人格化构建逻辑下的虚拟偶像设计研究  

Virtual Idol Design under the Logic of Personality Construction

作　　者：吕游 陈楠[1] LYU You;CHEN Nan(Tsinghua University,Beijing 100084,China)

机构地区：[1]清华大学,北京100084

出　　处：《包装工程》2024年第4期262-270,共9页Packaging Engineering

基　　金：清华大学研究生教育教学改革项目(202201J036)。

摘　　要：目的虚拟偶像作为重要的未来传播媒介,本文探究其人格化设计路径及构建逻辑。方法以媒介理论视角介入偶像崇拜演进过程,分析虚拟偶像崇拜的本质,以人格心理学中的需求层次论及情感化设计为框架进行理论拓展,对虚拟偶像人格要素展开剖析及模型构建。采用案例分析法,以市场中30位虚拟偶像为例,从偶像文化实践的动态过程切入对人格要素各维度的对比归纳,由此总结其人格化构建逻辑。结果提出了基于“形象人格-感知人格-精神人格”的虚拟偶像人格化构成模型,并从造型设计、展演叙事和文化衍生三个层级开展其设计规律的探索。结论虚拟偶像人格化实际是对“虚拟介质如何保持自我主体性”的关切,其设计需要考量文化、技术与情感的三方关系,不断塑造利于价值认同的偶像角色以期更好地发挥榜样精神。在构建良好偶像文化生态的同时,也为这一面向未来的虚拟文化创意产品提供设计参照与启示。Considering the virtual idol as an important media in the future,the work aims to explore the design path and construction logic of its personalization.The essence of virtual idol worship was analyzed by intervening in the evo-lution of idol worship from the perspective of media theory.Based on the framework of hierarchy of needs and emotional design in personality psychology,theoretical expansion was carried out to analyze and model the elements of virtual idol personality.By using the case analysis method and taking 30 virtual idols in the market as examples,the various dimen-sions of personality elements were summarized and compared from the dynamic process of idol culture practice,and thus the logic of its personality construction was concluded.A personalized model of virtual idols based on"image personality-perception personality-spiritual personality"was proposed,and its design rules were explored from three levels of modeling design,performance narrative and cultural derivation.The personalization of virtual idols is actually a concern about"how to maintain the subjectivity of virtual media".Its design needs to consider the tripartite relationship between culture,technology and emotion,and constantly shape the role of idols in favor of value identification in order to better play the spirit of example.While building a good cultural ecosystem of idols,it also provides design reference and inspi-ration for this future-oriented virtual cultural creative product.

关 键 词：虚拟偶像 人格化 造型设计 展演叙事 文化衍生 

分 类 号：TB472[一般工业技术—工业设计]