The Winter Olympics | the cold thinking behind the hot flashes in the Winter Olympic countries

The Winter Olympics have promoted the "national tide" to the world

The Beijing 2022 Winter Olympics, from the large-scale "Winter Dream" emblem, to the design and naming of venues such as Xueyou Dragon, Xue Ruyi, Xue Feiyan, Ice Ribbon, etc., from the short film countdown to the opening ceremony, the design of the Lichun, snowflake, and the lit torch without ignition, to the closing ceremony of folding willows to bid farewell, all of which have cleverly used traditional Chinese poetry, seasonal culture, the ethics of treating people and things that usher in the delivery, the tradition of "harmony" and friendship of the world and brothers in the world, embodying the "victory of more with less, the sound of big music, Elephant invisible, harmonious " traditional Chinese aesthetic spirit, the Winter Olympics will promote the national style, national tide to the world.

In the current era of national hot flashes, what we need to discuss is how to promote the sustainable development of the national tide in culture and aesthetics, rather than a temporary trend. This requires scholars and producers in the fields of media, art, aesthetics, culture and industry to maintain sustained, open and in-depth discussions, and to make forward-looking cold thinking about the nature of cultural self-confidence reflected in the national hot flashes, some problems that still exist in the national hot flashes, and the direction.

The "National Tide" of the Winter Olympics: Writing a New Chapter in the Rejuvenation of Chinese Culture in the 21st Century

From the perspective of the national tide phenomenon, the "national tide" reflects three core elements:

First, the "national tide" is the integration of "country" and "tide". The direction of "country" is very clear, and the "national tide" in China is made for China and China. "Guochao" is committed to excavating and inheriting traditional culture, with the genes of Chinese culture and tradition, reflecting Made in China. The gene of "national tide" is Chinese culture, but it is not only traditional culture, but should include the content of China's contemporary new culture.

Second, the "national tide" is integrated with the current trend, with a sense of fashion and a sense of the times, but the key is to be able to lead the fashion, lead the trend, and lead the new way of life. The "national tide" has both the present and the future. In this sense, the "national tide" is actually the aesthetic fashion of an era and a nation. The costume design in the Beijing Winter Olympics reflects the sense of culture, fashion and science and technology, and the flag bearer's clothing is exquisite, fresh in color and full of Chinese characteristics. With the elements of Chinese landscape painting as the background, the use of gradient colors, combined with the art form of line drawing techniques, the use of contemporary design language to express the rhythm of the country, so that the sense of rhythm of the virtual and real near, spreading the transparent sky blue, and the glacier white of the Winter Olympics complement each other.

Third, the main consumer group of the "national tide" is the young people. This consumer group values the cultural symbols and aesthetic values attached to the products, and the consumption of national tide products and national style art reflects its demand for returning, approaching and appreciating the traditional culture of the country. Guochao products meet the personalized aesthetic and consumption needs of young people, and have the functions of identifying young people's identity, promoting personality and group identity.

As a trend of cultural consumption, "National Tide" essentially embodies the cultural mentality, cultural concept and aesthetic orientation of the people from "West" to "Middle", from "Customary" to "Elegant", from "Less" to "More", which is an inevitable trend accompanying China's rise, cultural self-confidence and cultural rejuvenation, and is the return of the Chinese classical aesthetic spirit and the refraction of the spirit of the current era. The Beijing Winter Olympics have once again promoted the "national tide", and it can be said that the national tide of the Winter Olympics has written a new chapter in the rejuvenation of Chinese culture in the 21st century.

The cold thinking behind the hot flashes of the country

The Beijing Winter Olympics ushered in a new era of national tide and greatly boosted cultural self-confidence. However, judging from the phenomenon of "national tide" fever in different fields, most of them are still in the 1.0 version stage. Here's why:

First, for the national economy, sustainable social development, and people's quality life, the total market is limited, and the economic support is not enough, and there is still a large room for expansion to promote the transformation of Chinese manufacturing to Chinese creation. The cutting-edge technology of many scientific and technological products is controlled abroad, and it will take time to transform from cultural self-confidence to cultural creation.

Second, the existing national hot tide fever is still more on the creative design of the surface form symbols of traditional culture, some of the literary and artistic creations and products that are out of the circle do not touch the deep core value of Chinese culture, such as some cultural and creative national tide products stay in color appropriation, element extraction, structure imitation, and some literary and artistic creation works stay on the name of traditional classics or excavated cultural relics, making the creation in vain and difficult to see the truth. This may lead to the rough and simplistic "misappropriation" of traditional cultural resources in the design, and it is inevitable to form excessive consumption and abuse of high-quality traditional cultural resources. The arbitrary appropriation or misuse of resources will lead to the depreciation and consumption of the value of high-quality cultural resources.

Third, the continuation of the national hot flashes also needs to be from breaking the circle to expanding the circle, and there is still a long way to go from the small crowd to the public, from China to the world. The inherent circle of the national tide still exists, hip-hop, Hanfu, cultural and cultural, dance, sports fields, etc. still exist in the circle of audiences, consumer groups, there are rules, systems, chains in the circle, consumer groups solidified, "circle" still exists, industry, field, scope is still "bounded".

Fourth, the "national tide" can not ignore the content ontology when breaking the circle across the border, and it is necessary to deal with the relationship between scientific and technological empowerment and cultural content. "National tide" has caught up with the best era, AR, XR, motion capture, keying and other technologies, douyin, Kuaishou and other platforms are breaking the boundaries of the virtual and real world, and the rapid rise of China's network platform has played a role in fueling the "national tide". In the process of integration and breaking the circle, it is necessary to give full play to the greatest advantages of science and technology and cross-border culture and art, and make full use of each other's strong points. But no matter how advanced the technology is, it is still necessary to have empathetic cultural content as king.

The future trend of the development of "national tide"

Propagation circle expansion. From the perspective of communication, the development of the national tide must also go from breaking the circle to expanding the circle. There are three levels: one is the expansion of the art circle to the non-art and cultural circles; the other is the expansion of the youth group circle to the children and middle-aged and elderly people at both ends; and the third is the expansion from the domestic to the foreign circle.

Cultural roots. Re-examine the richness, pluralism and diversity of human culture, especially Chinese culture. Regain the way of life, cultural traditions and aesthetic spirit of the Chinese nation. In the process of restoring cultural self-confidence and moving towards cultural consciousness and cultural innovation, it is necessary to return to the roots of Chinese culture, only in this way can we create an aesthetic world with both form and god, fun and fun, "the unity of heaven and man", "the invisible avenue" and "the great beauty is not spoken". The opening ceremony performance of the Beijing Winter Olympics can be said to be the Chinese nation's completion of the transition from superficial form of cultural expression to deep spiritual culture shaping in the new century, and the introverted, implicit, simple, and expression of winning more with less is in line with the root spirit of Chinese culture and has a leading and turning significance in the direction of the development of the national tide.

Philosophy leads. Guochao is not a reproduction and repetition of Zhou, Qin, Han and Tang cultures, but inheritance, integration and originality. To create a national tide, "breaking the circle" innovation is the path, but fundamentally it is still necessary to take the ideological value and aesthetic spirit of Chinese culture as the guide. The root of cultural rejuvenation is ideological rejuvenation, agricultural civilization can not go back, can not go back to the Zhou Qin, Han Tang, now to go beyond agricultural civilization, in the era of industrial civilization, post-industrial civilization, we need to condense the new quality of Chinese cultural concepts in the 21st century, with the new Chinese culture and Chinese aesthetics in the 21st century, leading the contemporary way of life of the Chinese nation. This is the task of the future development of the national tide.

(The author is a professor and vice president of Beijing Dance Academy, and the person in charge of Beijing Philosophy and Social Sciences National Dance Culture Research Base)