Hualiu is the top stream, and cultural self-confidence has made Chinese art popular
The mainland is a big consumer of traditional culture, and traditional culture, art, history and other content have always been important art and cultural consumption themes. In recent years, with the development of society, the cultural self-confidence of the Chinese people has become increasingly enthusiastic. Whether it is the stunning Spring Festival Gala of the Year of the Tiger, "Only This Green", or the countdown propaganda film of the 24 solar terms at the Beijing Winter Olympics, it has touched the hearts of tens of millions of people. The elements of traditional culture and art shine on the bigger and bigger stage, and the cultural genes in the bones of the Chinese seem to be reawakened. In today's increasingly high demand for mass spiritual culture, with the development of new Internet media, art pan-knowledge science bloggers have also come into being.
At present, the art science on the Internet is mainly divided into three categories: one is the traditional combination of pictures and text push, the second is the fun short video (which is also the most popular way at present), and the third is the audiobook combined with pictures and texts. These three modes of art science popularization are all related to art knowledge in a short period of time, and pay great attention to the fun of reading and watching, so as to attract potential target groups. For example, "Yi Gongzi" and "Yan Bojun" on Douyin, and "Gu Ye" on Weibo are all KOLs with a wide audience and very influential influence in the industry. This kind of art science knowledge content producers drive more and more art science consumers, the public in the acquisition of free art introductory knowledge at the same time, but also gained the confidence to learn art, feel the fun, break the misunderstanding of art is difficult to approach. Art science is also gradually no longer considered to be a high-level and niche discipline.
However, some of the fans attracted by such online art science bloggers will continue to pay attention to the knowledge content in the field of art science, but there are also more possibilities to pay attention to the art science bloggers themselves. The latter's focus is to form a business model in the new media era: bloggers can get more business resources under the premise of receiving attention, and recommend their products or brands to followers. "The History of Chinese Art" is a successful product produced under the blogger brand of "Yi Gongzi".
As the producer of the "Big Talk" book brand, when the book was listed and marketed, in addition to a large number of promotions in vertical channels such as art and traditional culture, the reader also paid attention to the outstanding advantage of combining the operation base of the author's Yi Gongzi fan community, and arranged the Douyin new book conference, the new book video and the ten-point reading host Yajun dialogue, the public channels and related vertical celebrities together, successfully brought a large number of new books.
With the transformation of contemporary cultural communication media from text to vision, today's online information consumers have developed a browsing and reading mode that is more willing to accept short, fast, interesting and highly entertaining information. How to get them to return from short videos to paper media again and pay for published bibliographies is also a difficult point in the promotion of such art books. The success of yi gongzi's "Big Talk" series of books may be a successful case that can be used as a reference. Art has never been a hobby of a small minority, but it lacks a way to guide the public to discover it and understand it. At a time when the demand for the spiritual level is getting higher and higher, art can tear open a corner of life, allowing ordinary people to enter the perch and soothe the soul. Under the development of new Internet media, the dissemination of art science is more convenient, they drive more people to art, understand art, and create more artistic commercial value.