新媒体时代杨柳青年画的多元产品开发

The Diversified Product Development of Yang Liu-qing New Year Painting in the New Media Era

目的 天津杨柳青年画是中国民间最具代表性的木版年画之一,其文雅细腻、端庄大方的艺术风格,一直深受广大人民群众喜爱.然而在互联网、新媒体发展迅猛的今天,要使这一民间艺术瑰宝得以传承和保留,只对其固态保护是远远不够的,还应对其进行合理的开发和利用,以展现传统民俗文化的当代价值.方法 依托杨柳青年画独特的艺术特征与民俗文化魅力,对其进行创新设计、多感官体验融合、数字产品开发和网络营销,实现杨柳青年画的多元化产品开发.结论 研究杨柳青年画在新媒体语境下的多元产品开发,有利于年画这一非物质文化遗产的传承与保护,并能起到促进区域经济增长,带动地方旅游业发展的作用.

Tianjin YANG Liu-qing New Year Painting is one of the most representative woodcut New Year paintings in China.Its elegant and exquisite,dignified and artistic style has always been loved by the people.However,with the rapid development of the Internet and new media today,it is not enough to protect and preserve this folk art treasure only by the protection of its solid state.It should also be reasonably developed and utilized to show the contemporary values of traditional folk culture.The innovation design,multi-sensory experience fusion,digital product development and network marketing were carried out to achieve the diversified product development of YANG Liu-qing New Year Painting by relying on its unique artistic characteristics and the folk cultural charm.Studying the diversified product development of YANG Liu-qing New Year Painting in the context of new media is conducive to the inheritance and protection of the New Year Painting as an intangible cultural heritage.Moreover,it can promote the regional economic growth and the development of local tourism.