数字赋能中华优秀传统文化“两创”的产消机制研究

Research on the Production-Consumption Mechanism of“Two Innovations”of Fine Traditional Chinese Culture with Digital Enablement

数字技术赋能中华优秀传统文化“两创”,必然包含着文化的生产—消费机制。生产机制表现为:传统文化资源作为生产要素的数字化转型;文化新业态与传统文化“内容产能”的全面焕发;“生产技术民主化”与文化基因结合形成的规模空前的文化UGC模式。消费机制表现为:从线上线下互动消费向数字沉浸场景消费的升级进阶,以及虚拟文化产品消费在技术逻辑下的持续扩张;“华流顶流”与流量杠杆重新规制了传统文化“两创”的产消态势;“网生代”所推动的国潮消费则成为数字赋能机制的显著表征,其中深嵌着文化情感与自信。

That digital technology enables the creative evolution and innovative development of fine traditional Chinese culture inevitably involves the production and consumption mechanisms of culture.The production mechanism is manifested in the comprehensive digitalization of fine traditional Chinese cultural resources as production factors.The extensive and huge database of traditional cultural resources becomes product factors and industrial starting point for the subsequent highly enabled cultural production.Relying on the accumulation of massive resource elements of databases,traditional culture is constantly“embedded”in intelligent technological scenarios,bringing unprecedented intelligent production methods enhanced by computing power,which has further shortened the path of cultural production starting from creative elements and has provided an increasingly perfect mechanism chain for the database paradigm of traditional cultural production and for the“two innovations”on a larger scale.With new digital industries as carriers,under the cyclical stimulation of multiple industrial formats,fine traditional Chinese culture shows its immense“content capacity”.The combination of“democratization of production technology”and cultural genes has formed the cultural UGC model in an unprecedented way,which has greatly improved the regional layout and holistic ecology of traditional cultural production.The consumption mechanism of“two innovations”digital enablement is expressed as the upgrading of online-offline interactive consumption into digital-immersive scenario consumption and the continuous expansion of virtual cultural product consumption under the logic of technology,greatly expands the digital perceptual space of traditional Chinese cultural consumption.The flow leverage of“C-pop is A-lister”readdresses the production-consumption trend of the“two innovations”of traditional culture.The Guochao(Chinese fashion trend)consumption promoted by the Internet generation is the articulation of the digital enablement mechanism,reflecting the mainstream consumer groups’deep identification and self-confidence with Chinese traditional culture.