Cultural Tourism Three Party Observation 丨 Future "Digital Middle Axis"

For more than ten years, the central axis application project has achieved a series of results in recent years. The Beijing central axis application text will also officially submit the UNESCO and the World Heritage Committee in January 2023. The middle axis application has entered a critical period. Focusing on how to tell the Chinese story on the central axis, combined with the current integration of cultural heritage and digital cultural and creative integration, focusing on the future development of the "digital central axis", more rational thinking requires.

Use digital technology to help Beijing's central axis application

Recently, at the "Digital Cultural and Creative and Diversified Imagination" seminar jointly organized by Tsinghua University Cultural and Creative Development Research Institute and Tencent SSV Digital Culture Laboratory, Zhang Ye, deputy dean of the Tsinghua University Cultural and Creative Development Research Institute, A report on "Digital Mid -axis" -D digital technology to help cultural heritage protection and innovative development reports.

The report takes the 50th anniversary of the "Protecting the World Culture and Natural Heritage Convention on the Convention on the World Culture and Natural Heritage" theme event this year. In the case of "digital mid -axis", how to use digital technology to help Beijing's central axis application. The report is carried out from the three dimensions of practice and co -construction, system and co -creation, direction and common benefit, and explains in detail the cross -border construction of cultural experience in the "digital central axis" project in Beijing's central axis. The diversified expression of elements and the continuous warmth of the goodness of technology.

According to stretching of Tencent SSV Digital Culture Laboratory, the strengthening and dissemination of the digital exhibition of the central axis, the strengthening and dissemination of the IP, and the sustainable index construction are the three major contents of Tencent's help of the central axis. In the process, actively explore and try to use cloud games, digital collections, etc. to activate the "digital central axis" IP.

Re -understand the meaning of "digital mid -axis"

"The central axis is not only a concept of space, but also a cultural concept, but also a philosophical concept." Hu Yu, secretary of the Party Committee of the School of Journalism and Communication of Tsinghua University, and Dean of the Institute of Cultural and Creative Development of Tsinghua University In the process of applying for the legacy, we must further promote the IPization, creativity and internationalization of the central axis. The application of the legacy has made greater contributions. "

In response to the construction of "digital middle shafts", Chen Shengli, editor -in -chief of China Digital Culture Group, believes that it should be based on the middle shaft of academics, the middle axis of the public, the middle axis of the humanities Wait for six dimensions. It is reported that in recent years, the declaration of World Cultural Heritage has increasingly emphasized the public participation of cultural heritage. Cultural heritage must benefit the people, and to protect and develop by the people. In May this year, the Standing Committee of the Beijing Municipal People's Congress specifically passed and issued the "Beijing Central Axis Protection Regulations", which specifically proposed to focus on everyone's wisdom and participate in the protection of the central axis cultural heritage.

In order to promote the public to actively participate in the protection and inheritance of the central axis, in 2021, the Beijing Municipal Bureau of Cultural Relics and the Beijing Central Axis Application Protection Office jointly established the Beijing Central Cultural Heritage Heritage Inheritance and Innovation Competition. Mei Song, chief expert of the Beijing Cultural Industry Development Research Institute and the director of the Expert Committee of the Beijing Middle Cultural Cultural and Creative Contest, said that the second session will be held this year, and this contest will focus on how to make Beijing's old names rejuvenating.

The social attribute of "Digital Middle Axis"

The rapid development of digital creative methods such as digital media has frequently changed people's artistic production and lifestyle. Zhang Ye mentioned that the "digital central axis" itself has a strong social attribute. This social attribute can effectively link creativity, recognition, supply side, and demand side to form a powerful digital cohesion.

Zhang Lie, an associate professor at the School of Fine Arts of Tsinghua University and Director of the Institute of Interactive Media, shared the role of digital technology on cultural communication by sharing project cases such as the Confucius Museum, the Beijing World Horticultural Expo China Pavilion, and the "Digital Sui and Tang" projects. He said that in the future, digital creativity must be closely combined with the familiar "things" in daily life, but also combined with space to better contribute to the display and spread of cultural heritage through art and technology.

In response to how to attract or guide more young people to participate in the design of cultural resources such as Beijing's central axis, Cheng Shuxin, a teacher of the School of Design of the Central Academy of Fine Arts, believes that for young people, the first important thing is to sort out culture The relationship with ourselves, "We want to form such interactions. The essence of the process is the individual's understanding, cognition, and love of culture."

Let the digital IP penetrate the digital world and the real world

Qian Zhonghua, a partner of Camphor Capital, mentioned that one of the important limitations of traditional IPs is limited to mobile phones and PCs. There is an isolation of online and offline experience, including the application in the field of cultural Expo, and it is not yet completely revolutionary. This also provides a new breakthrough in the innovation and development of the "Digital Middle Axis" in the future.

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