No. 2248 Cultural Industry Review
This year marks the 55th anniversary of the establishment of diplomatic relations between China and France. Under this historical opportunity, Tencent and the French National Museum Federation have reached a strategic cooperation to promote the return of national treasures and help young people's creativity to go abroad. Many guests, including the Minister of Cultural Counselor of the Chinese Embassy in France, and the Chairman of the French-Chinese Culture and Art Federation, gave speeches. Under the new cultural and creative strategic thinking, how does Tencent explore a "new path" for transnational cultural exchanges? Please see below. Author of
| Source of Zhou Miao
| Editor of Cultural Industry Review
| Zhang Songyang
with a total of 3,893 words | Estimated reading time of 10 minutes
January 27, 1964 is a memorable year in the history of the East and the West: On this day, China and France These two representatives of Eastern and Western civilizations have officially come together. On this day, the Chinese and French governments issued a joint communiqué and decided to establish diplomatic relations.
2019 is the 55th anniversary of the establishment of diplomatic relations between China and France. During these 55 years of civilizations, cultural exchanges are extremely important. Especially after the start of the Sino-French Cultural Year, Chinese culture has gradually spread among the French people and into French society. Among these, government-based exchange activities abound, but there have been some new changes this year.
Recently, Tencent and the French National Museum Federation reached a strategic cooperation to jointly promote cultural exchanges between China and France. There are many highlights in this cooperation: Tencent builds the “National Treasure Global Digital Museum” to promote the digital “return” of national treasures, and uses technology platforms to build a pathway for the return of Chinese national treasures that spans thousands of miles; at the same time, creative works of Chinese youth and other new articles The creative achievements have also come to Paris, an art highland, and have the opportunity to enter the French museum and enter the museum's cultural and creative store; in addition, the "China's New Cultural and Creative" themed exhibition jointly organized by Tencent and the Guimei Museum during the Spring Festival also gave France People feel the strong flavor of Chinese New Year and experience the wonderful creativity of Chinese youth.
New cultural creation is a new era, with IP construction as the core cultural production method. Following the "pan-entertainment", Tencent puts forward the concept of "new cultural creation", which is based on its forward-looking concept and mature system, which supports Tencent's comprehensive practice and experimentation in the cultural industry and content production.
This Sino-French cultural exchange event, driven by the participation of Tencent, has become a grand event of the collision of Eastern and Western civilizations; it provides a new idea of digital technology to support foreign cultural exchanges, and it is Tencent's new cultural and creative in 2019 The first answer sheet submitted.
Zhuang Zhou said, “It is the way of the sacred inside and outside king. It is dark and unclear, but not sent out. The people of the world do what they want and do what they want.” In the practice of Tencent's new cultural creation, inside, We have seen the use of digital technology and youth creation to discover Chinese cultural symbols, and discover and create excellent cultural products that truly warm people's hearts; outside, we see that it uses cultural people, moves people with literature, and infects the world with cultural confidence, and also uses digital technology. Bring the culture back.
New Cultural and Creative: The era of cultural content upgrade
What is so special about new cultural and creative?
Many of my friends who know "new cultural and creative" once questioned a question: since they are all based on "IP" construction, what is the difference between new cultural and creative and the previous pan-entertainment and IP economy?
Since Tencent first put forward the concept of "pan-entertainment" in 2014, today this market concept has become the consensus of the industry. Even from the perspective of the cultural industry, IP nowadays is not just "intellectual property" and a certain cultural product brand. It is a key resource and important raw material for building cultural content production.
But resources are good or bad, and raw materials are good or bad. Behind the market chaos of the proliferation of the IP economy, the blind pursuit of capital and the failure of IP effects, the most important reason is the bias in the measurement of IP value.
Therefore, Xinwenchuang first established the tone on the definition of IP: IP is a carrier of user emotion that has been verified by the market. So, if you look at this concept in a longer historical dimension, what is a valuable IP?
are those collective consciousness and cultural symbols that are full of national and civilized memories and are engraved in people's hearts. Therefore, in the creation of cultural symbols, new culture and creation clearly pointed out that it should take the activation of classic cultural symbols as an important source; innovative cultural symbols should pay attention to deriving nourishment from national cultural traditions.
Tencent is already working withChina’s most valuable batch of historical IP cooperation-the Forbidden City, Great Wall, Dunhuang, etc. In 2018, Tencent reached a cooperation with Dunhuang Research Institute and jointly launched a series of digital content such as "Flying" theme game skin, "Ancient Music Accented" concert, Dunhuang comics and mini games; and the cooperation between Tencent and the Forbidden City in 2016 Beginning in 1991, projects such as "Love Nikki-Dress UP Queen" forbidden city theme costumes, "Fun for the Forbidden City" mini program, and "Ancient Painting Will Sing" have been launched.
Although the value of traditional culture has been generally affirmed for a long time, the methods of communication and promotion have always been difficult. However, how to innovate the form to spread and inherit in a way that consumers are willing to accept? What efforts does New Cultural and Creative make for the innovative expression of cultural communication?
Next Culture: The new expression of Chinese cultural symbols
In the expression of cultural content, there are two aspects, or two ideas can be cut into, one is the change of cultural carrier, and the other is the change of cultural creation subject.
From the perspective of the development of cultural industry, even from the perspective of cultural development, the expression of cultural content depends on the change of cultural carrier . The changes in cultural content carriers and expression forms are also widely affected by users and consumers. Just as the printing age is to literary news, the electronic image age is to film and television, and in the era of digital technology and mobile Internet, it is easier to express cultural content such as online movies, online TV series, animation, and games. Voice and other media are conveyed, and these forms are more popular with consumers, especially young consumers.
From the perspective of the production body of the cultural industry, that is, the author of creative works, the expression of cultural content must meet the needs of young consumers, and those young and creative young creators are more likely to win the favor of the market.
Under the guidance of this kind of thinking, Tencent's new cultural and creative technology pays particular attention to the media innovation of cultural symbols and the training of young creators. The most typical of these is the Next Idea Tencent Innovation Competition, which was launched in 2012. In the Next Idea Tencent Innovation Competition in 2018, in the creation ceremony with the theme of "creative activation of the world heritage", Tencent cooperated with the Palace Museum, Dunhuang Research Institute, Louvre and other top cultural institutions to open the "Female History Admonition Picture" Dozens of super cultural symbols such as "A Thousand Miles of Rivers and Mountains" and "Mona Lisa" set up a stage for young creatives and invited them to create creative cultural works.
In the Next Idea Tencent Innovation Competition over the years, the two major works "Fifth Invention" and "Silk Road Range Rover" came to the fore, and played an important role in this Sino-French cultural exchange activity-these two works were respectively awarded by France Collection of the Guimet Museum and the Federation of French National Museums. The Chinese intangible cultural heritage rock paintings created by Dunhuang's cross-border "Glory of the King" are also collected by the Guimet Museum in France, which represents that the cultural value of Chinese games has been recognized worldwide.
△"The Fifth Invention"
△"Silk Road Range Rover Map"
The new cultural and creative industries are revitalizing the Chinese people's blood with the help of digital technology and youth creativity. The cultural symbols that have been circulating in the blood of the Chinese for thousands of years have warmed generations of Chinese descendants And cultural content, this is the way Tencent’s new cultural creation is within.
has been passed down for thousands of years and has been sung for thousands of miles.
Since Tencent put forward the concept of new cultural and creative, we have always seen the achievements of new cultural and creative in China. It is the traditional Chinese culture that uses digital technology and youth creativity to generate new results among more Chinese users. value. The strategic cooperation between Tencent and the Federation of French National Museums this time is an important step for new cultural creation to the international stage. The strategic cooperation of
, first of all, is the cultural exchange ceremony between China and France. To a certain extent, China and France represent the two major civilizations of the East and the West. The cultural exchanges between the two sides highlight the friendly dialogue between civilizations. In addition to the collections of the "Fifth Invention", "Silk Road Range Rover" and "King of Glory" rock paintings we talked about above, Tencent will sign a contract with the "French National Museum Federation" which governs more than 30 museums in France In the cooperation agreement, the two parties will conduct all-round cooperation based on Tencent's digital technology capabilities and new cultural and creative experience, as well as the rich cultural resources of the French National Museum Federation.
△Dunhuang Feitian "Glory of the King" Rock Painting
△Jigmei Museum Cultural and Creative Store: DunhuangAt the same time, Tencent will first cooperate with the Jimei Museum to hold a Spring Festival themed exhibition during the Chinese New Year. The main content of the exhibition includes the creative achievements of Next Idea youth based on traditional Chinese cultural IP and the "Chinese New Year". "History and customs. In addition, Next Idea creative youths created cultural and creative products based on the Mona Lisa and Dunhuang elements, such as the Buddhist eye mask derived from Dunhuang's "Avalokitesvara Statue", which will be stationed in the Louvre and the Guimei Museum Cultural and Creative Store, allowing people from all over the world Visitors can feel the creativity of Chinese youth. More importantly, unlike previous cultural exchanges, this cultural exchange is not only an output of Chinese culture, but also a return of cultural heritage.
This event will comprehensively promote the digital "return" of national treasures. Tencent will use digital means to present the fine Chinese collections in French museums, so that Chinese users can use Tencent QQ browser and the WeChat applet of "Beauty Officer" without leaving home You can admire the Chinese national treasures hidden abroad. The first batch of
collections are mainly 25 national treasures collected in the Jimei Museum, such as the Yuanji blue-glazed white dragon-pattern plum vase. 3 of the bottles are preserved in the Yangzhou Museum, the Summer Palace and the Jimei Museum. They are national treasures; For example, the Shang and Zhou Xiangzun, this elephant is the largest among the animal-shaped zuns known in the world; and the "Jade Pig Dragon", this cultural relic is similar to the "First Dragon of China" unearthed in Chifeng in the same era and the same land; There are also treasures of Chinese culture such as the "Three Colored Arhats of the Liao Dynasty", the "Painted Ladies Figurines" of the Tang Dynasty, the "White Jade Tiger" of the Western Han Dynasty, and the "Head of the Marble Buddha Statue" of the Northern Qi Dynasty.
Selected Cultural Relics
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We all know that it is difficult to trace overseas cultural relics. Regarding the recourse of cultural relics, international conventions do not have retrospective effect and are not comprehensive and specific; at the same time, it is difficult to obtain evidence for overseas cultural relics, and the litigation procedures for retrieving lost overseas cultural relics are cumbersome and costly. These factors have made it difficult for overseas cultural relics to truly return. Because of the protection of cultural relics, these thousands of years of cultural relics cannot be exchanged and exhibited frequently, and this has helped the public understand cultural relics and history, and academic research on cultural relics. Hinder.
The maturity of digital technology has bridged some shortcomings to a certain extent. Digital technology and digital platforms provide strong support for the display and dissemination of cultural relics. For example, the "Beauty Officer" small program, through digital display, reproduces the original appearance of those precious national treasures thousands of miles away, so that the national treasures "return to China." Furthermore, compared to the return of cultural relics as a carrier, the inheritance of cultural core and spiritual connotation of cultural relics is more important. The inheritance of culture is not only superficial, but a spiritual inheritance. The history and stories behind the cultural relics need to be interpreted and inspired by us. This is the greatest significance of the return of national treasures. The online return form constructed by the digital platform of
is not only Tencent's first attempt to protect cultural relics and cultural inheritance, but also reflects a feeling of family and country.
New Road: The Road of Science and Technology + Culture in the Holy and King of the Outside.
In combination, this Tencent-led Sino-French cultural exchange event gave a lot of inspiration to the cultural market. In general, this is the process of new cultural and creative export The road of "inner sage and outer king" in China.
"Inner Sage" takes cultural self-confidence as the essence and orientation, takes Chinese traditional culture as the foundation, takes science and technology + culture as the main line, and supports youth to create and innovate digital carriers as a way to provide the market with excellent cultural and creative products. What is "inner sage" refers to one person's self-cultivation, accumulation of morals and wisdom, and extending to the enterprise, it is the unity of social and economic benefits, providing excellent products to the market, and making efforts for social progress, cultural enhancement, and continuation of civilization .
"Waiwang", guided by cultural self-confidence, uses digital technology to get rid of the constraints of time and space, takes traditional cultural symbols as its soul, takes creative products of the new era as its body, and uses cultural products that warm, touch and touch people's hearts to the world Demonstrating the charm of China and using digital technology to build cultural bridges will not only promote the globalization of Chinese culture, but also create a thoroughfare for the return of culture.
Tencent is the pioneer of new cultural creation, and has made the longest and most practice. As a leading enterprise and pioneer in the industry, the forward-looking and innovative nature of new cultural and creative industries has also been welcomed by the industry. However, many companies often "do not follow the shape but not the heart" in the practice of new cultural and creative. Create "actually""Selling".
culture not only has industrial value, but also carries social value. For the protection and inheritance of traditional culture, and the innovation and creation of culture in the new era, it should be like Tencent, with a deep awe. King", in the internal and external integration, in the cultural back and forth, Tencent New Cultural and Creative has opened up a new path for us.
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