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Zhang Gedong Profile
Vice President Zhang Gedong has been teaching at the former Beijing Broadcasting Institute since 1995. He has successively taught in the former Department of Television of Beijing Broadcasting University (the predecessor of the current School of Television and Journalism) and the Department of Film and Television Art Technology, teaching courses such as "Film and Television Production Technology", "Film and Television Nonlinear Editing", "Film and Television Technology and Art", and once served as the director of the Animation Teaching and Research Department, the director of the Editing Teaching and Research Department, and the authors of "Digital Film and Television Production", "Film Art in the Digital Age", and "Film and Television Nonlinear Editing". He has published papers such as "Mass Communication in the Digital Age", "Virtual Studio System and Application", "Film Technology and Art in the Digital Age", "Film Special Effects Based on Timeline", "Development and Significance of Film Stunts", etc.; he has served as a jury member of the China Film and Television Digital Editing Competition, the CCTV Video Graphic Production Award, and the Golden Deer Award of the Changchun Film Festival; and completed the Humanities and Social Science Project of the State Administration of Radio, Film and Television "The Impact of The Development of Science and Technology on Film Art", which is a project of the National Art Science Planning Fund. Member of the research group of Film and Television Art and High-tech Application Comparison (99CC22). At present, the research projects include the "211 Project Research" "DV Art Research" and "Film New Technology Research" of the Communication University of China (formerly Beijing Broadcasting College), the humanities and social science project of the State Administration of Radio, Film and Television "Film and Television Digital Stunts" and the academy-level project "Research on the Image Strategy of Chinese Television Stations"; the research areas are digital film and digital television, traditional film stunts and digital film stunts, digital art and the influence of new media art on film and television, and he has organized and participated in the design of the logo of the Communication University of China.
Vice President Zhang Gedong's speech at the 2nd Creative Cities International Symposium and Industry Matchmaking Conference Photo by Mao Zhiliang
Burning Dragon Point Phoenix Press:
The 2nd International Symposium on Creative Cities & Industry Matchmaking was successfully held in Shenyang in October 2019, and the special guest speakers of this conference were Zhang Gedong, director of the Executive Committee of the Animation and Digital Media Arts Professional Committee of the Film and Television Society of China Universities, and Zhang Gedong, deputy dean of the School of Animation and Digital Arts of communication university of China. According to the conference's exclusive designated video live broadcast platform - Fangyuan Live Playback Speech, repeated listening, listening sentence by sentence, word-by-word recording, sorting, classification, with pictures, aiming to pay attention to the conference for not being able to attend the meeting, especially please readers who are interested in the development of the digital creative industry in the 5G era to share cutting-edge views and speeches from the most high-end position of China's digital media technology. It is a useful thing that the organizer of the conference, LMLY Liaoning University Civil Construction Joint Research Institute, and the organizer LJK Research and Production Cooperation Platform hope to do. Vice President Zhang Gedong said that he has an important development trend in the current digital creative industry, especially in the 5G era, including short videos such as e-sports and vibrato, which are shared here to feed readers.
Panorama of the 2nd International Symposium on Creative Cities and Industry Matchmaking Meeting photo by Mao Zhiliang
Speaking on behalf of the guests in an academic speech affirming that the conference is opportune
Distinguished leaders, distinguished guests, and students!
On the occasion of the 2nd International Symposium on Creative Cities & Industry Matchmaking, on behalf of the Animation and Digital Media Art Professional Committee of the Film and Television Society of China Universities and on behalf of the School of Animation and Digital Arts of the Communication University of China, I would like to express my warm congratulations on the successful convening of this conference! It is a great pleasure to be here in Shenyang for such a well-timed forum. The Animation and Digital Media Art Professional Committee of the Film and Television Society of China Colleges and Universities represented by our institute is affiliated to the Film and Television Society of China Colleges and Universities, which is the second-level committee under the Society, and at present, the Animation and Digital Media Arts Professional Committee of the Film and Television Society of China Colleges and Universities gathers nearly 100 talents training colleges and universities, more than 200 experts and scholars in related fields such as animation and digital media art. I am also very happy to meet my Class of 78 alumni at this conference.
Vice President Zhang Gedong is a special senior consultant of the Creative Research Center of the Joint Research Institute of Civil Construction of LiaoyinIng University
Vice President Zhang Gedong was specially hired as an academic consultant for cultural industry by the Development Center of Culture, Sports and Tourism in Hunnan District, Shenyang
Vice President Zhang Gedong met Mr. Zhang Xiaofeng, the brother of the 78th Level Communication University of China, at this conference
Mr. Zhang Xiaofeng is the deputy general manager of Guangdong Company and Shenzhen Company of China Broadcasting Group, the deputy general manager of Shenzhen Radio and Television Group Moment Media Company, and the first batch of invited senior consultants of the Creative Research Center of LMLY Liaoning University Joint Research Institute of Civil Construction to support and guide this conference.
5G brings us into the era of smart media interconnection
As we all know, we are in the period of great changes in the information age, and the technical characteristics of 5G technology such as high rate, low latency, low power consumption, high technology capacity, and large device links have brought us into an era of intelligent media interconnection in which everything is media, human-machine symbiosis, data-driven, and co-evolution.
We pay so much attention to 5G, because 5G can not only bring a strong driving force for the development of China's economy, but also bring unlimited vitality to the development of digital creative industries, through artificial intelligence, Internet of Things, cloud computing, big data, blockchain, virtual reality and other cutting-edge technologies intertwined, 5G will greatly promote the further integration of cutting-edge technology and digital terminals, so that digital media technology can be better integrated, 5G will break the barriers that were previously subject to data latency and other related technical limitations. The popularity of 5G will also present a new means of expression and presentation for the development of digital art, showing a good prospect for digital art creation and the development of digital art industry, under the blessing of digital art, it is possible that the popularization of 5G will provide more completely new means of expression and presentation for digital media art, and different forms of digital art will likely gradually converge, fission, reorganization, iteration, and eventually evolve into the norm of the 5G era, stimulating new momentum. Therefore, the discussion of this conference is opportune.
The School of Animation and Digital Arts of Communication University of China conforms to the new initiatives of the 5G era
During this time, our college is constantly negotiating with several major operators, and has established 5 distribution bases and is laying out. At the end of October, we were also organizing a 5G forum, and everyone was looking for application scenarios for 5G, which is the most concentrated development and upgrading situation at present. We know that in the past decade or so, the rapid development of the Internet, there has been a trend of development in subdivisions, such as online video, animation, games, online literature, live broadcasting industry, we are in the Internet subverting everything in the industrial era, digital technology is being injected into the traditional productivity, production relations, new products, new formats will continue to be created, emerging formats will usher in a continuous explosive growth process. There are two very obvious examples of this, one is short video and the other is the esports industry.
Talk about your views on douyin short videos and live broadcasts
Recently, there are rumors that Zuckerberg regards the overseas version of Douyin as a competitor, although this matter can not be accurately corroborated, but our traditional media, pushed forward for more than ten years, is the period of great development of television, but especially in the past 5 years, although tv has achieved from high definition to 4K, but tv is still facing the problem of insufficient operating rate, with the rapid development of the Internet, especially short video, live broadcast and other explosive development. Douyin, Kuaishou, the number of daily active users of nearly 100 million is very impressive, it can be said that it is becoming the mainstream media, not to be underestimated, thanks to the geometric development speed presented by the Internet.
Talk about the cognition and views on the e-sports industry
In 2006, the School of Animation and Digital Arts of Communication University of China founded a game major, we have game technology, game design, game programming, game planning and other majors. The development of e-sports in recent years has made people have an undejudgable situation. In the past, when we interviewed for admissions, we had to ask parents if they agreed to include the game major, and people generally thought that the game plaything was lost and purely unprofessional. However, now there is no need to ask parents, now see many children play well, learning is also good. Of course, I don't like esports myself. E-sports has become an industrial chain, of course, mobile games are not yet the future development direction, in this regard, VR e-sports may be a new trend, because VR e-sports is really competitive, can make people move.
5G technology enables digital creativity, digital equipment, creative industries and related industries to penetrate and deeply integrate, cross-empower, break boundaries, and generate new digital cultural formats. On the one hand, 5G opens the door for various new technologies, VR and AR, providing stronger support for the realization of smart wearable devices and smart home functions, on the other hand, 5G technology will also derive a new cultural and creative format based on digital technology. As we all know, this year's World VR Conference was held in Nanchang, and many new products and new formats will be displayed in an all-round way at the World VR Conference.
Photo/Baidu image
Judging that in the next 5 to 10 years in China, there will be three major trends in China's digital creativity.
Trend 1: In terms of content production in the digital cultural and creative industry, new cultural creation will continue to be upgraded, and content originality will become the core of market competition
In the 5G era, content originality requires both the power of UGC and the importance of professional teams. Such as short videos such as Douyin, UGC users upload resources, and professional teams are gradually entering, because usually professional institutions can create explosive models, and short videos produced by professional institutions and teams have more artistic bits, better communication effects, and can achieve positive interaction with the audience. Therefore, in the future, a new model of scene + content and IP + technology will be formed, and capital may be tilted from the channel direction to content creation. On the basis of the concept of pan-entertainment, a multi-channel situation with IP as the core will be formed to achieve cultural productization, content economy, efficient empowerment, and product culture. In recent years, the trend of maintaining popularity with multiple products online and offline may change, and with the development of 5G in the future, it will rely more on immersive images and media forms for content creation and publicity.
voice-over
UGC Internet terminology, full name "User Generated Content", is user generated content, that is, user-generated content. The concept of UGC originated in the Internet field, that is, users display their original content through the Internet platform or provide it to other users. UGC is accompanied by the emergence of the Concept of Web 2.0, which is mainly characterized by the promotion of personalization, which can also be called UCC (User-created Content). It is not a specific business, but a new way for users to use the Internet, that is, from the original download-oriented to download and upload at the same time. With the development of Internet application, the interaction of network users has been reflected, and users are both browsers of network content and creators of network content. ——Baidu search
Trend 2: The ecological environment will change in the development of digital cultural and creative industries.
With the continuous iteration of 5G technology, the ecological environment will change, the single resources will be reduced, the main resource form, multi-content, digital technology, and cultural content will no longer be alone, and the cross-integrated high-level ecological environment will gradually appear. Industry boundaries will be broken, and the deep integration of high-quality resources will increase the growth of high-quality works.
Trend three: The continuous deepening of the digital cultural and creative industry will upgrade the traditional art industry
Traditional art museums and cultural centers will truly realize the real sense of immersion of viewers and truly appreciate the true feelings of culture and art. In August this year, in the digital culture exhibition held in Beijing, Digital China, Chinese traditional culture interactive experience, AR Duobaoge, Touch China and other sections, so that the traditional cultural industry communication to find a more intuitive and more vivid way of expression. The Rijksmuseum is in a new format.
Find a balance between commercial creation and artistic creative thinking
At present, although new technologies continue to emerge, but the digital cultural and creative industry is not high academic, theoretical foresight is not enough, there is homogenization, regional imbalance, duplicate construction, lack of high-end talents and other issues, with the further development of the future, this talent demand will be further expanded. Talent is a key ingredient. Technical means and business models are changing, and universities, as the important town of discipline talent training, have an unshirkable responsibility to optimize the cultivation of digital creative talents. To this end, we are constantly looking for a balance between commercial creation and artistic creative thinking, and promote the docking of academia and industry. At this conference, I delivered a speech on behalf of the Animation and Digital Media Art Professional Committee of the Film and Television Society of Chinese Universities, our purpose is to share teaching achievements, academic research hotspots and market frontier information, hoping that the academic community and the industry have commercial docking. The cultivation of digital creative talents can only be better cultivated if combined with business. Practice has proved that the cultivation method of creative and creative teaching is very effective. For example, over the years, the cooperative works completed by the teachers, students and the industry of our college have achieved a good reputation, including our teachers, classmates created rabbitski, "Kung Fu Rabbit", "Huainanzi Legend", "Three Kingdoms Killing", "Jiang Ziya", next year to be launched "Steamed Bun Diary" This year has been released "Take My Brother Away" The original author of the comic book is also our students, all of which are jointly created and docked by the School of Animation and Digital Arts of Communication University of China and first-line companies, and we have been committed to building a high-level academic platform. For digital creative talents, we encourage them to produce more high-quality works that are forward-looking and contemporary.
According to Vice Dean Zhang Gedong, the famous RabbitSki emoji was created by undergraduate students in the School of Animation and Digital Arts of the Communication University of China.
RabbitSki emoji image/Baidu image
Kung Fu Rabbit is a cartoon character born in 2005 and created by Li Zhiyong, a freelance animator and teacher at the School of Animation at the Communication University of China.
Kung Fu Rabbit Chart/Baidu Retrieval
The Legend of Huainanzi is a large-scale animation series based on the ancient Chinese masterpiece Huainanzi, co-produced by CCTV Animation Co., Ltd., Beijing Television, the Propaganda Department of the Huainan Municipal Party Committee, the Huainan Radio and Television Station, and the School of Animation and Digital Arts of the Communication University of China. It consists of 52 episodes, 1144 minutes, and is broadcast in two seasons. ——Baidu search
Huainanzi Legend Map/Baidu Retrieval
The first season of "Take My Brother Away" aired on March 30, 2012, and the second season began on March 3, 2014. "Take My Brother Away" is a comedy film produced by Wanda Film and Television Media Co., Ltd., directed by Zheng Fenfen, starring Zhang Zifeng, Peng Yuchang, Zhao Jinmai, Sun Zeyuan, Fang Xiangrui, Liu Guanyi and so on. The film is adapted from the manga of the same name by the manga artist You Ling Sisters, and tells the story of a pair of brothers and sisters who hate each other every day. The film was released on August 17, 2018 in Chinese mainland. ——Baidu search. This film is from the comic of the same name, created by undergraduate students in the School of Animation and Digital Arts of communication university of China.
Take my brother away from the map/Baidu search
"Three Kingdoms Kill" is a popular board game designed by a 2004 game major at the School of Animation of communication university of China, published and distributed by Beijing Youka Board Game Culture Development Co., Ltd., and developed by Hangzhou Winger Network Technology Co., Ltd. at the end of June 2009. The game integrates the characteristics of similar games in the West, and combines the background of the Three Kingdoms period in China, with identity, power or faction as clues, in the form of cards, vertical and horizontal, and after round after round of strategy and action to achieve the final victory. The Three Kingdoms Kill combines elements of history, literature, and art, and is widely popular in China. ——Baidu search.
Three Kingdoms Kill Map/Baidu Image
On Christmas Day, December 25, 2013, the "Mantou Diary" team launched an animation called "Mantou Diary", which is based on the original manga work of the same name (a student work of the Animation School of Communication University of China).
With the maturity of the industry, cultural heritage is the key to the digital industry. Digital creative products will become the main body carrying the soft power of culture, and I hope to work together with all of you here to form a digital creative education link international, help build a beautiful China, with Chinese style, and create a digital creative culture with Chinese style.
Digital Media Technology Design Works of Shanghai University /Baidu Pictures
Digital Media Technology/Baidu Images
Finally, Burning Dragon Dianfeng takes you throughout the process to review the wonderful speech of President Zhang Gedong PPT sharing.
Past issues of the General Assembly
The 2nd International Symposium on Creative Cities & Industry Matchmaking Came to a successful conclusion
The results of the 2nd International Symposium on Creative Cities were announced
Liu Hongsheng: LMLY Liaoning University Civil Construction Joint Research Institute Innovation Think Tank Platform Helps Creative Cities
Wang Biao: The latest development trend of China's animation game industry in 2019
Zheng Xuehua: The Economic Value of Green Design (1)
Hatanomoto: Trademark design empowers corporate wealth
Sun Chong: Grasp 5G to control the future
Zhang Youtian: The "Dream Garden of Peaches" comic book and the birth of the burning dragon point phoenix
Su Qing: Creative design of the cartoon image of the burning dragon point phoenix conceived by inheriting the traditional Chinese culture
Wang Diandian: Thinking on the Creation of Commercial Cartoon Images under Market Strategy (Part 1)
Wang Diandian: Thinking on the Creation of Commercial Cartoon Images under Marketing Strategy (Part 2)
Wang Diandian: Solve the puzzle of commercial cartoon image design
Huang Dongsheng: Cultural tourism integration and cognitive revolution
Sun Yihui: Short video dividend outlet in the advent of 5G
Chen Jishun: Angel investment is in the northeast
Burning Dragon And Phoenix: Creative City Conference Mascot Launch Ceremony (1)
Dragon And Phoenix: Creative City Conference Mascot Launch Ceremony (2)
Burning Dragon And Phoenix: Creative City Conference Mascot Launch Ceremony (3)
Burning Dragon And Phoenix: Creative City Conference Mascot Launch Ceremony (4)
Burning Dragon And Phoenix: Creative City Conference Mascot Launch Ceremony (5)
Han Peng: Creator of Huang Taiji's anime IP
Xu Yuelei: The influence of Sino-Japanese Universities on the innovation ability of enterprises
Yu Zhe: The CEO of Red Motion China is the first to talk about video material cooperation
Gao Shengsheng: An Exploration of Online Children's Aesthetic Education
Wang Xudong: Create a rural cultural and creative IP
Gu Zhaoxu: Professional construction of Internet of Things application technology
Jason White: How Cartoon Images Get Trendy (I)
Jason White: How Cartoon Images Get Trendy (II)
……
Acknowledgements: Animation and Digital Media Art Professional Committee of Film and Television Society of China Universities and School of Animation and Digital Art of Communication University of China became the academic support units of the 2nd International Academic Symposium on Creative Cities and Industry Matchmaking Conference!
Support: Creative Research Center of LMLY Liaoning University Civil Construction Joint Research Institute, Organizing Committee of International Symposium on Creative Cities
Author: LJK R&D cooperation platform Burn Dragon Point Phoenix