目的 以马王堆汉代宴饮礼制文化为落脚点,解决当前博物馆文创设计中“文化转译浅表化”“叙事逻辑薄弱化”等问题,尝试通过系统化叙事性设计方法,实现从“文物展示”到“文化叙事”的深度转变。方法 构建了“器物-行为-观念”三阶文化转译模型,综合运用叙事学理论分析、符号学表征解读与用户体验设计等方法,系统解码马王堆宴饮漆器中的符文图样、仪轨行为与观念体系。结果 提出“轻叙事（认知植入）-中叙事（交互体验）-重叙事（情感共鸣）”的递进式设计创新路径。结论 该路径能够有效将静态文化内涵转化为可感知、可参与、可共鸣的具身体验,形成从“符号认知”到“价值内化”的传播链路,最终形成可复制、可推广的文创叙事方法论,推动遗产活化与意义再生的同时,催生一场由“功能造物”到“精神构建”的文创设计思潮。
Abstract
The work aims to address the prevalent issues in museum cultural and creative design such as "superficial cultural translation" and "weak narrative logic" with focuses on the Han Dynasty dining etiquette of the Mawangdui, and to achieve a deep transformation from "cultural relic display" to "cultural narratives" through a systematic narrative design approach. In this study, a three-layer cultural translation model of "object-behavior-concept" was constructed. By integrating the narrative theory, semiotic analysis, and user experience design, this study systematically decoded the symbolic patterns, ritual behaviors, and conceptual systems embedded in Mawangdui banquet lacquerware. A progressive design path characterized by "light narrative (cognitive embedding)-medium narrative (interactive experience)-heavy narrative (emotional resonance)" was put forward. This path effectively transforms static cultural connotations into perceptible, participatory, and resonant experiences, and forms a communication chain from "symbolic cognition" to "value internalization". Ultimately, this study develops a replicable narrative methodology, promotes the activation and meaning regeneration of cultural heritage, and gives rise to a design trend moving from "functional object-making" to "spiritual construction".
关键词
文化转译 /
博物馆文创 /
马王堆汉墓 /
叙事性设计
Key words
cultural translation /
museum cultural and creative products /
Mawangdui Tombs of the Han Dynasty /
narrative design
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