创新设计转译文化基因的数字开发与传播策略研究

A Research on the Digital Development and Communication Strategy of Translating Cultural Genes by Innovative Design

中华优秀传统文化的创造性转化和创新性发展需深刻把握中华优秀传统文化中文化基因的时代特征和传播规律。创新设计转译文化基因已从具象层面的产品形态创造逐渐过渡到数据层面的群智服务创新。新的时代背景下,创新设计转译文化基因需通过显性文化基因和隐性文化基因的创意提取,促进文化基因的设计数据互联和文化基因的设计图谱共享,进而从物理形态、大数据群智、社会创新三个层面进行设计再造,以丰富文化品牌传播、激活文化情景场域,最终带动乡村优秀文化供给、助力文博单位产品开发、加速制造产业升级、挖掘文旅潜在价值、增强出海软实力、促进文化强国建设。

In the view of cultural strengthening and cultural soft power enhancement,the dissemination of cultural genes in Chinese excellent traditional culture is an important element to enhance cultural confidence and stimulate the awareness of cultural subjectivity.The current national policy for the development of excellent Chinese traditional culture has gradually transitioned from preservation to revitalization,exploring the creative transformation and innovative development of excellent Chinese traditional culture with digital technology.The creative development of the Chinese excellent traditional culture is a key step to promoting Chinese manufacturing to Chinese creation,and it is urgent to change the problems of imitation,plagiarism,low cultural attributes of products,low added value of products,and slow growth of brand value.Through the practicality and creativity of innovative design,we can translate cultural genes to empower the development of rural revitalization,museum and cultural development,cultural trade,intelligent manufacturing,and other related industries.Therefore,based on the material dimension and type entity theory,this paper explores the development strategy of innovative design to translate cultural genes and the ways to enable the development of other related industries.Firstly,based on clarifying the current status of cultural genetic research,we focus on the evolutionary stages,hierarchical subjects,and multiple participants in the cultural genetic design.We analyze the multiple evolutionary patterns of the design translation of cultural genes in the era of traditional creation,information machinery,big data,and artificial intelligence.From the perspectives of surface-level pattern symbols,middle-level organizational behavior,and inner-level spiritual values,the transformation and communication processes of explicit and invisible cultural gene mechanisms are clarified.Explorations are made on the ways to stimulate the motivation of designers and cultural inheritors in professional design activities,strengthen cooperation with peripheral innovation clients such as government,universities,enterprises,and social groups,and encourage distributed and flexible cultural production and design tool development.Secondly,the openness and intersectionality of innovative design provide replicable,learnable,and expandable paradigms for cultural gene extraction,cultural gene interconnection,cultural gene reengineering,and cultural gene dissemination.(1)Creative extraction of cultural genes:the extraction of explicit cultural genes and invisible cultural genes,provides an underlying data support for the interconnection of design data and design maps of cultural genes.(2)Interconnection and sharing of cultural genes:from the data interconnection of innovative design and the sharing of design knowledge map,it realizes the intelligent association and visualization of cultural genes to help the design reengineering.(3)Redesign of cultural genes:through the three ways of redesign of physical forms,group intelligence redesign of big data computing power,and localized social innovation,excellent cultural products and services can be designed and created.(4)Value propagation of cultural genes:it can create scenario links for value propagation of cultural genes by enriching cultural brand building,spreading Chinese cultural confidence,and constructing cultural scenario fields.Finally,the excellent cultural genes are exported to many excellent cultural products such as consumer electronics,home appliances,and furniture,electronic games,museum experience,and cultural creation development through the effective translation of innovative design.It enables cultural products to become important carriers to perceive Chinese culture,and helps the development of many industries such as rural revitalization,cultural heritage,non-foreign heritage,tourism,intelligent manufacturing,foreign trade,which can enhance cultural consumption level and strengthen national cultural self-confidence.