论析数字虚拟人的场景构建策略及其效果——以天妤的敦煌文化场景为例

On the Analysis of the Scene Construction Strategy and Its Effect of Digital Virtual Human—Taking the Dunhuang Cultural Scene of Tianyu as an Example

摘要: 数字虚拟人天妤利用自身优势构建出独特的敦煌文化场景，在抖音和小红书等平台拥有超高人气，并成为我国第一个文化出海的数字虚拟人。天妤构建了敦煌美妆场景、敦煌壁画场景、融合非遗元素场景和虚实相嵌活动场景，融合多元东方美学元素、重视内容生产与传播、注重智能传播的交互性，扩大了亚文化群体的传播范围、社群交互加快了数字虚拟人建设、激发了第三空间的文娱消费。数字虚拟人天妤的出现，使得敦煌文化以一种充满现代科技感的方式重新获得大众的关注和喜爱，探析其文化场景构建的策略及其效果，有利于促进中华文化的传播。

Abstract: The digital virtual human Tianyu uses its own advantages to build a unique Dunhuang cultural scene. It has a high popularity on platforms such as TikTok and rednote, and has become the first digital virtual human in China. It constructs Dunhuang beauty makeup scenes, Dunhuang mural scenes, scenes of intangible cultural heritage elements, and scenes of virtual and real embedded activities, integrates multiple oriental aesthetic elements, attaches importance to content production and dissemination, and pays attention to the interaction of intelligent communication. It expands the scope of subculture group communication, community interaction accelerates the construction of digital virtual humans, and stimulates the cultural consumption of the third space. The emergence of digital virtual human Tianyu has made Dunhuang culture regain public attention and love in a way that is full of modern science and technology. Exploring the strategies and effects of its cultural scene construction is conducive to promoting the spread of Chinese culture.