Commentator: Zhu Wenlong.
On the evening of February 4th, Qilu Evening News and Qilu One Point launched the first "Duanshang Village Evening", covering dance, sketches, acrobatics, opera and other performance forms of 14 programs, which won a total of more than 10.8 million on the whole network, and more than 20,000 interactions with posts, and achieved good results.
In addition to the first "Duanshang Village Evening", more than 640 "Village Evenings" will be held in various parts of Shandong during the 2024 Spring Festival Shandong Rural Cultural Tourism Festival.
Going to the "village evening" and watching the "village evening" has become a major entertainment for many people to celebrate the festival. How did the "Village Evening" come about? What contribution can it contribute to building a "Qilu Model for Rural Revitalization"?
The rise of "village evening" is inseparable from the rapid development of agriculture and rural areas.
After the reform and opening up, the rural economy has developed rapidly, the villagers' pockets have swelled, and the appearance of the village has become more beautiful. The villagers who have achieved satisfaction in material life have begun to pursue a higher level of spiritual and cultural satisfaction. It was at this time that the "village evening" became popular.
The country's first "Village Evening" was born in 1981. At that time, in order to welcome the Spring Festival, the villagers of Yueshan Village, Lishui, Zhejiang Province, lit a few kerosene lamps on the playground of the village primary school, performed village operas, and danced lanterns. At that time, no one would have imagined that this form of spontaneous entertainment by villagers would become popular all over the country in the future.
In the early "village evening", the stage was simple, and there was no fine service, but it was better to be down-to-earth, from organization and planning, program screening, to rehearsal performances, and stage layout, the villagers were all responsible for their own operations, and their own people acted on their own affairs, but they also enjoyed themselves.
It can be said that many villagers have been willing to hold "village evenings" for entertainment a long time ago, but at that time, not all rural areas had the conditions for holding "village evenings".
In recent years, the rapid development of rural infrastructure construction, many villages have built leisure squares, cultural compounds, and audio-visual equipment, which have laid a solid material foundation for the popularization of "village evening". At the same time, the "community" of rural life has become a catalyst for the popularization of "village evenings".
With the advancement of urbanization, the traditional clan social relations in rural areas have gradually changed into neighborhood social relations, and villagers have begun to carry out group activities such as fitness and entertainment in public places such as cultural compounds and leisure squares like urban residents, and the living habits and entertainment methods of villagers have gradually become "urbanized". At this time, it is normal for "Village Night" to appear.
The "Village Evening" has become an important stage for villagers to show themselves and express themselves.
Qilu Evening News Qilu One Point First "Duan Shang Village Evening", although the program is not very exquisite, but all of them are full of villagers' emotions. The dance "Seed" and the opera "Have a Red Heart" reflect the farmers' unyielding and pursuit of life, and the song "Rural Revitalization Sing" sings about the farmers' confidence and expectations for the future.
People are of the same mind, and their hearts are of the same mind. The "village evening" that the villagers love to watch also touched the people in the city.
On January 20, in Ramka Miao Village, Laershan Town, Fenghuang County, Hunan, a "Village Evening" with more than 80 local villagers directed and performed was hotly performed. At the same time, in Bozhuang Village, Linfen City, Shanxi Province, the "Village Evening" with the theme of Jinnan majestic gongs and drums also kicked off. In this way, two "village evenings" in the south and north were broadcast live on the Douyin platform at the same time, and in just three hours, they received nearly 8 million **.
Why does "Village Evening" attract people from the city?
First, there is a strong New Year's flavor in the "village evening".
The opening program of the first "Duanshang Village Evening" "Blossoming Flowers", with a high-pitched suona sound, the performers quickly entered the state, and they cooperated tacitly to play a passionate and high-pitched melody. The melodious suona, the crispness of the flute, and the sonorous sound of the drum, these sounds are intertwined, like the sound of nature, which is intoxicating, conveying the cheerful atmosphere of farmers welcoming the Year of the Dragon. There are many more similar shows. These programs instantly make people feel like they're celebrating the New Year.
Second, the "village evening" can relieve the nostalgia of the wanderer.
"Village evening" carries the local sound, the countryside, and the nostalgia. The hard-working and busy people are scattered everywhere on weekdays, and through the "village evening", everyone gathers together, pours out their hearts with singing, and expresses their enthusiasm with dance. "Village Evening" can easily poke at the softest place in the wanderer's heart. "Village evening" is not only the favorite of rural people, but also the "sweet and sweet" of urban people.
The "Village Evening" not only brings happiness to people, but also adds more possibilities for rural and agricultural development.
In recent years, the "village evening" stage and cultural tourism "singing" have gradually become routine operations. The combination of culture and tourism has increased the income of the masses and promoted the development of related industries.
In 2023, on the night of the "Village Evening" in Taohuayuanli, Tai'an, it attracted more than 5,000 tourists and achieved sales of 80,000 yuan.
On February 3, 2024, the "Village Evening" in Renfeng Town, Jiyang District, Jinan City, was a collection of public welfare performances, intangible cultural heritage products, and online live broadcasts, which not only added to the festive atmosphere, but also helped boost consumption.
In Shandong, the "village evening" has received unprecedented attention.
The theme of the 2024 Spring Festival Shandong Rural Cultural Tourism Festival is "every family hangs red lights, every household sticks Spring Festival couplets, and every village has a good show - go back to the village for the New Year", and there is a good show in every village, including the "village evening", during the Spring Festival, more than 640 "village evenings" will be held in various parts of Shandong.
In just over two months, more than 600 "village evenings" have been dedicated, and Shandong relies on a strong "family foundation".
Shandong has a long history and rich cultural heritage, and the number of representative items of national intangible cultural heritage ranks among the top in the country.
In Linyi, the old revolutionary base area, the "Village Evening" relies on the local intangible cultural heritage, which not only makes the traditional culture "live", but also allows the masses to truly feel the charm of culture and art.
The "village evening" in Wencun along the north and south of Yi is a typical example. It is said that more than 300 people in this village can sing a string opera. This is a type of music that has been passed down for more than 300 years, and was included in the fourth batch of provincial intangible cultural heritage list of Shandong Province in 2016. In order to let more people know about Xianzi Opera, under the initiative of folk artists Yin Zuohui and Yin Dongdong, some time ago, Beiyanwen Village held the first "Village Evening" in the history of the village. A string opera won the applause of this "opera village" village.
At present, some "village evenings" in Shandong have been recognized by relevant departments. Some time ago, the General Office of the Ministry of Culture and Tourism announced the list of demonstration sites for the 2024 Spring Festival "Village Evening", and the "Village Evening" in Shandong was selected, namely Dahedong Village, Shazikou Street, Laoshan District, Qingdao City, Chengguan Street, Linqu County, Weifang City, and Yanjia Village, Baisha Town, Rushan City, Weihai City.
From "village super" to "village BA" and "village evening", the prefix "village" is sought after, highlighting the healthy and diversified development trend of rural cultural life.
In order to maintain the attractiveness of the "Village Evening" for a long time, it is necessary to conform to this trend, constantly expand the connotation and extension, and walk out of the road of cultural breakthrough with integrated development. Fortunately, some places in Shandong have dug deep into the connotation of farming culture to hold "village evenings" with industrial characteristics and create "village evening" experience routes.
For example, Qingdao West Coast New Area highlights the theme of "Gathering on the West Coast and Enjoying the Charm of the Sea and Qilu for the New Year", and combines the "Village Evening" with the Langya Sea Festival. Tourists can not only enjoy the thousand-year-old sea worship ceremony, experience the rough and simple original ecological cultural features of the sea worship ceremony, but also enjoy the songs and dances, costume plays, sketches and other programs carefully choreographed by the villagers, which greatly increases the attractiveness.
Shandong is committed to building a model of rural revitalization in Qilu, and the popularity of "village evening" has injected new momentum into the high-quality development of rural areas.
From this point of view, the "village evening" is not late, and it comes at the right time.