In 2017, the traditional culture has swept across all industries including film and television, variety shows, book publishing and education.
The "Chinese Poetry Conference" on the hot TV screen allows people to pick up the books and join the army. The intangible cultural heritage and inheritors are widely spread through documentary films such as "The One Hundred Carpenters" and "The Greatest Carpenter"; The cultural relics explore the program “National Treasure†through the “Exploration of the National Treasure†and become the new “net redâ€... These outstanding Chinese traditional cultures are truly creative and young, and they truly integrate into people’s lives and infiltrate the hearts of the general public.
At the same time, in January this year, the General Office of the CPC Central Committee and the General Office of the State Council officially promulgated the Opinions on Implementing the Inheritance and Development Project of the Chinese Excellent Traditional Culture (hereinafter referred to as “Opinionâ€). This is the first time that the topic has been elaborated in the form of a central document. The work of inheriting and developing excellent Chinese traditional culture. The comments emphasized that excellent traditional culture should be used throughout the national education, nourishing literary creation, and integrating into production and life.
The industry believes that once again the traditional culture has become so hot that it has “lived†to “fireâ€, it not only embodies cultural self-confidence, but also proves that the development of Everbright traditional culture has increasingly become a conscious awareness of the Chinese people. In this issue of the Cultural Weekly, Nanfang Daily’s reporter, in the form of keywords, is taking stock of the 2017 cultural news hot events. Let’s review the “explosive models†that have been screened.
Poem + reading "after 00" into classic literature heritage "hardcore fans"At the beginning of the new year 2017, after the CCTV broadcast in the second quarter of the “China Poetry Conventionâ€, it quickly became popular on television screens and social networks with more than expected heat, opening up a good beginning for the “traditional culture feverâ€. Standing to the last 16-year-old middle school student Wu Yizheng also let people see that "00" has become the "new force" for the transmission of classical poetry.
“I hope people can return to the support of excellent traditional culture and return to the country of poetry after the noisy entertainment variety.†Talking about planning intent, Yao Xishuang, the mastermind of the “Chinese Poetry Conventionâ€, stated that “we define the program as a “poetry conferenceâ€. Instead of the 'Poetry Contest', it is hoped that the game will be played down, communication, communication and integration will be highlighted, and cultural exchanges among all members of the society will be enhanced."
After this, Dragon TV's "Poetry Book China", Zhejiang Satellite TV's "Go Up! Poetry", Hebei Satellite TV's "Chinese Poems", expanded from poetry to read the traditional cultural classic "Lang Reader," "Reading and Reading America "......... A wave of poetry, reading variety shows followed, using modern methods of communication, in order to achieve the effect of refined and popular. These cultural variety shows have been hailed as "a clear stream in the television world."
Through combing these programs, it is not difficult to find some common rules: producers will combine poetry or famous articles with media, culture, and new technologies, and use a large number of traffic stars and celebrities to increase the influence of the program. People in the industry believe that these television people have explored a path for traditional cultural exhibitions, education, heritage, and innovation that they can learn from, and are a useful demonstration of “creative transformation and innovative development†of traditional culture.
Under the upsurge, some experts expressed their concern that "a variety of cultural and artistic entertainments with similar properties and knowledge will occupy the screen, which will inevitably make the audience feel fatigued." For this, Kang Zhen, guest commentator of the “Chinese Poetry & Assembly Conference†commented: “The public thought that the traditional culture was going downhill, and the modern language became plain and rough, but the show allowed the audience to see a group of poets who loved poetry and understood poetry. This not only restarted people's interest in literature, but also aroused people's confidence in culture."
With the high ratings of programs, related books have transformed the visual and audio sensation of cultural variety shows into a feeling of reading that emphasizes both emotion and thinking, and have also aroused readers' extensive reading enthusiasm. The publication of Zhonghua Book Company’s “Chinese Poetry Conference†received great attention from readers. It sold 40,000 to 100,000 copies in one year, and the classic selection notes such as “300 New Poems of Tang Poetry†published by the Shanghai Ancient Books Publishing House were repeatedly sold out. “Implicity of thinking: the illustrations of the famous books of poetryâ€, “Eight classes of poetry†and “Concise Reader of Chinese Cultureâ€, and other traditional cultural books have come on stream one after another. The sales of various cultural calendars of poetry are gratifying, making more and more “post-90sâ€. After 00, "become a die-hard fan of traditional culture."
In addition, mobile games related to the “Poetic Convention†have also become popular, and the “Challenge Convention 50 Challenges†and “Challenging Ancient Poetry†games have become popular quickly. Not only that, in the 2017 national college entrance examination, one volume also used the “Chinese Poetry Convention†as the material for life test questions. Since September 2017, Chinese textbooks for primary and middle schools have adopted new editions, and the articles in ancient poems have greatly increased. The “Outline for Perfecting Chinese Excellent Traditional Culture and Education†published by the Ministry of Education on the official website has made clear requirements for students to learn traditional culture.
All kinds of indications show that traditional cultural classics are using different platform carriers to make roots grow in the depths of modern people through the use of different types of "spiritual and silent" methods. .
Intangible Documentary + 400,000 live webcasts watched live on the surface, "Craftsman Spirit" highly praised
Since Kunqu Opera was listed by UNESCO as “a masterpiece of oral and intangible cultural heritage of mankind†by UNESCO in 2001, it was successfully applied for “24 solar terms†in 2016. At present, China has been listed in the Unesco Human Heritage List of 39 projects. One, ranked first in the world.
In the rejuvenation of classical poetry through the mass media, various documentary films such as "The Hundred Hearts", "Looking for Craftsmanship" and "The Amazing Craftsman" documented in an innovative manner the production of oriental traditional techniques such as lacquerware, brocade, and ancient paper. Inherited into the connotation of ingenuity. In the second quarter of the "Great Tradesman", the craftsmen and the designers were brainstormed together to create handicraft products that fit the content, and they also used the video play platform to "see and buy" features, allowing consumers to purchase while watching the program. Tradesman hand made product.
The insignia of the state-level non-heritage Huizhou lacquerware decoration craftsman Gan Gan can be said: “As a craftsman, what we have to do is to leave the kind of rich cultural heritage left behind by our motherland. This kind of remarkable craftsmanship is a serious one. Truly inherited. The craftsmen are very small, but those who have the spirit of a craftsman are great." This became the unanimous voice of many spectators.
Not only that, many intangible cultural heritages have taken a different path, making full use of Weibo, WeChat, webcast, panoramic VR display, H5 communication, aerial broadcasting channels of UAVs and other emerging modes, and relying on the strength of Internet+ to show the public non- The legacy of “traditional activation, design transformation, and life beautification†is inherited.
In September of this year, the large-scale network dissemination activities of the Intangible Cultural Heritage of the “Celebrating the Nineteenth Congress and the Culture of China†co-sponsored by the Central Network Information Office and the Ministry of Culture were all over the country. Among them, the large-scale non-heritage network dissemination campaigns sponsored by the Guangdong Provincial Department of Culture and the Guangdong Provincial Cyber ​​Information Office and implemented by the Guangdong Province’s traditional technics station †It was held at the Lingnan Vitality Art Museum in Guangzhou 289 Art Park.
During the event, the “24-Jian-Ji-qi†ink and wash paintings created by Lin Diyi conveyed the Chinese people’s ancestral life wisdom and the poetry of the four seasons to the most vivid expression on paper, leaving many spectators to stop at it; In the live broadcast of the copper non-heritage network, Su Yingmin, who inherited the bronze inheritance of Xiguan, made tens of thousands of netizens see for themselves the charm of “hands-on†brass and its huge collection potential.
“Suddenly, the fragrance was sent all night and scattered for thousands of miles.†A number of Internet-based live broadcast platforms have introduced live broadcasts of non-heritage features, providing a new stage for exhibiting skills and fulfilling dreams for many “civilian masters†who have traditional cultural skills. In May of this year, YY live broadcast for the first time on the project of intangible civilization, the live broadcast of the plastic, won over 400,000 netizens onlookers. Up to now, the channel has settled in more than 200 anchors and the number of daily active users reached mega. Some of the crowdfunding platforms launched indiscriminate product crowdfunding, so that some of the neglected, indiscriminate and indisposable arts distributed a new era of charm.
Hunan, Shanxi, etc. launched the “Intangible on the tip of the tongue.†Inspired by local food culture and non-heritage foods, it attracted attention from all parties. Embroidery, Taoyuan embroidery and Miao silver jewelry with intangible features such as Huxiang are used in fashion design to convey Chinese traditional culture and aesthetic interest to young people. There have also been many works in Guangzhou that incorporate non-heritage elements and fashion designs. For example, the series of “Charcoal and Laoguang†comics brought the traditional culture of Guangzhou into the “secondary world†and interpreted the public’s life as “inherited into modern lifeâ€. The concept is deeply welcomed by young people.
Cultural treasures + expression packs from "talking" to "selling adorable", dust-covered antique fun social networking
In recent years, China’s cultural self-confidence has been increasing. From the ever-growing "explosive models" of cultural relics and movies and television works, one can see one by one. In 2016, “My Cultural Relics in the Forbidden City†was deeply loved by young people. The “National Treasure†recently launched by CCTV brought “National Treasure Show†to nine national museums (courts) and became a hot topic in social networks.
How hot is the “National Treasure� There are people everywhere in the circle of friends who have praised it. The consistently harsh watercress users scored 9 points or more and was called the “magic night of the museum†in the Chinese version.
According to industry analysts, the success of this program can be attributed not only to its inheritance of CCTV's accumulated experience in cultural programs, but also to the fact that the program has the courage to innovate, breaking the inherent ideas of traditional cultural programs. For example, the use of "small theater" variety show shell plus documentary television language, "live" the story behind the artefacts, and boldly enabled "own traffic" of the popular stars, the lines are still no shortage of online buzzwords. When the cultural heritage of deep cultural relics and cool expression really produced a "chemical reaction" and won rave reviews, it also shows the public's thirst for excellent traditional culture.
"No innovation, no museum door can be opened," the director of the National Palace Museum, Dan Xiangxiang asserted. In recent years, from the "court doll" to the "Zhuzhu Headphone", the Palace Cultural and Creative Products with the "Meng" design concept have been favored by the people once they are launched, and the National Treasure also put down its high-cold gesture to "ground." The "entertainment" style of entertainment tried to create emotional connections with the audience. During the program, Qianlong's "glaze bottle" and "agricultural music appreciation" and Huang Gongwang's "spicy eyes" and other jokes were repeated. Many netizens also worked tirelessly to produce a large number of programs." "Embossment package" is hot and popular on social networks.
On the other hand, science and technology have brought earth-shaking changes to the way people access traditional culture. The digital culture and art exhibition co-sponsored by the Forbidden City and Tencent has recently been staged in the Forbidden City. Traditional cultural contents such as immersive 3D projection screens, virtual reality, and fashion-packed mobile games have made the audience see the different Forbidden City. The traditional Chinese culture represented by the Forbidden City has attracted a large number of "post-95" and "after 00" fans. According to recent news, the State Administration of Cultural Heritage and Tencent, NetEase, and Baidu have signed a cooperation agreement to accelerate the cross-border integration of the Internet and cultural relic resources through concept innovation, technological innovation and model innovation.
The popularity of artifacts online has extended to positive feedback under the line. Taking the “National Treasure†as an example, according to relevant statistics, after the program was launched, the search for domestic tourism products through the “museum†suddenly rose by 50%, and was particularly welcomed by students and parents.
As one industry insider said, “The best way to protect and pass on traditional culture is to get it back into our lives, especially the daily life of young people.†Thankfully, museums are also in tune with the times. In order to understand the story behind the cultural relics in an innovative way, they seem to find a new way of “integrating with the young†in the running-in with the audience and become a resourceful mineral with its own flow.
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