目的 以国家级非物质文化遗产满族地秧歌为对象,旨在通过跨媒介叙事与设计策略,打破其传承困境,实现文化价值的创新性转化与传播力提升。方法 基于人、事、物、场、境五大核心叙事要素展开,以跨媒介叙事为引领,深入剖析满族地秧歌的文化内涵。在“人”的层面,聚焦表演者与受众群体特征;在“事”上梳理表演动作姿态与表情神态;“物”则挖掘服饰、道具等文化符号;“场”是狩猎、军事文化的映射,以及生活愿景的表达;“境”关注表演的时间与环境特色。通过KANO模型,解构这些要素,提炼特色IP形象,以海报、表情包等线上线下融合策略,结合实物文创衍生品,构建多维度叙事体系。结果 跨媒介叙事能够有效激活满族地秧歌的文化基因,使其突破地域与代际限制,触达更广泛受众群体。结论 立足人、事、物、场、境的跨媒介叙事逻辑,设计满族地秧歌IP形象,联动海报、表情包及实物文创衍生品开发,既为满族地秧歌传承开辟创新路径,又为非遗当代可持续发展提供借鉴模式,助力传统文化在现代媒介生态中焕新,赋能文旅产业发展。
Abstract
The work aims to take the Manchu ground yangko, a national intangible cultural heritage as an object to break through its inheritance challenges by cross-media narrative and design strategies, so as to achieve innovative transformation of cultural values and enhanced dissemination. Based on five core narrative elements: people, events, objects, scenes, and environments, and guided by cross-media narrative, the cultural connotations of Manchu ground yangko were deeply analyzed. At the "people" level, it focused on performers and audience characteristics; at the "events" level, it examined performance gestures and expressions; at the "objects" level, it explored cultural symbols like costumes and props; at the "scenes" level, it reflected hunting and military cultures as well as life aspirations; at the "environments" level, it emphasized temporal and spatial features. Through the KANO model, these elements were deconstructed to refine distinctive IP images. Strategies such as posters, emoticons, and online-offline integration were used in combination with physical cultural derivatives to construct a multi-dimensional narrative system. Cross-media narrative effectively activated the cultural genes of Manchu ground yangko, breaking geographical and generational barriers to reach broader audiences. By establishing a cross-media narrative logic centered on people, events, objects, scenes, and environments, this study designs Manchu ground yangko IP images. The integration of posters, emoticons, and physical cultural derivatives opens innovative pathways for heritage preservation, provides reference models for sustainable development of intangible cultural heritage, revitalizes traditional culture in modern media ecosystems, and empowers the cultural tourism industry.
关键词
国家级非遗 /
满族地秧歌 /
跨媒介叙事 /
设计研究
Key words
national-level intangible cultural heritage /
Manchu ground yangko /
cross-media narrative /
design research
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基金
2025年度辽宁省经济社会发展研究课题（2025lslybwzzkt-179）
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