一個(gè)平凡、封閉，甚至有些被現(xiàn)代文明遺忘的小山村，極富想象力地把動(dòng)漫卡通和鄉(xiāng)村話語(yǔ)嫁接在了一起—

小山村辦起了動(dòng)漫節(jié)

這個(gè)“六一”節(jié)，28歲的玉環(huán)縣龍溪鄉(xiāng)山里村村民鄭麗第一次忙得沒(méi)有空陪孩子玩?！傲弧惫?jié)當(dāng)天，又有上萬(wàn)人擁入這個(gè)全縣最偏遠(yuǎn)的小山村，鄭麗家新開(kāi)張僅1個(gè)多月的小飯館一天接待了十多桌客人，全家總動(dòng)員仍然忙得不可開(kāi)交，連孩子也被支喚著給客人送飲料。

山里村是個(gè)海拔200多米的高山村，也是全縣聞名的貧困村。10年前剛嫁進(jìn)村來(lái)的鄭麗看到的滿眼是赤膊墻的樓房、老瓦片的土坯房，這些頹敗和荒涼，10年未變。因?yàn)楦F、偏、遠(yuǎn)，村里的漂亮姑娘，大部分嫁到了山下。經(jīng)濟(jì)條件好些的人家，也想辦法移民下山了。

鄭麗真的連做夢(mèng)都沒(méi)想過(guò)，就是這個(gè)平凡、封閉，甚至有些被現(xiàn)代文明遺忘的小山村，有一天會(huì)與時(shí)尚、前衛(wèi)的創(chuàng)意動(dòng)漫文化碰撞在一起。

4月26日這一天，一場(chǎng)盛大的“中國(guó)·玉環(huán)美麗鄉(xiāng)村動(dòng)漫節(jié)”在山里村啟幕。

人們?cè)谝黄@奇中睜大了眼睛：那些只在電視中見(jiàn)過(guò)的動(dòng)漫卡通主角隱沒(méi)在一片花海綠意中，蜘蛛俠匍伏在峭崖下，藍(lán)精靈全家落戶在溪谷里，白雪公主和7個(gè)小矮人住進(jìn)桂花叢中，恐龍?jiān)谇嗌狡掠崎e地仰望藍(lán)天，獅子王傲立在山崗上，喜羊羊和灰太狼“吵”到了菜地里……

山里村正變幻為一個(gè)浪漫的動(dòng)漫世界。原本無(wú)人問(wèn)津的山谷，如今有了童話般美妙的名字—五彩花谷、動(dòng)漫嬉戲谷。路旁的竹籬笆上涂畫上了水墨畫風(fēng)格的鷗鷺，看似頹敗的矮土墻上彩繪著生機(jī)盎然的春耕圖，嶙峋的巖壁上則勾勒了人們熟知的神話故事。村民的老房子則被改裝成動(dòng)漫小屋、3D影屋、慈善商店、書吧、農(nóng)民畫展室。這一切都那么新奇另類，卻與山野和諧搭調(diào)。

聞?dòng)嵍鴣?lái)的3萬(wàn)多游客擁入了這個(gè)寂靜的小山村。早上8時(shí)，摩托車、電瓶車、私家車……玉環(huán)縣龍溪鄉(xiāng)至山里村六七公里長(zhǎng)的盤山公路上，數(shù)不盡的車輛排成長(zhǎng)隊(duì)，蜿蜒前行。車兩旁，成群的人結(jié)伴而行。偌大的三個(gè)停車場(chǎng)，一會(huì)兒就沒(méi)了空隙。村民志愿者只好引導(dǎo)私家車有序地停在龍鹽路一側(cè)。結(jié)果，光是公路邊的汽車隊(duì)伍，就綿延排了7公里。遠(yuǎn)遠(yuǎn)看去，車隊(duì)和人群猶如一條彩帶，一眼望不到頭?；êＷ兂梢黄撕?。

游客劉若蘭一家五口特地從100公里外的三門縣海游鎮(zhèn)趕來(lái)，看著漫山遍野四處隱沒(méi)的藍(lán)精靈、花仙子、灰太狼、喜羊羊、稻草人等玩偶，劉若蘭十分興奮地說(shuō)，真沒(méi)想到，在這里，她的孩子可以尋找心愛(ài)的動(dòng)漫主角，她的父母可享受回歸自然、親近自然的休閑時(shí)光，而她自己仿佛擦亮了尋找美的眼睛。

被山里打動(dòng)的還有蜚聲中外的動(dòng)漫專家?！癆mazing！Crazy！I am deeply touched!（太驚訝！太瘋狂了！我深深感動(dòng)?。闭驹谥飨_(tái)上、新西蘭白涯高等藝術(shù)學(xué)院副院長(zhǎng)托馬斯·哈里脫口而出。這個(gè)曾經(jīng)參與動(dòng)漫電影巨制的動(dòng)畫大師，驚異于他在一個(gè)東方鄉(xiāng)村發(fā)現(xiàn)的神奇。

在外人看來(lái)，把動(dòng)漫這種最時(shí)尚、最前沿的公共文化藝術(shù)，直接植入貧窮落后的小山村，玉環(huán)這條路似乎走得很玄—

嫁接與碰撞的故事

玉環(huán)山里村與動(dòng)漫節(jié)的結(jié)緣，還有著一段故事呢。

2011年9月，剛剛履新龍溪鄉(xiāng)黨委書記的施明強(qiáng)到山里村走訪。那時(shí)，村支部書記陳繼林對(duì)他嘆苦：“山里村什么資源都沒(méi)有，集體經(jīng)濟(jì)差，位置又偏遠(yuǎn)，村民都想搬下山找活路，原先2000多村民，現(xiàn)在不足1800人?！?/p>

“山里有這么好的自然生態(tài)資源，你們自己看不到，只緣身在此山中啊?！笔┟鲝?qiáng)積極鼓勵(lì)大家。在之后的10月份鄉(xiāng)黨代會(huì)上，施明強(qiáng)承諾，將在山里村策劃舉行玉環(huán)縣首個(gè)鄉(xiāng)村動(dòng)漫節(jié)，將山里村打造成“龍溪花谷，山里人家”。

接下來(lái)，山里村破天荒地迎來(lái)了十幾位上海、杭州的專家。山里村動(dòng)漫節(jié)的總策劃，叫金江波，是國(guó)內(nèi)最早從事新媒體藝術(shù)領(lǐng)域創(chuàng)作和研究的當(dāng)代藝術(shù)家之一，曾擔(dān)綱上海世博會(huì)博物館歷程廳設(shè)計(jì)重任。他是玉環(huán)縣楚門鎮(zhèn)人，也是龍溪鄉(xiāng)黨委書記施明強(qiáng)的小學(xué)同學(xué)。

決定把動(dòng)漫這種都市里最前沿、最時(shí)尚的公共藝術(shù)帶到山里村，對(duì)金江波來(lái)說(shuō)，無(wú)疑是個(gè)挑戰(zhàn)。但是這位40歲的新媒體藝術(shù)家試圖通過(guò)山里的實(shí)驗(yàn)，來(lái)回答當(dāng)前中國(guó)美麗鄉(xiāng)村的規(guī)劃和建設(shè)中不可避免的一個(gè)現(xiàn)實(shí)問(wèn)題：當(dāng)前，農(nóng)村人到底需要怎樣的生活，城市人又渴望怎樣的農(nóng)村？

把公共藝術(shù)搬進(jìn)山里、融入山里的實(shí)踐者，是當(dāng)年上海大學(xué)美術(shù)學(xué)院的學(xué)生。院長(zhǎng)汪大偉，35年前曾背著鋪蓋和畫板，來(lái)到玉環(huán)坎門，駐扎在漁家寫生。在他的牽線下，山里村成了上海大學(xué)美術(shù)學(xué)院的公共藝術(shù)實(shí)踐基地。

“為了景觀效果，蜘蛛俠和部分恐龍的模型，原本是要安放在農(nóng)房屋頂?shù)摹ｋm然村民很支持辦動(dòng)漫節(jié)，但要把‘鬼怪’放在屋頂上，大家還是覺(jué)得很不自在。”施明強(qiáng)說(shuō)，很多創(chuàng)意和設(shè)計(jì)，因?yàn)榇迕駸o(wú)法全盤接受，不得不臨時(shí)更改。

最后，藍(lán)色的蜘蛛俠被安放到了山谷最低處，它趴在巖石上，一副隨時(shí)會(huì)躍至山頂?shù)哪樱Ч埠芎?。為了方便游客走到谷底看蜘蛛俠，創(chuàng)意團(tuán)隊(duì)于是再設(shè)計(jì)了一條新的參觀線路。

動(dòng)漫節(jié)的各項(xiàng)工作也充分考慮了村民的感受?；ü冗叺乃鄩?zāi)共凰⒕G色環(huán)保漆，而是蓋上稻草，做個(gè)造型，既不動(dòng)祖墳，又添景觀。“村民本身就是動(dòng)漫節(jié)的主角，在參與中產(chǎn)生互動(dòng)和故事，可引發(fā)動(dòng)漫文化的回歸、升華和再創(chuàng)。”汪大偉說(shuō)。

山里村民樂(lè)于參與到動(dòng)漫節(jié)中來(lái)。為了籌辦這個(gè)“節(jié)”，村民們從半年前開(kāi)始忙碌，整理山地，撒油菜花籽，拓田埂路，種景觀樹(shù)，刷墻壁漆……以前因?yàn)樨毟F，山里村曾有少數(shù)村民挖泥賣給磚窯，導(dǎo)致山體和生態(tài)被破壞。村干部上門做工作，多年下來(lái)成效不大。但當(dāng)動(dòng)漫節(jié)一天天臨近，挖土的行為自然絕跡了，近2萬(wàn)多平方米原先被破壞了的山體栽上新綠。這個(gè)春天，山里村的青山綠意更濃了。當(dāng)越來(lái)越多的人流涌入山里，村民們漸漸明白，山里村，不僅僅是山里人的。

卡梅隆用10年時(shí)間成就了“阿凡達(dá)”，創(chuàng)意的出現(xiàn)和形成，是一個(gè)漫長(zhǎng)的過(guò)程。而這，正是創(chuàng)造美好生活的真諦—

城鄉(xiāng)文化元素共融共生

這是一場(chǎng)不為很多外人所知的“美麗鄉(xiāng)村”實(shí)驗(yàn)，極富想象力地讓動(dòng)漫卡通和鄉(xiāng)村話語(yǔ)聯(lián)系在了一起。鄉(xiāng)村和動(dòng)漫，有人說(shuō)，是一種有趣的混搭。它起先是磨合，然后碰撞出來(lái)的是火花，進(jìn)而會(huì)漸漸地、悄沒(méi)聲息地改變很多東西。

如愿以償，山里村動(dòng)漫節(jié)辦得很成功。這場(chǎng)由政府主導(dǎo)的美麗鄉(xiāng)村實(shí)驗(yàn)，整合部分項(xiàng)目資金，爭(zhēng)取補(bǔ)助資金支持，先期投入了350萬(wàn)元，用于公共藝術(shù)、山體復(fù)綠、環(huán)境整治、生態(tài)修復(fù)、人居改善等基礎(chǔ)設(shè)施及民生項(xiàng)目建設(shè)。

原本臟亂差的山里村，面貌煥然一新。加之難得的高山風(fēng)光和生態(tài)環(huán)境，它已完全具備了美麗鄉(xiāng)村的表象。而動(dòng)漫文化，以乎也在碰撞中找到了與鄉(xiāng)村相融的途徑。

這個(gè)動(dòng)漫節(jié)帶來(lái)的不僅是村貌村容的改變，更是打開(kāi)了人們的視野，改變了山里人固有的理念。當(dāng)改變深入人心，山村就越來(lái)越美。

農(nóng)村里的人想到城市去，城市里的人想到農(nóng)村來(lái)，這種“圍城效應(yīng)”，恰恰傳遞出一種信息：都市文化元素可以同鄉(xiāng)村語(yǔ)境共融共生。

游客涌來(lái)，山里的鄉(xiāng)親，山外的人，距離從來(lái)沒(méi)有這么近。撲面而來(lái)的山外的世界，讓山里人有點(diǎn)茫然，有點(diǎn)期待。

致富大門，悄然打開(kāi)。80歲的阿婆，撿起窩里的雞蛋，放在路邊，變成了城里人稀罕的鄉(xiāng)下土貨。

葉紀(jì)敏和黃佳英夫婦在自己投資的釣魚(yú)塘邊，支起了4頂遮陽(yáng)傘。釣魚(yú)塘看起來(lái)很簡(jiǎn)陋，“但山里村辦動(dòng)漫節(jié)，我們總該做點(diǎn)什么？”夫妻倆商量，先從簡(jiǎn)單的休閑項(xiàng)目入手，“除了看風(fēng)景，總得讓城里客人有點(diǎn)東西可玩?！钡谝淮伍_(kāi)張的那個(gè)周末，黃佳英忐忑地守在魚(yú)塘邊，不停地整理、挪移小凳子，等著城里人光顧?！皬?點(diǎn)起，生意就來(lái)了。”那天，釣魚(yú)塘的生意出奇的好，家長(zhǎng)帶著孩子走完動(dòng)漫花谷后，就順便來(lái)體驗(yàn)釣魚(yú)樂(lè)趣。一天下來(lái)，竟收入1000多元。

鄭麗平時(shí)愛(ài)給家里人燒菜，現(xiàn)在她成了飯店的掌勺。鄭麗說(shuō)，自從蜘蛛俠模型運(yùn)進(jìn)村里后，就開(kāi)始有游客了。她家就在龍鹽路邊，游客問(wèn)有沒(méi)有飯吃，安裝工人也來(lái)問(wèn)能否借宿。于是，鄭麗就在寬敞的廳堂里加了桌子，臨時(shí)接待他們。誰(shuí)知，鄭麗這廚師從此當(dāng)?shù)靡话l(fā)不可收拾。

倉(cāng)促上陣的十幾個(gè)山里村的農(nóng)家樂(lè)，很多都和鄭麗家一樣驚喜。賣土雞蛋、番薯干、蘿卜干，還是賣飲料、冰激凌？賣鐵板燒、錫餅、番薯粉圓，還是礦泉水？山里人有點(diǎn)迷糊，有些興奮。

然而，當(dāng)暮色降臨，沒(méi)有路燈的山里村，回歸寂靜幽深，不見(jiàn)晝時(shí)繁華喧鬧時(shí)，人們不禁心生疑問(wèn)，山里這種模式是否可持續(xù)？它的生命力何在？這條路要如何走才能走得更遠(yuǎn)？

“政府不是經(jīng)營(yíng)主體，但必須搭好平臺(tái)?！笔┟鲝?qiáng)說(shuō)，“等時(shí)機(jī)成熟了，就把先期的政府投入，包括舉辦動(dòng)漫節(jié)、動(dòng)漫設(shè)施的更新和維護(hù)等，作價(jià)交予工商資本來(lái)運(yùn)作，這才是長(zhǎng)久之計(jì)?！笔┟鲝?qiáng)認(rèn)為，政府資金，真正的作用在于四兩撥千斤，鄉(xiāng)村動(dòng)漫節(jié)只是開(kāi)始，他們還有很長(zhǎng)的路要走。

金江波說(shuō)：“不管用何種形式改造山里村，必須發(fā)揮它自身的特色和優(yōu)勢(shì)，最終要達(dá)到兩個(gè)目的：一是讓山里村民得到真正實(shí)惠；二是以最小的資源代價(jià)，換取最大的社會(huì)效益。我們要延續(xù)動(dòng)漫節(jié)的思路，鄉(xiāng)鎮(zhèn)平時(shí)要開(kāi)展各種創(chuàng)意活動(dòng)，確保山里村不失農(nóng)村本真?！?/p>

中國(guó)傳媒大學(xué)動(dòng)畫學(xué)院教授、博導(dǎo)路盛章顯得更為冷靜，他說(shuō)，讓動(dòng)漫和山里村結(jié)合，是個(gè)前所未有的嘗試。但當(dāng)山里村選擇辦動(dòng)漫后，就必須不斷創(chuàng)新動(dòng)漫元素，注重動(dòng)漫文化的本土化，提煉和融入玉環(huán)、龍溪及山里村。

村民似乎顯得更樂(lè)觀些。很多人表示動(dòng)漫節(jié)后村里人也可學(xué)著搞動(dòng)漫活動(dòng)。黃佳英說(shuō)：“油菜花謝了沒(méi)關(guān)系，馬上要種向日葵了，到了秋天，山里村一定更漂亮，我們平時(shí)堅(jiān)持搞動(dòng)漫，游客肯定會(huì)源源不斷地來(lái)的。”

因?yàn)檠?qǐng)專家做出了標(biāo)新立異的規(guī)劃藍(lán)圖，山里村也成了工商資本關(guān)注的香餑餑?？偼顿Y1000萬(wàn)元的山里農(nóng)莊項(xiàng)目，已進(jìn)入審批環(huán)節(jié)。半島咖啡、農(nóng)家小木屋、日本錦鯉喂養(yǎng)等項(xiàng)目先后進(jìn)駐，5D影院、汽車影院、青年旅社、文化會(huì)所等社會(huì)項(xiàng)目，也在洽談中。

盡管一切還剛剛開(kāi)始，但山里人向往的一切幸福模樣，就像春天的花蕾一樣，已悄悄地綻放。

Experiment:

Mountain Village Holds Cartoon Animation Festival

For 28-year-old Zheng Li， April 26， 2012 marked the beginning of a life-changing experience. On the day， thousands of visitors came to the village from all over the region. They came here to attend Yuhuan Cartoon Animation Festival， the first in Yuhuan， a rural county in the coastal part of southern Zhejiang Province.

Shanli Village used to be one of the worst poverty-stricken rural settlements in the county. Ten years ago， Zheng married into the village. She found the dilapidated village miserable and hopeless. Pretty girls in the village managed to move out through marriage.

The seeds for the fundamental change in the village germinated in September 2011 when Shi Mingqiang， a new CPC secretary of Longxi Township， came to visit the village. Chen Jilin， the village head， seized the opportunity to complain about poverty and lack of natural resources for any imaginable development. Years ago， the village’s population was 2，000. The long-lasting poverty generated an exodus. By September 2011， the village population had dwindled to 1，800 as many had moved out for a better life somewhere else.

Shi Mingqiang decided to test the idea whether something big could change a village. The village he chose was Shanli. The project he dreamed up was to hold a cartoon and animation festival at Shanli.

In late 2011， a group of experts came to visit Shanli at the invitation of the local government. Jin Jiangbo， a pioneering designer and planner who had masterminded an exhibition hall at Shanghai Pavilion in 2010 Shanghai Expo， is a native of Yuhuan and a former classmate of Secretary Shi Mingqiang. The 40-year-old new media artist knew what kind of challenge he faced. In order to boost sustainable rural development and lift people out of poverty， he was supposed to create a new life mode that would benefit rural residents as visiting urbanites keep coming back.

Shanli Village， thanks to its unspoiled natural scenery， has long served as a sketching base for students specialized in public art at Art School of Shanghai University. In 2011， some students were organized to design the festival for the village. They created models of Spiderman and dinosaurs， among other things， but villagers strongly objected seeing these “ugly ghosts” placed on the roofs of their houses. The team placed the blue Spiderman in the lowest spot of the valley. The visual effect of the Spiderman there looked exciting， as if the hero was ready to jump to the top of the mountain. The team adjusted the arrangements accordingly using the Spiderman as the starting point.

Villagers were willing to cooperate and to make the event a big success. For about six months， they covered nearly 20，000-m2 hillsides with trees and grass， repaired roads and farmland paths， planted rapeseeds so that large plots of rape flowers would blossom in upcoming April， covered tombs with straw installations， and painted external walls around the village.

The government played a big part in this bold rural experiment for sustained development. The government ploughed 3.5 million yuan for the preparations of the festival: the public art， afforestation， ecological and environmental restoration， housing improvement， public facilities.

The simplest thing for villagers to do was to provide food and some rural entertainment for visiting urbanites at the festival.

Ye Jimin and Huang Jiaying， a couple at the village， operate a fish farm at home. They thought they could do something for visitors. They set up four umbrellas， stools， and desks by a fishpond and waited. Children from cities loved fishing at the fishpond. The couple made 1，000 yuan on the first day of the festival.

When the Spiderman was installed on April 6， 20 days before the festival， curious and eager visitors began to appear at Shanli. Installation workers also needed meals and boarding. Zheng Li’s house is by roadside and she is a good cook. So she turned her large house into a restaurant/inn to cater to visitors and workers. Before she realized what she was doing， she was running a family restaurant with brisk business. More than ten other families also started running their family restaurants.

Children’s Day on June 1 witnessed an influx of more than 10，000 people into Shanli， the remotest village in Yuhuan. Zheng Li cooked food fore more than 10 tables for diners. All the family members were engaged in helping. her young kids were asked to serve drinks. Zheng was happy for the life-changing experience. She had never dreamed of such changes.

Is Sanli Model sustainable? There are mixed comments.

Shi Mingqiang says the government is by no means the major player， but the government must get the stage up and ready. In the future， investors can move in to finance future events. The cartoon and animation festival is a beginning. Villagers have a long way to go.

Jin Jiangbo， the mastermind of the festival， emphasizes the importance of tapping into local resources. Shanli Village can only choose a development plan that must benefit local residents and generate maximum social benefits at the minimum cost of resources. Jin plans to come up with new ideas so that Shanli can hold new activities and maintain its original rural beauty.

Lu Shengzhang， a professor with Cartoon Animation School of China Media University， is relatively more cautious about Shanli’s future. Cartoon and animation for Shanli Village is an experiment never seen before， he points out. The village must keep injecting new ideas and elements. The village must also localize the culture of cartoon and animation.

Villagers are more optimistic about future. Huang Jiaying， the fishpond owner， says that sunflowers will be blossoming in autumn and she is confident that visitors will certainly come in autumn.

Shanli is attracting investments. A 10-million investment is ready to build a resort in the mountain area. The village now has a café and some other projects running. Some more projects such as youth hostels and movie theaters are in talk now.