Not only make cultural relics come alive, but also make cultural relics alive
Recently, with more than 500 precious cultural relics unearthed from the Sanxingdui site, including complete golden masks, bronze "shrines", and sacred tree-patterned jade congs, topics related to national treasures have once again attracted widespread attention.
In order to bring the national treasure to life, the relevant agencies, media, and the majority of netizens have opened their minds, and each time they can set a new height for the national treasure.
"Sanxingdui version Duidui will not go to work tomorrow", "Sanxingdui unearthed bronze Xiaoliren pointing up with orchids" "Sanxingdui people not only have shoes, but also leather shoes" "Sanxingdui Shu people's kitchen supplies" "Sanxingdui cultural relics hit the face classic expression pack" "Sanxingdui" Unearthed a bronze figure with straight hair soaring into the sky"... Sanxingdui is simply the "top stream" in the cultural relic world, and its "every move" can cause a sensation.
Looking at a series of hot searches about precious cultural relics, it is hard not to compare the previous hot search lists of "big melons gathered".
The rising of national treasures is not only an external manifestation of historical cultural relics and the excellent traditional culture of the Chinese nation gradually gaining popularity, but also an intuitive reflection of the continued improvement of the network environment after the continuous implementation of the "Net Cleanup" campaign.
The protection of cultural relics is in the contemporary era and benefits the future
The rejuvenation of a nation requires a strong material force as well as a strong spiritual force.
Cultural relics carry splendid civilization, inherit history and culture, and maintain national spirit. They are precious legacy left to us by our ancestors, and are a profound nourishment for strengthening the construction of socialist spiritual civilization.
We must protect and manage the cultural relics condensing the traditional culture of the Chinese nation, and at the same time strengthen research and utilization, let history speak, let the cultural relics speak, while inheriting the achievements and glory of our ancestors, and enhancing national self-esteem and self-confidence, remember With historical setbacks and lessons, we should avoid detours and advance better.
The protection of cultural relics is in the contemporary era and benefits the future.
In recent years, with regard to the protection of cultural relics, the party and the state have not only repeatedly reiterated the importance of cultural relics protection, management and utilization, but also proposed specific directions for activating the vitality of Chinese civilization. The cultural spirit of contemporary value is carried forward, so that the cultural relics collected in the museum, the heritage displayed on the vast land, and the words written in the ancient books are all alive, providing correct spiritual guidance and strong spiritual motivation for mankind; and it is also clear Party committees and governments at all levels are required to increase their reverence for historical cultural relics, establish the scientific concept that the protection of cultural relics is also a political achievement, coordinate the protection of cultural relics and economic and social development, and fully implement "protection first, rescue first, rational use, and strengthen management." The work policy of the People’s Republic of China is to increase the protection of cultural relics and promote the reasonable and appropriate utilization of cultural relics, so that the achievements of cultural relics protection will benefit the people more.
In this context, letting cultural relics come to life and fire has gradually become the basic follow of cultural relics departments at all levels, museums, and exhibition halls.
Nowadays, when you walk into various museums and exhibition halls, you can not only see the cultural relics displayed in the cabinets, but also in the lifelike scenes created by various sound and light, historical scenes restored under the action of video and sound effects, and precious pictures played in loops. Travel to distant historical scenes, talk to the predecessors, and talk to history.
This type of furnishings has long become a standard feature in larger museums and exhibition halls.
Not only that, driven by programs focusing on cultural relics such as "If the National Treasure Can Talk" and "I Repair Cultural Relics in the Forbidden City", we have seen more and more brain-opening novel attempts to truly make national treasures and cultural relics move and live. Get up, show the charm and affinity in the cultural and entertainment activities that young people are familiar with.
After years of hard work, national treasures and cultural relics have gradually entered the lives and world of young people. This is also the reason why national treasures and cultural relics frequently trigger online gala.
National treasures come alive as a self-entertainment game among netizens
Simply sorting out the new Weibo topics and hot searches triggered by this time on Sanxingdui, you can get a glimpse of the interests of the majority of netizens.
"The first complete golden mask unearthed in Sanxingdui", "The bronze altar of Sanxingdui found a national treasure-class cultural relic", "How important is this discovery of Sanxingdui", "30% of Sanxingdui restorers are born in the 90s", "Sanxingdui pottery is Jiang Wenwen", "Sanxingdui discovered a gold "The shape of the vessel is like a spatula", "Sanxingdui Museum responds to cultural relics hit the face Ultraman", "Sanxingdui cultural relics hit the face classic expression pack", "Sanxingdui Zhuge Liang"... From the value of the newly unearthed cultural relics to the younger generation of the cultural relics protection industry practitioners are all comparisons by netizens. Points of interest, especially the appearance of cultural relics, often attract people's attention because they resemble familiar people or objects. This also provides new ideas for cultural relics protection and publicity.
It was less than half a year since the launch of Sanxingdui in April to the new launch of this time, and the enthusiasm of netizens has increased unabated.
Related hot searches for many consecutive days reflect to a certain extent that in the cyberspace where young people gather, cultural relics-related topics are getting more and more attention.
The reason is that, on the one hand, in recent years, attempts to make national treasures speak for themselves and bring cultural relics to life have been recognized by young people, especially the various online disseminations. The increasing self-confidence and national pride are also important reasons.
Looking back at the classic cases that have brought cultural relics to life in recent years, there are simply too many to count.
For example, CCTV launched documentaries and programs such as "I repaired cultural relics in the Forbidden City", "National Treasures", "If National Treasures Can Speak", etc., which promoted the breakthrough of precious cultural relics, cultural relics protection-related occupations, and national treasure cold knowledge; Henan Satellite TV launched "Tang Palace Night Banquet" "Luo Shenshui Fu", "Mid-Autumn Wonderful Night" and so on use novel creativity, beautiful forms, and profound background to explain how moving cultural relics are.
However, the creativity of cultural relics is endless, especially with the conscious help of the majority of netizens and the enthusiasm of young people, new forms and new tricks are emerging in an endless stream, and national treasures are promoted to "top class".
Take Sanxingdui as an example. Whether it is to explain cultural relics with local characteristics, such as dialects and raps, or to launch related fashion clothing, ice cream and other cultural and creative products, wearing cultural relics and eating them is a classic gameplay that has been tried and tested.
In addition to the "meaning" of protecting and inheriting the millennium cultural heritage, these measures also focused on "interesting" and "fun".
Recently, Luoyang Museum has once again explored new forms and has been widely welcomed. The creative team combined with the hottest game nowadays, launched a script that integrates the cultural relics of Luoyang Museum to kill "Luoyang East Wind Comes in Time". Through digital technology, "Jingui Yihu Cultural relics such as the "King" gold seal, open-cut dragon-patterned agate bibs, and golden lion charms come alive in the game, making people amazed and insightful, attracting a large number of young players to experience the ancient charm of Chinese civilization in the game world.
More hot searches for cultural relics, less entertainment "big melons"
During the period when Sanxingdui was relaunched, interesting topics related to cultural relics became frequent visitors on the hot search lists, which reminded people of the lively scene of "big melons gathering" on the hot search lists on different platforms not long ago.
For a long time, the news hot search list is almost equivalent to the entertainment list, and clicking into it is almost all trivial matters of various stars.
Cut your head, nail your nails, go shopping, say a word, you can see many inexplicable hot searches every day.
Therefore, the hot search lists of major platforms are often questioned and manipulated, and man-made accusations.
A few days ago, the Central Propaganda Department issued the "Notice on Carrying out Comprehensive Management Work in the Field of Culture and Entertainment", which clearly requires the consolidation of platform responsibilities.
Strictly manage various hot search lists and optimize content recommendation algorithms.
This has played a role in purifying the hot search list and the Internet environment to a large extent.
If there are more cultural relics hot searches, there will be less entertainment "big melons". How to make more cultural relics-related news and topics become frequent visitors of hot searches is still a question that needs to be considered.
Based on the existing successful experience, creating cultural relics-related IP is a magic weapon for gathering popularity and traffic.
For example, after the "Tang Palace Night Banquet" launched by Henan became popular, the Henan Museum quickly launched the "Tang Palace Night Banquet" exhibition and launched the "Tang Palace Night Banquet Hand-painting Competition" with related platforms.
The blind box of the Ladies Band series of Tang Palace Night Banquet has become a popular cultural and creative product. Various forms of "Miss Tang Palace", such as hand-painted version, clay sculpture version, shadow puppet version, and expression pack version, have gained a large number of fans.
This IP even led many hotels to integrate the cultural elements of "Miss Tang Palace" in the links of environment creation, reception services, and room layout, and gradually formed a complete industrial chain.
IP is popularity and a strong guarantee for hot search topics.
However, the creation of cultural relics IP must first be creative.
The same is to make the cultural relics come alive, why it happened that "National Treasure Can Talk" opened the "mouth" of the treasures of museums and museums everywhere; why it happened that "Tang Palace Night Banquet" aroused the interest of cultural relics to "dance"; why it was Henan The “archaeological blind box” of the museum drove young people to carry the “Luoyang shovel”. The answer is creativity.
Luoyang Museum has brought cultural relics into the "Script Killing", can they still be brought into the secret room?
Sanxingdui let the cultural relics play rap, can you let it talk about a talk show?
Xi'an has launched terracotta warriors and horses ice cream. Can moon cakes be tried?
As long as the brain is big enough to meet the tastes of young people, it does not seem to be a problem for cultural relics to get out of the circle.
Of course, cultural relics leaving the circle is not the ultimate goal, but through interesting guidance, so that more people will pay attention to the brilliant civilization, historical culture and national spirit carried by the cultural relics, inherit the achievements and glory of ancestors, and enhance national self-esteem and self-confidence.
Therefore, it is not enough to just hit the face and carnival around the cultural relics. Knowing it, understanding it, and understanding the meaning behind it is the ultimate goal.
(Author: Li Yan, Associate Professor of the Party School of the Shenzhen Municipal Committee of the Communist Party of China)