南戏文化基因在城市IP中的文创应用与传播

Cultural creativity application and dissemination of Nanxi Opera culture gene in city IP

城市IP是传递城市文化精神的象征符号,需要具有一定的地方特性和自带流量的传播力。作为南戏发源地的温州,至今仍保留着大量的南戏文化遗存,并一直以不同的形态不断被承继、渗透在当代人们的生活中。从南戏文化基因中解码南戏的经典剧目和特点,提炼独具地方特色的艺术表现形式,将其转译成温州城市IP,有效地融入当下的生活方式与受众的心理产生情感共鸣,用新时代的文化产业模式更好地促进城市文旅产业的发展。

City IP is a symbol to transmit the spirit of city culture,which needs to have certain local characteristics and the communication of its own traffic.Wenzhou,as the birthplace of Nanxi Opera,still retains a large number of cultural remains of Nanxi Opera,and has been inherited and infiltrated in contemporary people’s lives in different forms.It can be translated into Wenzhou City IP by decoding the classic repertoire and characteristics from the cultural gene of Nanxi Opera,extract the artistic expression form with unique local characteristics.It can effectively integrate into the current lifestyle and the psychology of the audience to produce emotional resonance,and better promote the development of city culture and tourism industry with the cultural industry model of the new era.