技艺类非遗影片受众情感认知需求结构模型及设计策略建构

周娉; 马丽娜; 石佳琦

doi:10.19554/j.cnki.1001-3563.2025.14.021

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (14) : 199-209. DOI: 10.19554/j.cnki.1001-3563.2025.14.021

工业设计

技艺类非遗影片受众情感认知需求结构模型及设计策略建构

周娉, 马丽娜, 石佳琦

作者信息 +

Audience Cognitive Needs and Design Strategies Construction of Arts and Crafts Intangible Cultural Heritage Films

ZHOU Ping, MA Lina, SHI Jiaqi

Author information +

文章历史 +

摘要

目的通过进一步丰富技艺类非遗影片构建方法,增强技艺类非遗影片对受众情感需求的关注,使其能更好地讲述传统技艺类非遗故事,实现传统技艺类非遗影片在大众中的广泛传播。方法基于情感三层次理论,聚焦受众情感认知需求,通过深度访谈法、扎根理论、问卷调查、熵权法,对应情感三层次建立受众需求指标层次结构模型。在此基础上,提出传统技艺类非遗影片设计策略,并以实际案例验证其可行性。结果将构建的三层次策略应用于传统技艺类非遗的影片设计,能够有效在本能层、行为层、反思层准确传达传统技艺类非遗文化记忆,全面激活受众从视觉吸引到心理愉悦,再到深度思考与表层交互的完整情感运行机制。结论根据影片创作验证设计策略具备可行性,对我国的技艺类非遗影片设计具有一定的理论指导意义。

Abstract

The work aims to further enrich the construction method of arts and crafts intangible cultural heritage films, make arts and crafts intangible cultural heritage films pay more attention to the audience's emotional needs, so as to better tell the story of traditional arts and crafts intangible cultural heritage and achieve the wide dissemination of traditional arts and crafts intangible cultural heritage films among the public. Based on the theory of three levels of emotion, this study focused on the audience's emotional cognitive needs, and established a hierarchical model of audience need indicators corresponding to the three levels of emotion through the in-depth interview method, the rooting theory, questionnaire survey, and the entropy weight method. On this basis, a strategy for the design of traditional arts and crafts intangible cultural heritage films was proposed, and its feasibility was verified through actual cases. Finally, the three-level strategy was applied to the film design of traditional arts and crafts intangible cultural heritage. It could effectively convey the cultural memory of traditional arts and crafts intangible cultural heritage at the instinctive, behavioural and reflective levels, and fully activate the complete emotional mechanism of the audience from visual attraction to psychological pleasure to deep thinking and surface interaction. This design strategy is feasible and has certain theoretical significance for the design of arts and crafts intangible cultural heritage films in China.

导出引用

周娉, 马丽娜, 石佳琦. 技艺类非遗影片受众情感认知需求结构模型及设计策略建构[J]. 包装工程（设计栏目）. 2025, 46(14): 199-209 https://doi.org/10.19554/j.cnki.1001-3563.2025.14.021

ZHOU Ping, MA Lina, SHI Jiaqi. Audience Cognitive Needs and Design Strategies Construction of Arts and Crafts Intangible Cultural Heritage Films[J]. Packaging Engineering. 2025, 46(14): 199-209 https://doi.org/10.19554/j.cnki.1001-3563.2025.14.021

中图分类号： TB482

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