Analysis of the Development Path of New Guochao Animated Short Films from the Perspective of Revitalization of Excellent Traditional Culture- Taking "Yao-Chinese Folktales" as an Example_Vol. 1 No. 3 (JNME 2024)_Journal of New Media and Economics (ISSN: 3005-5725)

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Analysis of the Development Path of New Guochao Animated Short Films from the Perspective of Revitalization of Excellent Traditional Culture- Taking "Yao-Chinese Folktales" as an Example

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DOI: https://doi.org/10.62517/jnme.202410327

Author(s)

Ouyang Zhanchao

Affiliation(s)

Department of Broadcasting and Hosting Arts at the School of Music Jiangxi Normal University, Jiujiang, Jiangxi, China

Abstract

Based on the era background of globalization and digitalization, China is entering a new stage of cultural consciousness and cultural self-confidence, and the national level attaches great importance to and actively promotes the development of Chinese excellent traditional culture. In this context, New Guochao animation short films, as an important carrier of contemporary cultural and creative industries, carry the cultural mission of connecting the past and the future, tradition and modernity. However, the New Guochao animation short film has encountered challenges in the tide of revitalizing traditional culture, mainly due to the problems of single character shaping and lack of plot innovation, such as the weak main story line and the insufficient reflection of the traditional cultural core, the animation expression sticking to the tradition, the development of surrounding commodities lagging behind, restricting the release of market potential. These problems have become the constraints of the development of this type of short film. By deconstructing the successful case of the New Guochao animation short film "Yao-Chinese Folktales", it vividly reveals how the work realizes the organic unity of the inheritance of traditional cultural spirit and modern expression through multiple strategies such as artistic material selection, exquisite story connotation transmission, and creative integration into excellent traditional culture. In the context of the revitalization of excellent traditional culture, in order to seek a sustainable development path, New Guochao animation short films need to adapt to the development characteristics of the context of the revitalization of excellent traditional culture, covering content creation, dissemination channels and target audience positioning.

Keywords

New Guochao Animation Short Film; Chinese Excellent Traditional Culture; “Yao-Chinese Folktales” ; Development Path

References

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