The development of folk paper-cutting in Yueqing requires the expansion of communication media
Although Yueqing fine-grained paper has been included in the national intangible cultural heritage list, it is not well-known nationwide. Since many provinces across the country have their own distinctive paper-cutting, and paper-cutting has long been regarded as a cheap tourist product and not taken seriously, Yueqings fine-grained paper cutting is only famous in Wenzhou.
As a paper-cutting artist, I am unable to make large investments in the media and can only rely on publicity from the government and enterprises. In response to this difficulty, Yueqing fine-grained paper needs to establish a cultural brand and expand communication media. Excellent carved paper products not only have aesthetic value and cultural value, but also have collection value and commercial value. However, how to demonstrate these values ??in the market and establish a high-quality image among consumer groups requires the establishment of a cultural brand. Brand refers to the entire experience consumers have of a product, including the spirit, culture, and humanistic concepts contained in the product. Unlike many other industries that are characterized by standardization, cultural brands pay attention to personalization and difference, which is a key point of it.
Focus on quality is its second connotation. Brand cultural products must have unique concepts, stable quality, and distinctive features. The brand composed of these will bring high visibility, competitiveness, and considerable Considerable market coverage area. In a broad sense, folk paper-cutting can be regarded as a representative of Chinese folk culture, but its cultural brand will never represent those rough and cheap paper-cutting products, because these paper-cuttings without high quality and international competitiveness cannot represent the country. and the cultural content and cultural taste of the nation. It can be seen that to build a cultural brand, cultural elements alone are not enough; it must also rely on high quality. In addition, there is a very important process in forming a national cultural brand, which is called "international processing", that is, looking for commonalities in the heterogeneity of different cultures so that the work can be accepted by audiences of different backgrounds, different nationalities, and different cultures. This is particularly important if folk paper-cutting wants to gain more recognition internationally.
If Yueqing fine-grained paper wants to establish a brand, it must rely on advanced media means and communication technology to expand the inheritance scope of fine-grained paper and extend the fine-grained paper.The inheritance time of grain engraving paper enriches the inheritance connotation of fine grain engraving paper. In terms of communication media, in addition to traditional newspapers and television, we should also make full use of modern online media. Through media reports, the content and importance of Yueqing fine-grained paper were introduced to consumers, and the publics attention was aroused.
At the same time, public opinion supervision methods such as critical reports and comments in the media can also be used to attract the attention of government functional departments and use administrative means to effectively protect fine-grained paper. In addition, new technologies and new concepts spread by mass media have provided nourishment for the technological innovation and cultural accumulation of fine-grained paper production in a new context. Due to the limitations of various conditions such as time and space, only a few people can personally see the craftsmanship of paper engraving artists under natural conditions, and they can only come into contact with the craft of paper engraving through mass media products such as videos.
In this process, the media integrates the power of all levels of society to form an atmosphere of public opinion that actively pays attention to and takes active actions to protect fine-grained paper, prompting local members of society to participate, and use the power of the people to To implement the protection and inheritance of fine-grained paper in an all-round and multi-angle way. Through the promotion of mass media, Yueqing fine-grained paper-cutting can gain more attention, thereby winning a broader and more diversified development space for it.
