China News Service, Zhengzhou, April 28th. How to create a historical and cultural "out-of-the-circle IP"?

Wang Anliu: need to be based on context

　　Reporter Han Zhangyun

　　"Miss Tang Palace" born out of Tang figurines, "Grandpa Nankong" based on Confucius, "Jinan Er'an" by Xin Qiji and Li Qingzhao's CP... In recent years, with the help of the east wind of "making history alive", Many places have tried to make historical figures, classic cultural relics, etc. into IP to endorse the local image.

　　So, how can the IP of historical figures break the mundane and create new ideas?

What considerations should be taken in the process of IPization?

With these questions, a reporter from Chinanews.com recently interviewed Dr. Wang Anliu, executive director of the Institute of Cultural and Creative Industries of Renmin University of China.

　Context is the cornerstone of IP

　　In 2018, Wang Anliu's team proposed a new contextual theory, and in 2022, a contextual IP index system was proposed, which is committed to promoting the construction of the cultural industry of "one place, one vein".

He explained to reporters that "context" is the main line of history of a cultural place, and "context IP" refers to IP that is rooted in the human history of regional geographic units. Mature perception and potential audience.

He believes that only the historical existence that is most in line with the cultural traditions of the Chinese people is likely to become the cultural IP with the most regional characteristics.

　　Focusing on the development of the domestic cultural and creative industry for a long time, Wang Anliu also noticed Henan's achievements in the field of cultural and creative industry.

"In 2021, Henan Satellite TV 'out of the circle' with a number of digitally packaged cultural programs such as "Tang Palace Night Banquet", "Wonderful Lantern Festival Night", "Luoshen Shui Fu", "Dragon Gate King Kong", "Dance of the Millennium", "National Color and Heavenly Fragrance", etc. Eye-catching and well-received, this is what our team has been advocating and encouraging, and the creation of IP must be based on context.”

　　Take Du Fu as an example. As a national cultural symbol, Du Fu has left his footprints in many cities across the country.

Wang Anliu believes that Gongyi City, Henan Province is the birthplace of Du Fu, and to create Du Fu cultural IP, Gongyi needs to find the most profound historical connection between Du Fu and his hometown Gongyi in order to stand out in these cities and form its own unique humanistic temperament and spiritual core.” What kind of landscape and humanities on the land of Gongyi can give birth to one of the greatest poets in Chinese history."

　IPs of historical figures need to be in line with reality

　　Once "Du Fu is busy" graffiti has become a carnival for a generation of netizens. Wang Anliu believes that this phenomenon can bring some enlightenment to the current IP upsurge of historical figures.

　　"This also reflects an important consideration in the creation of IPs of historical figures - to find the connection point between traditional culture and contemporary life." Wang Anliu said that the younger generation has their own way of life, work and entertainment, and the creation of IP is to find IP The unique connotation is in common with them, "IP, especially the IP of historical figures, cannot stay at the level of cultural indoctrination. It must be combined with the most popular communication carriers and forms to form the most suitable content for these communication platforms."

　　In recent years, the attempts and explorations made by some regions in China in the IPization of historical figures have achieved results.

For example, Tang Xianzu's hometown and Fuzhou, Jiangxi put forward the cultural IP of "Oriental Shakespeare" in 2017, and integrated the cultural exchange of opera into the countries along the "Belt and Road" by holding activities such as "Tang Xianzu Drama Festival".

At the same time, through the joint activities to commemorate the 400th anniversary of the death of Tang Xianzu, Shakespeare and Cervantes, cultural exchanges between Fuzhou and the United Kingdom, Spain, Italy and other countries have become the norm, actively promoting the "going out" of Chinese culture.

　　However, Wang Anliu also pointed out that the IP of historical figures has certain difficulties. "The difficulty lies in the fact that the IP creation of historical figures must be unique in a certain geographical unit, just like Du Fu mentioned earlier." He said that historical figures Just in people's memory, the IPization of excellent historical figures can awaken memory and stimulate hidden traffic through vivid expressions, thus becoming the best spokesperson and communicator of a city.

"The creation of Tang Xianzu's IP in Fuzhou, Jiangxi is a good example of success that can be used as a reference in Du Fu's hometown.

　　How does the IP of historical figures "break the circle"?

With the rapid development of the digital industry, Wang Anliu said that "digital people" can transcend cultural barriers and become the "spokesperson" of cultural IP.

Of course, a "digital human" is not a simple cartoon image or a decoration with only a few simple actions, but a real existence with its own "human design" that can interact with people on the Internet and in the digital world.

　　The "14th Five-Year Plan" Cultural Tourism Integration Development Plan of Henan Province clearly proposes to "implement the Chinese Culture Super IP Project". Wang Anliu believes that this is a good start.

"As the cradle of Chinese civilization, Henan has a rich cultural heritage, so that even a small town can find its own unique context and propose a unique and recognizable context IP based on this." He suggested that these resources should be collected, To form the cultural IP pedigree of Henan Province, so as to lead the high-quality development of Henan culture and tourism.

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