神话重构与数字消费：哪吒2历史叙事对数字经济的文化赋能研究

Myth Reconstruction and Digital Consumption: A Study on the Cultural Empowerment of Nezha 2 Historical Narrative for the Digital Economy

摘要: 在数字经济深度重构文化生产方式的背景下，传统文化IP的价值实现面临符号解码失效与消费场景割裂的双重困境。本文以电影《哪吒2》为研究对象，探讨神话重构与数字消费的跨学科互动机制。通过构建“电影考古学–电商消费学”交叉分析框架，从文化资本转化、情感消费驱动两个维度，揭示传统文化IP在数字经济时代的价值跃迁路径。研究为传统文化IP的数字化开发提供理论范式，并为数字经济的文化赋能实践提供决策支持。

Abstract: Under the background of the digital economy that deeply reconfigures the mode of cultural production, the realization of the value of traditional cultural IPs faces the double dilemma of the failure of symbolic decoding and the fragmentation of consumption scenarios. In this paper, we take the movie “Nezha 2” as the research object to explore the interdisciplinary interaction mechanism between myth reconstruction and digital consumption. By constructing a cross-disciplinary analytical framework of “film archaeology and e-commerce consumption”, the paper reveals the value leap path of traditional cultural IPs in the era of digital economy from the dimensions of cultural capital transformation and emotional consumption drive. The study provides a theoretical paradigm for the digital development of traditional cultural IPs and decision-making support for the practice of cultural empowerment in the digital economy.