| 摘要: |
| 目的 从场景理论出发，探索国家非物质文化遗产山西平阳木版年画数字文创设计新思路，旨在提升其知名度与影响力，从而传承与转化优秀传统文化。方法 通过场景分析法，从满足用户需求和关联传统节日活动场景出发，提炼平阳木版年画的表现素材和审美特征，建构基于场景理论的平阳木版年画数字文创设计场景模型，提出平阳木版年画数字文创设计策略。借助平阳木版年画表现题材与场景技术，将搭建用户关系场景、激发传统节日场景联想、提升用户体验场景、年画故事场景与传播相结合，衍生出兼具吉祥寓意与时尚新颖度的现代数字文创产品。结论 通过引入场景理论新视角，在发展黏性用户、产品设计、精准销售、文化传播中尝试开拓平阳木版年画传承与创新的新思路。 |
| 关键词: 平阳木版年画 场景论 场景模型 文化IP 数字文创 |
| DOI：10.19554/j.cnki.1001-3563.2021.18.049 |
| 分类号:TB472 |
| 基金项目:国家社科基金艺术学项目阶段性研究成果(21BG111);山西省高等学校哲学社会科学研究项目(2020W288);山西省社会科学院(山西省人民政府发展研究中心)2020年度青年课题(YWQN202024);全国艺术规划课题(2018-XJY-062) |
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| Digital Creative Design of Pingyang New Year Wood-block Prints Based on Scene Theory |
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JI Can1, LI Yi-nan2
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(1.Shanxi Industrial and Commercial University, Taiyuan 030000, China;2.Southeast University, Nanjing 210000, China)
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| Abstract: |
| s the performance materials and aesthetic features of Pingyang New Year wood-block prints and constructs the Pingyang New Year wood-block prints based on the scene theory, and puts forward the digital cultural creation design strategy of Pingyang New Year wood-block prints. With the help of the theme and scene technology of Pingyang New Year wood-block prints, this paper combines the scene of building user relationship, stimulating the association of traditional festival scenes, improving user experience, and the scene of New Year wood-block prints stories with dissemination, so that modern digital cultural and creative products with auspicious meaning and fashionable novelty are derived. Through the introduction of a new perspective of scene theory, the paper tries to explore new ideas for the inheritance and innovation of Pingyang New Year wood-block prints in the development of sticky users, product design, accurate sales and cultural diffusion. |
| Key words: Pingyang New Year wood-block prints scene theory scene model cultural IP digital cultural creative design |
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