Traditional skills have become a "new national tide"
2022-07-27
The video explains traditional crafts in detail, introduces the connotation of products at the beginning of the class, and invites intangible cultural heritage inheritors to enter the live broadcast room to answer questions and solve doubts for netizens... Intangible cultural heritage brands have made a series of "Internet contact" attempts to broaden the publicity platform and sales channels of traditional craft products. The Ministry of culture and tourism, the Ministry of education, the Ministry of science and technology and other ten departments recently issued the notice on promoting the high-quality inheritance and development of traditional crafts, proposing to sell and promote traditional craft products through online and offline combination. "Touch the net" to spread intangible cultural heritage culture "the last link of vinegar making is brewing and drying. What is special about vinegar after brewing and drying?" "Put the boiled vinegar into the pottery jar and put it in a naturally ventilated place for at least half a year. The longer it is stored, the more mellow it tastes..." in the wechat video number of the China vinegar Culture Museum, the promoter Xiao Liu talked about the history of vinegar culture live, attracting many people to click and watch it. Zhenjiang Hengshun balsamic vinegar brewing technology is a national intangible cultural heritage project. Affected by the COVID-19, the tourist reception of Jiangsu Zhenjiang China vinegar Culture Museum, which displays this technology, has decreased since 2020, and the scenic spot tickets, product sales and other aspects have suffered a lot. In order to minimize the impact of the epidemic, the museum actively explored the online live broadcast mode and launched new media products such as "Xiao Liu takes you to vinegar blog" and "Yunyou vinegar blog". It is understood that the overflowing "cloud" of vinegar has enabled the China vinegar culture museum to successfully save itself. The revenue of the museum has increased significantly, and the online communication channels have further expanded the knowledge popularization and brand communication of intangible cultural heritage. Experts pointed out that traditional culture continues to "touch the net", opening a door to expand its own influence. Internet communication carriers have further stimulated the endogenous power of traditional craft products, and more consumers have the opportunity to contact and use traditional craft products. Online sales expand sales. With the help of technical advantages, the network platform is increasingly becoming an important channel for the digital protection, inheritance, dissemination and sales of traditional culture. Taking the short video platform as an example, the 2022 intangible cultural heritage data report of Tiktok shows that in the past year, the total number of videos related to national intangible cultural heritage projects on the Tiktok platform reached 372.6 billion, with a total of 9.4 billion likes, and the national intangible cultural heritage projects covered by Tiktok video reached 99.74%. In addition, with the help of Tiktok's "intangible cultural heritage partner plan" and "see the craft plan", the number of live broadcasts of intangible cultural heritage projects increased by 642% year-on-year, the number of intangible cultural heritage anchors rewarded by live broadcasts increased by 427% year-on-year, and the number of endangered intangible cultural Heritage videos increased by 60% year-on-year. According to fan Zhou, President of Beijing Jinghe cultural and Tourism Development Research Institute, the digital economy is reshaping the development environment of intangible cultural heritage culture, which can not only make the public feel the cultural connotation of intangible cultural heritage more conveniently and intuitively, but also use digital means to protect and show the vitality of traditional culture, and constantly realize inheritance and innovation. It is reported that since 2020, the Intangible Cultural Heritage Department of the Ministry of culture and tourism has launched the "intangible cultural heritage Shopping Festival" in cooperation with e-commerce platforms on the annual cultural and natural heritage day. This year, the "intangible cultural heritage Shopping Festival" is full of highlights, with intangible cultural heritage products, time-honored brands and so on all appearing. Many platforms have set up special sales areas for traditional craft products, expanding product sales. In Beijing, 18 time-honored brands, including Tongrentang, neiliansheng, Quanjude, Liubiju, etc., jointly launched a new way to "enter intangible cultural heritage" with internet platforms. According to the latest data from the Ministry of culture and tourism, during the cultural and natural heritage date in June this year, more than 6200 intangible cultural heritage publicity and exhibition activities were held, including more than 2400 online activities. The combination of online live broadcast and offline display enables intangible cultural heritage products to integrate into daily life and attract more young consumers' attention and purchase. During this year's Dragon Boat Festival, 12 digital collections inspired by the Dragon Boat Festival cultural symbols such as "zongzi" and "dragon boat" and integrated with the cultural elements of Yichang, Hubei Province, were officially launched for sale at prices ranging from 38 yuan to 68 yuan. It is understood that on the day of the launch of the digital collection, the total number of participants reached 52277, and when it officially opened the next afternoon, 24000 digital collections were sold out in less than 3 minutes. Promoting Chinese traditional festivals in digital art language not only promotes traditional culture, but also improves the popularity of the city to a certain extent. At the beginning of this year, digital collections began to test the water in the intangible cultural heritage cultural circle. Industry analysts said that the progress of technology allows everyone to enjoy an excellent work anytime and anywhere, feel the traditional culture, and also provides a broader appreciation perspective. For example, digital collections generate digital vouchers with the help of blockchain technology. Through modeling technology, a work can be appreciated 360 degrees and the complete forming process of the work can be understood. Relying on blockchain, 5g, artificial intelligence and other technologies, through digital space modeling, virtual reality, 3D printing and other means, the online presentation of traditional culture brings netizens a more immersive, realistic and interactive experience. At the same time, finding more usage scenarios for traditional craft products is becoming the direction of active exploration in the industry. Experts pointed out that thanks to the empowerment of science and technology, some traditional skills are becoming a "new national tide", and the ways of recording, expressing and inheriting are becoming more diverse. New technologies continue to open new ideas for the dissemination of traditional culture, and the future development of traditional crafts is more predictable. (Xinhua News Agency)
Edit：He Chuanning Responsible editor：Su Suiyue
Source：People's Daily
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