传统文化IP的数字赋能、情感赋值与角色赋活

The Digital Empowerment,Emotional Value,and Role Activation of Traditional Cultural IP

数字技术所打造的虚拟交往空间越来越成为建构中国话语模态、讲述中国故事的新型场域。基于“人本”观念的价值认同是文化传播的重要基点,聚焦情感的价值扩散更能形成深刻的集体记忆。以传统文化IP为符号载体,数字技术为手段,从IP产业链的内容生产、市场流通、消费体验的路径,实现传统文化IP情感符号、情感消费、情感交互的价值交融,推动文化集体记忆的形成,是构建以情感共同体为基点的中华文化传播叙事空间的机遇,也是赋能中国文化软实力在全球信息传播平台大放异彩的重要契机。

The virtual communication space created by digital technology is increasingly becoming a new field for constructing Chinese discourse modes and telling Chinese stories.The value identification based on the concept of“people-oriented”is an important basis for cultural dissemination,and focusing on emotional value diffusion can better form profound collective memories.Using traditional cultural IP as a symbolic carrier and digital technology as a means,from the path of content production,market circulation,and consumer experience in the IP industry chain,to achieve the value integration of emotional symbols,emotional consumption,and emotional interaction in traditional cultural IP,and to promote the formation of cultural collective memory,is an opportunity to build a narrative space for Chinese cultural dissemination based on an emotional community,It is also an important opportunity to empower Chinese cultural soft power to shine brightly on global information dissemination platforms.