新文创理念下非遗传承的IP形象设计开发与传播路径探究

Exploration on the Design and Development and Dissemination Path of Non-genetic Inheritance of IP Image under the Concept of New Cultural Creativity

新文创理念时代下,以IP构建为核心的创新文化生产方式致力于打造具有广泛影响力的中国文化符号,能够推动非遗文化的创新发展。文章通过对新文创理念的产生及其内涵的分析,并在充分阐述非遗价值及传承趋势的基础上,提出新文创理念下非遗传承的IP形象设计开发与传播路径,并从品牌化形式效应的设计表现、数字化技术拓展的动态演绎、多元化体验模式的交互传播三个方面,对非遗传承的IP形象的设计开发与传播路径进行了深入的思考与探究。

The concept of new cultural creativity is an innovative cultural production method with IP construction as the core in the new era,and is committed to creating Chinese cultural symbols with wide influence,so as to promote the innovative development of intangible cultural heritage.Through the analysis of the emergence and connotation of the new cultural and creative concept,and on the basis of fully expounding the value and inheritance trend of intangible cultural heritage,this paper puts forward the IP image design development and dissemination path of intangible cultural heritage under the new cultural and creative concept,and conducts in-depth thinking and exploration on the development and dissemination path of intangible cultural and creative IP image design from three aspects:the design performance of brand form effect under the new cultural and creative concept,the dynamic interpretation of digital technology expansion,and the interactive communication of diversified experiencemodels.