视听符号视角下中华文化传承与创新传播研究——以国产动画《中国奇谭》为例  

Research on Chinese Cultural Inheritance and Innovative Communication under the Perspective of Audiovisual Symbols——Taking “Yao-Chinese Folktalesd” as an Example

作　　者：陈洪波 张诺 CHEN Hong-bo;ZHANG Nuo(Office of the Party School,UFWD,Nanning Normal University,Nanning 530001,China;School of Journalism and Communication,Nanning Normal University,Nanning 530200,China)

机构地区：[1]南宁师范大学党校办、统战部,广西壮族自治区南宁530001 [2]南宁师范大学新闻与传播学院,广西壮族自治区南宁530200

出　　处：《湖北科技学院学报》2025年第2期51-57,共7页Journal of Hubei University of Science and Technology

摘　　要：动漫作为一种视听艺术,将抽象的文化具象化展现,在中华文化传播中担当了重要角色,对于文化传承具有重要作用。2023年国产动画《中国奇谭》以其卓越的视听艺术表现获得受众的认可,以其为例,研究发现,《中国奇谭》在内容表达方面综合运用视听符号表达,进行传统与现代的艺术性融合,在传播策略方面采用“受众本位”的创新途径,通过线上弹幕、播客和短视频二创等多元视听渠道,以及打造超级IP,实现线上线下整合传播。极具民族特色的内容表达及全方位立体传播有助于大力弘扬国产动画中蕴含的中华文化,坚定文化自信。本文旨在为中华文化的传承与发展提供全新的视角和策略,为国产动画的繁荣贡献新思路。As a kind of audio-visual art,animation shows abstract culture figuratively,plays an important role in the dissemination of Chinese culture and in cultural inheritance.The 2023 Chinese animation “Yao-Chinese Folktales” has gained the recognition of the audience for its excellent audio-visual art performance.Study of this animation finds that “Yao-Chinese Folktales”comprehensively utilizes audio-visual symbols in its content expression,and carries out the artistic fusion of tradition and modernity.In terms of communication strategy,it adopts an innovative “audience-oriented” approach,realizing online and offline integrated communication through diversified audiovisual channels such as online pop-ups,podcasts and short-video dichotomies,as well as the creation of a super IP.The expression of national characteristics and all-round three-dimensional dissemination help to vigorously promote the Chinese culture contained in domestic animation and strengthen cultural self-confidence.The purpose of this paper is to provide a new perspective and strategy for the inheritance and development of Chinese culture,and to contribute new ideas for the prosperity of Chinese animation.

关 键 词：中华文化 《中国奇谭》 视听符号 国产动画 

分 类 号：G206.3[文化科学—传播学]