Master of arts and crafts should actively "Shangyun"

Watching live broadcasts and buying good goods have become one of the popular consumption methods. However, with the hotness of live broadcasts, some bad merchants have started the "plot" marketing routine in order to increase income, attract traffic, and hype hotspots. This kind of live broadcast is particularly prominent in the sales of arts and crafts products and jewelry jewelry. The live broadcast routines of merchants have also been exposed from the earliest exposed "Burma Direct Purchase", "Direct Sales of Factory" and "Master Special" to the later "sand digging and picking jade". "Open the kiln and smash" ... endlessly.

In the live broadcast, on the one hand, the live broadcast routine performed by an anchor with exaggerated tone, and on the other hand, the netizens who thought they were "picking up cheap" placed the order crazy. Some live broadcast rooms for the sale of purple sand pots, the anchors continue to "popular science" how to distinguish "hand -made" and "chemical dye purple sand"; some live broadcast room selling treasure jade, the anchor "flickering" the quartz rock carved on the machine has become a master worker The jade and Hetian jade produced by Fang; some live broadcast rooms for porcelain, flowers and old crafts, were said to be the "treasure of the heart of Yangxin", "antiques of return", "the heritage of wealthy merchants" ... This kind of live broadcast Popularity will not only mislead consumers, but also discredit the entire arts and crafts industry. In the long run, consumers will question and distrust the entire industry.

The author found that while online anchors continued to "second interpretation" of traditional arts and crafts products, the voice of the master and experts from the industry was really like a fireflies.

Here, the author suggested that the master of arts and crafts and non -heritage handmade skills should actively expand the channels for online publicity and promotion, and let more netizens fully understand the creative process of a artwork in the form of a master's live broadcast, and master the basic art of art Appreciate the ability to appreciate, understand the identification of various materials and craftsmanship, correctly understand the real traditional non -heritage skills, and since then, the false and exaggerated "routine" live broadcast loses the market.

The author knows that the master of crafts and crafts will face many difficulties. First of all, the creative process of traditional handicraft products requires huge manpower. A creative cycle of a masterpiece often takes several months or even years. Create. At the same time, "the power of the master" in the final analysis is still "one person". In addition to creating, many masters also participate in academic exchanges, education and teaching, cultural popularization, and technical poverty alleviation. Therefore, opening live broadcasts requires more time for the master and invested more energy. Secondly, many arts and crafts masters are not familiar with the application of modern Internet products because of their age. It can be said that "it is easy to engrav on the hair on the hair, and it is difficult to open a live broadcast on the mobile phone."

However, the author believes that although the master will face many difficulties, he can still use existing resource channels to speed up the progress of "Shangyun".

首先，各地的工艺美术行业协（学）会应积极为当地具有代表性的非遗手工艺与非遗传承人开设直播间，号召有能力、有水平、有匠人精神的个人和团体开设直播，并Provide more convenient support. The author recommends that relevant industry organizations in various places can establish a master live broadcast base and organize live broadcast activities on a regular basis. During the live broadcast period, the local representative arts and crafts masters are invited to communicate with netizens. , Promote representative masters, craftsmen, and inheritors, bringing more network influence to the local arts and crafts industry.

In addition, major online live broadcast platforms should provide more service convenience and technical support for the master of arts and crafts. It should appropriately reduce the cumbersome process of registered certification and opening live broadcast, actively drainage for the master's live broadcast, and send video commissioners to the master live broadcast live broadcast live broadcast. Carry out "one -to -one" service. At the same time, the platform should increase its blow to the "pseudo -master". For malicious marketing, false science popularization, price guidance, and rechargeable live broadcast content, we must resolutely investigate and deal with it in time. "Force", build "Cloud Exhibition Hall", "Cloud Class" and "Cloud Gongfang" for the popularization and promotion of non -heritage culture; transform the voices and opinions of more top flowers and experts in the industry into the advantages of the platform, enhance the overall platform as a whole Cultural quality.

The ancient non -heritage skills are the pearls in the treasure house of Chinese traditional culture. In the Internet era, the protection, inheritance and promotion of traditional non -heritage craftsmanship should open more and new display windows. The author hopes that the master of arts and crafts and non -heritage arts inheritance will take the initiative to embrace the Internet era and actively create a "cloud exhibition space". In the live broadcast, the master can talk to the majority of netizens about the inheritance of the skills, from the experience of the art, and talk about his perception of traditional art. Every netizen's heart.

Wen | Zuo Carp

- END -