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故宫文创的设计及其网络文化传播研究
童清艳、瞿依婷、JULIANA XIAO
An Investigation into the Design of Cultural and Creative Products of the Palace Museum and Its Cyber-Cultural Dissemination

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摘要 故宫文创是中华文化超级IP。研究发现,故宫热销文创产品更多地选取古代艺术珍品和宫廷历史类文物,与艺术审美类主题文物关联度最高,设计策略以提取式设计为主。网络意见领袖呈现的优质内容、交流互动与消费者信任、文化感知和消费意愿之间呈正相关。故宫文创设计需从文化指引、文化规约及美学观照方面做好文化性与创新性融合,并借由网络数字传播及意见领袖的文化感召力扩大故宫文化的影响,有效传播中华优秀传统文化,使其进入寻常人家的日常生活,发挥“文物育人”功能。
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童清艳、瞿依婷、JULIANA XIAO
关键词 文物故宫文创内容分析问卷调查意见领袖    
Abstract:The Forbidden City is a prominent representative of Chinese cultural heritage, and the Palace Museum cultural and creativity, serving as a paradigm in the domain of museum cultural creativity in China, has successfully established a broad influence spanning multiple platforms through its remarkable performance in the development of cultural and creative products (CCPs). The transformation of historical artifacts into CCPs provides new pathways for cultural heritage preservation and enhances the efficiency and impact of cultural dissemination. Researching the design and dissemination of CCPs from the Palace Museum is of great significance for innovating methods of cultural heritage preservation and enhancing cultural innovation capabilities, which are essential for the sustainable development of cultural industries. Previous studies primarily focused on the design elements and marketing strategies of CCPs from the Palace Museum. However, there remains to be a substantial gap in research concerning the aspects of cultural interpretation and dissemination. To address this gap, a content analysis of popular CCPs from the “Flagship Cultural and Creative Store of the Palace Museum” reveals that artifact-based CCPs effectively propagate corresponding traditional culture. This discovery is based on a three-dimensional analytical framework constructed from the semiotics triad, meanwhile, effective questionnaire surveys of Palace Museum CCP consumers, followed by statistical analysis using SPSS, show factors influencing consumer purchase intentions during cultural dissemination. The findings of this research are illuminating. The Palace Museum’s bestselling CCPs frequently draw inspiration from ancient art treasures and court historical relics, predominantly applied to lifestyle products. In contrast, political and philosophical artefacts are often used in stationery and accessory CCP designs. The primary design strategy is extraction-based design, followed by interpretive design, with replication-based design being the least frequently used. In the realm of online dissemination, the Palace Museum’s CCPs benefit significantly from the influence of digital platforms and social media. During the online dissemination of Palace Museum CCPs, a significant positive correlation is observed between the word-of-mouth qaality of online opinion leaders, interactive engagement, promotional popularity, and consumer trust. Additionally, content quality and promotional popularity significantly correlate with consumers’ cultural perceptions. Furthermore, consumer trust and cultural perception significantly correlate with purchase intentions. Historical culture endows CCP designs with new market appeal and aesthetic charm. The dissemination of CCPs makes more people aware of the value of the Palace Museum culture. In conclusion, the design of Palace Museum CCPs should integrate cultural identity, cultural norms, and aesthetic considerations to achieve a harmonious blend of cultural essence and innovation. Leveraging digital network dissemination and the cultural influence of opinion leaders would expand their cultural impact, effectively propagating China’s excellent traditional culture into everyday life, and fulfilling the educational function of cultural relics. This research underscores the importance of a multifaceted approach encompassing design innovation, effective dissemination, and cultural education. By continuing to explore and expand upon these strategies, the Palace Museum can further enhance its role as a steward of cultural heritage and a pioneer in cultural innovation.
Key wordscultural relics    Palace Museum cultural and creative products    content analysis    questionnaire    opinion leader   
     出版日期: 2025-04-01
引用本文:   
童清艳、瞿依婷、JULIANA XIAO. 故宫文创的设计及其网络文化传播研究[J]. 浙江大学学报(人文社会科学版), 0, (): 1-.
链接本文:  
https://www.zjujournals.com/soc/CN/10.3785/j.issn.1008-942X.CN33-6000/C.2024.04.012     或     https://www.zjujournals.com/soc/CN/Y0/V/I/1
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