New media technology is not only a new carrier of cultural communication, but also a new engine for the vigorous development of cultural and creative industries. It will play an increasingly important role in inheriting Chinese culture and telling Chinese stories well. In recent years, the scale and structure of cultural and creative industries have been optimized, more and more integrated into modern life, and radiate new vitality. As a new engine for the vigorous development of the cultural and creative industry, new media technology has greatly stimulated the public's interest in cultural and creative products and promoted them to become more and more popular. New media technology has penetrated into all aspects of daily life, driving the development of regional culture, intangible cultural heritage, traditional opera and other related industries. Beijing, Shandong, Xiamen and Chengdu have successively promoted the construction of digital cultural industrial parks. The cultural industry park makes use of big data, artificial intelligence, 5G, VR and other technologies to enable the public to enjoy the park online at any time, anywhere, and also to deeply understand the profound Chinese history and culture by participating in virtual space interaction. This not only provides opportunities for inheriting and carrying forward the excellent traditional Chinese culture, but also expands cultural consumption, creating opportunities for better realizing the unity of social and economic benefits. New media technology is a new engine for the vigorous development of cultural and creative industries. The cultural and creative industry takes advantage of the low threshold and strong interactivity of new media technology to accelerate its own iterative upgrading and achieve diversified communication of social media, animation, short videos, etc. For example, the audio drama Spirit of the National Treasure, which was jointly launched by Shaanxi History Museum and other units, has been broadcast more than ten million times on the online audio platform, allowing more people to understand the stories behind the treasures in the museum collection. It can be said that new media technology provides more convenient technology and platform support for cultural creation, drives the personalized development of cultural and creative industries, and further adds interest and sense of technology to cultural communication. The profound historical heritage and rich cultural achievements are the important source of realizing the landing of creative inspiration in the cultural and creative industry. How can new technologies help the cross-border development of China's cultural and creative industries? The vigorous development of cultural creativity in the Forbidden City gives the answer. At present, the Forbidden City has more than 10000 cultural and creative products, with the largest cultural and creative IP in China. From a variety of products, such as the palace doll series, the flower feather umbrella cap and the folding fan, to the expression bag of the Forbidden City, which is popular on all major social platforms, to the theme cartoon Echo of the Forbidden City, which is about protecting the real historical deeds of the national treasure... cross-border has become a new form of cultural and creative trends, representing a new fusion of cultural consensus and aesthetic taste. The collision of videos, cartoons and traditional culture makes cultural creation have both the ancient charm of traditional culture and modern aesthetic taste, and awakens young people to actively spread, excavate and inherit the beauty of Chinese excellent traditional culture with new communication methods. New media technologies have provided unprecedented opportunities for the renewal and transformation of cultural and creative industries, and promoted the spread of Chinese excellent traditional culture in more regions and more people. New media technology is not only a new carrier of cultural communication, but also a new engine for the vigorous development of cultural and creative industries. In the near future, the cultural and creative industry based on new media technology will play an increasingly important role in inheriting Chinese culture and telling Chinese stories. (Author: Wang Yuqian, New Media Research Institute of Peking University) (Le Xinshe)
Edit：luoyu Responsible editor：zhoushu
Source：people.cn
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