认知叙事视域下乡村文创产品创新策略研究

Innovation Strategy of Rural Cultural and Creative Products from the Perspective of Cognitive Narrative

目的乡村文创产品正进入品牌化、体验化的新文创时代,需要充分关注乡村文创产品的审美体验、意义体验和情感体验与社会价值,亟需运用整合思维进行知识转换与开发文创赋能的新角度与新思路。方法借助认知叙事学视角探讨乡村文创产品的叙事属性与认知机制,从叙事话语层、叙事视象层与叙事意象层3个方面系统地分析了乡村文创产品设计中叙事话语层次,重点阐述了乡村文创产品语境全聚焦叙事、语象内聚焦叙事、语义外聚焦叙事方法。结论从序列结构、触发点、叙事场等角度提出乡村文创产品的设计叙事创新策略,为乡村文创产品的内涵式发展提供了叙事解释框架与实践路径。

Rural cultural and creative products are entering a new era of branding and experience-based cultural innovation.It is necessary to pay full attention to the aesthetic experience,meaning experience,emotional experience and social value of rural cultural and creative products,and it is urgent to use integrated thinking for knowledge conversion and cultural and creative empowerment new perspectives and ideas.This work uses the perspective of cognitive narratology to explore the narrative attributes and cognitive mechanisms of rural cultural and creative products,and analyzes the narrative discourse level in the design of rural cultural and creative products from three aspects:narrative discourse layer,narrative visual layer and narrative image layer.It also focuses on the narrative methods of rural cultural and creative products with full focus on narrative,narrative within the language,and narrative outside of semantics.Finally,from the perspective of sequence structure,trigger point and narrative field,it puts forward the design narrative strategy of rural cultural and creative products,which provides narrative interpretation framework and practical path for the connotative development of rural cultural and creative products.