全程创意生产观下文创产品的设计策略研究  

Research on the Design Strategy of Cultural and Creative Products under the Whole-process Creative Production View

作　　者：向勇[1] 白晓晴 XIANG Yong;BAI Xiaoqing(School of Arts Peking University,Beijing 100080,China;Television School,Communication University of China,Beijing 100024,China)

机构地区：[1]北京大学艺术学院,北京100080 [2]中国传媒大学电视学院,北京100024

出　　处：《工业工程设计》2021年第4期5-11,共7页INDUSTRIAL&ENGINEERING DESIGN

基　　金：2019年中国博士后科学基金会第66批面上资助项目(2019M660728)。

摘　　要：在全媒体融合背景下,文创产品在多元化媒介平台中发挥着激活与传播中国传统文化的重要作用。从全程创意生产观视角出发,设计与传播可以作为文创产品意义生发一体两翼的生命全程。基于三元传播模式的符号学分析框架,当前那些有代表性的文创产品的开发经历了文化故事的创意编码、创意生产的融媒体创新以及文创IP的体系构建等三重路径,最终激发文化创意在文创产品生产端、传播端和消费端的价值转化。In the context of all-media integration,cultural and creative products play an important role in activating and disseminating traditional Chinese culture in a diversified media platform.From the perspective of the whole-process creative production view,design and communication can be used as the whole life process of cultural and creative products with two wings.Based on the semiotic analysis framework of the ternary communication model,the development of the current representative cultural and creative products has experienced a triple path of creative coding of cultural stories,creative production of integrated media and the construction of cultural and creative IP systems,which ultimately stimulate cultural creativity value transformation on the production,dissemination and consumption ends of cultural and creative products.

关 键 词：媒介融合 符号传播 文创产品 全程创意生产观 

分 类 号：J524[艺术—艺术设计]