Digital empowerment of non -heritage development into the soul of the era of traditional culture injection

Recently, unmanned retail cars used in the non -heritage district (Beijing Road) in Guangzhou City, Guangdong Province showed their science and technology. Citizens can purchase non -heritage products by scanning code. Photo by Xu Jianmei from China News Agency

In the digital age, my country's non -heritage protection and inheritance may usher in new development opportunities. Statistics released by the Ministry of Culture and Tourism show that during June 11 this year, during the 17th Cultural and Natural Heritage Day in my country, more than 6,200 non -heritage publicity and display activities were held in various places, of which more than 2,400 online activities were held.

Non -heritage is an important symbol of the achievements of a country and the historical and cultural achievements of the nation, and an important carrier of excellent traditional culture. So, what are the difficulties that need to be resolved in my country on the road of protection and inheritance at this stage? How to better protect and inherit non -heritage in the digital age? How to use digital technological means to empower non -heritage culture and create more development possibilities?

Protecting inheritance roads and long -term obstruction

As one of the four ancient civilizations in history, my country's non -heritage resources are very rich. As of December 2020, China has been included in the UNESCO Intangible Cultural Heritage List (Rocky Registration), with a total of 42 items, ranking first in the world. Among them, there are 34 representatives of human intangible cultural heritage, 7 Intangible cultural heritage lists that are urgently needed to be protected, and 1 excellent practice register. In addition, the "In-depth Analysis and Investment Prospect Forecast Report (2022-2029)" released by the Guanyan Report Network (2022-2029) shows that as of the end of 2021 3068 inheritors of the legacy.

Protecting, inherited, and made good use of local characteristics of non -heritage resources, it is of great significance to continue my country's historical context, firm cultural self -confidence, promote civilized exchanges and mutual learning, and build a socialist cultural power. Since the 18th National Congress of the Communist Party of China, the party and the government have attached great importance to non -heritage protection and inheritance. With the efforts of multi -party linkage, my country's non -heritage protection and inheritance work has achieved certain results.

However, it is not necessary to ignore that there are still some bottleneck problems in the process of non -genetic inheritance and protection in my country. Earlier, Chen Yinlong, a member of the Zhangzhou CPPCC and the provincial non -heritage iron branch puppet inheritance, found in the current situation of the non -genetic inheritance of Dongshan County in Dongshan County that there are currently two national -level non -genetic inheritors and provincial non -genetic inheritance. There are 12 people, and the average age of non -genetic inheritance has reached 60.25 years.

In 2019, the inheritor of the Baili Yangshe Fire, who was rated as a non -heritage project in Shaanxi Province -82 -year -old Hou Zonghai, took the initiative to contact the Xi'an Non -Heritage Protection Center, saying that all the state subsidies obtained by the Dabai Yangshe Fire Project in recent years Donate. Since the successful application of Shaanxi provincial -level non -heritage, Dabai Popular Fire has only played once, and has not played for the second time. It is understood that Dabai Yang Village is located within the West Second Ring Road in Xi'an. From rural to urban villages to urban communities, with the acceleration of urbanization, the nature of Dabai Popular Village has disappeared, and the lost farmers of Bai Yang have also become urban residents. Gradually weakened; coupled with Dabai Yang Village in the main road, the conditions for playing social fires have been further restricted. In order to reproduce the glory of Dabai Poplar Society, Hou Zonghai thought that many ways did not succeed. Finally, he chose to give up this non -genetic inheritance and donate all the money to Dabai Yang Elementary School.

Gong Qiang, deputy dean of the Sichuan Non -Heritage Creative Industry Development Research Institute, wrote: "Some non -heritage projects are more endangered, and their own hematopoietic function has gradually lost. In the end

In fact, non -genetic people are often "both in both positions." On the one hand, they must be busy with the production of non -heritage products and the publicity of non -heritage activities; on the other hand, they can only sell non -heritage products and perform non -heritage performances. The way to make a living.

Ouyang Yizhi, an expert in art management, told the China City Daily that in addition to the above, the biggest difficulty of non -heritage protection and inheritance is insufficient funds: "The main capital investment party of this business is still the country, and private capital investment is insufficient; and Most of the people's investment is limited to who operates and invest. "At the same time, Ouyang Yizhi also pointed out that at this stage, cross -scale new talents in the non -heritage field are obviously insufficient, and there are urgent need for talents who understand both art and technology and the market.

Digital promotion and application provides the ideal path of non -heritage display

Facing various problems on the road of non -heritage protection, the rise of the digital economy may provide it with a new way to solve the new ideas and develop a new path.

Affected by the epidemic of new crown pneumonia, the non -heritage publicity and display activities of the cultural and natural heritage days this year are mainly based on online development, which has also attracted many netizens' attention, participation and discussion. Taking the non -heritage shopping festival of Henan this year as an example, it gathered more than 480 non -heritage merchants on the Henan Province, more than 160 non -heritage workshops and old -fashioned businesses, mainly divided into "walking Henan Cloud Shopping Non -Heritage" series and There are two parts of the "Non -Heritage in Digital Age" series.

According to reports, the series of "Walking Henan Cloud Shopping Non -Heritage" series mainly rely on shopping channels on major lines, introduce new sales promotion models into non -heritage, and promotes non -genetic business models for iterative upgrades; "non -heritage in the digital age" The series focuses on relying on Tencent, Douyin, Alibaba and other platforms to conduct non -genetic inheritors for e -commerce operations, short video shooting, live broadcast and cargo specifications, and traffic improvement. Embrace the digital age.

Douyin's "2022 Non -heritage data report" shows that the total number of video playback of national non -heritage projects on Douyin reached 372.6 billion times, with a total of 9.4 billion praises, and 99.74%of national non -heritage projects covered by Douyin video. With the assistance of Douyin's "Non -Relly Partner Program" and "Seeing the Craft Plan", in the past year, the live broadcast of the Douyin non -heritage project increased by 642%year -on -year, and the number of non -heritage anchors who received live broadcasts increased by 427%year -on -year. Non -heritage video playback volume increased by 60%year -on -year.

"As far as the current is concerned, the non -genetic inheritor must be familiar with the gameplay of the online, mobile phone and live broadcast short video platforms." Zhang Dexin, Executive Dean of the Cultural Tourism Innovation and Entrepreneurship Research Institute, said in an interview with the reporter of the China Urban News that the non -genetic inheritors must definitely It is necessary to make good use of network tools and means to complete the digital protection, inheritance and dissemination of non -heritage, especially the county -level non -heritage must be used to make good use of these platforms to gradually change the current situation of weakness and marginalization.

In 2019, a non -genetic inheritor named "Oil Paper Umbrella Master" recorded the process of making oil paper umbrellas into videos. Once launched, it has received the love of many young people. Supporting. Today, the "Oil Paper Umbrella Master" has more than 1 million fans in Douyin, which also means that at least 1 million people in my country are very interested in non -heritage skills produced by oil paper umbrellas.

From the perspective of Wang Chenyang, director of the Department of Culture and Tourism, the director of the Department of Intangible Cultural Heritage, my country has a variety of non -heritage forms and exquisite skills, and it is difficult for ordinary exhibitions to show its profound cultural connotation. The development and application of digitalization provides ideal paths for the display and communication of non -heritage, which will definitely open up a new cultural inheritance space, new cultural experience method, and new cultural communication format. This is a rare development opportunity for non -heritage protection work, especially for the majority of young inheritance groups.

Let traditional non -heritage cultural skills embrace digital technology as much

Right now, how to use digitalization to empower non -heritage has developed into the focus of attention in the industry.

The "Fourteenth Five -Year Plan" Intangible Cultural Heritage Protection Plan clearly states that from 2025 to 2035, "the international influence of non -heritage has significantly improved" has become a new goal. In the future digital world, the virtual and reality is further overlapped. The super connection of the technology itself is realizing the "new globalization" in the virtual world through data, application, content, service, and products.

Yuan Shuai, deputy secretary -general of the China Cultural Management Association Rural Revitalization and Construction Committee, said in an interview with the China Urban Daily reporter that with the increasingly mature digital information technology and being widely used in all aspects of socio -economic life, the inheritance and inheritance of the non -heritage of the digital era Digital development in various fields such as development and utilization has gradually become a new trend and new trend. Through the popularization of blockchain, 5G, cloud computing, and AI technology, technical means such as digital space modeling, virtual reality, augmented reality, 3D printing, 3D scanning, dynamic capture and other technical means, make traditional non -heritage cultural skills and digital technology phases Combining has given the new era elements and significance of traditional culture.

On the eve of the Dragon Boat Festival this year, the Dragon Boat Festival symbols such as Zongzi and Dragon Boats were inspired by the 12 digital collections that combine the characteristic cultural elements of Yichang in Hubei. The price ranges from 38 to 68 yuan. It is reported that on June 1, the number of digital collections was launched only one day, and the total number of participants reached 52277; it was sold at 15:00 on June 2, and in less than 3 minutes, a total of 24,000 copies were sold out. The relevant person in charge of the Yichang Cultural and Tourism Bureau said that the Dragon Boat Festival is the first festival in my country to be included in the "List of the Human Intangible Cultural Heritage List". As the main application place, Hubei Yichang and the Dragon Boat Festival have a deeper source. The collection of the new Chinese festival in digital art language, while promoting the Dragon Boat Festival culture, has also increased the popularity of the city to a certain extent. "We also hope that in this way, we will attract more young people to pay attention to traditional culture and explore the digital world to the real economy to introduce a wider development path." The person in charge said.

A "non -heritage+digital collection" heat set off in the Dragon Boat Festival has made more and more people see the charm of traditional culture and its economic value.

In addition, Zhang Dexin also suggested that local governments, related enterprises, and non -heritage practitioners must have cross -border thinking and breaking consciousness, break the old thinking, break through self -restrictions, and open the pattern of thinking.

Taking the joint production of Tencent and Dunhuang Research Institute in recent years, since the cooperation between the two parties in 2017, it has launched digital supporters, king glory flying skin, QQ music "ancient music" concert, Dunhuang poetry scarf, "" The content of digital dissemination of Dunhuang small programs and Dunhuang animation dramas. Among them, through the "Cloud Tour Dunhuang" applet, users can visit Dunhuang without leaving home. It is reported that the total visits of this applet have exceeded 58 million. On June 15, the two parties announced the establishment of "Digital Dunhuang X Tencent Interactive Entertainment Cultural Heritage Digital Creative Technology Joint Laboratory". Tencent will come up with the game technology and participate in Dunhuang's digitalization, such as using the game technology to fully realize the Tibetan Scripture Cave with the Tibetan Scripture Cave with the Tibetan Scripture Cave. , Create the official virtual human Jiayao of Mogao Grottoes in Dunhuang.

■ China City News Reporter: Zhang Yaxin

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