“青年向”:文化自信视域下国产动画电影的自觉拓展

“Youth-Oriented”:Conscious Expansion of Domestic Animation Films in the Context of Cultural Confidence

中国动画电影正处在从“文化自觉”迈向“文化自信”的关键性转型时期,由此也正在以往的“低幼向”与“合家欢”方向之外积极区分目标观众,自觉拓展并巩固分层市场,瞄准数量庞大的青年受众,探索一套与“青年向”契合的生产营销机制。“青年向”国产动画电影以过去引进美、日动画所培养起来的庞大观众群体为基础,在叙事上摆脱了“低幼”标签,开始通过动画体裁探讨成人世界的现实问题,在审美上自觉形成了一种融汇着古今中西元素的新的美学风格。票房数据和观众口碑都可以佐证,“青年向”有望以其巨大的发展潜力,给国产动画电影产业链补充一个重要环节,并与“低幼向”“合家欢”作品一起朝着“国漫崛起”迈进。

Chinese animated films are undergoing a critical period of transformation from“cultural self-awareness”to“cultural confidence”.As a result,they are actively distinguishing their target audience from the traditional“juvenile oriented”and“family joyful”,consciously expanding and consolidating their segmented market,targeting a large number of young audiences,and exploring a production and marketing mechanism that is in line with the“youth oriented”.“Youth oriented”domestic animated films are based on the large audience group cultivated by the introduction of American and Japanese animation in the past.They break away from the label of“juvenile”in narrative and begin to explore the practical problems of the adult world through animation genres.They consciously form a new aesthetic style that integrates ancient and modern Chinese and Western elements in aesthetics.Both box office data and audience reputation can prove that“youth oriented”,with its huge development potential,is expected to add an important link to the domestic animation film industry chain,and work together with“juvenile oriented”and“all age oriented”works to move towards the“rise of Chinese animation”.