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.