传统文化卡通化在新媒体下的传播设计研究

COMMUNICATION DESIGN RESEARCH OF TRADITIONAL CULTURE CARTOONLIZATION IN NEW MEDIA

随着外来文化的不断涌入,传统文化的传播与发展受到了一定的挑战,这对传统文化的创新提出了新的要求。本文以《西游记》为例,运用“卡通化”方法展开西游文化形象的提取,根据西游形象文化定位与受众定位进行了卡通形象转换设计,并采用线上与线下结合的思路,研究其在新媒体下的传播应用,由此开发了系列西游动态表情包设计。

With the continuous influx of foreign culture,the dissemination and development of traditional culture has been challenged to a certain extent,which puts forward new requirements for the innovation of traditional culture.Taking Journey to the West as an example,this paper uses the"cartoonization"method to extract the traditional cultural image of Journey to the West.According to the cultural orientation and audience orientation of Journey to the West,the author created the cartoon image conversion design and developed a series of Journey to the West dynamic emoticon as the communication application in new media.