文化转译视域下鄂伦春族萨满神话的文化IP设计研究  

Cultural IP Design of Shaman Myth of Oroqen Nationality from the Perspective of Cultural Translation

作　　者：胡锦 牛春舟[1] HU Jin;NIU Chunzhou(Northeast Agricultural University,Harbin 150030,China)

机构地区：[1]东北农业大学,哈尔滨150030

出　　处：《包装工程》2024年第8期299-307,327,共10页Packaging Engineering

基　　金：黑龙江省哲学社会科学规划项目一般项目(22YSB214)。

摘　　要：目的基于文化转译理念对萨满神话进行视觉元素重构,并形成创新型文化产业IP,进一步实现非物质文化遗产保护和地域性特色文化产业宣传。方法以黑龙江省鄂伦春族萨满神话中的萨满面具为研究对象,通过文化转译下语义学和语形学的研究来深入挖掘萨满神话的精神内核及萨满面具的物质文化资源。提取核心文化并有效组织内在文化逻辑结构,依此形成创新型视觉元素表达库。并运用语义学中的视觉修辞方法进行符号转译,通过视觉元素重构形成新型文化IP。结论将语言学中的文化转译理念引入设计学,能够更加精准地提取文化内核,并能有序的转译为视觉语言,从而促进龙江鄂伦春族萨满文化的视觉观感与文化保护,以及助力龙江萨满文化的创造性转化与创新型发展。The work aims to reconstruct the visual elements of Shaman myth based on the concept of cultural transla-tion,and form an innovative cultural industry IP,so as to further realize the protection of intangible cultural heritage and the promotion of regional cultural industries.With the Shaman mask in the Shaman myth of Oroqen nationality in Heilongjiang Province as the research object,the spiritual core of Shaman myth and the tangible cultural resources of Shaman mask were deeply explored through the study of semantics and morphology under cultural translation.The core culture was extracted and the internal cultural logical structure was effectively organized,thus forming an innovative visual element expression library.The visual rhetoric method in semantics was used to translate symbols,and a new cul-tural IP was formed through the reconstruction of visual elements.Introducing the concept of cultural translation from linguistics into design science can extract the cultural core more accurately and translate it into visual language in an or-derly way,thus promoting the visual perception and cultural protection of the Shaman culture of Oroqen nationality in Heilongjiang Province and boosting the creative transformation and innovative development of Shaman culture in Heilongjiang Province.

关 键 词：文化转译 萨满神话 语义 语形 视觉元素重构 文化IP 

分 类 号：TB472[一般工业技术—工业设计]