新媒体语境下视觉艺术赋能非遗文化商业化转型的研究  

Research on the Commercial Transformation of Intangible Cultural Heritage Enabled by Visual Art in the Context of New Media

作　　者：张艺馨 ZHANG Yixin(Minzu University of China Academy of Fine Arts,Beijing 100081,China)

机构地区：[1]中央民族大学美术学院,北京100081

出　　处：《鞋类工艺与设计》2025年第6期39-41,共3页SHOES TECHNOLOGY AND DESIGN

摘　　要：当今社会,新媒体技术改变了信息传播的格局。新媒体具有传播速度即时化、传播范围全球化、传播内容多元化以及传播方式互动化等显著特点,深刻地影响着各个文化产业领域。在这样的新媒体语境下,非物质文化遗产(以下简称“非遗”)作为人类文化瑰宝,迎来了前所未有的发展机遇。非遗文化承载着民族记忆、地域特色和传统技艺,是中华民族文化多样性的重要体现。然而,随着现代社会的快速发展,许多非遗项目面临着失传的风险。商业化转型成为非遗文化在现代社会中延续和发展的重要途径之一。在这一转型过程中,视觉艺术的作用愈发凸显。通过视觉艺术,可以将非遗文化中抽象、复杂的内涵以直观、生动的形式展现出来,有效吸引受众,激发他们对非遗文化的兴趣和热爱。In today's society,new media technology has changed the pattern of information dissemination.New media is characterized by real-time communication speed,globalization of communication scope,diversified communication content and interactive communication mode,which has a profound influence on various cultural industries.In such a new media context,the intangible cultural heritage(hereinafter referred to as the“intangible cultural heritage”),as a cultural treasure of human beings,has ushered in unprecedented opportunities for development.Intangible cultural heritage carries national memory,regional characteristics and traditional skills,and is an important embodiment of the cultural diversity of the Chinese nation.However,with the rapid development of modern society,many intangible cultural heritage projects are facing the risk of being lost.Commercialization transformation has become one of the important ways for intangible cultural heritage to continue and develop in modern society.In this process of transformation,the role of visual art is becoming increasingly prominent.Through visual art,the abstract and complex connotations of the intangible cultural heritage can be displayed in an intuitive and vivid form,effectively attracting the audience and stimulating their interest in and love for the intangible cultural heritage.

关 键 词：新媒体语境 视觉艺术 非遗文化 

分 类 号：J954[艺术—电影电视艺术]