文化传承、内容衍化与数字化转型——从白蛇传说看中国传统文化IP的媒介生产实践

Culture Inheritance.Content Derivation and Digital Transformation:Media Production Practice in Chinese Traditional Cultural IP from the Legend of the White Snake

中国传统文化是中华民族的文化根基,也是文化创新的重要源泉。具备互联网特性的传统文化IP在中华优秀传统文化中生成,是推动传统文化传承接续与现代转化的重要载体。作为四大民间传说之一的《白蛇传》,是中国传统文化IP系统中的一员。从文化层面看,它以传统为源,承载着在历史中生根发芽的民间文化,并借助IP化的媒介生产,传承传统文化因子。从内容层面看,白蛇IP通过内容衍化连接当下,人物角色的创新、故事情节的改写以及传播交流中的载体迁移皆是白蛇IP在新的时代拓展自身生存空间的重要方式。现如今,中国传统文化IP面临数字化时代带来的机遇与挑战,亟须在开发、传播及衍生三个环节进行创新,唯有创制内容和科技耦合的故事世界,借力社会化的关系营销,建构互融共通的全产业链条,中国传统文化IP才能真正实现数字化转型。

Chinese traditional culture is the cultural foundation of the Chinese nation and an important source of cultural innovation.Traditional cultural IF with internet characteristics is derived from China's exællent traditional culture and serves as a crucial vehicle for promoting the inheritance and modern transformation of traditional culture.As one of the four great folk tales,The Legend of the White Snake is a member of the Chinese traditional cultural IF system.From the cultural per-spective,it draws from tradition,carrying the folk culture thut has taken root and sprouted throughout history.By utilizing the medium of IP,it passes on traditional cultural elements.From the content perspective,the White Snake IP connects withthe Present through content evolution.Innovations in character roles,rewriting of storylines.and changes in the medium of communication are all important ways for the White Snake IF to expand its survival space in the new era.Today,Chinese traditional cultural IP faces the opportunities and challenges brought by the digital agc.It urgently needs innovation in the threæstages of development.dissemination,and derivative production.Only by creating a story world that couples content with technology,leveraging social relationship marketing,and constructing an integrated and interoperable industrial chain.can Chines traditional cultural IP truly achieve its digital transformation.