新媒体交互语境下的传统工艺文创推广探究  

Promotion of Traditional Arts and Crafts Cultural Creation in the Context of New Media Interaction

作　　者：王建罡 郑勇[2] 王宁[3] WANG Jian-gang;ZHENG Yong;WANG Ning(Nankai University,Tianjin 300071,China;Tiangong University,Tianjin 300387,China;Tianjin Academy of Fine Arts,Tianjin 300172,China)

机构地区：[1]南开大学,天津300071 [2]天津工业大学,天津300387 [3]天津美术学院,天津300172

出　　处：《包装工程》2021年第24期306-313,共8页Packaging Engineering

基　　金：天津市教委社会科学重大项目(2020JWZD18)。

摘　　要：目的研究新媒体交互语境下传统工艺文化IP与衍生文创产品在当下所面临的机遇与挑战。归纳并总结新媒体设计在传统工艺文化IP的传承和发展中的价值,探究针对传统工艺文化及衍生文创产品的推广新模式。方法从传统工艺文化IP及衍生文创产品在新媒体时代的痛点入手,梳理传统工艺文化的美学特点与推广诉求及相对应的新媒体推广模式。分析新媒体交互设计在文创推广方面的优势,以及其对于传统工艺文化及衍生文创产品在弥合审美时差、展示传统工艺文化魅力、扩大消费受众群体等方面的独特价值;结合当下IP联名等推广新模式,讨论新媒体交互推广在未来的前进方向。结论新媒体交互语境下的文创推广新形式应顺应当下新媒体时代的技术发展,在充分展示传统工艺文化与衍生文创产品的艺术美感与历史源流的同时,迎合赛博空间的用户需求,从而有效地提升推广效率,助力传统工艺文化及衍生文创产品摆脱推广桎梏,实现传统工艺文化在新媒体时代的有机传承。This paper aims to study the opportunities and challenges of traditional craft culture IP and derivative cultural and creative products in the context of new media interaction,summarize the value of new media design in the inheritance and development of traditional craft culture IP,and explore the new promotion mode of traditional craft culture IP and derivative cultural and creative products.Starting from the pain points of traditional craft culture IP and derivative cultural and creative products in the new media era,the aesthetic characteristics,promotion demands of traditional craft culture IP and the corresponding new media promotion mode are sorted out.This paper analyzes the advantages of new media interaction design in cultural and creative promotion,as well as its unique value for traditional craft culture IP and derivative cultural and creative products in bridging the aesthetic time difference,displaying the charm of traditional craft culture,expanding the consumer audience and so on.This paper discusses the future direction of new media interaction promotion combined with the current IP co branding and other new promotion modes.The new media interaction design should follow the technological development of the new media era,fully display the artistic beauty and historical origin of traditional craft culture and derivative cultural and creative products,and meet the user needs of cyberspace,so as to effectively improve the promotion efficiency and help traditional craft culture and derivative cultural and creative products get rid of the shackles of promotion.Through the low-cost and efficient promotion mode,new media interactive promotion promotes the social attention of traditional craft culture and derivative cultural and creative products,promotes the integration of traditional craft culture into modern cultural and creative design,and helps to realize the organic inheritance of traditional craft culture in the new media era.

关 键 词：传统工艺 交互设计 文创产品 公共空间艺术 赛博空间 体验消费 

分 类 号：TB472[一般工业技术—工业设计]