摘要
社会大众民族自豪感和文化自信心的不断增强,使得传统美术类非物质文化遗产IP跨界营销传播的价值不断凸显,IP的跨界创意转化不断助力合作品牌文化内涵和品牌价值的提升。本文从传统美术类非物质文化遗产IP的运营管理、跨界对象选择和多元媒介传播三个角度,探究如何依托新兴数字技术、社群媒体平台等构建跨界传播矩阵,展现品牌新美学,提升品牌文化价值,实现传统美术类非遗IP与多元业态的融合创新。
The continuous enhancement of the public’s national pride and cultural self-confidence has continuously highlighted the value of crossover marketing and communication of cultural heritage IPs for traditional arts.The cross-border creative transformation of IPs has continuously helped to enhance the cultural connotation and brand value of cooperative brands.From the three perspectives of operation and management of traditional art intangible cultural heritage IP,cross-border object selection and multi-media communication,this article explores how to build a crossover communication matrix based on emerging digital technologies and social media platforms,show the new aesthetics of the brand,enhance the cultural value of the brand,and realize the integration and innovation of traditional art intangible cultural heritage IP and multiple business formats.
作者
樊传果
李旭丰
Fan Chuanguo;Li Xufeng
出处
《传媒观察》
CSSCI
2022年第12期85-90,共6页
Media Observer
基金
国家社科基金项目“文化创意产业发展与品牌传播”的后续研究成果
江苏省研究生科研与实践创新计划项目“传统美术类非物质文化遗产的数字化展示与传播研究”(SJCX21_1117)的阶段性研究成果。
关键词
传统美术类非物质文化遗产
IP
跨界营销传播
intangible cultural heritage of traditional arts
IP
Crossover marketing and communication
