商务传媒学院知识库

“国潮文创”以物为载体，依靠回忆杀、新颖设计、高品质等赢得了部分群体的赞誉，传统文化为其提供了源源不断的动力。文创产品以“文化”为内核，深耕产品设计与创意，聚焦消费者共通的文化偏好，因此成为消费者彰显个人价值，实现自我身份认同的重要载体。“国潮”为文创产品赋予为全新的审美与定义，也开辟了一条新的文创赛道，近几年，“国潮文创”之风愈演愈烈，无论是各大博物馆还是文创机构都纷纷布局，以期实现经济效益与品牌知名度的双赢。而当下的“文创产品”发展却存在着如何更好的体现“国”这一命题，以及在产品自身生命周期结束之后，如何实现潮流与文化意义的持续输出。因此，不应仅仅给予那些历经岁月洗礼，穿越历史长河的文化产品以时间、空间上的延续，更应该赋予它们新的时代内涵，通过新的媒介技术，以更丰富的媒介语言将“国潮文创”传至更多的人，更远的地方。 新媒体语境下的“国潮文创”是兼具艺术性与文化性的存在，要做到既讲好传统文化故事，又最大程度的迎合新媒体用户的审美意趣与表达需求，实现产品的高效推广与文化意义的有效传递，从而最大程度的唤醒大众对文创产品的关注是“国潮文创”的目标所在。

本文将“国潮文创”视为一种隐喻，它除了实现自身的经济价值之外，更重要的是借助产品培养消费者共通的文化认同。“国潮文创”作为新的社会需求必然带来新的消费红利，催生了一批极具创意外观设计与厚重内涵意义的文创产品，也必将吸引了一批忠实用户。但是需要警醒的是，文创产品本身质量良莠不齐，侵权事件频发，传播力、影响力依然有限等等制约着“国潮文创”的发展。因此，在新的时代背景下，如何整合资源，加快创新，寻找适合“国潮文创”发展的路径便是重中之重。“国潮文创”传播作为一种文化行为，以往的叙事模式在新的媒介语境下略显式微，因此从传播的全流程出发，全方位分析“国潮文创”的传播现状，总结经验，发现问题，探讨新的传播语境下“国潮文创”破局之路便是本文的核心所在。

"Guochao Cultural Creativity" has won praise from some groups by relying on objects as a carrier, relying on memory killing, novel design, high quality, etc., and traditional culture provides it with a steady stream of power. Cultural and creative products take "culture" as the core, deeply cultivate product design and creativity, and focus on the common cultural preferences of consumers. Therefore, they have become an important carrier for consumers to demonstrate their personal value and realize their self-identity. "National Trend" has given cultural and creative products a new aesthetic and definition, and has also opened up a new cultural and creative track. All have been deployed in order to achieve a win-win situation of economic benefits and brand awareness. However, in the current development of "cultural and creative products", there is the proposition of how to better reflect the "country", and how to realize the continuous output of trends and cultural significance after the end of the product's own life cycle. Therefore, we should not only give those cultural products that have experienced the baptism of time and have passed through the long river of history with a continuation of time and space, but should also give them a new era connotation. "Cultural and creative" spread to more people and farther places. In the context of new media, "National Trend Cultural Creation" is an existence with both artistic beauty and culture. It is necessary to not only tell traditional cultural stories well, but also meet the aesthetic interest and expression needs of new media users to the greatest extent. The efficient promotion of products and the effective transmission of cultural significance, so as to awaken the public's attention to cultural and creative products to the greatest extent, is the goal of "National Trend Cultural and Creative".

This article regards "National Trend Cultural Creation" as a metaphor. In addition to realizing its own economic value, it is more important to cultivate consumers' common cultural identity with the help of products. As a new social demand, "National Trend Cultural and Creative" will inevitably bring new consumption dividends, and has spawned a number of cultural and creative products with creative design and heavy connotation, which will also attract a group of loyal users. However, what needs to be alerted is that the quality of cultural and creative products themselves varies, infringement incidents occur frequently, and communication and influence are still limited, etc., which restrict the development of "National Trend Cultural and Creative". Therefore, in the context of the new era, how to integrate resources, speed up innovation, and find a path suitable for the development of "National Trend Cultural and Creative" is the top priority. As a kind of cultural behavior, the dissemination of "National Trend Cultural and Creative", the previous narrative mode is slightly less obvious in the new media context. Therefore, starting from the whole process of communication, this paper analyzes the current situation of "National Trend Cultural and Creative" in an all-round way and summarizes it. The core of this article is to experience, discover problems, and explore the way to break the "national trend of cultural and creative" in the new communication context.