视觉符号学视角下邕剧脸谱的数字化转译与新媒体传播研究

Research on the Digital Translation and New Media Communication of Yong Opera Facial Makeup from the Perspective of Visual Semiotics

摘要: 邕剧脸谱通过色彩、纹样和构图传递角色身份、性格及剧情功能，是邕剧视觉文化的重要组成部分。研究以视觉符号学为理论基础，结合文献研究、案例分析、南宁博物馆实地观察及新媒体公开内容观察，分析邕剧脸谱视觉符号的构成方式及其数字传播现状。研究发现，现有公开传播内容多集中于演出片段和活动报道，对脸谱符号与具体角色、剧目语境之间关系的阐释相对不足，数字内容还存在形式较为集中、互动深度有限等问题。基于此，从文化语义锚定、平台分层传播、人机协同转译及反馈修正四个方面提出优化路径。研究可为邕剧脸谱视觉符号的规范化整理、数字化表达及地方戏曲的新媒体传播提供参考。

Abstract: Yong Opera facial makeup conveys character identity, personality, and dramatic function through colors, patterns, and composition, making it an important part of Yong Opera’s visual culture. Drawing on visual semiotics, this study combines literature research, case analysis, field observation at the Nanning Museum, and observation of publicly available new media content to examine its visual symbols and current digital communication. The findings show that existing content mainly consists of performance clips and event reports, while the relationships between facial makeup symbols, specific characters, and dramatic contexts remain insufficiently explained. Digital communication is also limited by relatively similar content formats and weak audience interaction. In response, this study proposes four pathways: anchoring cultural meanings, developing layered content for different platforms, establishing a human-AI collaborative translation process, and establishing a feedback-based revision mechanism. The study provides a reference for the standardized documentation, digital representation, and new media communication of Yong Opera facial makeup.