Report on the use of intangible cultural heritage in the production of film and television dramas

No. 4119 Cultural Industry Review

With the continuous development of the "intangible cultural heritage +" track, the intangible cultural heritage of the mainland has been continuously realized in terms of living inheritance and modern development. Nowadays, the development of the field of "intangible cultural heritage + film and television drama" is in full swing, how can intangible cultural heritage culture empower the film and television drama industry? Can the intangible cultural heritage culture empower the film and television drama industry to promote each other? The core issue is whether the content of the film and television drama itself is exciting enough......

author

 | Strange (

Author of Cultural Industry Review, Researcher of Sanchuan Huiwen, Tourism and Sports Research Institute)

Editor | time

Edit | peninsula

Source | Cultural Industries Review

Intangible cultural heritage, which carries the value symbol of a nation and a country's culture, embodies a strong spiritual force, and is a cultural carrier for the mainland to continue the historical context and civilization value. In the new era, how to achieve modernization, innovation and development of intangible cultural heritage in the mainland is the core issue of the inheritance and development of intangible cultural heritage in the mainland. Nowadays, the development of intangible cultural heritage in mainland China continues to broaden the scope of cooperation, and the derivation of the "intangible cultural heritage +" direction has continuously promoted the multi-directional development of the modernization of intangible cultural heritage.

In recent years, "intangible cultural heritage" has continued to become a hot keyword in the film and television drama track, and "intangible cultural heritage craftsmanship" can be seen in the production of large and small film and television dramas. The continuous expansion of the track of "intangible cultural heritage + film and television drama" has injected more cultural value connotation into the film and television drama industry, and has also played a role in promoting the modernization and development of intangible cultural heritage projects, realizing good interaction between industries.

According to the Maoyan data database, from 2020 to 2023, among the four dramas ranked first in Maoyan popularity, the film and television dramas "Sideburns Are Not Begonia Red" and "Menghualu", which ranked first in Maoyan popularity in 2020 and 2022, all have different degrees of intangible cultural heritage integration. Although the two dramas belong to the same theme of "intangible cultural heritage", the ways of using intangible cultural heritage are also very different, which also reflects the different ways of using "intangible cultural heritage" in the production of film and television dramas.

△ From top to bottom, it is the No. 1 film and television drama in Maoyan popularity from 2020 to 2023 Originated from Maoyan Professional APP

Object elements are injected into film and television dramas to enhance the texture of film and television dramas

The most common application of intangible cultural heritage elements in film and television dramas is to use intangible cultural heritage technology to make costumes, props, scenery and other aspects to enrich the content of the picture, improve the picture texture of film and television dramas, and better realize the good role of coordinated development in the two fields.

In recent years, there are many film and television dramas that use intangible cultural heritage craftsmanship in well-known TV dramas, such as "The Twelve Hours of Chang'an", "Menghualu", "

Xinghan Splendid Moon Rising in the Sea", "Canglan Jue", "Yanxi Raiders" and so on, such as several treasures. The number of Weibo topics of these dramas has reached more than 10 billion, and with high-quality content, it can even reach nearly 100 billion.

Intangible cultural heritage elements are injected into film and television dramas, mainly through innovation in "service and transformation", so as to enrich the presentation of film and television dramas. Most of the intangible cultural heritage elements used in the above popular film and television dramas are manifested in the "three aspects of service".

The integration of intangible cultural heritage technology into the production of clothing can improve the level and details of clothing, so as to achieve a better picture presentation effect.

The hit film and television drama "Shen Yin" in 2023 has put a lot of effort into costumes. "Shen Yin" uses a variety of embroidery techniques such as applique embroidery, bead embroidery, feather embroidery, and Beijing embroidery to express the relationship between different characters, the characters' personalities, and so on. For example, the characters "Ayin" and "Kuching" are both disciples of Dazeshan, and at the same time they are restrained by the "master-servant contract". Therefore, in the development of the plot subject to the "master-servant contract", most of the clothing styles of the two will echo each other, which is reflected in the similarity of clothing colors or embroidery techniques.

△ The color system is similar and the embroidery method is "random needle embroidery"

In addition to fitting the attributes of the characters, the use of diverse bead embroidery also shows the division of different races in the play more clearly and unambiguously. For example, the costumes of the Feng clan "Fengyin" and the peacock clan "Huashu", both of which are bird clans, although they both use the process of "feather embroidery", but they use different feathers and different lusters, which also reflects the difference between the two roles.

△ The texture of the costume is different, corresponding to the difference in the identity of the character

Judging from the various details in the play, the use of diversified intangible cultural heritage embroidery techniques has better shaped the images and personalities of different characters from the details, and also enriched the presentation of the drama pictures, creating a complete and complete Xianxia world that is both real and illusory, and enriching the texture of Xianxia drama production.

Although "Shen Yin" performed well in serving the Tao, the popularity of "Shen Yin" was not very outstanding, which was more due to the content of the plot and did not bring the audience a brilliant plot. Including the setting of the male and female protagonists at the beginning of the "double weakness" and the real noble identity, the male protagonist sacrificing his lover for the common people, and other cliché Xianxia drama settings, can not give the audience more surprises.

The use of intangible cultural heritage craft to enrich the makeup of characters is also one of the ways to inject intangible cultural heritage craft into film and television dramas.

For example, in dramas such as "Qingping Le" and "Yanxi Raiders", there are many scenes that use intangible cultural heritage crafts to enrich the character modeling and thus affect the presentation of the picture. "Qingping Le", a film and television drama set in the Song Dynasty, specifically refers to the specific makeup of the Song Dynasty in terms of the makeup of the characters, so that the overall picture conforms to the background of the times. For example, one of the makeup of the character Empress Cao in the play is a real reference to the costume of the specific historical figure - the "Empress Xiansheng Cilie" in the Song Dynasty, which is not only in line with the queen identity of the character in the play, but also in line with the dynasty set in the plot, and restores the effect of the "pearl face" makeup in the Song Dynasty to the greatest extent, making this costume image deeply rooted in the hearts of the people.

△ In the play, "Queen Cao" makes up the image

In "Canglan Jue", the addition of intangible cultural heritage technology adds more exquisite details to the texture of the picture, realizing the effective connection of the plot picture. In the play, six intangible cultural heritage production processes, including Suzhou embroidery, lacquer painting brocade box, velvet flower, summer cloth, group fan, and sandalwood fan, are used in wedding dresses and group fans in the wedding scenes of the world, and the velvet flower decorations on the character small orchid and Ye Wanqing's headdress, etc., all enrich the presentation of human scenes, and effectively connect the fantasy scenes such as Shui Yuntian and the Demon World created by special effects in the early stage. It makes the plot of the early and late stages better connected, which is conducive to the integrity shaping of the TV series and makes the plot development more connected in the scene.

Film and television dramas such as "Cloud Feather", "Yanxi Raiders", "Splendid Stars and Splendid Moons Rise in the Sea", "Do You Know? Film and Television Green, Fat, Red and Thin", "The Twelve Hours of Chang'an" and other film and television dramas have different degrees of use of intangible cultural heritage craftsmanship to enrich the details of the costume to enhance the shaping of the picture texture of film and television dramas, but there are also manifestations of taking care of one or the other. For example, although the film and television drama "Cloud Feather" performed well in terms of service, bringing the audience a visual feast of "appearance", the audience's evaluation of it is mostly high and low, including the blunt plot connection, the logic of the role setting before and after, etc.

As a result, the injection of intangible cultural heritage into film and television dramas can play a role in enriching the production of film and television dramas, but it is limited to an auxiliary role, and the high-quality development of film and television dramas is always inseparable from the narrative of content. Only by putting content in the first place can "intangible cultural heritage + film and television dramas" present a thriving situation.

△ The presentation of "oil cloth" and "gold embroidery" in the feather of clouds in the costume of the characters

With the "intangible cultural heritage" culture as the line, we will promote the continuous innovation of film and television drama narrative techniques

In addition to injecting intangible cultural heritage into film and television dramas as an element to enrich the picture and enhance the texture, there is also a type of film and television drama that uses intangible cultural heritage as the main plot line to narrate the story.

For example, "Sesame Hutong" launched in 2019, the TV series "Sideburns Are Not Begonia Red" launched in 2020, and "The Housewife" launched in 2021 all use intangible cultural heritage as clues to unfold the narrative of the story, showing the public a vivid film and television story.

"Sesame Hutong" focuses on the background of the 40s, with a pickle shop as the background, and for the first time shows the "intangible cultural heritage pickle making process" to the audience through a TV series. In "Sideburns Are Not Begonia Red", Shang Xirui and Cheng Fengtai became acquainted with Peking Opera as the main line, and thus launched the moving story of the two of them defending the country and inheriting culture. and "The Housewife" uses the intangible cultural heritage skill "silk" as a clue to narrate the family story.

△ Image source Weibo

In 2023, "Hou Lang" and "Just Meet You" will be launched successively, mainly around the theme of "intangible cultural heritage", showing the public the intangible cultural heritage culture and a series of problems faced by intangible cultural heritage inheritance in a typical way.

"Hou Lang" takes traditional Chinese medicine as the background, uses typical stories to promote traditional Chinese medicine culture, and shows the public the long-standing traditional Chinese medicine culture in the mainland. The development of the timeline in the play adopts the 24 solar terms as an important part of the plot connection, and it is presented in front of the audience together with the culture of traditional Chinese medicine. and "Just Met You" tells the birth of a cultural program "Inheritance" in the way of "play within a play", showing the beauty of Chinese intangible cultural heritage to the public from the perspective of "behind-the-scenes" production.

△ Image source Weibo

It is worth noting that although the above-mentioned film and television dramas are all narrated with intangible cultural heritage as the plot clue, the public's evaluation of these dramas is mixed.

"Sideburns Are Not Begonia Red" and "Just Met You" were widely praised after they were broadcast, with a Douban score of more than 7 points, while "Hou Lang" and "Housewife" performed poorly. Among them, the traditional Chinese medicine technology presented in "Hou Lang" is too "mysterious", and it is like a "panacea" in every story, which has the effect of rejuvenation with wonderful hands, which is detached from reality and causes resistance from the audience. "The Housewife" used "inheriting the beauty of intangible cultural heritage" as a means of publicity when it was promoted, but after the series was actually broadcast, it was more of a cliché plot, causing the audience's aesthetic fatigue.

It can be seen that film and television dramas with intangible cultural heritage as the main line can only play a positive role in two-way promotion under the premise of high-quality content.

△ Image source Douban

epilogue

Nowadays, the inheritance and development of the intangible cultural heritage of the mainland is constantly showing vigorous vitality under the promotion of the development of various fields. Intangible cultural heritage empowers the film and television drama industry, bringing more new possibilities for the development of the film and television drama industry. However, whether the development of film and television dramas is successful or not, in the final analysis, we should also pay attention to the core element - the shaping of content. Only when the film and television drama itself has content, can the empowerment of intangible cultural heritage craftsmanship achieve the effect of "1+1>2". Only in this way can we continue to achieve a good cycle and mutual development between the intangible cultural heritage and the film and television drama industry.

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