Identify the "gateway" for online literary and artistic creation and dissemination

Tech 2023-07-08 08:51:25 Source: Network

Online programs such as "Adventures at the Spring Equinox" and online drama "The Beginning" have been shortlisted for excellent online audio-visual programs by the State Administration of Radio, Film and Television. Information imageHow to understand the characteristics and value of online literature and art? I want to start with a very meaningful case

Online programs such as "Adventures at the Spring Equinox" and online drama "The Beginning" have been shortlisted for excellent online audio-visual programs by the State Administration of Radio, Film and Television. Information image

How to understand the characteristics and value of online literature and art? I want to start with a very meaningful case. After leaving an Internet company, a friend of the author returned to his hometown to start his own business and engage in Fig planting. By the way, he became a blogger of the three rural vlog (video log) for "Fig growth". It's not difficult to imagine that this is not a catchy topic. Although this blogger has rich experience in internet operations, his account influence was once very bleak. Until one day, he suddenly said that he seemed to have found the way to shoot such vlogs, and the answer was in the video where he was at the top.

The title of the video is "Here Comes for Milk Again", which lasted less than 10 seconds. In the picture, the blogger squeezed the white flower free juice into a small glass bottle without any explanation. But it's this seemingly confusing video with nearly 45 million views, 380000 likes, and 22000 comments. I really don't understand why it's so attractive. Click to leave a message and find that although the video itself does not have a complete expression, it has inspired netizens to discuss the efficacy of Fig juice. In the blogger's own words, 'I don't speak, I leave it to everyone to say'. Yes, the blogger can introduce the medicinal value of Fig with aesthetic lens and definite tone. However, it has been proven that in a network media environment where "interaction" is the default attribute, such expressions based on unilateral output are sometimes more favored by users than leaving enough space for "dialogue".

The "work" accompanying the concept of "author" is the product of the era of printing media and Mass communication. We often assume that a 'work' needs to have a complete expression and a fixed author, and although its meaning is not entirely determined by the author, it can also be largely controlled by the author. The online art that grows in the social media environment is often no longer a relatively closed "work", but an open interactive "platform". The influence of content sometimes does not come from content as a "closed work", but from content that relies on "events" and "emotions" and can communicate and interact on the platform. In other words, people's preference for online literature and art lies in the psychological resonance it causes, the Social emotions it carries, and the public issues it involves, which are more consistent with the emotional structure, social needs, and expression needs of users in a certain period and region.

Of course, we cannot assume that content that meets the criteria of "dialogue" is the "boutique" of online literature and art. However, the "boutique" standard of online literature and art is beyond the traditional boutique standard and needs to accommodate such "dialogue". Excellent online literary and artistic works often bring users not just a completed story, but a "story world" that can continuously produce stories; It is not a passive process of content consumption, but a life experience where users and content grow together. It is precisely this kind of "dialogue" that achieves the "productivity" and "participation" of online literature and art, not only releasing the content productivity of the internet era, but also in this way, allowing online literature and art to assume the function of "public space" in many times. It is precisely this kind of "dialogue" that allows the content to go beyond the established design and carve out a new path. The text constantly generated by online literary and artistic works is likely to be more diverse and complex than the closed and static "boutique" in the printing media environment. This requires us to better handle the relationship between the nature and dialogue of online literary works, so that good works can grow in the way of online literature and art, and in the way of the internet era.

To produce high-quality works in online literature and art, it is necessary to cultivate an ecosystem that allows for the continuous emergence of good works. In fact, the idea of cultivating high-quality products through building a good ecosystem is not new. Take French movies as an example. In the 19th century, Paris was the capital of Western literature and art. Faced with the rise of Hollywood commercial films in the 20th century, how does France defend its position as a cultural powerhouse? France achieved this by creating a "European art film" business card that is different from American commercial films. The reason why high-quality art films are constantly produced from France is actually supported by a complete French film system, which plays a role together, including the art film standard system centered around the Cannes Film Festival, the film criticism system represented by the intellectual interests of the "Film Handbook", and the film theory system based on French philosophy, The author film education system is based on the French Higher National Vocational College of Imaging and Sound, and the policy guarantee system covering the entire industry chain is led by the French National Film Center. It is with the coordinated efforts of all aspects of the entire literary and artistic ecology that high-quality films can be produced sustainably in the long term.

Similarly, in order for online literature and art to produce high-quality works, it is also necessary to build a complete "system engineering", including creating a more interpretive and forward-looking theoretical system for online literature and art, cultivating a healthier and more lively online literature and art review ecosystem, establishing a network literature and art talent training system that closely cooperates with industry, academia, and research, improving a high-quality work support system that covers the entire industry chain, and establishing a more industry-leading A recommendation system that is truly recognized by multiple entities. That is to say, it requires collaborative creation and cooperation in online literary and artistic creation, theory, commentary, education, support, and promotion. Only with a truly healthy ecosystem can online literary and artistic works be continuously produced.

For the cultivation of high-quality online literary and artistic works, there are more fundamental factors than the ecosystem behind the works, including the values and ideas of practitioners and the cultural literacy of the entire society. Due to the acceleration of modern life, many users have placed excessive emphasis on the release, leisure, and comfort functions of online literature and art, resulting in a simple understanding and even a misconception that online literature and art is just funny entertainment, "refreshing", or "watching the excitement". This has led some online art practitioners to choose to cater to existing, short-term, and superficial needs, abandon value pursuit, disregard the depth of their thinking, and do not pay attention to aesthetic expression, resulting in a large amount of homogenized, routine, and even vulgar content, causing damage to the entire online art ecosystem.

So, producing high-quality online literature and art is an urgent task. The rational approach is to sink in and focus on the long term, identify the "gateway" for online literature and art creation and dissemination, summarize internal laws, strengthen value guidance, and cultivate the social and cultural soil that enables the healthy, green, and sustainable development of online literature and art from the root.

(Author: Qin Lanjun, Associate Researcher at the Institute of Marxist Literature and Art Theory at the Chinese Academy of Arts)

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