A Study On The Value Excavation Of Cultural And Museum IP By Variety Arts And Its Spreading Effect

Since the cultural and cultural industry ushered in a new stage of IP development in 2016,the museum is devoting itself to digging deep into the cultural value of cultural relics resources,realizing the realization of IP content and the extension of the industry.In particular,the National Palace Museum has made frequent achievements in the inheritance of traditional culture,creative transformation,and modernity expression,and is leading the rise of the new national wave with a young posture.The Palace Museum's first reality show variety "Shangxin·The Forbidden City" redefines the production and marketing model of cultural and creative products.While telling Chinese stories well,it also gives cultural and creative products a deeper cultural connotation.This article focuses on the value mining and communication effect of variety show on Wenbo IP,and discusses the role of variety strategy as a "new forbidden city" in the variety show.The study believes that variety shows have enriched the selection,processing and rich media expression of historical texts in the creation of cultural and creative products,created a new representation of collective memory carried by cultural relics,and exhibited the characteristics of postmodern deconstruction,It also greatly improves the interactivity of the content.Through the garden-style cultural experience and open crowdsourcing cultural and creative design with multi-role participation,the program has completed the symbolic construction of the word "new";the architecture and collection itself have surpassed the cultural value represented by a single cultural symbol and have become Part of a more concrete story;the visual construction based on the actual shooting of the Forbidden City completed the scene-based reproduction of the interweaving of time and space and the combination of virtual and real,and together shaped the cultural symbolism and symbolic value of the IP of the Forbidden City.The dynamic plot interpretation of the program's own communication field and the fragmented transmission of other media platforms have made the audience get an immersive experience in this ceremony,which in turn caused emotional resonance;creative design,production and even communication of all links through the media social field The construction of ”can be penetrated,subverting the single physical form of the cultural and creative creation of the Forbidden City in the past;“Shangxin Forbidden City” integrates certain official political metaphors,national thoughts,elite culture,and popular culture in the all-media communication with variety shows as the main body.As well as the cultural ideas of the marginal subculture circles,in this hypertext constructed by multiple parties,the cultures of different categories and circles influence,dialogue and collide with each other,and a public cultural space with diverse discourses is formed.The variety reality show has innovated IP licensing and brand cross-border cooperation through its advantages in content empowerment and public interaction.It has mobilized the young people's initiative to understand traditional culture,and also used rigorous research,guarding cultural relics,respecting history,The critical cultural inheritance posture has a positive impact on the audience's historical outlook,identity and cultural confidence.But at the same time,due to some factors,the good results achieved by the audience in terms of knowledge popularization and cultural value acquisition have not actually fully converted their love for the new cultural and creative products.Affected by factors such as social experience,knowledge structure,decoding environment,etc.,viewers also have the problem of hierarchical and differentiatedinterpretation of identity and cultural identity when viewing programs.