Traditional cultural IP film and television: the market "face value" comes from cultural accumulation

【Cultural Evaluation】

In recent years, film and television works based on traditional culture have received unprecedented attention in the cultural industry market. "Return to the Great Saint of the West", "Big Fish Begonia", and "The Demon Boy of Nezha" and other phenomenal films, reflect the audience's expectations and needs for traditional cultural products. The recently released animated movie "Goodbye Monsters in Shanhai Sutra", with its "Shan Hai Jing Universe" full of oriental charm, has entered the public's vision again, proves the long -lasting market popularity and long -lasting aesthetic value of traditional culture. Essence

As a cultural symbol with both recognition, influence and traffic monetization, film and television IP is both an important part of the cultural industry and the direct manifestation of the soft power of the national cultural culture. Excellent film and television IP can surpass the obstacles of text, language, and ethnic groups, and become an important carrier for the spread of value concepts. Hollywood movies and Japanese anime rely on many classic IPs to attract billions of audiences around the world. Although China has rich cultural resources, it has not yet produced a film and television IP image that has extensive influence in the world. To break through the current pattern of domestic film and television, it is urgent to find positioning to build a traditional cultural IP with Chinese characteristics in accordance with the pursuit of Chinese aesthetic and value pursuit.

To create an excellent traditional cultural IP, film and television works should be rooted in the fertile soil of traditional culture, absorb nutrients from it, discover the themes and cultural elements with Chinese characteristics, and make the beauty and goodness in traditional culture become the background of film and television works. Myths, legends, historical stories, literary works, and folk culture can all become theme sources of IP story creation. "Goodbye Monsters in Shanhai Sutra" draws inspiration from the ancient book "Shan Hai Jing". , Three Human Mountains, Nine -tailed Fox, and beautiful nine -tailed foxes. The folk etiquette, living and character naming in "Big Fish Begonia" also originated from ancient cultural classics and folklore, reflecting the profoundness of Chinese culture.

Of course, excellent traditional cultural IP works cannot be stopped at the classics or pile up various traditional cultural elements. Instead, it is necessary to penetrate the cultural connotation of the culture of the national spiritual temperament. Sun Wukong in "The Return of the Great Saint of the West" follows the image of free, unruly, contempt for grade order and distinctive love and hate in the classical novel "Journey to the West"; The philosophy is vividly performed. This excavation and presentation of the spiritual spirit in traditional culture not only reflects the respect and awe of traditional culture, but also in line with the unique values ​​and aesthetic pursuit of the Chinese nation. It is the only way for traditional cultural IP to produce global influence.

Traditional culture is not a dwelling water that is unchanged, but a long river that continues to absorb a trickle with the development of the times. Therefore, to create an excellent traditional cultural IP, film and television works need to give the connotation and form of the era of traditional culture from the perspective of modern people, and realize the creative transformation and innovative development of traditional culture. "White Snake: Origin" tells the story of the previous life of Bai Niang and Xu Xian, and combines cultural elements such as "Catcher", Xianxian, Alchemy and other cultural elements. In addition to expressing the love of human and demon The harmonious coexistence of man and nature. The combination of this traditional architecture and contemporary social issues explores a unique road to anime anime. "The Return of Journey to the West" and "The Demon Children of Nezha" have universal topics such as self -salvation, breakthrough prejudice, and fate of fighting, and integrate into the experience of the protagonist. The communication provides favorable conditions.

Creating an excellent traditional cultural IP is not only the need to inherit the excellent traditional culture of China, but also the need to enhance the soft power of the national culture. Founding tradition, based on the present, facing the world, telling the Chinese story with deep cultural heritage and new spiritual temperament, which is the common pursuit of traditional cultural IP. Looking forward to more traditional cultural IP film and television works stand out, let Chinese traditional culture live and go out.

(Author: Lu Zhenzhen, an associate professor at the School of Humanities of Guangzhou University)