形象·印象·创意——以“乔家大院”为个案

Image,Impression and Creation——A Case Study on "Courtyard of Family Qiao"

"乔家大院"作为晋中地区的文化瑰宝,长期以来仅仅是作为一种"形象"存在,没有发挥出其应有的价值和效益,而电视剧《乔家大院》的播出使大院成功转化为人们心目的"印象",成为眼球经济时代的佼佼者。在从形象向印象转化的过程中,起到决定性作用的是"创意",而提出这一创意的却不是"乔家大院"的运营者,更非出于对"乔家大院"作为一个产业运营的考虑,而恰恰在这里彰显了我们在发展文化创意产业过程中的缺失。

As a cultural treasure in the middle of Shanxi province,＂Courtyard of Family Qiao＂ had just been existing as a kind of ＂image ＂ for so long a time,and not had exerted its proper value and benefits which it should have. While the broadcasting of TV series ＂Qiao Family Courtyard＂ plays the role of turning the courtyard into the real ＂impression＂ in the mind of people,and making it the economy of attention. In the course of transforming from image to impression,creation plays a decisive role which was not put forward by the operator of ＂Courtyard of Family Qiao＂ ,and the creation is rather not out of the consideration of industrial operation. All the above present what are deficient in the development of our cultural and creative industries.