{"errCode":0,"errMsg":"success","timeStamp":"1778239273","data":{"trueId":"5188146770733036032","title":"热评丨“龙”成萌宠，这样的儿童IP谁不爱？","author":[],"tags":[],"detail":"\u003cp\u003e火红头发，黄色皮肤，手握一棵蔬菜或庄稼。这款小龙人形象英姿挺拔、呆萌活泼、亲切可爱，一改传统“龙”造型的霸气威严抑或张牙舞爪，让小朋友乃至成年人爱不释手。\u003c/p\u003e\u003cp\u003e这款名为“沪小联”的小龙人，是由上海沪联扶贫公益中心打造的一款儿童IP。\u003c/p\u003e\u003cp\u003e作为中华民族图腾和独特精神标识，“龙”是中华文明和中华民族多元一体的象征，也是维系全世界华人的精神纽带。在神话中，“龙”是天地间的神物，可以上天、入地、腾云、潜海，呼风唤雨，本领高强，神秘莫测，人们对“龙”既有敬畏，又寄托着希望。\u003c/p\u003e\u003cp\u003e因具有较高的辨识度和认知度，龙的形象被广泛使用。然而，在西方人眼中，“龙”却是一种具有攻击性的猛兽，狞厉乃至恐怖。别有用心的人常用“龙”的外形来丑化中国。\u003c/p\u003e\u003cp\u003e讲好中国故事，展现中国形象，传承中国传统文化，方式方法十分重要。向全世界儿童包括成年人讲好中国故事，展现中国形象，中国的儿童动画IP应该走到前台。\u003c/p\u003e\u003cp\u003e可喜的是，越来越多国潮儿童IP正在崛起，以全新的时代风格诠释中国文化和中华文明。一款成功的儿童IP，可让孩子从小耳濡目染，潜移默化中感知其传递的文化内涵。“沪小联”一问世就吸引了关注，说明只要坚持创造性转化、创新性发展，优秀传统文化必能走进群众心里，迸发惊人吸引力、旺盛生命力。\u003c/p\u003e\u003cp\u003e中国“龙”也能成萌宠，受到各方喜爱，再次启发我们，只有换个思路打造儿童IP，换种方式讲故事，才有可能达到好的传播效果。\u003c/p\u003e\u003cp\u003e一个优秀儿童IP形象，首先要在设计层面抓住眼球，形象要可亲可爱，让孩子第一眼就喜欢。外形之外，还要具有独特内涵，可由一个IP延伸出更多故事、创出更好品牌。\u003c/p\u003e\u003cp\u003e通过盲盒的形式，上海沪联扶贫公益中心将“沪小联”和各种农作物种子相结合，不仅赢得了孩子的青睐，还传递了种子文化、农耕文化，植入种子精神，传承种子文化，珍惜生命之本。通过“沪小联”盲盒，可以让人感受到浓厚的农耕文明，关注起农业和农村的价值。\u003c/p\u003e\u003cp\u003e外国动画IP大量进入中国，前赴后继地占领着中国市场。小猪佩奇火遍国内，海底小纵队充斥视频平台，冰雪奇缘等好莱坞梦工厂也不乏中国儿童的拥趸……\u003c/p\u003e\u003cp\u003e唐老鸭、米老鼠、蜘蛛侠、超人……长期以来，中国孩子的童年被大量“洋IP”占据。相比迪士尼等，中国的儿童动画IP市场仍处于初期发展阶段。回顾过去几十年来，国内多数动画企业做了很多国外动画的加工工作，却忽视了给中国孩子创造中国个性、中国气魄、传承中华文化价值的儿童lP，落下的这一课，早该补上了。\u003c/p\u003e\u003cp\u003e如何打造中国原创儿童IP？值得国人深思。毕竟，少年儿童的成长方向，和他们平时看什么、玩什么、用什么密切相关。\u003c/p\u003e\u003cp\u003e中国儿童IP走向世界，离不开中国传统文化赋能。以什么样的视角，讲述什么内容，选择怎样的表达方式，是讲好中国故事的关键问题。和普通商品不同，文化产品的影响往往是柔软的、温暖的、润物细无声的。从这个角度来看，让中国“龙”的形象可亲可爱，萌一些，不仅必要，而且紧迫。\u003c/p\u003e\u003cp\u003e作者：郑智维（本刊评论员）\u003c/p\u003e","createdAt":1685430612,"updatedAt":1685430613,"source":0,"reprintedUrl":"http://www.msweekly.com/show.html?id=145147","type":0,"vShowStyle":0,"transCodingObjKey":"https://img.hubpd.com/hubpd/6475a155648f290001b0c70e","transCodingObjKeyMp4":"https://img.hubpd.com/hubpd/","mpIcon":"https://img.hubpd.com/hubpd/b9c9d277-e052-11eb-ae46-3a030ef03be2.png","mpName":"民生周刊","mpIsVerified":true,"mpId":"4323455642275706288","covers":[],"coversType":0,"blurImage":"","publishedAt":1685416616,"classificationName":"文化","tap":653,"likeCnt":0,"userIsLike":false,"isFeedAd":false,"compositeId":"5188146770733036032|0|0","editedAt":0,"mpLinkType":0,"mpLinkTypeList":[],"coverType":0,"settled":0,"settledEntity":"","settledInfo":"","hideView":0,"hideLike":0},"hisHots":{"hotData":[{"trueId":"1152921504610664464","title":"人民非遗传承者黄云鹏：人的一生，做自己喜欢的事最幸福！","author":null,"tags":null,"source":0,"type":0,"vShowStyle":0,"mpIsVerified":false,"covers":["https://img.hubpd.com/hubpd/1b4d22a8-5621-11f0-9ddd-c697f09d0bb3.png","https://img.hubpd.com/hubpd/106aa2be-5621-11f0-9ddd-c697f09d0bb3.png","https://img.hubpd.com/hubpd/106c60b4-5621-11f0-936a-fe0a77d653f9.png"],"coversType":0,"blurImage":"","publishedAt":1751336196,"tap":0,"likeCnt":0,"userIsLike":false,"isFeedAd":false,"compositeId":"1152921504610664464|0|0","editedAt":0,"mpLinkType":0,"mpLinkTypeList":null,"coverType":0,"settled":0,"settledEntity":"","settledInfo":"","hideView":0,"hideLike":0},{"trueId":"576460752306451726","title":"“幸福运河”的壮美画卷","author":null,"tags":null,"source":0,"type":0,"vShowStyle":0,"mpIsVerified":false,"covers":["https://img.hubpd.com/hubpd/6dfec33b-700d-11ef-801c-b293fb3c8dca.png","https://img.hubpd.com/hubpd/6dfe710b-700d-11ef-801c-b293fb3c8dca.png","https://img.hubpd.com/hubpd/6e1900ed-700d-11ef-a3af-1283af612b7a.png"],"coversType":0,"blurImage":"","publishedAt":1726038936,"tap":0,"likeCnt":0,"userIsLike":false,"isFeedAd":false,"compositeId":"576460752306451726|0|0","editedAt":0,"mpLinkType":0,"mpLinkTypeList":null,"coverType":0,"settled":0,"settledEntity":"","settledInfo":"","hideView":0,"hideLike":0},{"trueId":"2882303761519036961","title":"两会声音丨全国政协委员张朝晖：让社会组织吸纳更多青年就业创业","author":null,"tags":null,"source":0,"reprintedUrl":"http://www.msweekly.com/show.html?id=143059","type":0,"vShowStyle":0,"mpIsVerified":false,"covers":["https://img.hubpd.com/hubpd/spider/full/4e10ccc1bb1f57518a59b7b22dcf46a210bad9c3.jpg"],"coversType":0,"blurImage":"","publishedAt":1678266453,"tap":0,"likeCnt":0,"userIsLike":false,"isFeedAd":false,"compositeId":"2882303761519036961|0|0","editedAt":0,"mpLinkType":0,"mpLinkTypeList":null,"coverType":0,"settled":0,"settledEntity":"","settledInfo":"","hideView":0,"hideLike":0},{"trueId":"576460752307097555","title":"9 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