【Hot Spot Observation】
From the "archaeological blind box" a box is difficult to find to the "ice pier" and "snow melting" among the "top stream"
Where is the password for cultural and creative products
Author: Bao Jianqiang (Lecturer, School of Literature and Journalism and Communication, South Central University for Nationalities) Zhu Xiang (Associate Professor, School of Literature and Journalism and Communication, South Central University for Nationalities)
During the 2022 Beijing Winter Olympics and The Winter Paralympic Games, the "ice pier" and "snow rongrong" have successively ranked among the "top streams" of the cultural and creative circles, and the hot scenes of one pier that are difficult to find and one melt are impressive. During the two sessions of the National People's Congress this year, many representatives and members of the national circles invariably talked about the national trend and the popularity of cultural and creative products, and put forward new plans and ideas.
This phenomenon reflects that China's excellent traditional culture has received more and more attention and attention, and has increasingly become a treasure of cultural and creative development. With the general popularity of the national style and national tide, cultural and creative products related to China's excellent traditional culture are bound to usher in better development. So, what kind of cultural and creative products can not only capture the hearts of consumers, but also promote the creative transformation and innovative development of China's excellent traditional culture? What kind of cultural and creative products can lead the trend? This is a new issue that the times have raised for us.
Archaeological Blind Box Profile Picture
Terracotta Warriors Cultural creation ice cream information picture
Ice pier "punch card" Forbidden City information picture
1. Online can not be grabbed, offline queues are long, cultural creativity is on fire
At the beginning of the new year in 2022, the "ice pier" suddenly caught fire. Online, in just a few days, the hot search on it has reached more than 100, the number of related topics read has reached billions of people, the circle of friends is overwhelming "willing to get a pier, the white head is not separated", and in the relevant online stores on the shopping platform, the goods with the keyword of "ice pier" are almost all "seconds empty"; offline, although it is a cold winter, in front of the relevant stores in Wangfujing, Beijing, the enthusiasm of "seeking a pier and a long dragon" can withstand the cold wind in the early morning. The hot scene of a pier that is difficult to find makes people feel that the "top stream" of cultural creation is not an "ice pier".
The popularity of "ice piers" and "snow melting" can't help but remind people of the cultural and creative "stars" and "archaeological blind boxes" that have been popular in the past two years.
Around 2020, the Henan Museum launched the cultural innovation "Archaeological Blind Box", which combines the popular "blind box" concept with cultural relics, and hides "miniature cultural relics" such as bronzes, yuanbao, bronze Buddhas, bronze jian, and silver medals into the soil, taking players to experience the fun of archaeology in an immersive way at the miniature archaeological site. After the "archaeological blind box" was listed, it once triggered a rush to buy on the Internet, and to some extent became a booster of "archaeological fever". Sanxingdui Museum and Jiangxi Provincial Museum have also successively launched special "archaeological blind boxes", which are widely welcomed. A large number of young people have picked up the mini "Luoyang shovel", drenched in water, explored treasures at the same time, and shared the hardships of the archaeological process and the joy of harvest on the Internet. Many parents are deeply disgusted by the slightly chaotic blind box market, but they are willing to buy a complete set of "archaeological blind boxes" for their children. There are also some elderly people who give the "archaeological blind box" as the best gift to their grandchildren who are far abroad, so that the excellent traditional Chinese culture can accompany the next generation to grow up.
In fact, as early as many years ago, the Palace Museum has carried out useful explorations in this regard, launching many explosive cultural and creative products such as "Chaozhu headphones", wearing a flower-winged official hat umbrella, "Shuo is such a Hanzi" folding fan, "Imperial Guard Mobile Phone Seat" and many other explosive cultural and creative products. In this context, the Notice on Several Opinions on Promoting the Development of Cultural and Creative Products of Cultural relics Units and the Several Measures on Further Promoting the Development of Cultural and Creative Products of Cultural relics Units were issued in May 2016 and September 2021 respectively, which directly promoted the in-depth exploration of cultural resources in collections by various museums, art galleries, libraries and other cultural relics units, the development of cultural and creative industries, the development of cultural and creative products, the promotion of Excellent Chinese culture, the inheritance of Chinese civilization, and the promotion of coordinated economic and social development. Enhance national soft power.
2. Cultural relics are "alive", cultural tourism is integrated, and cultural creation is emphasized
Why is cultural creation on fire?
First of all, the emphasis is on cultural creativity. Taking the "archaeological blind box" as an example, "archaeology" plus "blind box" achieves the effect of one plus one is greater than two. We all know that a very important part of archaeology is to excavate relics and relics, the process itself is to explore the unknown, a shovel will dig up treasure or nothing to know. This coincides with the characteristics of the popular "blind box" in the market, and in the market environment where everything can be "blind", the combination of "archaeology" and "blind box" is simply a combination. The popularity of "archaeological blind boxes" not only allows archaeological knowledge and important "cultural relics" to enter the lives of ordinary people, brings new life to cultural relics that are stationed in museums, and promotes the inheritance of Chinese civilization, but also effectively reverses the chaos of the "blind box" market and improves the cultural value of "blind boxes".
Second, with the help of cultural tourism integration. With the high-quality development of the integration of culture and tourism, the situation of cultural and plastic tourism and tourism is constantly improving. Major scenic spots, especially key cultural relics protection units, have made efforts in cultural creation, driving the consumption of cultural and creative products. Terracotta warrior ornaments, chess, bookmarks, earrings, Sanxingdui bronze mask ice cream, bronze pattern mask, etc., are sought after by the majority of tourists. As a world cultural heritage, in the peak season, the number of tourists on the Great Wall reaches tens of thousands of people a day, and the phrase "not a good man less than the Great Wall" attracts countless domestic and foreign tourists to punch here. Great Wall Cultural Creation has long become a well-known brand. Its cultural and creative products have formed a series, including patriotic series, inspirational series, true self series, festival series, etc., integrating the historical imprint, cultural self-confidence and national spirit represented by the Great Wall into one cultural and creative product after another. Compared with the illegal and immoral behavior of carving "visit here" on the city wall, taking a tourist commemorative plaque engraved with his own name from the Great Wall is particularly civilized and solemn.
How to make more cultural and creative good things out of the circle and lead the trend? It will be a systematic project.
All kinds of museums, art galleries, libraries, cultural centers, mass art galleries, memorial halls, intangible cultural heritage protection centers and other cultural and museum units at all levels that master various forms of cultural resources require extensive participation. All cultural units should not only strengthen the sorting and excavation of cultural resources through cultural relics census, strengthen the opening of cultural resources, and promote the sharing of resources, creativity and markets; but also give play to the role of various market players and cooperate with social forces in depth to create cultural and creative brands; more importantly, they should enhance the level of cultural and creative product development through cross-border integration, strengthen the construction and protection of cultural and creative brands, and continuously launch out of the circle of fine products to lead the national trend.
3. Protection first, respect history, cultural creativity should abide by the bottom line
In January this year, the official micro-post of the Shenyang Municipal Cultural and Expo Center said: The launch of Zhang Zuolin's "Big Shuai Coin" transportation card can be used on subways and buses in more than 300 cities across the country. As soon as the news came out, public opinion was in an uproar. Netizens questioned how "Mr. Li Dazhao sacrificed". That night, the Shenyang Municipal Bureau of Culture and Tourism apologized for the matter and dealt with the relevant responsible persons. Major media and relevant experts have spoken out and severely criticized this.
How can a cultural and creative product cause such a huge controversy? As relevant experts have said, they regard the forgetting of ancestors as a cultural innovation. Li Dazhao, one of the main founders of the Communist Party of China, was hanged by the order of the warlord Zhang Zuolin. Is this history to be ignored? In the name of cultural creation, the "inscription and biography" of the warlord has obviously touched the bottom line.
The Ministry of Culture and Tourism and other eight departments jointly issued the "Several Measures on Further Promoting the Development of Cultural and Creative Products of Cultural Relics Units", which pointed out: "Adhere to the protection first, rationally use cultural relics resources, and avoid excessive commercialization and entertainment." Revolutionary historical cultural and creative products should be based on historical facts and oppose historical nihilism. ”
In modern society, values are diverse and eclectic, but the basic value bottom line of respecting history and respecting martyrs cannot be crossed. The audience of cultural and creative products is wide, especially young people, and no detail can be played. All relevant parties must grasp the correct orientation, adhere to the socialist core values as the guide, protect and carry forward the excellent traditional Chinese culture, revolutionary culture and advanced socialist culture, deeply excavate the spiritual connotation of cultural relics resources, and make cultural and creative products an important carrier for the broad masses of people to understand Chinese culture and enhance cultural self-confidence.
We criticize the "big handsome coin" that forgets the ancestors of several classics, in order to develop more benignly for the development of cultural creativity, and we must take this as a warning. Represented by the Palace Museum, there are inexhaustible treasures in all kinds of cultural relics units at all levels, and we must not only continuously narrow the distance between cultural relics and young people through cultural creativity, use the youthful language expression that young people are willing to accept and interact with, enhance the sense of the times and attractiveness, make ancient and modern dialogue possible, and make the penetration of time and space real and perceptible. At the same time, we must also be clear about what can be done and what cannot be done, and keep the bottom line in order to be creative.
Guangming Daily (2022-03-27 12th edition)
Source: Guangming Network - Guangming Daily