"Best Picture" Award-winning work: "Centennial Yu Garden", photographed by He Zhongming
Using international expression to disseminate Chinese culture and tell the story of Shanghai well is the wisdom of Shanghai in the image of the city, and it is also an important embodiment of Shanghai's urban soft power.
Shanghai is an important window for the world to observe China. The culture of Haipai, which is full of diversity and inclusiveness, is becoming more and more known and familiar to the international community. Behind this, it marks that the main force of urban image construction is shifting from the media to "everyone".
In order to encourage everyone to become the shaper and communicator of the city's image, as the highest award for the international communication of Shanghai's urban image, the 16th "Silver Dove Award" (2021) of Shanghai municipality for the first time relied on the Shanghai city image resource sharing platform IP SHANGHAI, focusing on four major directions: international expression of Chinese culture, promotion and promotion of double creation and interpretation, global narrative capacity building and expansion of the international "circle of friends". Among them, 214 works stood out from more than 600 entries and won the "Best Award" and "Winner Award". Present the most representative urban image creation content, highlighting the depth and precision of Shanghai in the field of international communication.
The "Song of the Earth" recorded by the Shanghai Symphony Orchestra expressed the connotation of Chinese music with an international narrative, and won the "Silver Pigeon Award" and "Best Sound" this year. Piano composer Ye Xiaogang once said, "China does not lack vivid stories, but lacks the ability to tell good stories." In "Song of the Earth", he found the best way to "express the international expression of Chinese culture".
Not only him, in fact, more and more content creators are well versed in this kind of communication "doorway" - the accurate interpretation of excellent Chinese culture in international languages, and the award-winning works of the "Silver Pigeon Award" provide one successful case and model after another.
The moisturizer spreads silently to the outside world, and the power reaches the hearts of the people
Looking at the winning works of this year's "Silver Pigeon Award", it is not difficult to find a number of beautiful, interesting and flexible communication works. These works do not see long-winded preaching, but carry out accurate dissemination from a global perspective and aesthetic needs, and internationally narrate and express contemporary Chinese culture.
Song of the Earth record
Conductor Long Yu led the Shanghai Symphony Orchestra to record "Song of the Earth", which will be released worldwide in 2021 by the world-famous Deutsche Grammophon (DG). The album contains two "Songs of the Earth" separated by a hundred years, one from the Austrian composer Gustav Mahler and the other from the Chinese composer Ye Xiaogang.
As soon as the record was released, it attracted the attention of overseas media such as the Guardian, the Financial Times, and BBC Radio. "These two works can be seen as an encounter between two cultures, reflecting different Interpretations of the basic humanistic concern of life in Europe and China," the Financial Times said. More foreign listeners said that they were immersed in the combination of Chinese and Western music works, and were deeply attracted by the "Chinese characteristics" music from the far east.
"Song of the Land" has become a microcosm of Shanghai's cultural inclusion, and an innovative example of the silent transmission of "Chinese Stories" to the international stage. Yu Long said, "It is the responsibility of our generation to create such works, that is, to keep the roots of Chinese culture and let Chinese culture go out in an international narrative and subtle form." Although the process is long, it can eventually arrive and reach the hearts of the people. ”
"Classic IP Winter Olympics Animation Promotion on the United States"
Recommended by Shanghai Fine Arts Film Studio, the "Shanghai American Film Classic IP Winter Olympic Animation Promotion" once became a hit on the Internet, and was awarded the "Best Activity/Case" of this year's "Silver Pigeon Award". By integrating the IP images of the national stars of Shanghai Meiying Film Factory who have accompanied generations of people to grow up, such as Sun Wukong, Nezha, Snow Child, Huluwa, Egg Sheng, Erlang Shen, etc., Shanghai Meiying people formed the Chinese Fairy Tale Alliance to show the charm of ice and snow sports to the world in a relaxed and lively way, and help the Beijing Winter Olympics.
Li Zhao, the main creator, said: "Combining these deeply rooted Chinese animation IP together, using interesting presentation methods to make everyone interested in ice and snow sports, deepen their understanding, and also hope that in international communication, more people can feel the great power style and national style of the Beijing Winter Olympics." ”
This original intention was finally realized. According to media reports, once the series of publicity was launched, it triggered a heated discussion among the whole people, and received a large number of forwards and likes on major social networking sites. Many foreign netizens have a more intuitive impression of the 2022 Beijing Winter Olympics through a series of short films, and continue to pay attention to the various events of the Winter Olympics.
The "Best Video" award-winning work "Biodiversity: The World of Antelope John", through the perspective of an antelope John, interprets the biological role in the ecological story, conveys the advanced concept of Shanghai Electric, a veteran state-owned enterprise in Shanghai, to pay attention to the protection of environmental protection and biology in the construction of the "Belt and Road", and expresses China's commitment to ecological balance and strives to build a beautiful vision of harmonious coexistence between man and nature.
Use the form of temperature to let the world perceive China, use the grounded narrative to highlight the spirit of Shanghai city, and truly make the story of ancient and modern China and the world connecting "alive". As a result, the exchange and interaction of different countries and nationalities transcends the language barrier, a piece of music, an animation, an event... The moisturizer silently conveys the information of acquaintance, acquaintance and communication.
The small incision highlights the big theme and shows three-dimensional China
It can be seen from the winning works of the "Silver Pigeon Award" that today's international communication is no longer limited to the way of telling traditional media carriers such as promotional films and brochures; the storytelling of the people's personal experience and the true interpretation of the people's lives are often more able to stimulate the empathetic experience of international audiences, and the small incisions can also show the multi-dimensional perspective of three-dimensional China.
《HOME IN MEMORY》
"Home In MEMORY", the winner of "Best Publishing", is the English sister article of "Homeland in Time - Community Micro-Zhi of Jing'an District, Shanghai". Published by the Shanghai Academy of Social Sciences Press, the page number of 943,000 words, the Chinese edition of the book is the country's first miniature chronicle of "community" as the object of description, recording the 21 representative residential areas of 14 streets and towns in Jing'an District, one of the downtown areas of Shanghai, from the perspective of community changes, changes in residents' lives, etc., is a geopathic information book with strong regional characteristics.
Small incisions are the biggest feature of this work. Aimed at foreign readers in China and Chinese readers living overseas, the book is full of pictures and texts, showing the achievements of China's reform and opening up from a subtle point of view, and the words are filled with a strong fireworks of people's lives, which is easier to evoke urban memory and resonate with readers. At the same time, as an innovative work, "HOME IN MEMORY" also reflects the innovative and creative vitality of Shanghai culture, and presents an amazing stroke for Shanghai to build a more open, inclusive and more attractive international cultural metropolis.
Coincidentally, the series of short video works "People's City People's Construction" selected by multiple districts has attracted attention as soon as it was launched. For example, the Chongming chapter tells the entrepreneurial story of Huang Zhen, a new professional farmer after the 80s. He graduated from East China University of Political Science and Law and volunteered to take root in Chongming Island as a new professional farmer. The short video records his modern farming career, and also records the transformation and development of Shanghai Chongming Island as a world-class ecological island. Vivid, flesh-and-blood character stories and ecologically beautiful, vivid and real life pictures make people feel the colorful charm of Shanghai city more truly.
The series also includes Huangpu, Changning and Yangpu, and the personal perspectives of different characters lead the audience to appreciate the beautiful life of Shanghai, and write a unique Shanghai love letter, which has triggered the empathetic experience of countless people living in the city. The series also won the "Best Video" in this year's "Silver Pigeon Awards".
The international dissemination of urban image is, in the final analysis, not the spread of static things, but the spread of dynamic people, telling the story of people. Conveying the image of the city requires both ritualistic conceptual standards and picture sense of urban scenery, as well as small stories of ordinary people and ordinary people.
This is the selection criterion of this year's "Silver Dove Award", and it is also a new path for Shanghai to tell the story of China in the new era to the world: in the international dissemination of the city image in which everyone participates, give full play to the main power of human communication, excavate and refine the characters that fit the spirit and character of the city, reflect the ordinary stories of quality life and urban culture, and thus create a vivid and perceptible image of the "people's city".
Interpreting the "international expression of Chinese culture" in this way is probably the mystery of Shanghai's ability to "go out of the circle" in the global city competition!