"Big Handsome Coin" Transportation Card Causes Controversy: Cultural and Creative Development Must Be "Honest and Innovative"

□ Ma Yue (Heilongjiang University)

On January 19, Shenyang City, Liaoning Province, launched the "Big Shuai Coin" traffic card for Zhang Zuolin's image, causing controversy, and some netizens believed that it was inappropriate to promote Zhang Zuolin's image. On January 20, the reporter learned from the staff of the Shenyang Municipal Bureau of Culture, Tourism and Radio and Television that the only ceremony held on the 19th was a release ceremony, and it was not publicly released. Since then, it has paid attention to the network public opinion and handled it, and the relevant person in charge has been suspended and waiting for the next step of processing. (Upstream news on January 20)

As a synthesis of cultural symbols, spiritual connotations, shapes and craftsmanship, cultural and creative products carry the cultural spirit, embody the ability to innovate, and at the same time have product performance, which is well received by people in today's consumption upgrade. Zhang Zuolin, as an old warlord, once ordered the killing of Li Dazhao, whose people were extremely controversial, and using him as a prototype to make cultural and creative products actually hurt national feelings. The short-lived appearance of the "Big Shuai Coin" transportation card from "official announcement" to "deletion of blog" shows that cultural and creative products cannot be "willfully" developed.

For the cultural and cultural departments, the development of cultural and creative products can not only "activate" cultural resources, publicize culture and history, but also create economic benefits, which is a good thing for "fame and fortune". However, failed cases of cultural and creative development are also not uncommon: in May last year, the Dunhuang Museum, which was considered to be the most co-branded in the cultural and expo circles, and the joint name with the e-cigarette brand Bode also "overturned". On the one hand, there is a museum that shows the long history of Dunhuang, and on the other hand, there are e-cigarettes that are banned and strictly regulated online. Whether it is from the weak correlation between the tone of the two, or from the possible adverse effects of product promotion, this cultural and creative development has already failed.

I have to say that in order to "chase traffic" and "catch up with the fashion", some cultural and bo units are in a hurry, "willful authorization" and "one grant" in the IP authorization process, completely disregarding the social impact of the final product; product research and development does not consider market demand and historical background, and product production is shoddy and perfunctory... This time, the Shenyang Cultural And Expo Center saw the "economic value" and "celebrity effect" of historical figures, but lost the rigor and sensitivity that cultural and cultural workers should have, and ignored the most important "historical dimension". Obviously, cultural and creative development is a process that requires collective decision-making and repeated polishing, not a project that can be started by "slapping the head".

The secret of "applauding" and "applauding" cultural and creative products is nothing more than four words - "shouzheng innovation". Looking back at the cultural and creative products that have "gone out of the circle" in recent years: the lipstick of the Forbidden City has blown up a "whirlwind of cultural creativity", and Programs such as Henan Satellite TV's "Tang Palace Night Banquet" and "Lantern Wonderful Night" have been popular all over the Internet; The "Archaeological Blind Box" series of cultural creations of the Henan Museum have been out of stock several times... "Shouzheng" is the history and culture of the museum, and "innovation" has created the form and expression of cultural symbols. Only by respecting the thick historical core and innovating the expression of products can we achieve a double harvest of social benefits and economic benefits.