How to promote traditional culture in the age of the Internet 丨Bright Times Commentary?

A good platform, if only the pipeline of publication is open, does not mean that it will have a good dissemination effect. The most important thing to remember is that it's not just a matter of what you're doing, it's also a matter of how you're doing it.

Fang Wenshan, a famous lyricist

Since the beginning of my career, I've written about 500 songs, and the so-called "Chinese style" songs only account for about one-sixth of that total. But it is precisely these "Chinese-style" compositions that have made the deepest impression on people, or that are most likely to be discussed.

The reason for the attention paid to this one-sixth of Chinese-style compositions is perhaps because they are very "Chinese" in tone, with a strong cultural identity, which distinguishes them from other pop music and creates my personal style.

First, we should discuss what culture is. Culture refers to the values, habits, and beliefs of a particular group of people who have lived together for generations in a natural geographical environment. Culture is expressed in the form of language, writing, food, clothing, festivals, architecture, beliefs, art, and so on, while art is subdivided into literature, theater, music, dance, painting, sculpture, architecture, and the eighth art film. Simply put, the sum total of a people's social **** and values is known as culture. For example, there are three "waits" in "Smoke and Mirrors": let me wait for history to turn around, for the wine to be fragrant, and for you to play a piece of guzheng. For example, in "Porcelain", there are three "jagged": the banana outside the curtain jagged the rain, the door ring jagged the copper green, and I jagged you when I passed by the town in Jiangnan. The three "etc." and the three "jiajia" here are used in the rhetoric of prose. Once such lyrics are translated, the beauty of the lyrics created by anthropomorphization and prose will be lost. In a word, culture is what is lost in translation.

What is cultural recognition? When faced with something that has the attributes of cultural symbols, without special words or verbal explanations, the average person's life experience can tell what cultural attributes it is, and that is called recognition. Taking architecture as an example, architecture is the cultural card of a city, whether it is the Huizhou architecture in the smoky south of the Yangtze River, the Minnan-style architecture, the Pingyao Ancient City in Shanxi Province, or the Tenshoukaku in Japan, the Gothic church, or the Neuschwanstein Castle in Germany? These are all culturally recognizable. Every nation and region has its own aesthetics and cultural soil, which is the significance of multiculturalism. Writing can be said to be the beginning of civilization, carrying the task of transferring knowledge and communicating between communities. Compared to other writing systems, Chinese characters have a unique cultural recognition that transcends time and space, regions and dialects. A 2,000-year-old stone tablet unearthed in China can be read by a middle school student, a charm that is almost unique to Chinese characters worldwide. The presence of Chinese characters throughout the ages has enriched the diversity of human civilization.

The Internet era has been called the third industrial revolution. The characteristics of its communication, which is far-flung, does not require a specific location, does not require a large space, and is synchronized and timely, make it a very important choice for the promotion of traditional culture in the present time and space context. In the past, the promotion of traditional culture may be a calligraphy exhibition, a guqin performance, or a Peking Opera performance, which are only point effects. But the Internet has the advantage of penetrating the entire surface, which no carrier can match or replace.

But at the same time, a good platform, if only published pipeline smooth, does not mean that it will have a good dissemination effect. Therefore, in what form to package and market traditional culture is the biggest issue nowadays. Many years ago, I was invited to give a lecture at the Forbidden City in Beijing, and the organizer gave me the topic of how to bring young people close to traditional culture. This topic presupposes that young people are not close to traditional culture. So what are they close to? They are close to popular culture. Television, movies, plays, novels, games and popular music are all so-called popular culture. In other words, if you want traditional culture to be popular and reach a wide audience, you can promote it in a popular way. For example, I am preparing a web series with calligraphy as a dramatic element. Through popular drama tension and stories of characters close to real life, I want to bring out the cultural connotations and texture of traditional calligraphy, so that people can identify with calligraphy and rediscover the beauty of calligraphy in the drama, and rediscover the unique and most culturally recognizable Chinese character calligraphy in the history of human civilization, and feel proud of this form of writing that has been unchanging for thousands of years. We are proud of this form of writing, which has remained unchanged throughout the ages.

So, letting traditional culture use popular methods to gain popular influence should be the way for traditional culture to regain a new life in the Internet era.

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Written by. Fang Wenshan

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Source: Guangming Theory