The Digitalization And Design Practice Of Niejiazhuang Clay Sculptures From The Perspective Of Living Inheritance Of Intangible Cultural Heritage

Niejiazhuang clay sculpture,as a national intangible cultural heritage,is a folk art with strong regional characteristics in Shandong.After more than 400 years of development and historical sedimentation,from the unique color and styling features to the production techniques full of folk wisdom,and to the unique toy clay sculptures,all have irreplaceable artistic and cultural value.Since the reform and opening up,Niejiazhuang clay sculptures have received great attention and been protected and disseminated on a large scale.However,with the impact of social modernization,the once popular Niejiazhuang clay sculptures,like other folk handicrafts,are facing a severe survival dilemma of gradually declining,rarely known,and scarcity in the market.With the rapid development of the Internet era,digitization has penetrated into every corner of public life.Under the active promotion of national policies and social environment,both digital technology and diversified new media communication have a positive effect on the protection,communication,and living inheritance of modern intangible cultural heritage.Based on this,this paper takes the digital protection and living inheritance of Niejiazhuang clay sculpture as the fundamental purpose,and completes the following research contents through literature analysis and case analysis,field investigation and user research,product design and other methods:First,through data analysis and research,comb the current situation of Niejiazhuang clay sculpture protection and inheritance,and find the existing problems in communication,market and product development;second,excavate and extract the cultural connotations and artistic spirit behind Niejiazhuang clay sculptures,summarize their typical shapes,symbol patterns,and vocal characteristics,and provide a framework and ideas for the digital innovative design of Niejiazhuang clay sculptures;third,explore the analysis of the path and feasible strategies for achieving the live inheritance of Niejiazhuang clay sculptures,determine the public’s cognitive attitude towards Niejiazhuang clay sculptures and the pain points of digital product demand through user research,and determine the design strategy and path based on the Niejiazhuang clay sculpture art feature framework;fourth,analyze the existing cases of intangible cultural heritage digital products and digital technology applications,and achieve three-dimensional presentation and interaction of Niejiazhuang clay sculpture works through augmented reality technology;fifth,based on the proposed design framework,design path and technical means,carry out the design practice of Niejiazhuang clay sculpture mini-program products,including mini-program information architecture and functional module design,pattern derivative design,and fortune card design based on Niejiazhuang clay sculpture art features etc.In summary,this paper combines theoretical research and design practice;sorts out the artistic characteristics and development status of Niejiazhuang clay sculptures;analyzes the existing cases and user needs of intangible cultural heritage digital products;puts forward the digital protection and inheritance strategy of Niejiazhuang clay sculpture;and uses digital platforms and digital technology to carry out innovative design practices on the basis of continuing the original culture of Niejiazhuang clay sculptures,so as to achieve the dynamic inheritance of Niejiazhuang clay sculptures in the modern society.Through the mini-program design with Niejiazhuang Clay Sculpture as the theme,the author hopes to expand the popularity and influence of Niejiazhuang Clay Sculpture,broaden its path of modern communication and living inheritance,provide support to help Niejiazhuang Clay Sculpture expand its living space.Then stimulate the internal vitality of Niejiazhuang Clay Sculpture,to provide practical ideas and design cases with reference significance for the long-term dissemination and sustainable development of Niejiazhuang clay sculpture,an intangible cultural heritage handicraft.