Arts Observation | Share the "Cloud on the Cloud" Art Festival for the whole people

"In today's world, information technology innovation is changing with each passing day, and digitalization, networking, and intelligent development are developed. It is becoming increasingly important in promoting economic and social development, modernization of national governance systems and governance capabilities, and meeting the people's growing demands of the people's growing. effect."

The 13th China Art Festival (referred to as the "Thirteen Art Festival") innovative communication channels, promoted the integration of cultural tourism, and used the "Internet+" model to build a live broadcast platform matrix of integrated display and popularization. ", Hold the" cloud exhibition ". Although the Thirteen Art Festival is nearing its end, the popularity of the "Cloud" Art Festival is still unrelatial.

As of September 12, 58 participating and evaluation stage art works have met the audience in an online manner during the 13th Art Festival. Literary China (Kuaishou, Douyin, video number, Weibo, Bilibili), Voice of Cultural Tourism, Cultural Tourism China Cloud Studies Platform, Learning Study Power and other official studio, as well as more than 200 such as Guangming.com and China Net The platform participated in online live broadcast, with a total viewing volume of 263 million people. Among them, the purpose of many dramas has always been viewed by 10 million.

In addition, the "Cloud Stars Award" spreads the main platform as the star award line, and fully demonstrates the excellent works of this star award and the wonderful content of previous star awards; the exhibition also creates a digital exhibition hall that will never end through the "cloud" ... online and offline The combination of ways to span the limitation of time and space, expand the audience, and allow audiences across the country and even around the world to enjoy the various art feasts of the Thirteen Art Festival without leaving home.

The audience watched photography through painting screens and using various technologies such as the Internet. Picture of China Art Museum

The wonderful drama is full of "clouds" to let the elegant art enter the people's hearts

"The starring actors are great, it is indeed a 'national team'!"

"Sing well, this era needs such works ..."

One end is the thunderbolt of the theater performed offline; the other end is the lively barrage in the online live broadcast room.

On September 4th, the 17th Mandarin Award's finalists and the Wenhua Performance Award participated in the Peking Opera "Fenghua Zhengmao" and completed the online and offline "double performance" synchronization at the Meilanfang Grand Theater in Beijing. In the theater, the vivid and touching revolutionary story, the beautiful mood of dancing and reality, and the youthful artistic features bring an excellent audiovisual experience; in front of the screen, the precise narrative of the lens push and pull, The filming of the film and television style allows netizens to experience the charm of the drama while watching the themes. It is understood that the total number of live broadcasts of the repertoire is 8.545 million.

Such a "double performance" is the new normal of the Thirteen Art Festival. During the art festival, offline activities are rigorous and orderly, online performances and exhibitions are rich and wonderful, which greatly enriches the spiritual and cultural life of the people.

The screen -separated scene allows the audience to see the actors' makeup and subtle expressions and movements, coupled with close -up and panoramic switching, with a richer perspective than the theater's scene. In the live broadcast room, netizens kept interacting: some netizens commented on the Yue drama "Maple Leaf Ruhua": "A century -old Yue drama, just like the 28th girl, just as Fanghua." Some netizens left a message after watching the Peking opera "Mother": "The hero's mother , Raise the hero of the hero. I miss my mother. "After watching the Shanghai opera" Dunhuang Daughter ", netizens lamented:" It is passed down from Dunhuang, and the eternal survival. Netizens were moved by the national opera "Red Boat", admiring the great Communist Party of China, "open up the world, dare to be the first" ...

Netizens hotly discussed in the live broadcast room "Princess Jieyou Princess" Xinjiang Production and Construction Culture, Sports, Sports, Radio, Television and Tourism Administration of the Xinjiang Production and Construction Corporation

On September 3rd, the drama "The protagonist" adapted from the novel of the same name of the writer Chen Yan was performed as the 17th Mandarin Award. It attracted nearly 5 million to watch online. Through online performances, the online audience felt the Qin cavity skills such as "lying fish, blowing fire, taking the top, kicking, flower gun, and swing". Some audiences believe: "The actors perform well, Shaanxi dialect is fun, and I look forward to going to the theater to watch the live version."

The online live broadcast of the tin drama "Candlelight in the front" has exceeded 10 million, making the director of the play Tong Weiwei unexpectedly. "Online studio breaks the restrictions of the space. The audience talks about the experience in the form of a barrage, forming a strong atmosphere of viewing atmosphere. And many netizens' comments also make audiences who do not understand tin drama or have just come into contact with opera, it is easier to get closer to approach, and it is easier to approach approach. Opera, this is an indispensable advantage of offline performances. It can be seen through online broadcasts that opera is not lacking in the audience, and what is lacking is the channel to communicate with it. With the development of the times, such as online clouds, such as online clouds, Emerging things, 'clouds' is a good bridge. In the future, we must make good use of this convenient way of watching clouds to break the separation of opera and audiences. It not only ensures the artistic effect of the theater, and takes into account the demand for online studies. "Tong Weiwei said.

"Eight -step sand, eight -step sandside is my house. The wind rolled yellow sand, and my mother's eyes were tears ..." On September 8th, the drama "Eight Step Sands" was staged in the Lanzhou Concert Hall in Gansu. The combination of the next combination appears at the Thirteen Art Festival. All actors vividly interpreted the "Eight -step Sand Spirit" of "not bowing their heads and daring to change the desert in the face of difficulties" with a relaxed performance. 38 online platforms such as the People's Daily Online, Xinhuanet, Guangming.com, and Cultural Tourism China Cloud Broadcasting Platform conducted live broadcast on the spot, with a total viewing volume of 12.8962 million people. According to reports, under the premise of doing a good job of preventing and controlling the epidemic, the Gansu Provincial Culture and Tourism Department actively carried out "offline performance+online live broadcast", so that the performance of the performers has income and the level of actors' business will not decrease. The development of the courtyard. "We will actively learn from the experience of other provinces and regions, organize and launch more excellent repertoires in the arts and regions, increase the influence of excellent literary and artistic works, and further increase the line of art marketing and pioneering." Director Zhang Lintao told reporters.

On August 30, the Xinjiang Production and Construction Corporation Cultural Sports, Sports, Radio, Television, and Tourism Bureau took the 13th China Art Festival as an opportunity to organize the actor of the cultural units directly under the cultural units of the Corps to watch the 17th Mandarin Award for the Henan Drama "Jie Fei Fei Feelings. Princess". The scenes of ancient style and ancient rhyme and beautiful Yu opera vocals have deeply attracted online audiences. Many netizens like and leave a message. This online broadcast also reached a new high of the number of online performances of the Corps. The relevant person in charge of the Xinjiang Production and Construction Corporation Culture Sports, Sports, Radio, Television and Tourism Bureau said that it will continue to promote the integration of traditional literature and art and online literature and art, promote multi -channel transmission, multi -platform display, and multi -terminal push of outstanding works, and enhance the image attention of the Corps.

It can be seen that the popularity and extensive popularity of online broadcasts has made invisible "clouds" a real "hard" platform and one of the most direct and effective ways of "art for the people". , Play an increasingly important role. Dai Youshan, an associate researcher at the Central Culture and Tourism Management Cadre Academy, said that with the rapid development of information technology, many new technologies and new media have been fully used in many scenarios of culture and art. For example, in terms of creation and live performances, you can use the realistic reducing scenery to make the performance and scene integration more naturally; in the promotion of marketing and ticket sales, more platforms and carrons are established for the promotion of publicity. More academicians and theater group performers and propaganda staff are proficient in the techniques of new media dissemination. In the development and changes of Internet information technology, art communication is changing the way people appreciate art, and at the same time, it will also change the way of artistic creation. Literary and art workers should embrace the Internet, use new media to promote the change of stage art, and work hard for the traditional Chinese culture to the world. "The online live broadcast of the drama carried out the thick professional content of the heavy professional content, which is popular, interesting, concentrated, and simplicity, which is in line with young people's viewing habits and communication mediums, allowing more people to embrace literature and art, let the artistic stage art enters the art of elegant stage art into The people's hearts. "Dai Youshan said.

Stills of the drama "Eight Steps Sand" stills

"Cloud" exhibition helps exhibition research and literature protection

At present, watching performances in the "cloud" is relatively common. What is the experience of watching the exhibition in the "cloud"?

On September 2nd, the opening ceremony of the 13th China Art Festival National Exhibition, National Exhibition of Outstanding Calligraphy and Seal Carving, and National Outstanding Photography Exhibition Exhibition was held in the Beijing China Art Museum. The exhibition focuses on the theme creation of the new era, and carefully selects more than 1,000 works, especially the national theme art creation of the Ministry of Culture and Tourism, which is exhibited. Printing, sculpture, calligraphy, seal carving, photography and other art categories.

This exhibition innovation adopts the "Beijing -Tianjin -Hebei" three places, and through new display technologies such as BOE drawing screens and smart interaction machines. Combining online and offline, with a new digital exhibition method of "Art+Technology", it will bring the audience A new "Digital Cloud Exhibition". Among them, the BOE painting screen is a paper -type eye -like display terminal and digital cultural content platform launched by domestic brands. It is equipped with a number of core display technologies that rely on H.629.1 digital art to display international standards. And photographic works, like the original paper exhibition. This exhibition combines professional digital multimedia technology and rich digital cultural content platforms, with digital, interactive, and modular innovation concepts, efficient, low -carbon, and flexible digital exhibition models, breaking the limitations of physical space, expanding art The border, linking multiple places to help the digital innovation presentation of the exhibition, and promote the "living" and "going global" of the digital content of the Wenbo institutions.

As one of the main activities of the Thirteen Art Festival, on September 1, "the people -centered literature and art climbing peak -commemorating Comrade Mao Zedong's 80th anniversary theme exhibition at the" Speech at the Yan'an Literature and Art Symposium "opened at the National Museum of China. The exhibition is a concentrated sorting and display of the achievements of 80 years of literary and artistic achievements in recent years, and brings together more than a thousand exhibits such as pictures, literature and physical objects. Liu Wanming, deputy director of the National Museum of China, said that many large -scale works can be seen in the exhibition, which complements the space of the exhibition hall. These works vividly reflect the relationship between art and life, and are symbols and portrayals of the great era.

Zheng Yan, an associate researcher at the National Museum of China, told reporters that at present, the online exhibition hall is being designed and produced to ensure that after the exhibition is over, the audience can still revisit the 80 years of Chinese literary and art development through the online exhibition hall. After realizing the digitalization of collections, it has become a new trend to move the exhibition to the "cloud". For the art museum, the exhibition is usually a disposable activity. This has led to the study of the history of the exhibition, which can only be used to restore the exhibition at the time with historical documents. It is difficult to fully observe and present the scene and original appearance of the exhibition. Wu Weishan, the director of the Chinese Art Museum, said that in this sense, the Chinese Art Festival is the highest and most influential national comprehensive culture and art event in China. It is more conducive to exhibition research and literature to move the exhibition to online. A digital method of protection. "The form of online exhibitions can allow non -exhibition places to watch remotely across spaces, and can also be viewed across time after the on -site exhibition. Compared with the single exhibition retention of the exhibition album, online exhibitions become outside the album album. The specimen, through digital technology to make the exhibition literature more vivid, primitive, and on -site. The online exhibition adopts a 360 -degree panoramic view mode, which is a realistic record of the offline exhibition hall exhibitions. Guide, accumulate the exhibition database, break through time and space restrictions, and create an exhibition that will never end. "Wu Weishan said.

The audience watched the situation of the previous Chinese art festival through the painting screen.

"Cloud Star Award" achieves greater coverage and influence

In order to do a good job of spreading and promotion of the 19th Star Award, showing new achievements in the new era of literary and artistic creation in the new era, and enhancing the sense of cultural participation, gain, and happiness of the people. Under the guidance of the General Office of the Ministry of Culture and Tourism, relying on the national public culture cloud, the "Cloud Stars Award" was launched in conjunction with the relevant local cloud and new media matrix to promote the online and offline integration of the Star Awards.

As the main platform of the star prize line, the "Cloud Star Award" is a comprehensive display of the excellent works of this star award and the wonderful content of the previous star awards. Focusing on the launch of the online broadcast of the current star prize finals, it provides performances, announcements, rewards, and reviews. The integrated online service allows the masses to participate in the entire process of the Star Awards through the "one -stop" of the mobile phone, which effectively attracts the masses to participate in online interaction.

The "Cloud Star Award" topic through the latest developments, key recommendations, cloud exhibitions, wonderful programs, live broadcasts, shortlisted works, and award -winning works, all aspects of the content of the star prizes. The stars are presented in stages. Before the finals, the preliminary selection of various provinces will be launched, and the finalists of 177 finals will be released in advance, allowing the audience to see it. During the finals, the final broadcast was launched in real time to follow up the latest progress. After the finals, peripheral activities such as the awarding party, the performance of Huimin, and the tour of the excellent works continued to make the star prize never come to an end.

Starting from August 22, the "Cloud Stars Award" has launched the Star Award Finals and other activities to carry out the time period, multi -window, multi -integration, and panoramic network live broadcast, bringing the audience to concentrated live broadcast and multi -view appreciation to the audience Experience. In addition, for the first time, the "Star Award Countdown", "Star Award Zero Distance", "Picture Live", through slow live broadcast, host viewing, on -site photo records, lead the audience to enjoy the beauty, watch the venue, go back to the background, witness the final preparation process, feel the feelings The excitement of the participants, multi -angle and comprehensive experience of the Star Award finals.

It is worth mentioning that the "Cloud Star Award" for the first time through learning new media matrix through learning power, central video, WeChat public account, etc., through live broadcast, short video, graphic and other means, to publicize the star prize for multi -angle, and to display the star award multi -angle. Wonderful content such as the finals, excellent works, behind -the -scenes tidbits, and latest information, and continue to build momentum and increase the popularity for the star prizes.

The masses can use the national public cultural cloud official website, APP, applets, and new media platforms such as WeChat and Weibo to use mobile phones, tablets, and PCs to visit the "Cloud Stars Award" topic to easily participate in the entire process of star prize awards. Master the latest developments, watch wonderful participating works, and real -time interactive feedback.

At the same time, the "Cloud Stars Award" special settings, reposting, comments and other people evaluating, feedback channels and interactive links, please see and let the masses comment. At the final scene, the National Public Cultural Development Center provided professional photography services for the audience and participants, took a check -in, take photos for the masses for free, and uploaded the photos to the "Cloud Star Award" feature for the masses to download and share.

The National Public Cultural Development Center of the Ministry of Culture and Tourism launched the original short video and picture collection activities of the "I and the Stars Award" nationwide. Award "three types of short videos and pictures. The solicitation results will be launched in the "Cloud Star Award" topic and the new media matrix. Among them, the "main creative theory" aims to introduce the content, characteristic highlights, creative stories and creative feelings from the perspective of the main creative team; "front and behind the scenes" aims to record and tell the moving story of participating in the star awards in various places, showing that cultural workers are not for the fact that it is not for cultural workers Knowing work and life; the "Pickup Qunxing Award" aims to record the wonderful moment of the Star Award from the perspective of the masses and express the participation feelings.

Responsible editor: Gou Xiaoqing

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