杨家埠木版年画现代转型的符号学路径  

The Semiotic Path of Modern Transformation of Yangjiabu Woodblock New Year Pictures

作　　者：李莹洁 王健荣[1] LI Yingjie;WANG Jianrong(School of Fine Arts,Hunan Normal University,Changsha,Hunan,410012)

机构地区：[1]湖南师范大学美术学院,湖南长沙410012

出　　处：《湖南包装》2024年第5期151-155,共5页

摘　　要：研究旨在探讨国家级非物质文化遗产——杨家埠木版年画在现代文创产品中的创新应用及其现代转型路径。以莫里斯符号学的三分法为理论框架,从语义、语形和语用3个维度对杨家埠木版年画进行深入分析,以期揭示其在现代社会中的新价值和应用潜力。研究发现,杨家埠木版年画不仅承载着丰富的审美情感和文化内涵,而且通过与现代品牌的联名合作、融入日常生活以及拓展用户体验等方式,展现出其在现代社会中的转型可能性。建议采取有效措施,如加强品牌合作、创新产品设计、提升用户体验等,以保护和传承这一珍贵的民间艺术遗产,进而推动传统文化创新发展。The purpose of this study is to explore the innovative application and modern transformation path of Yangjiabu Woodblock New Year Pictures,a national intangible cultural heritage,in modern cultural products.Based on the theory of Morris semiotics,this paper makes an in-depth analysis of Yangjiabu Woodblock New Year Pictures from three dimensions:semantic,morphological and pragmatic,in order to reveal their new value and application potential in modern society.It is found that Yangjiabu Woodblock New Year Pictures not only carry rich aesthetic feelings and cultural connotations,but also show the possibility of transformation in modern society through joint cooperation with modern brands,integration into daily life and expansion of user experience.It is suggested that effective measures should be taken,such as strengthening brand cooperation,innovating product design,and improving user experience,to protect and inherit this precious folk art heritage,so as to promote the innovative development of traditional culture.

关 键 词：杨家埠木版年画 文创产品 现代转型 符号学 

分 类 号：J218.3[艺术—美术]