Where is the future of digital "butterfly change"

when art collides with technology and literature?

  With the development of information technology, the way of cultural transmission in the digital age has undergone tremendous changes.


Today, when you walk into the Sanxingdui Museum in Guanghan and put on MR glasses (presenting virtual scene information in the real scene), you can be immersed in the ancient Shu fantasy scene combining virtual and real, while enjoying the exhibition and watching the ancient Shu Yuan cosmic movie; click on the game , Walking into an antique theater, you can buy theater tickets to watch "The Peony Pavilion"; turn on your mobile phone, you can participate in the cloud chorus, the screen-swiping barrage replaces the waving light stick, and you can listen to the concert at home.

  What changes has the rise of digital communication brought to the current public cultural life?

What are the hottest application scenarios for digital text transmission?

What is the future development trend?

A number of experts and scholars engaged in cultural industry research have been interviewed by West China Metropolis Daily and cover news reporters to talk freely about the future of digital text transmission.

  Industry outlet digital text transmission is ubiquitous

  Recently, the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council issued the "Opinions on Promoting the Implementation of the National Cultural Digital Strategy" (hereinafter referred to as "Opinions"), proposing to develop new scenarios of digital cultural consumption, vigorously develop online and offline integration and online presence. A new experience combined with digital culture.

The "Opinions" propose that by the end of the "14th Five-Year Plan" period, the cultural digital infrastructure and service platform will be basically built, and an online and offline integration and interaction, three-dimensional coverage cultural service supply system will be formed.

  Before the release of this strategic deployment related to the overall situation of national cultural digitalization, digital technology has been fully integrated into cultural fields such as cultural expositions, performing arts, exhibitions, live broadcasts, etc., which has had a profound impact on people's production and life.

  In September 2020, the exhibition "Light and Shadow Floating: Five Hundred Years of European Painting" opened at the Chengdu Museum, and 60 of the world's top art collections made a stunning appearance.

At the same time, Chengbo has divided more than 60 square meters of independent space in the exhibition hall to create an immersive experience space of "Mystery of Light", so that the real world and the art world are seamlessly connected.

Among them, the urban landscape painting "Rome Capriccio: The Colosseum and Other Monuments" restored in the space reproduces the scene of Rome in the 18th century. The ancient Roman Colosseum and the Arc de Triomphe of Severus are scattered in the space, and the audience not only You can feel the painter's superb painting skills, and you can also capture small details that are difficult to detect in ordinary paintings.

  According to Chen Shaofeng, Director of the Academic Committee of the Cultural Industry Research Institute of Peking University, the traditional mode of cultural communication is gradually transforming to digital, and the integration of new technologies and culture will definitely become a new trend in the cultural and creative industry.

"The digitization of cloud-based exhibition halls or exhibitions is the most vivid example, which is recognized by the audience because of its fast dissemination, rich content and fast update speed." He said.

  Li Mingbin, Distinguished Professor of Shanghai University and Director of Shanghai University Museum, was deeply touched by this.

He said that compared with traditional cultural and expo exhibitions, digital exhibitions have applied 5G, VR, and blockchain technologies, breaking through the limitations of physical space, and have unique advantages in the presentation of details of exhibits and scenes that are inconvenient to express physically. No, the experience is not limited by time and space, and the audience can get a better sense of experience and satisfaction.”

  Li Mingbin was recently reading the new work "The Tea Shop on the Corner" by the historian Wang Di. There is a line in the book about the historical details that impressed him: "Those seemingly inadvertent bits and pieces are the Dinghaishenzhen that returns to the historical scene." No matter what. Whether it is to use an art camera with over 100 million pixels to magnify the beauty of the cultural relics in the collection, or to capture the details of the cultural relics in Sanxingdui archaeology, and to restore the sacrificial scenes, people truly realize that the development of digital technology is of great benefit to cultural dissemination.

  Technology helps effectively connect supply and demand

  On the night of Luo Dayou's "Childhood Online Concert" live broadcast, Hu Na, associate professor of the International Cultural Exchange Department of the China Academy of Opera, and director of the Industrial Development Department of the China Cultural and Creative Industry Research Association, wrote in the circle of friends: "From Xicheng Boys, Cui Jian, Leslie Cheung , Jay Chou to today's Luo Dayou, only to discover that one of the ambitions of the video account is to create a metaverse version of 'the brother who rides the wind and waves'." She has been concerned about the development of the cultural and creative industry for a long time and shared the digital content from both the demand side and the supply side. changes brought about.

  As an observer as well as a consumer, Hu Na found that due to the limited understanding of the information on the exhibits, ordinary consumers could easily fall into the misunderstanding of gazing at the exhibition. At the same time, limited by subjective and objective conditions, many potential consumers also Didn't get a chance to watch the show live.

With the development of digital technology, online exhibitions are emerging one after another, and there are many kinds of concerts in the cloud. Now the audience can rotate and enlarge the exhibits by moving their fingers, and can also share the mood and thoughts of watching the performance through the barrage.

Consumers not only experience more convenient, but also have the possibility to deeply understand culture and art.

  However, digital technology is more like a double-edged sword to the supply side. It not only has an impact on the cultural industry of on-site consumption and on-site creation, but also prompts the active transformation of cultural enterprises with a relatively single business format, showing the trend of participating in diversified cooperation. .

  In this context, there are more and more cases of cooperation between cultural and art institutions and Internet companies. For example, the Guangzhou Grand Theater has joined hands with Huawei to build a "5G Smart Theater", using new technologies such as "5G + cloud + AI" to empower traditional stage arts and open "Cloud Theater" Acceleration mode; Tencent uses the digital collection technology of cultural relics to launch the WeChat applet of "National Treasure Global Digital Museum", allowing nearly 300 Chinese cultural relics collected by the world's top museums to return digitally, using digital technology to realize the third and fourth "Kangxi Southern Tour Map" The volume "integrated" across regions, creating an unprecedented immersive cloud travel experience; the dance drama "Only Blue and Green", which set off a national upsurge, launched the industry's first digital collection, opening up the exploration of stage art digital collections.

  More than that, in Hu Na's view, many traditional cultural industries still have deficiencies in the use of public cultural resources, especially in communication. The field is both a challenge and an opportunity.

The implementation of the national cultural digitization strategy covering the digital transformation from the supply side of cultural resources to the construction of the consumption scene side, and the construction of big data platforms for public cultural services at all levels will improve the efficiency matching between the supply side of public culture and the demand side, and make the connection between supply and demand more effective. .

  Future Trends Online and Offline Interaction

  What is the future development trend of digital communication?

Where is the next track?

A number of experts and scholars have analyzed and made recommendations.


Li Mingbin emphasized that content is king.

He suggested that when cultural units vigorously promote the digitization of the cultural industry, on the one hand, they should pay attention to the use of technology, and on the other hand, they should also strengthen the control of content, so that digital technology and traditional culture can complement each other.

  According to Liu Tianjiao, director of the Blockchain Copyright Center of the Comprehensive Key Laboratory of Science and Technology and Standards of the State Press and Publication Administration, whether it is a publishing organization or a media technology, the greatest effort should be "to put the real business model , industrial ecology, create mature transaction scenarios, display products, and circulate them.”

  Liu Tianjiao revealed that the publishing industry is currently working hard to explore the combination of the metaverse and publishing, and to put published content including books, music, and games in the metaverse space. It is a difficult point in the development of biography, and it is also a direction worth exploring.”

  Chen Shaofeng agrees with this, and he also looks forward to the immersive and interactive experience effect produced by the "IP Metaverse" that integrates culture and technology with the support of mature Metaverse technology in the future.

He looks forward to trying urban digital cultural experience parks in various places, distilling urban culture into intellectual property projects, and then packaging them with digital technology, so as to attract citizens to experience in-depth and create urban cultural landmarks and tourist destinations.

  Although digital communication is a trend, Hu Na is still thinking about the core meaning of cultural communication.

"We must consider the resource advantages with Chinese characteristics, such as our rich historical and cultural accumulation, which is our national cultural gene, a manifestation of the cohesion of a country and a national culture, and a fundamental that we cannot forget while developing new technologies. She said frankly that the future development of digital literature must be combined with national characteristics, historical and cultural background, use technology to tell Chinese stories well, and make digital literature a carrier and platform for promoting traditional culture.