摘要
非遗是各族人民共创共享的优质文化资源,也是中华优秀传统文化的重要组成部分,有传承性的文化基因、系统性的文化生态、时代性的转化价值和持续性的发展动力。在新时代,打造非遗品牌既能满足中国公共文化服务和文化产业发展的双重需求,也是铸牢中华民族共同体意识的重要抓手。构建以各类优质非遗资源为核心的非遗IP是打造非遗品牌的关键所在。非遗IP是非遗资源借助内容生产和商业运作进而IP化之后的文化资产,包含核心价值观、鲜明形象、主题故事、多元演绎和商业变现等基本要素。需要借助文化场景化、场景主题化、主题体验化和体验数字化等构成的非遗IP应用策略系统来实现其文化资产向文化产品、文化价值向市场价值的转化。
Intangible cultural heritage(ICH)represents the high-quality culural resources co-created and shared by all ethnic groups,and it constutes an integral part of China's outstanding traditional culture.It embodies inheritable cultural genes,a systematic cultural ecosystemn,contemporary transformative value,and sustained developmental momentum.In the new era,developing ICH brands not only meets the dual needs of China's publie cultural services and culural industry development but also serves as a crucial tool for strengthening the sense of a shared community among the Chinese nation.Building ICH IPs centred on various high-quality ICH resources is the key to developing ICH brands.ICH IP refers to cultural assets de-rived from the IP-isation of ICH resources through content production and commercial operations,encompas-sing core values,distinctive imagery,thematic narratives,diverse interpretations,and commercial monetisa-tion as its fundamental elements.To achieve the transformation of cultural assets into cultural products and cultural value into market value,it is necessary to employ an ICH IP application strategy system comprising cultural scenarisation,thematic scenarisation,experiential thematisation,and experiential digitalisation.
作者
全小国
Quan Xiaoguo(Chinese National Community Consciousness,Inner Mongolia Academy of Social Sciences;Inner Mongolia Research Centre for the Theoretical System of Chinese Characteristics,Inner Mongolia,Hohhot,010010)
出处
《民族艺术研究》
2025年第4期87-95,共9页
Ethnic Art Studies
关键词
非遗
IP
理论内涵
基本要素
应用策略
ICH
IP
theoretical implications
basic elements
application strategies
