Digitalization

China Well -off Network Exclusive Specialty

Text | "Well -off" · China Well -off reporter Yu Jingyuan

Cultural heritage digital activation is not only the inherent needs of the industry, but also due to the development of the times. Experts have judged that the current number of cultural relics has passed the initial stage of cross -border integration. The next stage will be based on deeper levels to meet the needs of the masses, linking all parties, and jointly helping the exchanges between Chinese and foreign civilization.

Tan Ping, the director of the Cultural and Creative Empowerment of the China Cultural Relics Exchange Center, has repeatedly called for the number of cultural relics. Picture/TUCHONG

The importance of digital technology in the use of cultural heritage protection is becoming more prominent, bringing surprises and bringing a lot of challenges. How to use digital technology to better protect the use of cultural heritage and tell Chinese cultural stories in the new era is a proposition of the times and a great mission.

Cross the primary stage of cross -border integration

"Digital technology allows cultural relics to survive, breeding the unlimited hope and broad prospects of the development of cultural industries and civilized exchanges." Liu Yuxu, chairman of the China Cultural Relics Protection Foundation, said that for a long time, technology and culture have been the promotion of mutual aggregation in the process of social development. Key elements. The permanentness, replication, instantability, high efficiency, and intelligence of digital technology provide advanced tools for cultural relics protection management, display and communication, and in -depth research.

Digital technology is greatly changing the appearance of cultural heritage protection. First of all, digital scanning and storage are the valuable information of "never passing away" for cultural heritage, which helps the overall protection, research and inheritance of historical and cultural resources. Secondly, digitalization has expanded the display method of cultural heritage, which can better play its education, dissemination and popular science functions.

In Liu Yuzhu's view, digital technology allowed cultural relics to "live" into a new era. Cultural relics digital activation is not only the inherent needs of the industry, but also due to the development of the times.

On June 11th, the China Cultural Relics Protection Foundation and the Tencent Public Welfare Charity Foundation, with the support of the Liuhe Architectural Studio of Tianjin University, officially released the Yunyou Great Wall applet. The game technology in cutting -edge technology realizes the cross -border integration of cultural heritage protection and inheritance , Greatly enhanced the interest of ordinary people for cultural heritage. The national cultural institutions and digital Internet companies have united each other, and continuously expand the scope of the radiation of the Cultural Bo digital public service with cloud exhibitions, cloud education, and cloud live broadcast. Liu Yuzhu emphasized, "Practice proves that this is a win -win road to achieve social and economic benefits."

Liu Yuzhu said that compared with traditional cultural relics protection measures, digital and cultural protection has the advantages of complying with the needs of cultural relics protection research and display, effective use of massive cultural relic resources, and facilitating social power. situation.

He judged that the current number of cultural relics activation has passed the primary stage of cross -border integration. The next stage should be based on deeper levels to meet the needs of the masses, and link all parties to jointly help the exchanges between Chinese culture and Chinese and foreign civilizations.

Digital cultural and creative, creativity first

As the continuation of the "Yuan Universe" heat wave in 2021, digital collections such as virtual clothing, NFT (intangible homogeneous tokens) avatars in 2022 frequently emerged, and the museum turned into a "tide" of new technologies. Many museums cooperate with Internet companies to release various cultural relic digital collections. For a while, digital collections of museums have become the hotspot of young people.

Regarding the trend of "one coaxing" digital cultural relic collection, relevant departments of the State Administration of Cultural Relics have organized a symposium on digital collections. Participating experts said that the literary units should not directly use the original data of cultural relics as a limited -edition product to ensure the security of cultural relics information; at the same time, social forces are encouraged to use formal authorization to use cultural relics resources to make reasonable innovation and creation, and to stimulate the value of cultural relics by information technology to stimulate the value of cultural relics. Explain and spread.

Indeed, innovative creation on the basis of cultural relic IP is the future of digital cultural relics products. Tan Ping, director of the China Cultural Relics Exchange Center, has repeatedly appealed: "Cultural relics digital collections should not be a simplified 'replica', but instead of" cultural and creative empowerment '. "

On April 11 this year, the China Cultural Relics Exchange Center proposed the "re -creative characteristics" standard issue, calling on not to use "cultural relics digital prototypes" as digital collections, and proposed that on the basis of paying attention to legitimacy and inclusiveness, they pay more attention to the number of cultural relics figures. The public welfare, safety and uniqueness of the collection.

Tan Ping said that during the creation of cultural relic digital collections, "creativity" is the top priority. It is necessary to thoroughly dig and give cultural relic digital collection cultural connotation and spiritual value. Through secondary creation, the value creation, value regeneration and value of cultural relics are realized Appreciation.

The first is guided by public welfare. Tan Ping said: "Based on its own social responsibility and cultural mission, the digital collections issued by its distribution should be different from art auction. Easy to guide the public to establish positive positive cultural relics collection collection, thereby helping the cultural popularization behind the Cultural Bo digital collections and meeting the spiritual and cultural needs of the public. "

The second is based on originality. Tan Ping pointed out: "In response to the cultural connotation of cultural relics IP, make full use of the advantages of digital technology, in -depth tapping the historical value, artistic value, aesthetic value, scientific and technological value, and era value of cultural relics, develop more original cultural relic digital collections, enhance cultural relics The innovation and competitiveness of digital collections make cultural relic digital collections more ductantly and unique. "Third, it is supported by the story. "Any type of cultural relic digital collection has its own life cycle. Cultural relic digital collections should give full play to the cultural attributes of resources. Through the excavation of the story and the creation of the scene, create an exclusive IP, the derivative series of cultural relics, and extend the life of the cultural relic digital collections. Cycle. "Tan Ping bluntly and condensed the serious traditional culture, grasped the main cultural connotation for lightweight transmission, so that the traditional culture was lively, artistic, and interesting. feature.

Fourth, it is identified by sociality. NFT collections rely on capital and concept hype to attract people's crazy snap -up, which is a simple and rude capital game. Unlike the trading nature of NFT, most domestic digital collections cannot be sold in secondary and can only be collected. Although the NFT has risky financial attributes, it has also greatly reduced its collection. Therefore, Tan Ping said: "Based on the transparency and traceability of blockchain technology, every digital collection can have a complete and orderly collection record. The buyer has digital collections, which is for it to do it for it for it. The unique mark. The owner can also show, transfer, and even interconnect with social media platforms to highlight the social attributes of digital collections. The same is true for cultural relics. Significance is also one of the paths of spreading and promoting traditional culture. "

Fifth, it is extended by landing. Cultural relics digital collections can not only play a role in the virtual world, but also can also help the development of the culturalbo industry through online and offline transformation. On the one hand, you can use cultural relic digital collections to promote physical relics and museums to attract buyers to visit and study; on the other hand, virtual cultural relic digital collections can link physical cultural and creative products to create a series of IP derivatives.

Face the challenge, the prospects are available

Any thing itself has two sides. At the same time as the cultural heritage "live" with digital technology, cultural heritage also faces many challenges and difficulties.

"If there are many fields of cultural relics, there are many fields of cultural relics, the scene demand is diverse, and the development cost of single digital technology is high, and it is not easy to quickly popularize and promote; the standards of cultural relics digital resources are different, the system is chaotic, the database is not compatible, and it is difficult to use sharing widely; data The mechanisms such as security guarantee, resource development income, and IP equity distribution have not yet been resolved. Participating parties have concerns and insufficient motivation; insufficient participation leads to the lack of rich supply of digital high -quality products in the field of cultural relics. Looking forward to the distance. "In Liu Yuzhu's view, digital cultural security needs to be closely based on national planning in the future, with the help of policy support, and strengthen cooperation with the science and technology field.

How to empower the cultural heritage of digital technology, Huang Yan, deputy dean and professor of the School of Applied Economics of Renmin University of China, believes that there should be a certain selection criteria. He suggested that the five aspects can be considered: first, the people's nature and inclusiveness, and the public availability of cultural heritage with digital technology, so that the exhibitors can get a better experience; The method is associated with the people's life to avoid being "tied up"; the third is the authenticity, the cross -border integration of the technological and cultural relics heritage, and the trueness of the cultural heritage is very accurately restored; the fourth is the novelty and the modern representation The sense of creativity, technology and attractiveness can attract young people's attention to cultural heritage; fifth is the use of use, through market motivation, including market demand and enterprises' attention to consumers, establish the process of protecting and developing cultural heritage protection and development process The motivation of internal students.

"For every Chinese, you can better understand the Chinese cultural relics and its connotation through digital cultural security, appreciate the splendid civilization and national spirit carried by the cultural relics, enhance the self -esteem and confidence of the individual, and consciously share the fate of the country and the nation. For a country, through cultural relics, it can not only educate the masses, especially young people to better understand and recognize Chinese civilization, but also tell the story of Chinese civilization, show the world's image of credible, cute, and respectful Chinese, so that Chinese civilization The light of light illuminates the road of national rejuvenation. "Liu Yuzhu bluntly said that under the circumstances where the policy continues to be favorable and the public demand is rising, digital technology helps the prospects for the protection of cultural relics and is worth looking forward to.

("Well -off" · China Well -off Exclusive Draft)

This article was published in "Well -off" in early August 2022

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