Construction Mechanism of Cognitive Schema in the Development of Cultural and Creative Products from Ancient Books

WANG Tongwu; SU Yan; QIU Zhihao

doi:10.19554/j.cnki.1001-3563.2026.04.037

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (4) : 436-447. DOI: 10.19554/j.cnki.1001-3563.2026.04.037

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Construction Mechanism of Cognitive Schema in the Development of Cultural and Creative Products from Ancient Books

WANG Tongwu¹, SU Yan^2*, QIU Zhihao³

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Abstract

To address the challenges of developing cultural and creative products from ancient books, including high cognitive barriers and difficult content transformation in the new era, the work aims to construct systematic knowledge translation mechanism. Based on the grounded theory methodology, the products from the National Library of China's Tmall store were taken as samples to construct a three-dimensional cognitive schema model encompassing "content, structure, and atmosphere". The schema followed a progressive path from "cognitive matching" through "breakthrough" to "internalization". Content schema activated knowledge matching via need stimulation, structure schema achieved breakthroughs through interactive experiences, and atmosphere schema fostered cultural identity through contextual creation. These dimensions formed a systematic knowledge transformation framework. This formation mechanism of cognitive schema breaks through the limitation that traditional cultural and creative product development focuses on "formal cognition", expands the application boundary of cognitive schema theory in the cultural and creative field, and provides a systematic transformation strategy from content presentation to deep cognition for the development of cultural and creative products from ancient books.

Key words

cognitive schema / cultural and creative products from ancient books / knowledge transformation / grounded theory / National Library

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WANG Tongwu, SU Yan, QIU Zhihao. Construction Mechanism of Cognitive Schema in the Development of Cultural and Creative Products from Ancient Books[J]. Packaging Engineering. 2026, 47(4): 436-447 https://doi.org/10.19554/j.cnki.1001-3563.2026.04.037

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