视觉文化视域下俄罗斯族巴斯克节IP形象设计与传播思考

THINKING ON IP IMAGE DESIGN AND COMMUNICATION OF THE BASQUE FESTIVAL OF RUSSIA FROM THE PERSPECTIVE OF VISUAL CULTURE

视觉文化视域下,研究与分析俄罗斯族巴斯克节IP形象设计策略,寻找节庆非遗转化路径,拓宽俄罗斯族巴斯克节传播途径,助力非物质文化遗产的活态传承。通过视觉文化理论解析节庆活动在视觉经验方面的文化建构,对事物主体转化为符号的过程进行视觉性研究,利用节日的视觉经验、主要色彩、情感与情境为设计来源,转化为俄罗斯族巴斯克节IP形象设计路径,结合视觉文化自下而上辐射的传播特点,扩展节庆非遗传播路径。得到视觉文化视域下俄罗斯族巴斯克节IP形象设计方法与传播策略。依据视觉文化的视觉建构、视觉表征与视觉性,建立在认知主体对视觉经验与审美倾向上,对俄罗斯族巴斯克节的节庆活动与文化内涵进行视觉转化,IP形象的多元媒介传播、故事化推广和跨界融合手段和方法,有助于人口较少民族节庆非遗传承与传播。

To study and analyze the IP image design strategy of the Russian Basque Festival from the perspective of visual culture,find the path of the festival intangible cultural heritage transformation,broaden the communication channel of the Russian Basque Festival,and help the living inheritance of intangible cultural heritage.How:through the visual culture theory,the cultural construction of festival activities in terms of visual experience is analyzed,and the process of transforming the subject of things into symbols is visually studied.By using the visual experience,main colors,emotions and situations of the festival as design sources,it is transformed into the IP image design path of the Russian Basque Festival,and combined with the characteristics of the transmission of visual culture from the bottom up.Expand the transmission path of festival intangible cultural heritage.The IP image design method and communication strategy of Russian Basque Festival were obtained from the visual cultural perspective.The IP image design method and communication strategy of Russian Basque Festival were obtained from the visual cultural perspective.Based on the visual construction,visual representation and visual character of visual culture,and based on the cognitive subject's visual experience and aesthetic tendency,the festival activities and cultural connotation of the Russian Basque Festival are visually transformed.The means and methods of multi-media communication,story-oriented promotion and cross-border integration of IP images are conducive to the non-genetic inheritance and transmission of festivals of ethnic groups with small populations.