守正与创新:“红色文化”文创产品开发与传播研究

赓续红色血脉,发扬“红色文化”,是实现中华民族伟大复兴的精神支撑。基于“红色文化”的内涵与要义,积极开发文创佳品,成为保护和传承“红色文化”的重要路径。我国“红色文化”文创产品自20世纪40年代伊始,经由改革开放和经济推动,逐渐走向市场化和多样化。当前,“红色文化”文创产品正面临着市场竞争和消费者需求的挑战。基于探讨“红色文化”文创产品的开发策略,提出了从“庄严”到“鲜活”,从“保护”到“研究”,从“静止”到“流动”的三个转换思路,并分别从内容、形式、受众、理论、方法、平台等方面给出了具体的建议和举例。研究认为,“红色文化”文创产品开发不仅对传承和弘扬“红色文化”本身有着重要作用,也对助推铸牢中华民族共同体意识、推动中华优秀传统文化创造性转化和创新性发展、提升国家软实力和扩大国际影响力等方面有着重要的作用。

Continuing the red bloodline and promoting“red culture”are the spiritual support for realizing the great rejuvenation of the Chinese nation.Based on the connotation and significance of“red culture”,actively developing cultural and creative product has become an important path to protect and inherit“red culture”.Since the 1940s,China’s“red culture”cultural and creative product has gradually become market-oriented and diversified under the impetus of reform and opening up and economic development,and are currently facing challenges from market competition and consumer demand.Based on the discussion of development strategies,this paper proposes three conversion ideas from“solemn”to“vivid”,from“protection”to“research”,and from“static”to“flowing”,and gives specific suggestions in terms of content,form,and audience.The research believes that the development of“red culture”cultural and creative product plays an important role in inheriting and promoting“red culture”,promoting the consolidation of the Chinese nation’s community consciousness,promoting the creative transformation and innovative development of China’s excellent traditional culture,enhancing national soft power,and expanding international influence.