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Wen 丨Sun Hu's study
Editor丨Sun Hu's study
Before entering the intelligent era, the key to the development of cultural consumption lies in mastering the core element of "people".
With the advent of the era of artificial intelligence, the key point to promote cultural consumption has developed from a single core to a dual core of "intelligence + people", and cultural consumption scenarios have gradually explored and evolved into new types.
According to the principles built in each scenario, the type of comfort, the application scope of artificial intelligence technology and the degree of consumer participation, this article mainly describes three artificial intelligence consumption scenarios.
1. Smart data-oriented scenarios
So far, there are three stages for the collection, storage and application of big data in cultural institutions, the 1.0 stage focuses on the construction of data systems, the 2.0 stage focuses on the interactive circulation between data, and the 3.0 stage focuses on the construction of big data platforms.
At present, most cultural institutions are still in the initial 1.0 and 2.0 stages of the application of big data, but some teams have already seen the inevitable trend of smart data development and accelerated the speed of 3.0 transformation.
With the application of artificial intelligence technology in the cultural industry, smart data applications have appeared in many cities at home and abroad, including many successful cases and excellent design teams behind them.
With the development of modern information technologies such as artificial intelligence, big data, and 5G, the creation of intelligent cultural tourism platforms led by smart data has great potential.
As the name implies, the intelligent cultural tourism platform led by smart data is a smart data scenario that takes the integration of culture and tourism as an advantage in a certain area and uses intelligent technology to comprehensively and systematically integrate and improve the economic and social resources in the region.
"One Plane Tour in Yunnan" is a new revolution in the development of tourism in Yunnan Province, a Yunnan smart data travel platform jointly produced by the Yunnan Provincial Government and Shenzhen Tencent Computer, and a new practice to build a smart cultural tourism scene in Yunnan Province.
Before the official trip, tourists can live broadcast 24 hours of remote viewing of attractions through mobile phones, after arriving at the scenic spot, tourists can scan the code on their mobile phones to buy tickets, brush their faces to enter the park, and when playing, they can increase their knowledge through the AI scenery recognition function.
In addition, the Youyunnan platform can also help tourists plan their trips, find toilets, book parking spaces intelligently and take local public transportation without a card, and if tourists' legitimate rights and interests are damaged, or encounter difficulties and dangers, they can complain and ask for help with one click, and view the feedback results in real time.
"One Plane Tour Yunnan" consists of "one center and two platforms", "one center" is the tourism big data center, which provides the basis for government decision-making, and "two platforms" are the tourist service platform and the government supervision service platform.
A mobile tour system in Yunnan connects important connections between governments, enterprises and tourists, creating innovative application scenarios for online and offline connectivity.
It not only has the most authoritative information information, the most accurate geographical information, the richest real-time live broadcast, the most efficient complaint handling and the most convenient tour guide service.
Moreover, the most advanced unconscious payment is used to systematically complete the upgrade of tourist experience, management mode and industrial service in Yunnan's all-round tourism scene.
"One Plane Tour Yunnan" has become a new engine for the transformation and upgrading of Yunnan's tourism industry, an important symbol of Yunnan's digital economy development, and an important benchmark for China's smart tourism.
Yunnan's global smart cultural tourism scene itself is a mature cultural tourism IP, which includes a cartoon image ambassador "Yunnan Cloud", which has a digital town of "Lijiang Ancient City Smart Scenic Area" and created a "Greater Yunnan West Tourism Loop" tourism loop.
As a result, an industrial chain to jointly build a new ecology of Yunnan tourism has been created, and a "Yunnan model" of integrated development of "smart tourism + new cultural creativity" has been opened.
Up to now, the global smart cultural tourism scene in Yunnan Province has launched "9.29 Yunnan Smart Tourism Festival", Yunnan Digital Museum Platform, film and television and research and study linkage customized tourism route "Our Southwest United University", "League of Legends" campus e-sports cultural and creative village and other experience services, gradually entering the best situation on the road of cultural and tourism integration and intelligent interaction.
The establishment of the Ministry of Culture and Tourism in March 2018 raised the issue of integrated development of cultural industry and tourism industry to the national level, and the era of artificial intelligence has arrived.
It not only means the extensive in-depth application of intelligent technology in the industry, but also can bring about the rapid integration between different industries, and the application of artificial intelligence technology has opened a new era of smart cultural tourism development.
Second, smart device-led scenarios
Smart device-led scenes are mainly composed of replicas that use digital technology to scan and restore cultural relics or works of art, breaking the limitations of the old cultural museum model.
Using virtual exhibits instead of real exhibits breaks through the limitations of the exhibition of precious and rare cultural relics.
Smart device-led scenes use audio-visual, mixed reality and other technologies to create an exhibition space, allowing the audience and the space to integrate into an organic whole, which can better display and enrich the content of the museum to the audience.
With the advent of mechanical reproduction, human beings have entered an era of constantly manufacturing images and constantly selecting images in the virtual world, and the use of digital technology in the cultural and museum industry has gradually brought artworks closer to the audience in the form of images.
Deliver the images in the artwork to the viewer's eyes and "bring to life things that have lost their historical scenes."
Cultural consumers can conduct retrospective perception and audio-visual experience of artworks in specific time and space, and can better understand the spiritual world of artworks and artists under the rendering of various intelligent media.
As a microcosm and centralized display place of different cultures, the concentration of museums in the dimension of time and space is incomparable, and with the addition of intelligent technology, the audience's viewing angles for artworks are becoming more and more diverse, and the viewing experience changes accordingly.
When admiring a work of art in the field, the viewer walks around, but in the era of virtual reproduction, people no longer need to move their bodies, and the copied and translated images make the process of "seeing" less and less energy, and people are more able to focus on the craft of the artwork itself and the spiritual world.
This in-depth understanding of the artwork has led to a shift in the viewer's function, from a single visiting function to a multi-functional function capable of interpreting, correcting and supplementing the exhibits.
The discursive authority in traditional physical museums will also gradually dissolve, because the full openness and digitization of exhibits means the sharing of knowledge systems, which allows the audience to no longer just stand in front of historical relics and watch, but also gradually become participants and constructors of historical context and information sharing.
The "Southern Capital Festival" displayed in the digital hall of the Nanjing Museum has many damaged and blurred objects.
In the traditional "window" display era, this long historical scroll depicting the grandeur of the Qinhuai River in Nanjing in the late Ming Dynasty was not suitable for exhibition, but after digital processing, the Nanjing Museum presented this scroll known as "Nanjing's local version of the Qingming Upper River Map" in the digital museum, attracting the audience to stop and break the exhibition restrictions.
After experiencing the transformation from "0" to "1", digital exhibits can be copied and reconstructed, breaking through the limitations of time and space.
Traditional cultural relics and works of art have high technical and safety requirements for preservation and transportation, and some rare collections cannot be transmitted between museums for various reasons.
This makes the old cultural and museum scene less mobile, and the frequency of replacement is low, which in turn causes a decline in attractiveness and reduced passenger flow.
In the context of intelligent cultural exhibitions, digital exhibitions are less difficult to update and disseminate dimensions, and are basically not limited by time and space.
Taking the "World of Sacred Beasts in the Forbidden City" hosted by the Palace Museum in Beijing in 2020 as an example, the Palace Museum selected dozens of ancient mythical beasts based on the "Beast Genealogy" made by the Qing Dynasty imperial collection.
It is "recreated" into multimedia interactive works by digital technology, and it is exhibited in Shanghai, Shenzhen, Hangzhou and other places, so that foreign audiences can enjoy this drama-style immersive exhibition without visiting Beijing.
With the entry of various interactive media into the cultural scene, visitors' treatment of artworks has changed from simple "viewing" to "use" that requires mobilizing multi-sensory experience, and the mode of consumption has changed dramatically.
In traditional literary circles, there is a concept called "museum fatigue". The coping strategies mainly include the principle of energy saving, the principle of restoration, the principle of induction and the principle of participation.
Among them, "participation" and "input" can greatly mobilize the subjective consciousness of the audience, and the enthusiasm and enthusiasm mobilized by this subjective consciousness are the most effective ways for us to overcome fatigue.
The reason why we do not feel tired when we sit in a dark movie theater for a long time is because we enter the plot, pay attention to the further development of the plot and the fate of the protagonist.
Therefore, in museum education, we should also strive to make the audience have a "sense of immersion" and unconsciously intervene in the life expressed in the exhibition.
3. Intelligent user-oriented scenarios
Intelligent user-led scenario is a user-oriented cultural consumption scenario, which generally exists in the virtual space of online platforms, has strong user stickiness, highly relies on the free creation of users, and emphasizes the interactive participation between platforms and users and between users.
Users gain community recognition and self-identification in this scenario, thereby achieving the purpose of cognition, information acquisition, interpersonal communication and personal integration.
Intelligent user-led scenes are also an important form of cultural space, a virtual cultural space, which is composed of members with the same or similar interests and hobbies.
These members do not necessarily have to be in the same physical space, but they can come together online because they identify with each other to form a "network community".
Examining intelligent user-led scenarios can start from two aspects: physical dimension and spiritual dimension:
On the one hand, from the physical dimension, content distribution, instant communication and interactive participation in intelligent user-led scenarios are becoming more and more refined, rapid and realistic with the development of artificial intelligence technology.
On the other hand, from the spiritual dimension, intelligent user-led scenarios can meet the spiritual and cultural needs of users such as social needs, interaction needs, cognitive needs and experience needs, and can "reshape human subjectivity".
Video games are a very representative intelligent user-led scene, belonging to the virtual cultural space composed of user interests, video games are called the "ninth art", which is essentially a virtual reality.
Designed and launched by Chen Xinghan and operated by NetEase in China, Sky Light Encounter is a unique social adventure game, its social mode and narrative mode are different from other mobile games, and it is an important case for us to study user-oriented scenarios.
Socialization in Sky's world is short, gradual, and immaterial, and players can't directly become game friends, but both parties voluntarily light candles in each other's hands to see each other.
And this mutual meeting is only temporary, and players will lose this temporary mutual meeting when entering other spaces in the game.
Sky's narrative mode is immersive, using the concept of "group travel" to set up the game's missions, and the world is a lost "kingdom in the clouds".
The balance between light and darkness in the kingdom is broken, and only a group of returning children can bring light to the kingdom again, and players are the "descendants of light" in this kingdom.
The mission system in the game is simple, and the background music and special effects sound can be perfectly matched with the background of the story, which can bring players an immersive experience.
There is no competition or level in the setting of Sky Light Encounter, it just guides players to look back at themselves in a virtuous circle, trying to save those empty spiritual worlds.
I hope to bring players an emotional experience that is different from other games in the game, so that "warm souls meet".
Players can discover their soft hearts in the world of Light Encounter, find identity resonance in cooperation with other players, and experience philosophical life insights.