新语境下壮族绣球IP营造探索

目的 基于IP开发角度,解读壮族绣球传统价值,探析新语境下壮族绣球的当代价值,提出绣球IP营造实施具体策略。方法 以文化母体理论分析壮族文化IP与绣球IP的衍生关系,以让.鲍德里亚“物的逻辑”分析壮族绣球物使用功能逻辑、交换经济逻辑、象征交换逻辑、符号价值逻辑,探寻绣球IP价值。结果 通过对壮族绣球传统价值和当代价值的解读和探寻,以实例开发对壮族绣球IP营造提出了聚焦于心智情感化、内容多元符号化、视觉跨界潮流化的具体实施路径。结论 发掘壮族绣球IP的当代价值,形成壮族绣球IP系统性、整体性、全局性开发,在传承创新壮族绣球文化的同时,形成区域文化产业发展创新点。

Exploration on IP Construction of Zhuang Embroidery Ball in New Context

The work aims to integratethe traditional value of Zhuang embroidery balls based on the perspective of IP development, analyze the contemporary value of Zhuang embroidery balls in the new context, and put forward specific strategies for the implementation of embroidery ball IP construction. Based on the theory of cultural matrix, the derivative relationship between Zhuang culture IP and embroidery ball IP was analyzed. The function logic, exchange economic logic, symbolic exchange logic and symbolic value logic were analyzed to explore the value of embroidery ball IP based on Jean Baudrillard''s "logic of things". Through the interpretation and exploration of the traditional value and contemporary value of Zhuang embroidery balls, the paper put forward the specific implementation path for construction of Zhuang embroidery ball IP focusing on the emotional, multi-symbolic content and cross-border visual trend through the development of examples from three aspects of emotional content, cultural content and marketing means. It is required to explore the contemporary value of Zhuang embroidery ball IP, form a systematic, holistic and overall development of Zhuang embroidery ball IP, and improve the national cultural soft power while creating a new growth point of regional cultural industry.