Advances in Consumer Research
Issue 2 : 1129-1134
Original Article
The development of the heroic myth“Zhige Alu in the Yi ethnic group, China
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1
Faculty of Fine and Applied Arts, Khon Kaen University
2
Faculty of Fine and Applied Arts, Khon Kaen University.
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.Faculty of Fine and Applied Arts, Khon Kaen University
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Faculty of Fine and Applied Arts, Khon Kaen University..
Abstract

This study examines the historical development of the Yi ethnic heroic myth Zhige Alu, focusing on its narrative formation, transmission, and transformation within the cultural context of southwest China. The Yi people possess a rich oral literary tradition shaped by complex geographical environments and long-term intercultural exchange, in which heroic myths play a central role in articulating collective memory and cultural identity. As the most representative epic widely shared across Yi regions, Zhige Alu provides a valuable case for understanding the mechanisms through which heroic myths are preserved and reshaped over time.

Adopting a qualitative and text-based research approach, the study analyzes multiple versions of the Zhige Alu myth from oral and written sources, examining changes in narrative structure, heroic imagery, and symbolic meaning. The research situates these transformations within broader historical, social, and religious contexts, including the influence of Yi oral tradition, Bimo religious practices, and regional cultural interaction. The findings demonstrate that the development of the Zhige Alu myth reflects a dynamic process of cultural adaptation, in which core heroic motifs remain stable while narrative details and symbolic emphases evolve in response to shifting historical conditions. This study contributes to a deeper understanding of Yi mythology and highlights the role of heroic narratives as living cultural texts shaped by continuity and change..

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