In fact, in the early days of the Internet, Hanfu fans were only a small subculture circle and could only contact each other through the Internet. Their Hanfu is either made by themselves or by tailors.
Unexpectedly, such a minority culture spread very quickly. Now many Hanfu brands have become large commercial companies, and many brands originated from the original DIY studio.
This year, Li Ning faced the dilemma of unsalable inventory. I didn't expect the stage of New York Fashion Week to be screened, and the "Enlightenment" series was praised as soon as it was born. Now it has become the representative of the national tide in China. 20 18 also became the first year of "national tide" because of Li Ning.
Zhang Youwei, the director, has been fascinated by Das Kapital, the best-selling book of 2 1 century, for several years. This "National Tide" tells a magnificent history, discusses the three elements of the national tide: "China symbol, renewing ideas and facing the market", and expounds what is the national tide and how to build it.
Next, let's take a look at "what is the national tide".
0 1, the essence of national tide
In 20 18, the author Zhang Youwei created a documentary about "Hanfu fever". The original planned duration was 15 minutes, and finally it became a 200-minute work. He noticed the return of China youth to traditional culture, and his lens was not only boys and girls wearing Hanfu, but also the traditional culture of China.
At that time, "national tide" was a new word, and there were various definitions of "national tide" on the Internet. As for, many people will mistake "national tide" for "domestic products".
However, Zhang Youwei told us with a judgment question that "the national tide is not equal to domestic products, and the national tide is not necessarily domestic products. If you want to define the national tide, it is a commodity with the symbol of China, and the point of view is in the present. "
02, the history of tide.
The history of the national tide can be traced back to Shen Congwen's Research on Ancient Chinese Costume and his contribution to the cultural revival of China. The so-called "plagiarism incident" encountered by Lu Xun in publishing A Brief History of Chinese Novels shows the cultural entanglement between China and Japan. ........
There is also a memorial tablet invited by the modern serial control department in Hutong, and the Xitang Hanfu Culture Festival held in Vincent's side. .......
All these show that the tide of the country has a long history. Only when we started the "national tide" did we realize that China culture had entered a very important stage.
In Zhang Youwei's works, these histories have a strong sense of history and a sense of literature and art when read. It is not easy to be knowledgeable and interesting at the same time. Those long shots and short shots are very comfortable to switch, and the sense of picture and pen and ink complement each other. It seems that what I read is not a book, but a film and television drama composed of various scenes.
03. Elements of the National Wave
Zhang Youwei gave a formula "language = symbol = currency" in the preface of "The Tide of Nations". This is the real reason why the author discusses the "national tide". "Protecting our language is equivalent to stabilizing our currency."
1, a clear symbol that China is the first element of the national tide.
For people who don't understand China culture, China is chopsticks, jiaozi, steamed stuffed bun, the Monkey King, Great Wall, panda ... and these can give people a clear visual impact, because what can quickly form an impression in the brain must be something with a sense of picture, but it is more advantageous than those indescribable expressions.
Therefore, Zhang Neville mentioned in the book Tide of the Country that "a picture that can be refined into a visual symbol must have characteristics that are easy to describe and can be clearly distinguished from its similar symbols."
2. The relationship between language and symbols is the second factor of national tide.
Roland? Barthes once defined language as a part of symbols. In his view, "symbols are all languages". As a product, its popularity depends more on whether it is a familiar China symbol. After all, China people will understand the meaning of Chinese.
Renewing ideas is a key to activate mass communication and the only way to give symbolic meaning. When we say creativity, we pay more attention to the product itself, because the essence of all products is composed of ideas. For example, a car has a car view, and an electric car has a car view. The purpose of updating the view is to solve the problem better, not simply to change for the sake of change. The product must be traced back to the source.
Market orientation is the third element of the national tide.
In the book, the author talks about the influence of various stage techniques on movies from cartoons, and thinks that China animation is the driving force of China art from China art, and the development of China art comes from the composition of China art.
Although art and painting are far away from us, the present photography technology only follows the aesthetics of painting. Concepts such as "highlight", "shadow" and "outline" are the value standards of oil painting.
Therefore, Zhang Youwei mentioned in "Tide of the Country" that "when the commodity form changes, the value can be maximized through a coherent aesthetic inheritance. The tide of the country is a commodity, and China culture can survive, stand up and go out. "
Write it at the back:
This book directed by Zhang Youwei can make us find pleasure in reading while reading. If you think there is a profound theory in this book, please read it patiently, and maybe you will have a new understanding of China elements integrated into life.