【Memories and memories】

  In recent years, the cultural and creative industries in the Chinese museum industry have made great progress, blossoming everywhere, in full swing, and exciting.

The types of products almost involve people's eating, wearing, using, traveling, entertainment and other fields, and they have sprung up in the field of cultural consumption, leading the way.

  Before the Spring Festival in 2022, the digital collection "Spring Tide" will start.

At 2 pm on January 26th, the digital collection "Elephant Head Ear and Animal Face Pattern Bronze Rod" sold by the Sichuan Museum on the Whale Quest App was up for grabs.

As soon as the 10,000 collections were launched, they were "empty in seconds".

The author has noticed that before the Spring Festival in 2022, 24 museums (academies) will release 3D digital collections with the help of the whale finder app.

  The museum has started a digital trend, and digital works created with cultural relics are sought after by young people.

The innovative form of digital collections is being integrated with the real economy, and has penetrated into diversified scenarios such as public welfare, sports, and tourism, as well as consumers' lives.

  These are undoubtedly the new development, new achievements and new situation of the Chinese museum industry under the guidance of the policy of "making cultural relics alive". It is not an exaggeration to call it the second climax of the development of Chinese museums after the free opening in the 21st century.

  Undoubtedly, a modern museum is already a different and high-quality "national tide": it possesses precious cultural heritage resources and displays and utilizes the most advanced scientific and technological means. This is not traditional culture and the trend of the times. highly integrated?

Entering the new era, the country has promulgated a series of policies to promote the cultural and creative industries, which has further unleashed the endless ideas of cultural and creative industry. Constantly forging ahead, Wenbo people finally bravely "out of the circle"!

  Looking around, the current cultural and creative activities of various museums have become one of the most important, popular and attractive ways to practice the concept of "bringing cultural relics alive", as well as realizing the desire and One of the viable, reliable, and credible channels for the target.

These colorful cultural and creative products push the museum to jump out of the long-term and difficult cultural and blog circle based on its own advantages, successfully realize the cross-border integration, and change the old impression of the museum in the minds of the public. Contemporary museums are not only solemn and dull Missions, on the other hand, can be full of vitality and can become a happy factory. It can also greatly improve the happiness index, and at the same time, it can enlighten people with wisdom.

In short, cultural and creative products are not only an effective extension of the museum's social services, but also the driving force for the continuous dissemination of museum culture. At the same time, it enhances the museum's own hematopoietic function, and builds a good platform for all walks of life to expand and enrich their understanding of the museum. It can be described as a bumper harvest for both social and economic benefits.

  However, when the lipstick is used up, the lollipop is eaten, the mask is worn and discarded, the silk scarf is outdated, the folding fan is worn out, and the blind box is dug out... those cultural heritages that are regarded as cultural and creative elements can really Has it been remembered, understood, and rooted in the hearts of consumers?

This may be one of the cold thoughts in the current cultural and creative fever.

  Looking at the current museum cultural and creative products, although there are various patterns and complete categories, there are basically only two kinds, either in kind or online.

In other words, among the current museum cultural and creative products, the consumption of time is difficult to last (such as ice cream, biscuits, masks, lollipops, etc.), the coverage of programs seems to be lacking (middle-aged and elderly, and the audience in rural areas is limited), physical and virtual The degree of integration is not deep enough... The reason why these problems appear is that, on the one hand, it is caused by objective laws, that is, all new things must go through the "initial period - development period - expansion period - precipitation period - stable period". Due to the unbalanced development of regions, industries, and museums themselves, China's museum cultural and creative industries are currently in a period in which the first three stages coexist, and only individual museums take the lead in entering the fourth stage; on the other hand, Due to the misunderstanding of ideas, especially when information technology can provide strong support, cultural and bloggers and their collaborators join forces, whimsical ideas emerge one after another, and various and eye-catching cultural and creative products follow one after another. And finally, because of technology, the form has overshadowed the concept of "the connotation of cultural relics determines the form of cultural creation, the form serves the connotation, and is conducive to revealing the connotation".

  The most fundamental function of museum cultural and creative products should be "education and entertainment", not just "feast for the eyes" and "entertainment". It should enable the audience to have a deeper understanding of the rich connotation of Chinese cultural relics, thereby motivating the public to consciously protect history, inherit culture.

The author believes that the most fundamental thing about the current cultural creativity lies in adhering to the principle of "keeping upright" -- "entertaining education through fun" and "re-education in music", that is, to carry out rational thinking and return under the fever of cultural creativity in a timely manner, and to keep the "communication of history and culture". Inheritance of "heritage", adhere to the integrity of "inheriting excellent national traditions", abide by the integrity of "positively leading social development", abide by the integrity of "museum social public service", and insist on returning to the original meaning of museums to promote excellent historical culture and enhance national cohesion, It should not only become a short-lived Internet celebrity product that attracts attention, earns traffic, attracts fans, and collects banknotes.

  In view of this, museum cultural and creative products should pay more attention to the creation of added value of content. By improving the narrative function of cultural and creative products, they can vividly "tell stories" and "talk about ancient and modern", so as to create a wallless, pocket-type museum. .

For example, in the physical products such as study, daily necessities, accessories, food, ornaments, and experience categories, QR codes including text, pictures, audio and video, and three-dimensional information of related cultural relics are added. Buyers can consume their practicality at the same time. , you can also get additional cultural content.

Virtual products, such as apps, provide historical and cultural information of the cultural relics, including the production process and process of the cultural relics, while displaying vivid and dynamic digital cultural relics.

For consumable products, such as food, cosmetics, and experiential archaeological blind boxes, more efforts can be made on the outer packaging, carefully designed, and filled with content-rich QR codes to make the packaging a unique art worthy of collection , change "short-term" to "permanent"; pay more attention to the middle-aged and elderly groups and residents in rural areas, because to a certain extent they have more leisure time, and if the conditions are right, it is easier to become a stable consumer group of museum cultural and creative industries.

As a result, process-type, experience-type, exploration-type, and collection-type cultural and creative products are introduced to promote their transformation from results to processes, from static to dynamic, and from passive to active. The transformation of hands-on and collectors promotes "making products alive" by "making the audience move", and finally realizes "making the excellent traditional culture popular".

In short, what museum audiences who are interested in cultural and creative arts should get should be a highly dynamic functional product that drives participation, encourages hands-on, inspires thinking, and is rich in harvest. Only by immersing in music, living in pleasure, and in pleasure for a long time can we realize the sustainable communication of museum culture and truly give full play to the role of the museum as the "cultural center".

  (Author: Wang Yunliang, associate professor at the School of History and Culture, Henan University)