Xu Yanling is broadcasting live
"Dongshan golden wood carving is an intangible cultural heritage skill that has been passed down for more than 600 years. It took more than 20 days for this statue to be painted with gold leaf. Xu Yanling stopped the work in her hand, looked at the mobile phone screen, and replied to the questions of netizens on the live broadcast platform.
As the younger daughter of Xu Qingshi, the inheritor of the golden wood carving technique of the provincial intangible cultural heritage protection project, Xu Yanling began to learn art at the age of 14. However, in the inheritance and development of old craftsmanship, she and the father of the "post-40s" had a fierce collision of ideas. "My father didn't quite understand my live broadcast, and he felt that focusing on doing a good job was the most important thing." But Xu Yanling feels that in this era, it is not enough to just bury her head in hard work, and she hopes to let more people know dongshan golden wood carvings for the whole country. "Tradition follows the trend in order to make it have new vitality."
Communication is productivity, and it is no exaggeration to say that it is not an exaggeration to use non-genetic inheritance. Combined with the Internet, through various means to "bring traffic" to the intangible cultural heritage, so that the intangible cultural heritage skills are understood by more people, so as to get more development opportunities.
Tianluokeng Hakka Mountain Song is an intangible cultural heritage of Fujian Province. However, due to the oral singing and over the years, many masterpieces are in danger of being lost. As a representative of the cultural inheritors of traditional Chinese villages, and also as a native of Nanjingtian Luokeng, Huang Tingfang sorted out, adapted and created more than 170 mountain songs, and during the "May Day" period last year, the "Everyone Has Their Own Struggle" theme publicity campaign jointly launched by the China Academy of Urban Planning and Design and the online live broadcasting platform "Kuaishou" stood out, and the picture of her singing Hakka mountain songs became the front page of the campaign. In order to better inherit and promote intangible cultural heritage projects, the Nanjing Intangible Cultural Heritage Center and Tulou Scenic Area have been vigorously publicized through weChat public accounts, video live broadcasts and other platforms, and have appeared in CCTV, Xinhua Net, People's Network and other media, among which the marionette performance was also featured on the live broadcast of the 2019 CCTV Mid-Autumn Festival.
Short videos also help. The Douyin App has launched the "Intangible Cultural Heritage Partner" program. The platform covers 1,275 national intangible cultural heritage projects, with a coverage rate of 93%, and related videos have been praised 3.1 billion times. On the "Intangible Cultural Heritage Shake Up" account, users can see a variety of content related to intangible cultural heritage: from the introduction of basic knowledge, to interviews with non-genetic inheritors, to a variety of production processes of intangible cultural heritage works that are rarely seen, young people who like to play short videos and a large number of overseas users have discovered the beauty of tradition here.
Intangible cultural heritage "out of the circle" innovative mix-and-match wind
Intangible cultural heritage is diverse, ranging from folklore and festivals to performing arts and traditional handicrafts. Many intangible cultural heritage projects that seem to modern people to have a sense of distance came from life at the beginning of their birth, and were closely related to people's food, clothing, shelter and transportation at that time. With the change of the times, it has gradually faded out of everyone's vision. Nowadays, returning to public life, in addition to the original display and presentation, there are also more mix-and-match winds, using Internet thinking to create "explosive models", so that the ancient intangible cultural heritage enters the world of young people with a flexible attitude.
Not long ago, the music album "National Rhyme Tide" launched by Douyin made a bold attempt. Cantonese opera, Jiangnan silk bamboo, Yi mountain songs, Mongolian patriarchal folk songs and other intangible cultural heritage music and popular music elements of innovative integration, coupled with short video creative content, both appearance and cultural heritage, so that netizens surprised and amazed, have praised.
As a national intangible cultural heritage project, in the process of exploring new ways of survival, Zhangzhou woodblock prints have once again entered people's vision with new ways of disseminating more and more intangible cultural and creative products such as red envelopes, canvas bags, T-shirts, refrigerator stickers, etc. "We hope that through everyday objects, people can feel the traditional culture in the process of using it." Gong Jun, the head of Gongjun Cultural Communication Company, found Yan Chaojun, the inheritor of woodblock New Year paintings, as a partner to jointly explore the integration of woodblock New Year paintings with local characteristics of Zhangzhou, and launched a series of red envelopes for woodblock New Year paintings. A red envelope called "Reading Book" is printed with a woodblock New Year painting with the words "KuiXing Diandou dominates the head", which has the meaning of "learning well" and is deeply loved by young people. Yan Chaojun hopes that through such small objects, children can master the Hokkien language and feel the traditional intangible cultural heritage.
E-commerce platforms explore new channels for intangible cultural heritage
Can the intangible cultural heritage be applauded and called "seat"?
How to publicize intangible cultural heritage, display intangible cultural heritage skills, and monetize live broadcast content and promote intangible cultural heritage products through live broadcast rooms has become a skill that more and more inheritors need to learn.
E-commerce has become a new platform for the sale of intangible cultural heritage products. In the past, non-hereditary inheritors served acquaintances around them; later, with the promotion of tourism, services were expanded to tourists; now through the Internet and mobile phone access to e-commerce platforms, inheritors are facing a large market with unlimited expansion, serving hundreds of millions of consumers. In the past year, Taobao Live has had more than 2 million non-heritage sessions, with a total guided transaction of more than 4 billion yuan. In June this year, the CCTV News New Media Center and the Department of Intangible Cultural Heritage of the Ministry of Culture and Tourism jointly launched a special live broadcast program of "Bringing Intangible Cultural Heritage Home", which attracted more than 10 million netizens to watch online and sold more than 12.6 million yuan of intangible cultural heritage products.
The first "Intangible Cultural Heritage Shopping Festival" was launched on this year's "Cultural and Natural Heritage Day", which has become a "general mobilization" for the majority of intangible cultural heritage to embrace e-commerce, and is also a "big training" to improve the e-commerce ability of non-genetic inheritors. Opening online stores and busy live broadcasting are more beautiful than appearance and temperament, and many non-heritage people have become "Internet celebrities". According to incomplete statistics, during the "Intangible Cultural Heritage Shopping Festival", more than 3,700 intangible cultural heritage publicity and display activities were held across the country, with nearly 6,500 stores participating, more than 80,000 kinds of intangible cultural heritage products, involving about 4,500 intangible cultural heritage projects at all levels. According to Alibaba's intangible cultural heritage consumption trend report, consumers' favorite items are food, household, and clothing intangible cultural heritage, and the sales volume of these three categories is close to 60%. Zhangzhou's white water tribute sugar, salted golden dates, oolong tea and other ancient and early flavors are also loved by netizens in the online shopping carnival.
Persistence, ingenuity, tradition... Behind the word "intangible cultural heritage", there is always a thick core.
In the rapidly changing Internet era, how should the ancient intangible cultural heritage be inherited and developed?
Live broadcasting, e-commerce, short videos... When intangible cultural heritage embarks on the "cloud", technology and creativity empower traditional culture and give it new vitality, and more and more traditional skills are from little known to countless "circle fans", finding new acquaintances. Some inheritors insist on doing intangible cultural heritage popularization courses to attract young people to learn art from teachers; some short videos shot by folk performers have received super high click rates and received invitations to commercial performances; and some have found product sales channels and turned their crafts into magic weapons to get rid of poverty and become rich.
With the help of the power of the Internet, traditional intangible cultural heritage has returned to public life and rejuvenated the value of the times.
⊙ reporter Zhang Xuwen correspondent Yin Qi tu
Responsible Editor/Lai Xiongwei Wu Rongguang Wang Xinru Editor: Zheng Ruiyu
Source: Zhangzhou News Network