In recent years,the rise of emerging culture marked by "China-Chic",the collision and integration of traditional culture and popular culture,has provided a new opportunity for the spread of Chinese culture.In the production and consumption practice of "China-Chic Culture",the communication field of traditional culture continues to extend.Literature and art,cultural creativity,film and television entertainment,brand marketing and commodity design are all included in the content production and communication chain of China-Chic culture.This paper focuses on China-Chic culture and explores the communication content and identity mechanism of China-Chic culture from the perspectives of communication,semiotics,cultural studies and other theories,aiming to provide useful enlightenment for the development of China-Chic culture.This article mainly conducts research from the following four aspects:First of all,from the development and changes of China-Chic culture,the concept of China-Chic culture is defined.This paper argues that China-Chic culture is based on excellent traditional culture,guided by the aesthetics of the times,and carried by cultural symbols with Chinese characteristics.It transmits cultural values through symbolic meanings,and promotes the practice of cultural consumption by the public.In the process of communication,awakening the public’s cultural identity of "China-Chic" is an important way to spread Chinese culture and tell Chinese stories well.Secondly,it analyzes the content production and transmission path of China-Chic culture.In terms of symbol production,China-Chic culture produces and creates content through the horizontal combination and vertical aggregation of symbolic texts,and content symbols carry certain intended meanings in the process of transmission.In terms of content communication,China-Chic culture uses multimodal discourse for communication,including visual communication of text perception and image metaphor,scene communication of scene reproduction and immersive interpretation,and sound communication with dialogue and music.At the level of communication channels,China-Chic culture integrates traditional media,new media channels,and cross media narrative for three-dimensional communication,promoting the reform and innovation of historical culture,narrowing the distance between "China-Chic" and the audience,and promoting the construction of the story world of China-Chic culture.Thirdly,it analyzes China-Chic consumption and cultural identity.The "product nationality" of China-Chic culture can awaken the collective memory of the public,promote individual identity construction,help individuals from "de embedding" to "re embedding",meet their emotional identity needs,and then promote the upgrading of China-Chic cultural consumption.The public regards the cultural community as a connecting medium to participate in,share and build a cultural community,and identify with the aesthetic and value of ChinaChic culture.Finally,the paper reflects on China-Chic culture and proposes the strategy of re dissemination.The development of China-Chic culture still has the dilemma of labeling,arbitrary appropriation,excessive commercialization and being interpreted by others.For this reason,in the process of spreading China-Chic culture,it is necessary to strengthen the cultural position and show the endogenous power of culture;Construct the China-Chic cultural industry chain through multiple channels to make the development of cultural IP sustainable and effective;Promote cultural sharing and co creation,and realize China-Chic culture going to sea. |