后冬奥时代IP的构建与传播路径研究--以“冰墩墩”为例

Research on IP Construction and Propagation Path in post-Winter Olympics Era--A Case study of"Bing Dwen Dwen"

北京冬奥会上“冰墩墩”的走红让全世界看到了崭新的中国形象,比起2008年北京奥运会上“我是谁”的展示,2022年的北京冬奥会向全球受众展示了一个可爱可亲、更加从容自信的国家形象。本文试图以“冰墩墩”作为切入点,探讨北京冬奥会对于中国传统文化符号的拓展与更新,解析“冰墩墩”传播模式的创新与突破,提出中国崛起与民族文化复兴背景下,国产IP应根植民族文化,聚力讲好中国故事,创新传播路径,借助互联网的社交互动属性,更好地展现国家形象。

The popularity of"Bing Dwen Dwen"in the Beijing Winter Olympics has made the world see a new Image of China.Compared with the"who am I"display in the 2008 Beijing Olympic Games,the 2022 Beijing Winter Olympics has presented a cute and amiable,more calm and confident national image to the global audience.This article attempts to"Bing Dwen Dwen"as the breakthrough point,discusses the Beijing Olympics for the Chinese traditional culture symbol expansion and update of the resolution"Bing Dwen Dwen"propagation mode innovation and breakthrough,is put forward under the background of the rise of China and national cultural Renaissance,domestic IP should be rooted culture,tell Chinese stories well,with the help of the Internet social interaction properties,better show the national image.