The Paper's reporter Gao Dan
From the "Cloth Shoe Boy Group" led by Shan Jixiang to innovative expressions such as "Tang Palace Night Banquet" and "Roselle Water Endowment", to the documentary "Chinese Festival" with warm feelings; from quanzhou, a city full of fireworks, listed on the "World Heritage List" as the "World Marine Trade Center of Song and Yuan China", to the archaeological blind box of the Henan Museum being popular with netizens, to visiting the museum has become a "new fashion" in Chinese society... China's precious cultural heritage is being revived in a younger form.
The Paper has learned that the "Special Seminar on Mass Communication of World Heritage", sponsored by the Chinese Society of Cultural Relics and the Institute of Cultural and Creative Development of Tsinghua University, was recently held in Beijing. The theme of this seminar is "Heritage into Life, Heritage Inheritance Civilization".
Dissemination of cultural heritage: focus on content, form, creativity and value
Gao Menghe, a professor in the Department of Cultural Relics and Museology of Fudan University, introduced the process of cultural heritage dissemination in China, and he started from a documentary on the excavation of Dingling in 1957, he introduced that it was very difficult to shoot this documentary at that time, and the director of the Institute of Archaeology of the Chinese Academy of Sciences contacted the Central News Documentary Film Studio to shoot, and later this film became a very influential program in China, and it also had a very big impact in the world. The spread of World Heritage should therefore have begun more than half a century ago. This is a very typical case and a certain milestone.
"The second case is that during the Cultural Revolution, the Beijing Science Education Film Studio produced the program Mawangdui Ancient Tomb Excavation, which is also a very influential case in the history of world cinema. By the 1980s, the spread of true World Heritage began to kick in. In 1987, China's first World Heritage Sites were inscribed on the World Heritage List. Also in this year, the famous American Broadcasting Corporation and other world-class big media began to do World Heritage communication programs, for example, the famous Stonehenge in The United Kingdom, Egypt Tutankhamun Pharaoh represented by some World Heritage Sites. Later, we participated in the planning of various heritage sites, including me in Liangzhu, in addition to holding exhibitions, we also filmed some videos, such as jinsha ruins, Sanxingdui ruins, etc., all of which adopted some similar feature films. Gaumont river said.
Dingling Image source: Network
"In the last 20 years, we have started to broadcast live, and the format is constantly innovating. In 2002, CCTV broadcast the egyptian pyramid archaeology activities live, we purchased their copyright, and then China also broadcast the domestic archaeological activities of archaeology and heritage sites, but at the beginning the experience was not very mature, the communication effect was not very good, but it also let more people understand the connotation and value of world heritage. Some of our mainstream media, including some heritage sites, have made very important contributions. Now the live broadcast of archaeology in the field of archaeology is very frequent, and this year's Sanxingdui site archaeology has been done twice, and one may be done in December. Gaumont River said.
Of course, whether it is live broadcasting or video or variety, how to combine science, storytelling, fun and knowledge has become a new proposition to be considered in the content of world heritage to the dissemination of values.
Gaomenghe and other experts believe that first of all, we must highlight the authenticity, integrity and effectiveness of the World Heritage, which unesco has always emphasized, and its core is to study the outstanding universal value of the World Heritage, which can become a World Heritage Site through the construction of the "three natures", which is the academic professional support; secondly, to achieve the academic, cultural and social transformation of the World Heritage, in this regard, the heritage variety show has made a better demonstration, and the variety show to spread the heritage value depends on the "four kings" - that is, the content , form, creativity, value.
Chen Changfeng, executive vice dean and professor of the School of Journalism and Communication at Tsinghua University, suggested that when disseminating cultural heritage, "we hope to extend the integration to the production end, not just the matrix of communication, the current integration is basically to the end, and the real integration is to include the production and production from the beginning of the front." Including the voice, the entire relationship should be set up from the beginning, not to the traditional end. ”
"In addition, there are many aspects to consider in the TV state to really turn to the fusion state, because the TV state itself is more professional than our ordinary network state, and in the fusion state, his public is not only the viewer, the audience, but also the interactive participation and can participate in it, so the fusion state takes more effort to create. It must be necessary to touch the algorithm, really use the algorithm technology in the middle of the entire production to spread to the operation of the process, and play the role of technology in depth, in order to make the fusion state stronger and more contemporary. ”
Heritage sites are coming to life
The 44th World Heritage Conference opened in Fuzhou on 16 July, the second time that China has hosted the World Heritage Conference, and on 16 July, the State Administration of Radio and Television (SAT) "China Festival" series of programs and cultural program creation symposium was also held in Zhengzhou, Henan.
World Heritage is not out of reach, it is in our lives, and it is quietly changing our way of life and enriching our spiritual world with subtle power. China currently has 56 World Heritage Sites, making it one of the countries with the most complete categories of World Heritage sites. In the vast land of China, the dotted distribution of cultural heritage, cultural landscape heritage, natural heritage, culture and nature have jointly woven a sparkling network of World Heritage sites. China attaches great importance to the protection and utilization of world cultural heritage, is committed to protecting the authenticity and integrity of cultural heritage, and on this basis, continuously supports the interpretation and dissemination of cultural heritage.
As the first batch of world cultural heritage sites in China, the Palace Museum is also the "forerunner" of the mass dissemination of cultural heritage. The Forbidden City launched the documentary "I Repair Cultural Relics in the Forbidden City", which received high praise among young audiences, and even significantly enhanced the enthusiasm of young people to apply for cultural relics restoration jobs; the Forbidden City cooperated with CCTV to launch three seasons of "National Treasures", and Launched "Shangxin • Forbidden City" and other "culture + variety" programs with Beijing Satellite TV, innovatively connecting TV variety shows, museums and the public, creating a new method of interpretation and display of collections for the museum, attracting new audiences, especially young audiences. The connection between the museum and the general public has been enhanced.
"A Thousand Miles of Single Riding - China in Heritage"
Zhejiang Satellite TV's "Ten Thousand Miles Of Single Ride - China in Heritage" program group put forward the slogan of "let the World Heritage 'break the circle debut'", through the in-depth experience of the "Cloth Shoe Boy Group" led by President Shan Jixiang in 12 heritage sites, the interesting interactive interpretation with historical archaeologists, heritage guardians and local people and tourists, vividly presenting the thick history carried by immovable cultural relics, leading the public to carry out a "cultural journey" of world heritage.
"Tang Palace Night Banquet"
This year, Henan Radio and Television Station innovated its means of communication, and carefully launched the "Chinese Festival" series of programs such as "Tang Palace Night Banquet" and "Roselle Water Endowment" that have attracted attention. These programs are based on the creative transformation and innovative development of China's excellent traditional culture, and to a certain extent, they have revitalized Henan's cultural resources and stimulated the vitality of excellent traditional culture in the new era.
Nowadays, through various means of communication, people have begun to understand and explore the value and cultural connotation of heritage, and have come to the heritage sites to visit and visit, feel the increasingly close connection between world heritage sites and a better life, and participate in the cause of cultural heritage protection. But that's not enough compared to most of the World Heritage sites that are still "hidden in the shadows" and their cultural treasures that have yet to be excavated. Therefore, the protection and inheritance, promotion and development of cultural heritage need to be disseminated more and more deeply and widely, and it is necessary to make full use of the vivid power of modern science and technology and media integration to make cultural heritage truly "go out" and "come alive", enter thousands of households, and infect more public hearts.
Hu Zhifeng, a scholar at the Ministry of Education, said that the mass communication of world heritage sites should popularize professional content, live intellectual content, modernize the ancient content of history, and internationalize China's content. It's a lot of difficulty, but the program team already has a lot of experience. He suggested that in this transformation process, increase temperature, increase brightness, increase activity, and enhance participation; find more empathy points for each heritage point and contemporary people, make the heritage point more beautiful and fashionable, create topic activity, and enhance the influence of the program.
In 2008, the 16th plenary session of the International Council on Monuments and Sites adopted the Quebec Declaration on the Preservation of the Spirit of Heritage Sites, which clearly states: "The spirit of a heritage site is essentially transmitted by people, and this dissemination itself is an important part of its protection; Dissemination is the best tool for maintaining the spiritual vitality of heritage sites. ”
Shan Jixiang, former president of the Palace Museum, delivered a speech
Shan Jixiang, former director of the Palace Museum, said that the protection and utilization of world heritage sites cannot be separated from the people, and it is even more necessary to constantly innovate communication methods to let cultural self-confidence penetrate the hearts of every compatriot. He believes that the mass dissemination of cultural heritage should be based on self-confidence, patriotism as the soul, national style as the background, fashion as the charm, and constantly introduce cultural and creative products and new communication methods that young people like to hear.
Editor-in-Charge: Li Mei
Proofreader: Luan Meng