Why "Ma Steel Feiyan" is "flying into the home of ordinary people"

【Cultural Evaluation】

Recently, the Gansu Provincial Museum launched a "Ma Steel Feiyan" plush dolls, which is greatly sought after by the market, and has quickly become a social and cultural topic. In the online community gathered by young people, its popularity even exceeds its prototype -the national treasure -level cultural relics East Han bronze "Ma Sa Feiyan".

Why is the "Ma Sa Feiyan" welcomed by young people? Some people say that it is because it is delicate and comfortable, but the real secret is its "cute" image. This cultural and creative product is playful and vivid, regardless of the standing and running models, just to hit the hearts of young people- "Meng". Behind "Meng" is wit, tolerance, happiness, and good. "Meng Culture" originated from anime. At first, it was used to describe some characteristics of the image of the two -dimensional characters, and people's emotional resonance on such characters. In fact, "Meng Culture" has become a traffic password on the Internet. It has long been ahead, and the funny Pikachu and green fish man's hoods have already swept the Internet and sold offline.

Behind the popularity of the "Ma Steel Feiyan" doll is the prevalence of "cute culture", behind the "cute culture" is the strong rise of my country's popular culture. In the past 20 years, represented by industrial movies, television, animation, pop music, novel publishing, social media, etc., the popular culture has covered a wide range of social crowds, gathered in many social elements, forming continuous attention hotspots and continuous attention and continuous attention and hotspots and Discussing hotspots has become an important area of ​​social and cultural life, and has also become an important cultural phenomenon in my country in the past 20 years.

For the creative development of cultural and creative products such as "Ma Steel Feiyan", some people in the industry believe that doing cultural and creative products must be in line with the market to understand what the market is popular and whether it can be connected with museum IP. This view is keenly captured the essential attributes of popular culture. Volkswagen culture is essentially a commodity, which is the cultural industry. It operates in accordance with industrialization, commercialization, and marketization. The connotation and form of this commodity have distinctive cultural attributes, but its industrial operation fully respects the objective laws of the market economy.

Commodity attributes, industrialization operations and profit -seeking orientation have made popular culture have been criticized by "vulgar and superficial". However, the success of the "Mata Feiyan" doll is enough to see the possibility of complementary advantages and promotion of elite culture and public culture.

Traditional cultural relics such as the Bronze of the East Han Bronze "Ma Sa Fei Yan" belong to the typical elite cultural category. They have passed down through the washing of the times. The aesthetic purpose is elegant and has an eternal classic. However, the height and widow of elite cultural songs are mostly a small number of people with high education or high cultural quality. In business society, the scope of acceptance and communication of elite culture is relatively limited. How can the "old king Xie Tang Qianyan" be better "flying into the home of ordinary people"? It is obviously a convenient way to take the wings of popular culture. In the era of commodity society, the popular culture was enthusiastically sought after by the whole society. Popular music, movies, television, animation, best -selling readings, and social media have integrated all aspects of people's lives. Volkswagen culture has long become the "cultural air" of modern people. Everywhere, there is no far -reaching.

Cultural relics with very different forms and unique shapes can provide endless ideas and ideas for cultural and creative products. Similarly, classic works in various fields such as philosophy, literature, music, drama, art, etc., which have precipitated for thousands of years, can also provide endless sources of inspiration and mental nutrients for popular culture. On the other hand, the extensive coverage and huge influence of popular culture can greatly broaden the scope of the spread of elite culture and enable the eternal ideological and artistic value of those classic works to be familiar and accepted to the greatest extent.

From a professional perspective, the debate around the name of "Ma Steel Feiyan" involves a high historical threshold. However, a plush doll brought it into the lives of millions of young people and brought them into their emotions and spiritual worlds. Similarly, when the carrier and communication power of the classic culture can go out of the narrow ivory tower, extensively and in -depth into the masses, the society, and life, the rich spiritual and artistic value contained in it will end. Prepare the fruit of richer culture.