The Revival of Traditional Cultural Brand Genes with Media Convergence

作     者：LI Lei WANG Sheng-tong 

作者机构：Academy of Fine ArtsShanxi UniversityShanxiChina 

基　　金：This paper is the initial research achievement of the project“Digital Design and Communication Application of Characters in Jin Opera”(Subject No.:2020YY002) which contributes to the Program of Philosophy and Social Sciences of Shanxi Province 

出 版 物：《Journal of Literature and Art Studies》 (文学与艺术研究（英文版）)

年 卷 期：2022年第12卷第3期

页      码：244-250页

摘      要：Under the background of media convergence,a new path has been established for the development of traditional cultural *** exploring the balance point of representative elements of traditional cultural brand genes and media convergence in the form of digital media,this paper analyzes the founding value and advantages of traditional cultural brand genes,transforms the representative elements of traditional cultural brand genes into visual traces,and extends its information characteristics with digital *** research gives new vitality to the genes of traditional cultural brands,enhances the social space and cultural value of traditional cultural brands,and drives the development of digital cultural and creative industries.

主 题 词：traditional culture brand gene representative elements digital technology media convergence 

学科分类：05[文学] 0503[文学-新闻传播学类] 

D　O　I：10.17265/2159-5836/2022.03.006

馆 藏 号：203109587...