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The Spring Festival is approaching and the Winter Olympics are approaching. The Spring Festival of 2022 has added a new color to the festive atmosphere because of the new landscape brought by the Winter Olympics. Since the successful bid for the Olympic Games in 2015, the Winter Olympics with its "hot search" physique have continued to occupy a high position in the heat of the public opinion field. Whether it is the event itself, the concepts of "green" and "technology" practiced by the Winter Olympics, or the positive effects brought by the Winter Olympics to various industries, all of them have been highly concerned by public opinion. From today onwards, the People's Network Public Opinion Data Center will share the story of the Winter Olympics with you in the 7 days of the Spring Festival holiday and explore the image of the Winter Olympics in the field of public opinion. Today, we will start from the "out of the circle" road of "Winter Olympics + National Tide".
When the Winter Olympics meet the national tide, the ancient Chinese rhyme shines in the ice and snow. The Shougang Ski Jump is decorated with flying streamer elements and color matching in dunhuang murals, the icons of the Winter Olympic and Paralympic Games adopt the seal style in the form of seal carving, the "Ice Painting of the Forbidden City of the National Tide" shows the five colors of the Olympic Games on the basis of the Forbidden City's Tibetan painting "Ice Play map", and the award bouquet "The Olympic Flower That Never Fades" adopts the intangible cultural heritage "Haipai velvet weaving technique"...
Every release has brought people the surprise of finding "Easter eggs", Jingchu Network commented that the national style in the Winter Olympics has made the world feel the charm of Chinese culture again, highlighting Chinese cultural self-confidence and stimulating national cultural identity.
Source: People's Cloud
Cultural passion: pursuit and creation
According to the data of the People's Cloud, since December 2021, the discussion on the Winter Olympics and traditional culture in the public opinion field has continued, and the national tide, intangible cultural heritage, and zodiac stamps are the focus of public attention. On the occasion of the 40-day countdown to the opening of the Beijing Winter Olympics, the demonstration activity of "Driving 300 Million People to Participate in Ice and Snow Sports" jointly sponsored by the Winter Sports Management Center of the General Administration of Sport of the People's Republic of China, the People's Government of Shijingshan District and the Beijing Terminus of the Central Radio and Television Corporation boosted the public opinion of the theme of "Winter Olympics and Traditional Culture" to form a peak. At the event, the ice and snow-themed animation promotional film "China's Ice and Snow Expansion (Season 2)" was officially released, attracting the attention of netizens and forming a variety of topics such as #Chinese classic animation characters to help Beijing Winter Olympics ##Childhood animation from two-dimensional to three-dimensional#.
On social media platforms, netizens' enthusiasm for the "Winter Olympics" is high, and the concentration of national style elements in the high-heat paintings is quite high. Winter Olympics national style illustrations, Olympic emblem creation tutorials, Winter Olympics hand-copied newspapers, etc. have become the mainstream of sharing, and creative enthusiasts have shared "punching cards" under the hashtags #2022 Beijing Winter Olympics ##Winter Olympics Theme Painting ##2022 Beijing Winter Olympics Hand-copied Newspaper ##Planting Grass Winter Olympics Peripheral # and other hashtags.
Source: Little Red Book
On the video platform, there are many videos related to the Winter Olympic Games and the Winter Paralympic Games, covering many types of Olympic elements such as science popularization, promotional films, dance performances, personal evaluations, etc., covering art design, intangible cultural heritage, traditional dance, etc., which have received a lot of attention. Among them, the Olympic icon introduction video released by the official account of the Beijing 2022 Winter Olympic Games and the introduction video of the Intangible Cultural Heritage Art of the Winter Olympics shared by the owner of the Up Games have received millions of views.
Source: Station B
A romance called "Chinese! The submission video of "The Secret Behind the Beijing Winter Olympic Awards Bouquet" introduces the production technology of the "Flower of the Winter Olympics that Never Withers" of the Winter Olympic and Paralympic Awards Bouquets of the Winter Olympic and Paralympic Games - the Chinese Intangible Cultural Heritage "Haipai Velvet Thread Weaving Technique", which has received the attention of netizens and has received more than 1.78 million views and nearly 400,000 likes. "Can promote Chinese culture", "cultural self-confidence is full", "powerful Chinese people" and "Chinese romance" have become popular comments.
Cultural Reach: Continuity and Transmission
On the one hand, the Venues of the Winter Olympic Games, logo costumes, and medals are surrounded by exquisite artistic design and traditional cultural elements, which run through the story telling of the Winter Olympics. From the "Snow Ruyi" of the National Ski Jumping Center, to the "Snow Flying Swallow" of the Alpine Ski Center, to the "Snow Dragon" and "Snow Flying Sky", the design and naming of the Winter Olympic venues contain a deep "Chinese romance". Shougang Ski Jump Center is a vivid application of the combination of traditional cultural elements and artistic design, from the flexible shape of the "flying streamer" to the title of "ice ribbon", which contains narrative romance and historical charm, the combination of appearance and spiritual charm makes the Winter Olympic venues rich in strong Chinese heritage.
Pictured: "Feitian" mural and model of Shougang Ski Jump project
Source: WeChat public account "Architecture Week"
On the other hand, intangible cultural heritage is based on the Platform of the Winter Olympics, and the extraordinary charm it shows attracts many enthusiasts, thus bringing new opportunities for cultural inheritance. From the use of seal engraving art in emblem sports icons, to the Haipai velvet weaving technique in "The Flower of Velvet", to the stage performance of the Winter Olympics-themed shadow puppet show, there are both the active use of intangible cultural heritage elements by the official, and the active participation of intangible cultural heritage craftsmen from all over the country to join the camp of helping the Winter Olympics. Intangible cultural heritage craftsmen express their expectations for the Winter Olympics in the form of handicrafts such as paper-cutting, snuff bottles, and hydrangeas, and this spontaneous cultural interpretation of sports narratives has given new vitality to the traditional "new".
Pictured: Folk intangible cultural heritage craftsmen greeting the Winter Olympics
Source: Xinhua Net
Cultural transmission: out of the new and out of the circle
The national tide is becoming the focus of Gen Z's attention, and the 2021 New First-Tier Cities Gen Z Youth Consumption Trend Report shows that China's Gen Z population has approached 300 million people, supporting a consumer market of about 4 trillion yuan, of which 43% of the surveyed post-95s are more patriotic. The national tide, that is, the combination of "national style" and "trend", has become a consumption trend sweeping through the youth group in the aesthetic collision and fusion of tradition and modernity. In this context of consumer culture, "Winter Olympics + National Tide" has naturally become an important way for traditional culture to go out of the circle, and this integration is mainly reflected in three aspects:
First, ice and snow culture brings new elements to national tide products. Major brands focus on digging deep into the connotation of ice and snow to create cross-border products of the Olympic + national tide, such as on the occasion of the 1,000-day countdown to the Winter Olympics, a domestic sports brand launched the "Winter Olympic Joint Edition" shoes, limiting the issuance of 1,000 pairs.
Photo: Winter Olympics limited shoe model
Source: Network
Second, the full age of the classic IP "out of the circle". In 2019, "China's Ice and Snow Expansion" was launched, and the "rebirth" of classic anime characters such as Sun Wukong, Snow Child, Nezha, and Huluwa evoked the childhood memories of many viewers, and "Ye Qing Hui", "Broken Defense" and "DNA Moved" are intuitive expressions. In 2021, the second season of "China's Ice and Snow Expansion" was officially launched, which once again aroused the enthusiasm of netizens. This linkage not only gives the connotation and fashion of the classic IP era, but also realizes the emotional arousal and collective memory reproduction of all ages in the way of "breaking the circle of the second dimension", and highlights the sportsmanship of the new era with the intimacy of "dreaming back to childhood".
Photo: Screenshot of China's Ice and Snow Expansion
Third, cutting-edge digital technology activates the national style culture. With the development of digital technology and the popularity of the concept of meta-universe, the digital collection with the theme of "indelible and indelible" has also become the development direction of the art field. Taking the NFT of the "Ice Play Map of the Forbidden City of the National Tide" launched by the only art platform and the Palace Garden as an example, the collection is based on the "Ice Play Map", using calligraphy brushstrokes and ink-splashed brushstrokes to contain the five colors of the Olympic Games, providing a guarantee of "digital immortality" for triggering the public's interest in traditional culture. At the same time, due to the great commemorative significance of the Beijing Winter Olympic Games, such virtual collections have more collection and inheritance value, and thus have a broader space for development.
Pictured: "National Tide Forbidden City Ice Play Map" partial presentation map
Source: WeChat public account "The only art platform"
Deciphering the "traffic code" of "Winter Olympics + National Tide"
"Winter Olympics + National Tide" makes the ice and snow culture and traditional culture collide and integrate, forming a new cultural element in line with modern aesthetics. The "Winter Olympic National Style" constructed by elements such as colored thread, silk veil, ink painting, bronze and so on is not only telling the story of China, so that the world can better understand China and understand China with the help of the window of the Winter Olympics, but also let the essence of the millennium development precipitate into the homes of ordinary people, make "cold ice and snow" become "hot fashion", and let "shelved" become "social sharing".
Yang Na, executive producer of the series of works "National Wind Meets Winter Olympics", said: "The biggest vision of the program is to integrate traditional Chinese culture into modern life, and at the same time explore the direction in which the modern expression of traditional culture should be exerted. "Looking back at the circle of "Winter Olympics + National Tide", accurately positioning the typical imprint in the national memory is the key to forming a "traffic code", on top of this starting point, the sense of participation and interactivity embodied in the "two innovations", the sense of immersion and trend brought by "black technology", the sense of surprise and surprise brought by cross-border joint names, the commemorative value of traditional culture itself and the national emotional resonance that can be evoked... And other traditional cultures have reflected the typical innovation logic in the direction of exploration toward modernization. In the longer term, the integration and innovation of the Winter Olympics and the national tide will become the weather vane of the modernization of traditional culture for a period of time, and after the ice and snow, everything will be reborn, and the new spring of the national tide will bloom again in the conscious cultural inheritance of each tidemaker.
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bibliography:
"[Commentary] East Lake Review: The "Chinese Style" of the Winter Olympics Highlights Cultural Self-Confidence", Jingchu Network, January 24, 2022, http://focus.cnhubei.com/dhgd/p/14437976.html
"2019 Ten Major Tides Joint Case", WeChat public account "Micro Magazine Editorial Department", December 30, 2019, https://mp.weixin.qq.com/s/GJihbDJhJJYKSM6Nmg4ovA
Author: People's Network Public Opinion Data Center Qu Xiaocheng Yang Xinru Xin Anyi
Editor: Yang Xinru | Editor-in-charge: Zhu Yuping Xia Yue
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