijing”deshipinzaibzhanzouhong，bofangliangyiduchaoguo520wanci。shipinzhong，dangfenghuangchuanqiyanchang《shexiangfuren》shi，quanchangguanzhongyongnahandesangyinjitichangchu“wumengshanlianzheshanwaishan，yueguangsaxialexiangshuitan”dezhenhanfenweiyichupingmu，lingbushaoyonghuliuxialebeigandongluoleidedanmu。

2geyuehoudehangzhouyayunhuisaichangshang，yiwei00houxianchangdjzaizhongchangxiuxishiyoufangqilezheishou《shexiangfuren》，suihouxianchangpaishededuanshipinhuobaoquanwang，xuduonianqingrenyincilejiebingxihuanshanglezheishougequyijifenghuangchuanqi。

suizhegengduonianqingrendeguanzhu，fenghuangchuanqiciqiandezuopinyebeiwangyoumenwajuechulai。2023nian11yue，weilejinianchangewuhaotanyuegongchengdechenggong ，zhongguoaileletuanzai2014niangaibiande《yueliangzhishang》jiaoxianglebanbeixuanzhongzuoweixiangguanshipinpeile，bingqiechengqiwei“guanghangongpozhenqu”。

houlaixiangguanbanbendeyinleyoubeihenduoshipinupzhushiyong，lingbushaowangyouduifenghuangchuanqiyoulexinderenzhi，fenghuangchuanqide“tuwei”kebanyinxiangyezhujianxiaochu。2024nian，fenghuangchuanqijubande “jixiangruyi”xunhuiyanchanghuimenpiaoxiaoshouyichanghuobao。zhici，xirizhibaguangchangwujiedeshenquzuhe，yechenglenianqingrenxinmuzhongdedingliu。

shishishang，cong“tuweiwenhua”jueqideshijianxianshangbunankanchu，“tuweiwenhua”dekoubeifanzhuanyuanziyuhouyiqingshidai，renmenyuelaiyuezaiyixianshideshenghuoxuqiu。

guoquyulunduiyu“tuweiwenhua”depipan，qishishiyizhonglaizizhongchan、jingyingjiecengjugaolinxiashidebishi。yinweishouruwending、shenghuofuzu，suoyidaduoshurendoudui“yaozi”menzaizhibojianli“saiboqitao”dexingweichizhiyibi。

shenzhiyibufenrenzhishixiwangtongguopipandefangshi，rangzijiyuduifangqugekailaiyihuodeyizhongjingshenrenzhishangde“gaorenyideng”。benzhishang，zheizhongxingweihegaogangganmaihaozhai、songhaizishangguojixuexiao、zhongqingomakasemeiyoutaidadequbie。

danshidangcaifuguanghuanzhujianandan，zhongchan、jingyingmenkaishijieshoucitywalkhedapaipingti，chenlunzaizhongchanfanpindejiaolvzhong。tongshi，wangluohuayuquanjiaojiedaoleyouqian、youxian，danweiqiantudanyoudenianqingquntishoushang。zheishi，“tuweiwenhua”dehao，caiyoubeizhongxinfajue。

guanzhongbingfeibuzhidaoshenmeshidisu，tamenzhishizaijie“tuweiwenhua”huanjiezijidejiaolv、faxiexinzhongdebuman。

suiranzuishangshuozhe“fanshenkaishangkulinan”，danshizhenzhengdaxindiyuanyiba“yaozi”dangchengzhiyededaxueshengyouyouduoshao？dangguoqiwanghongmabaoguo、wenhuijunchengweiyedianyanchudedingliu，neixiezaitaixiapaizhaohudongdenianqingrenliyouyoujigeshizhendefensi？

suoyibunanlijie，weishenmedangqianticaoshijieguanjun、tuiyiticaoyundongyuanwuliufangzaoyu“cabianfengbo”shi，huiyoudapiwangyoutiaochulaiweitashengyuan。yinwei，dajiadoubuguoshizainuliguoshangzijixiangyaodeshenghuo。

mianduixianshi，yibufenrenzaoyituoxiazhangshan。

jinnian7yue，renliziyuanheshehuibaozhangbuhuitongguojiashichangjianduguanlizongju、guojiatongjijuzhengshizengshewangluozhuboweiguojiaxinzhiye，biaozhiwangluozhubodezhiyeshenfenzai“guojiaquedingzhiyefenlei”shangdeyiqueli。lingyoushujuxianshi，48.4%dezhiyewangluozhubodaidongle1zhi10renjiuye，22.4%dewangluozhubodaidong10zhi50renjiuye，9.6%dezhiyewangluozhubodaidong1000renyishangjiuye。

yezhengyinweiruci，jinguanrengrancunzaipipandeshengyin，toushen“tuweiwenhua”derenrengranluoyibujue。yiju“butoubuqiang，kaonenglizhuanqianbuhanchen”biannenggoubaituojingshenshangdefudan，zheihuoxushidangxiashihesuoyourende“baiyoujie”。

duiyu“tuweiwenhua”dexingqi，youderenhuijiangqilijiewei“keqi”（kitsch），jitongguoduiyouquexiandeyishujinxingyouquexiandefuzhihuohaowujiazhidemofang，congerchanshengyizhongxujiadeshenmeichonggaoganlaitaohaoziji、yingheziji。dandangweiguanderenmenyekaishiwei“tuweiwenhua”yaoqinahanshi，zheijiubuzhishimougegetihuoquntidezihai，ershishehuicengmiandejitishenchou。

cunzaizhuyizhexuejiarenweicunzaishixuwude、shijieshihuangmiude、renshengshiwuyiyide，ershenchoushiduizheizhonghuangdanxianshideyizhongrenzhihebiaoda。tongguoduichoudeshenshi，renmenkeyigengshenkedilijieshijiedehuangmiuherenshengdekunjing。erdangrenmenzaishenchoudeguochengzhongwajuechuxindejiazhi，yeshidui“xuweidemei”defansihedizhi。

hulianwangrangrenmenkandaolezhenshishijiezhongcunzaidechaju，yejiledajiaxuanzedequanli。jinguanyulunshangzongyoujiaofeng，danrezhongshenzhuangqixingdeshanghai“sapu”heqinghai“yaozi”，dounengzhaodaozijicunzaideyiyi。