基于IP视角下文化遗产的重塑与传播——以雍城遗址为例

Reshaping and Communication of Cultural Heritage from the Perspective of IP—A Case Study of the Yongcheng Site

摘要: 新时代以来，增强文化自信、传承发展文化成为中国式现代化的强大精神力量，历史文化遗产在推动文化建设与文化自信培育中发挥着重要作用。基于宝鸡市雍城遗址的实地考察发现，文化遗产传播困境不仅源于地域空间因素，更与历史文化遗产形象再造的文化因素密切相关。文旅融合发展为文化遗产开发与传播提供新契机，如何深度挖掘区域文化遗产价值、充分发挥资源禀赋，成为当前亟待解决的问题。本文从雍城遗址传播现状出发，以IP视角探讨文化遗产IP构建路径，提出雍城遗址传播优化与发展策略。

Abstract: Since the new era, enhancing cultural confidence and inheriting and developing culture have become a strong spiritual force for Chinese-style modernization. Historical and cultural heritage plays a vital role in promoting cultural construction and fostering cultural confidence. Based on field investigations of the Yongcheng Site in Baoji, it is found that the communication dilemmas of cultural heritage stem not only from geographical and spatial factors, but also from cultural factors related to the image reconstruction of historical and cultural heritage. The integrated development of culture and tourism provides a new opportunity for the development and communication of cultural heritage. How to deeply explore the value of regional cultural heritage and give full play to resource endowments has become an urgent problem to be solved. Starting from the current communication situation of the Yongcheng Site, this paper discusses the path of cultural heritage IP construction from the IP perspective, and puts forward strategies for optimizing and developing the communication of the Yongcheng Site.