目的 为提升地方博物馆文创开发的文化表达深度与传播效能,针对现有产品易停留于形式审美、元素拼贴与浅层叙事的问题,以观众真实体验为依据构建博物馆文创产品的文化符号转译方法。方法 以殷墟博物馆为例,构建“认知提取-符号规约-符号转译-符号解读”的文创设计路径,采集并清洗小红书、大众点评与携程在线评论,结合ROST CM6.0高频词与扎根理论三级编码提炼认知范畴;对候选认知符号进行合并命名与量表排序;在产品设计符号学框架下引入“直觉意象-三元符号结构-符号修辞”完成概念转译,并通过观众解读进行验证与修正。结果 形成空间感官、文化符号与行为体验三类核心认知范畴,构建了面向文创设计的认知符号体系与可追溯的转译路径,使文化意象能够由用户体验转化为产品设计语言。结论 提出的文创产品设计方法融合在线评论分析、扎根理论与产品设计符号学,实现从在线评论到认知符号再到产品语言的系统化转译,为地方博物馆文创提供可复用的设计依据与表达控制思路,有助于提升文创产品的文化识别与传播效果。
Abstract
To enhance the depth of cultural expression and communication effectiveness in cultural and creative product development for local museums, the work aims to propose a cultural-symbol translation method grounded in visitors' real experiences to address the tendency of existing products to remain at the level of formal aesthetics, superficial element collage, and shallow narratives. With the Yin Ruins Museum as a case, a cultural and creative design pathway consisting of "cognitive extraction-symbolic specification-symbolic translation-symbolic interpretation" was established and online reviews were collected and cleaned from rednote, Dianping, and Ctrip. Then, high-frequency word analysis with ROST CM6.0 and three-level grounded-theory coding were combined to extract cognitive categories. Candidate cognitive symbols were consolidated, named, and screened through a rating-scale evaluation. Within a product design semiotics framework, an "intuitive imagery-triadic symbol structure-symbol rhetoric" mechanism was introduced to support concept translation, which was further validated and refined through audience interpretation. Three core cognitive categories were identified, including spatial sensory perception, cultural-symbol perception, and behavioral experience and a cognitive-symbol system and a traceable translation pathway were established for cultural and creative design, enabling cultural imagery to be transformed from user experience into product design language. Overall, the proposed method integrates online review analysis, grounded theory, and product design semiotics to achieve a systematic translation from reviews to cognitive symbols and then to product language, providing reusable design evidence and expressive control cues that can improve cultural recognizability and communication outcomes of museum cultural and creative products.
关键词
产品设计符号学 /
在线评论文本 /
扎根理论 /
文创产品 /
用户认知 /
殷墟博物馆
Key words
product design semiotics /
online review texts /
grounded theory /
cultural and creative products /
user cognition /
Yin Ruins Museum
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