TITLE:
Research on the Cultural IP Construction and Communication Strategy of Intangible Cultural Heritage Hmong Ancient Songs
AUTHORS:
Qianqian Wang, Chao Zhang, Binlan Chen
KEYWORDS:
The Cultural IP of Hmong Ancient Songs, Cultural Communication, Creative Design of Miao Culture, Cross Media Narration, Industrial Development
JOURNAL NAME:
Art and Design Review,
Vol.10 No.4,
October
26,
2022
ABSTRACT: Hmong ancient songs, also known as the Hmong creation epics, are the intangible
cultural heritage of the oral narration of the Miao nationality. In
contemporary times, the Cultural Heritage Environment on which the intangible
cultural heritage depends gradually collapses. The dissemination and inheritance
of its cultural value have become an urgent task for the protection of intangible cultural sites.
For the Hmong ancient songs, conforming to the requirements of the development
of the times is the only way to its inheritance and development. In recent years, cultural IP construction
and industrial development have become the main forms of Chinese cultural communication
and economic development. Based on the IP communication design, this paper aims
to build the Miao epic into a popular, high-profile and loyal symbol IP through
the strategies of cross media transformation, super symbol IP ecological tree
construction and superhero construction. And through the content, realization
and extension, establish the industrialization system of Miao epic, and link
the derivative mass cultural creative products with the whole industrial chain.
It is an effective way to realize the value transformation of Miao epic and the
spread of Miao culture.