[Viewing the tide of literature and art]

  In recent years, Chinese characters, poems, cultural relics, classics and other excellent traditional Chinese culture have become the creative source of cultural programs.

Under the background of media integration, these programs promote the frequent "out of the circle" of traditional cultural programs through the cross-border interpretation of various art forms, the "decoding" of multi-cultural perspectives, and the cross-level operation of cultural strategies, in order to carry forward the excellent traditional Chinese culture. , to promote the high-quality development of cultural programs, and provide lessons that can be used for reference.

  Bring cultural symbols to life

  How to transform abstract cultural symbols into vivid and perceptible audio-visual images has always been the core problem that cultural programs need to solve.

Judging from the programs that have formed hot spots in recent years, cross-border has become an important way to innovate program forms and "revitalize" cultural classics.

It is not only reflected in the interaction and integration of different program forms such as variety shows, interviews, documentaries, and short plays, but also in the creators trying to find suitable forms of expression from drama, music, dance, art and other art categories, enriching the means of expression, using The power of aesthetics awakens the classics.

  "National Treasure" and "China in Classics" take the dramatic stage as the main scene, depicting historical figures and telling historical stories in each touching theatrical situation, bringing the audience back to the historical and cultural scene.

The solemnity and sense of ritual established by the stage of the drama not only endows the program with a heavy historical texture, but also allows the audience to have a sense of awe of history and a sense of identification with national culture in the unique aesthetic experience of drama.

"China Archaeology Conference" and "Dance for a Thousand Years" use dance as an effective means of expressing the rich connotation of Chinese culture.

The former reproduces the life of the ancients through dance, which better balances the professionalism and popularity of the program; the latter uses Chinese classical dance to look at Chinese civilization, giving full play to the lyrical characteristics of dance, and combining the expressiveness of dance with the art of film and television. The narrative of the show is organically combined to enhance the appeal of the show.

"Classic Chant" activates the beauty of poetry with modern music rhythm, and shows the artistic conception of poetry through the shaping of "auditory imagery".

  The integration of different artistic expressions is not a simple patchwork or combination, but to follow the laws of different types of art, make full use of the characteristics of each art, and expand the aesthetic experience.

It should also be noted that various forms of expression and their constituent content units can be relatively independent, but should not be isolated or separated.

The creators should organize them organically, make them cooperate with each other, complement and strengthen each other, thus build a multi-level and complex aesthetic experience, meet the diverse aesthetic needs of the audience, and re-release the charm of traditional culture.

  Diversify narrative perspectives

  Compared with the once-popular "podium-style" interpretation, the current cultural programs present a more diverse narrative perspective and a more differentiated "decoding" approach.

Some programs not only focus on exploring the roots of traditional culture and "decoding" cultural genes, but also emphasize on linking traditional culture with the fate of the country and nation as well as contemporary social development, shaping the cultural image of the Chinese nation, and refining the contemporary value and practical significance of excellent traditional culture. .

For example, "National Treasure" activates the splendid Chinese civilization that has accumulated for thousands of years through the "past life and present life" of "national treasure", tells the story of passing down the fire and protecting it from generation to generation, so that the light of history shines into reality; "China in Classics" is in the Drawing on historical wisdom from the cross-time and space dialogues of ancient sages, and reflecting on the present and the future; "China in Fine Arts" not only focuses on painting skills, but also transforms the "invisible" historical moments behind the works and the painter's spiritual world into reflections that reflect The wonderful stories of Chinese history make the audience feel the national spirit of "power through the back of the paper" in the appreciation of art classics.

These programs not only spread excellent traditional culture, but also enhance the cultural identity and cultural self-confidence of Chinese people.

  Cultural programs are also constantly looking for more popular and popular expressions to expand the expression space of traditional culture.

Chinese traditional culture is not only a grand historical narrative, but also contains the cultural wisdom infiltrated in the daily life of Chinese people, such as clothing, food, housing, and transportation.

"Clothing China" focuses on the beauty of Chinese clothing, tastes the craftsmanship behind traditional clothing, and shows the unique aesthetic pursuit of the Chinese people; "Meet the Temple of Heaven" reveals the culture behind the architecture, rituals, music, and sacrifices of the Temple of Heaven by experiencing various "Temple of Heaven occupations" Password; "Shangxinlai · Forbidden City" connects the public with the culture of the Forbidden City with the "cultural and creative" of the Forbidden City.

These programs excavate humanistic value and aesthetic charm in more life-like themes, and integrate traditional culture into people's daily life through scene-based and situational experiences.

  After cultural programs entered the field of production and dissemination of online literature and art, they also tried to explain and disseminate traditional culture in a more "net-like" expression.

For example, "How to Talk About This Painting" produced by Tencent Video "interprets" ancient paintings in a "two-dimensional" way.

The vivid and vivid interpretation of real people, the interesting dialogues of the people in the paintings, and the popular words that pop up from time to time add to the viewing interest of the show, lower the threshold for art appreciation, and are more easily accepted by online audiences.

However, there are also some programs that are full of rants, ridicules, "stalkers", and deconstruction, which to a certain extent dispel the depth and meaning of culture, making the programs more interesting and less connotative.

How to not only adapt to the aesthetic characteristics of network culture, but also adhere to the roots of traditional culture in innovative expression methods remains to be further explored.

  Open up space for expression

  Layering is a typical feature of the Internet age.

At present, some creators make a fuss about the circle culture, and regard it as a breakthrough for the innovative expression of cultural programs and the realization of program iteration.

The video website Bilibili, as a cultural community with a high concentration of "Generation Z", has more than 7,000 core circles, including many niche circles that spread traditional culture, such as ancient style, Hanfu, Chinese music, and classical dance.

With the transformation of the website from a niche cultural community to a popular platform, these circle cultures have begun to enter the public eye, bringing new impetus to the innovation of traditional cultural programs.

"Dancing Millennium" co-created by Bilibili and Henan Satellite TV is the product of cross-circle communication.

The national style expression and aesthetic interest pursued by the program are highly compatible with the current ancient style circle and Hanfu circle. With precise circle positioning, it has successfully attracted the attention of young Internet audiences.

At the same time, by excavating the deep historical and cultural connotations behind the ancient visual symbols, the program also conducts popular translation of niche culture, so as to achieve the same frequency resonance between circle culture and mainstream culture.

  The cross-circle operation also uses the content production capabilities of different circles to stimulate the creativity of the program.

For example, Bilibili's Mid-Autumn Festival special program "Full Moon Party" combines the performances of 54 "UP masters" who are well-known for their national style works, such as "Iron Feather Treading White", which focuses on the creation of armor culture, and promotes Chinese music culture. "Guqin Clinic" and "Twenty-Four Jiyue", "Ten Yin Shiyin" for Hanfu lovers, and "Short-of-the-Learning Talent", who came out of the circle with the re-engraved Sanxingdui golden mask, etc.

These "UP masters" with high-quality content productivity bring original content with unique personal style, so that the program presents a new national aesthetic style in the cross-border mashup that integrates various cultural elements.

  The key to operating across circles is to use the empowerment of circle fans to enhance the dissemination of the program.

"Youth Keeper Artist" takes the fans of the cross talk circle as the core audience, and sets up tidbits, highlights and various derivative videos on the Youku video area to interact with the fans. The role of promoting the program out of the circle.

"Dancing Millennium" makes full use of the characteristics of participatory culture in the Internet age, and calls on "UP masters" of different cultural identities to record a program "reaction video" through "UP master accompany you to watch the dance millennium" to open up the circle with their second creation. barriers, and inspire more young people to pay attention to traditional Chinese culture.

In addition, the program also launched a dance video "relay" on the short video platform, driving fans to perform dance flashes in front of landmarks across the country, and continue to spread excellent traditional culture online and offline.

  In a word, cross-circle operation is an attempt to effectively link the cultural space of "Gen Z" and realize the integration of traditional culture and network culture. Culture opens up new spaces of expression and communication paths.

  (Author: Ma Li is a special researcher at the Research Center of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era in Fujian Province, a lecturer at the School of Communication, Fujian Normal University; Zhou Xingxing, a professor at the School of Art and Media, Beijing Normal University)

Keywords: