面向文化认同的叙事体验设计策略

DESIGN STRATEGIES OF NARRATIVE EXPERIENCE BASE ON THE CULTURAL IDENITY

研究文创产品及其品牌对消费者文化认同的影响,为传统文化在互联网环境下的应用发展提供支持。在文化认同层面上,采用消费文化理论,提出了观念探析、文化解码、神话表述三步骤以及物质、功能、精神三层次的设计模型,形成针对文化类产品的叙事体验方法。通过实践案例验证消费者文化认同的设计模型。企业在通过在文化探析和文化解码的基础上,选择不同的叙事模式能使用户获得不同层次的体验,文化类产品适合使用跨媒介叙事模式,使用户获得精神层面的意义体验,从而形成消费者的文化认同。

Study the impact of cultural and creative products and their bra nds on consumer cultural identity,and provide support for the application and development of traditional culture in the Internet environment.At the level of cultural identity,using the theory of consumer culture,the three-step design model of concept analysis,cultural decoding,myth expression and three levels of material,function and spirit are proposed to form a narrative experience method for cultural products.Verify the design model of consumer cultural identity through practical cases.On the basis of cultural analysis and cultural decoding,companies can choose different narrative modes to enable users to obtain different levels of experience.Cultural products are suitable for cross-media narrative modes,so that users can obtain spiritually meaningful experiences,thus forming consumers Cultural identity.