阐释与展示:国家考古遗址公园公众感知度提升策略的思考

Interpretation and Presentation: Reflection on the Strategies for Enhancing Public Perception in National Archaeological Parks

阐释与展示是合理引导公众感知、欣赏并保护大遗址的重要技术手段,促进了大遗址这一珍贵资源在当代的“传承”与“共享”。国家考古遗址公园是大遗址保护和利用领域日趋成熟的一种模式,已从探索实践1.0阶段到丰富理念2.0阶段走入创新活化3.0阶段。对首批国家考古遗址公园的研究表明,阐释与展示虽然有效建立了公众与国家考古遗址公园之间的联系,使得国家考古遗址公园从一般物理意义上的“公共空间”上升为有意味的“遗产地场所”,但从公众感知视角上的阐释与展示效果并不理想。基于此,宜以情感评价、具象认知等理论为依据,通过挖掘文物IP,构建阐释与展示系统、设置多维游憩体系、塑造友好型公共文化空间、制定负责任的推广与营销计划等策略,促进国家考古遗址公园持续创新活化及高质量发展。

Interpretation and presentation are important techniques to guide the public to perceive, appreciate and protect largescale sites, promoting such a valuable resource to be inherited and shared in our time. National archaeological parks, as important cultural heritage sites to meet the public’s historical memory and emotional resonance, have become a well-developed model for the conservation and use of large-scale sites. This model has gone through Stage 1.0 of exploration practice and then Stage 2.0 of concept enrichment into Stage 3.0 of innovation and revitalization. However, some national archaeological parks provide inadequate opportunities for the public to perceive the sites’ spirit due to the neglect of public perception and enjoyment. Based on this, it is necessary to apply interpretation and presentation as management tools to enhance public perception in order to have sustained innovation and revitalization.Taking the first batch of national archaeological parks as the research subject, this paper summarizes the perceptual characteristics and behavioral patterns of the public after visiting the parks by methods of field investigation, travel documentation, and text analysis to study over 15,000 public reviews collected from Ctrip website, and by ROST Content Mining 6 to obtain reference information through the analysis of high-frequency feature words, semantic network, and emotional image. This paper shows that interpretation and presentation effectively establish the connection between the public and national archaeological parks but work insufficiently from the perspective of public perception. There are problems such as monotonous display, identical design, poor visibility, and insufficient interpretation of site values that need to be resolved. It is necessary to alleviate the conflicts through improving interpretation and presentation in order to enhance public perception.Based on the analysis result and the theories of affective evaluation and embodied cognition, inspired by the experience of interpretation and presentation in the United States and Australia, this paper proposes the following strategies to promote the sustained innovation and revitalization and high-quality development of national archaeological parks: exploring the heritage IP, optimizing the interpretation and presentation system, setting up a multi-dimensional recreation system, constructing friendly public cultural space,and working out a responsible promotion and marketing plan. This paper lays emphasis on public orientation, attaches importance to public perception and experience, attempts to enrich the research methods on public perception, and adopts the analysis method of user-generated content(UGC) which provides real, objective, and rich data to reflect the actual public demands from the demand side,so as to provide new ideas and new methods for the construction of national archaeological parks.