符号化叙事:作为消费仪式的中国文创产品多重符号建构

Symbolized Narration:Multiple Symbolic Construction of Chinese Cultural and Creative Products as Consumption Rituals

数字媒介智能化背景下,互联网为回归理性、注重体验感的新消费主义提供了技术动能。由此,中国文创产品在寻求文化与商业价值相统一的目标中,将最精粹的民族文化因素融入各类文创产品之中,在消费中构建仪式,并承载起自身独特的符号价值。本文在对中国文创如何实现意义符号生产进行剖析的基础上,对符号化叙事时消费仪式的构建方式进行阐述。本文认为,中国文创产品在未来的全球化传播,伴随着新消费主义文化的不断成熟和文明价值的显现而日益成长,中国传统文化的精髓正在破茧成蝶,与各产业的创意内容交织融合,以另辟蹊径的方式讲好中国故事,打造享誉全球的中国文化符号。

Under the background of intelligent digital media,the Internet provides technical momentum for the new consumerism that returns to rationality and pays attention to the sense of experience.Therefore,in the goal of seeking the unity of culture and commercial value,Chinese cultural and creative products integrate the most essential national cultural factors into all kinds of cultural and creative products,construct rituals in consumption,and carry their own unique symbolic value.Based on the analysis of how Chinese cultural creation realizes the production of meaning symbols,this paper expounds the construction methods of consumption rituals in the process of symbolic narrative,in order to provide some useful enlightenment for the global dissemination of Chinese cultural creation products.