关键词: 上海古镇, 民俗叙事, "上海文化"品牌

Abstract: "Shanghai Culture" mainly includes culture of Jiangnan(regions south of the Yangtze River), Shanghai culture, red culture and so on. Ancient towns, where the local culture and history originated, are important bearing space of "Shanghai culture". The key to shaping the cultural brand of ancient towns in Shanghai is to "tell the stories of ancient towns well". Folk custom constructs identity through narration and the multiple narrative theory of folklore can serve as the theoretical basis to establish the ancient town culture brand. By applying them, we can excavate and sort through the cultural genes contained in ancient towns in the multiple narratives of languages, images and behaviors, highlight the cultural and economic value of ancient towns, and make ancient towns an important force in shaping the brand of "Shanghai culture". The concept of folklore genealogy has a macro and overall influence on culture. It is necessary to establish the internal connections of various elements in "Shanghai Culture" on the one hand, and spread them to the outside world and exchange with multi-cultures and learn from each other on the other. Only in this way can it be more conducive to the shaping of "Shanghai Culture" brand.

Key words: ancient towns in Shanghai, folklore narration, "Shanghai culture" brand