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用精品游戏讲好中国故事

2022-08-14 00:00:00

"The value of games is not only creating economic returns by means such as diversified copyright operations, but assuming the social responsibility as a media in inheriting fine traditional culture and spreading it. All game practitioners should properly deal with the close relationship between inheritance and innovation, sourcing their innovation from our brilliant traditional culture."

Gaming Responsibility Forum 2022 & Release Conference of Game Developer Corporate Social Responsibility (CSR) Report (2021-2022) (Report) was held in Beijing on July 30. Representatives from regulators, industrial institutions, research institutes and game developers have reached the consensus above. Guided by the China Audio-video and Digital Publishing Association (CADPA), hosted by people.cn, organized by Jinbao Electronic & Audiovisual Publishing (Beijing) Co., Ltd., with the theme "Promoting Chinese Traditional Culture, Delivering Quality Games", the event aims to explore ways for the development of the gaming industry through collision of wisdom.

Valuing traditional culture

Its extremely popular nature makes video games an ideal media for spreading cultural concepts. Now a growing number of game practitioners have realized the importance of infusing traditional cultural elements into their development.

"Profound traditional Chinese culture has provided rich materials and space for game creation. Games' features of participation, interaction and immersion have created an effective path for the inheritance and promotion of the crown jewel of our traditional culture. In this connection, to lead the sector on a clean and sustainable developmental path, we must uphold the confidence in our culture, ride along with the trending history and epoch, and spread the culture of our people and the spirit of the times we are living in, making the games created by us melodious notes perfectly blended in the mainstream themes of our times. All game practitioners should center around people during, seamlessly integrating serving the people and developing the sector," said Zhang Yijun, First Vice Chairman of CADPA and Director of the Game Work Committee of CADPA, whose words aroused bursts of applause from the audience.

Chinese gaming industry recorded overseas sales of 8.989 billion U.S. dollars in the first half of this year, up 6.16% year on year, according to public data. To Zhang, the data suggest Chinese gaming industry has not only gained a firm foothold, but also shown a strong momentum in the highly competitive international market. The situation has apparently created a superb opportunity for introducing Chinese culture to the world, telling Chinese stories right and shaping the new image of China quietly.

Prof. He Wei from the School of Arts & Communication, Beijing Normal University felt the same. To him, from the dimensions of character, environment and action, in the states of sign, knowledge and notion, games effectively reflect the creative transformation and innovative development of traditional Chinese culture. Digital games infused with traditional culture will help tell Chinese stories, enhance soft cultural power of our country, and promote international cultural and people-to-people exchanges.

Creating quality games

The inspiring news is a mounting number of game developers have already deepened integration between games with traditional culture over the past years, creating quality games with traditional culture at the core.

Shanghai Gewu Research Institute of Cultural Development and the Cultural Industry Research Center of Guangming Daily jointly released Innovation Cases for the Brand Promotion of "Shanghai Culture" in January 2022, with game brands like Shengqu, Lilith, Mihoyo and Perfect World among these cases, according to the Report. Remarkably, as a cultural enterprise, Perfect World Investment & Holding Group (Perfect World) has remained committed to the creative transformation and innovative development of fine traditional culture through fine digital cultural products based on its years of practice and exploration. "We invited Mr. Zheng Feng, the fourth-generation successor to an intangible cultural heritage item: Qinhuai Lanterns as a traditional culture advisor, to supervise the full-process production of game scenes and props including Qinhuai lanterns," said Wang Qingping, Vice President of Perfect World. "From details, we aim to deliver a fantastic Qinhuai digital temple fair to players worldwide."

Brilliant traditional Chinese culture is everlasting and inexhaustible treasure handed down for thousands of years, and the game has become one of the most dynamic industrial forms. To keep to the right path, make innovation, bring its positive value into full play, and realize its economic and social value, the gaming industry must root itself in traditional culture and take fulfilling social responsibility as its fundamental mission.(by Jiang Xu)

“游戏产品的价值不只是通过版权多元运营等手段创造经济收益,更在于其作为载体,承担起传承优秀传统文化和推动文化传播的社会责任。所有游戏从业者应把握好传承与创新的紧密关系,让中华优秀传统文化成为产业创新发展的重要资源。”

7月30日,2022游戏责任论坛暨《2021-2022游戏企业社会责任报告》(下称报告)发布会在京举行,来自监管部门、行业机构、研究单位和游戏企业的众多代表达成了以上共识。此次论坛由中国音像与数字出版协会指导,人民网主办,金报电子音像出版(北京)有限公司承办,以“弘扬中华传统文化打造游戏精品力作”为主题,希望通过智慧的碰撞,共谋游戏行业的发展之路。

注重传统文化

游戏拥有极为广泛的受众,可以说是传播和普及文化的理想载体。如今,越来越多的从业人员意识到在游戏产品研发中融入传统文化元素的重要性。

“中华传统文化博大精深,为游戏行业提供了丰富的创作素材和创意空间。游戏的参与性、交互性和沉浸性特质,为优秀传统文化的继承和弘扬提供了有效途径。因此,游戏行业的健康持续发展,必须要坚定文化自信,自觉把握历史进程和时代趋势,弘扬民族文化和时代精神,使之切实成为新时期主旋律中一组悠扬而美妙的音符。所有游戏从业者,都应自觉坚持以人民为中心的创作导向,将服务大众与产业发展有机结合起来。”论坛上,中国音像与数字出版协会第一副理事长兼游戏工委主任委员张毅君的一席话,赢得了台下观众的阵阵掌声。

公开数据显示,今年上半年,中国自主研发的游戏在海外实际销售收入达89.89亿美元,同比增长6.16%。在张毅君看来,这一数据意味着,在竞争激烈的国际市场中,中国游戏产业不仅站稳了脚跟,而且呈现出良好的发展态势。这一局面显然为中华文化大步“走出去”、讲好中国故事、潜移默化塑造中国新形象提供了良好的机遇。

对此,北京师范大学艺术与传媒学院教授何威深有同感。在他看来,游戏从人物、环境与动作三个维度,在符号、知识与观念三重境界上,有效实践了中华传统文化的创造性转化与创新性发展。融入传统文化的数字游戏将助力于讲好中国故事、推动国家文化软实力建设,还将成为交流的桥梁,促进各国文化交流和民心相通。

打造精品游戏

令人欣慰的是,在过去的几年,越来越多的游戏企业已加大游戏与传统文化的深度融合力度,以传统文化为核心,打造精品游戏。

报告显示,今年1月,上海格物文化发展研究院与光明日报文化产业研究中心共同发布《打响“上海文化”品牌工作创新案例》,盛趣、莉莉丝、米哈游、完美世界等游戏品牌成功入选创新案例。值得一提的是,作为文化企业,完美世界控股集团经过多年的实践探索,以数字文化精品为载体,长期助力推动优秀传统文化的创造性转化和创新性发展。“完美世界控股集团曾邀请非遗项目秦淮花灯第四代传人郑峰担任游戏传统文化顾问,全程监制游戏内的秦淮灯彩等场景道具,从细节入手,为海内外玩家带来了一场梦幻般的秦淮数字庙会。”完美世界控股集团副总裁王清平介绍。

中华优秀传统文化是已经积淀数千载而经久不衰的无尽宝藏,而游戏已成为最具活力的产业形态之一。游戏行业只有以传统文化为根、以社会责任为根本,才能守正创新,充分发挥正向价值,从而实现其经济价值与社会价值。(本报记者 姜旭)

(编辑:曹雅晖 责任编辑:吕可珂 审校:崔静思)