Introduction to China Bouquet

2018-04-19 | | Art China

I. Introduction to China Bouquet

China Bouquet is a convergence media program created by the China Internet Information Center and presented in the form of short videos in multiple languages. The program is targeted at the foreign audience who want to know about China. Through watching short videos that tell vivid and sentimental stories, they may become more interested in China and ultimately understand the Chinese culture.

The program introduces the Chinese culture using the current most representative elements, including humanistic arts, cultural heritages, national memories, and character stories, vividly demonstrating China's cultural contributions, national concepts, and spiritual beliefs. Through the contemporary transformation of cultural topics with traditional connotations, the program connects the ancient and modern times, and rebuilds and emphasizes the spiritual maps of the Chinese people, enhancing national pride. The program provides a new perspective for the world to understand the national spirits and cultural resources in the contemporary development of China.

II. Necessity of China Bouquet

1. Contemporary objective needs. The era of rapid economic development requires the support of spiritual beliefs. While we talk about the rise of China as a major power, we must put more emphasis on the establishment of Chinese spirits and national cultural totems, so as to support the country in its endeavor to build external communication and cultural soft power.

2. China Bouquet is intended to ask a few questions. In the globalization trend of the 21st century, what is China on the eve of China's national rejuvenation? Which are the national memories that we have almost forgotten? What are the spiritual characteristics of today's China amid the convergence of new cultural trends in the world? On what basis will we make contemporary contributions of the Chinese civilization to the world?

3. How do we tell China's spirits to the foreign audience? This is a huge and ambiguous question. After many years of exploration, we have found that telling specific stories is the most effective way to allow the foreign audience to experience the Chinese culture. China Bouquet consists of 100 short videos that reflect 100 elements in the current culture representing the renaissance of the Chinese traditional culture. A number of ancient and modern stories are told to the audience through pieces of works, representing their spiritual connotations.

III. Characteristics of China Bouquet

1. Telling vivid Chinese stories in ancient and modern times

China Bouquet adopts "micro videos" that avoid the lengthy and single narrative mode that is typically seen in a documentary in the traditional sense. Avoiding the "old-fashioned sense," the program seeks an effective traditional and contemporary integration through a purely aesthetic visual language. The Chinese spirits featuring ancient and modern integration are conveyed through an easy and fun way.

2. Writing the cultural context of China with focus on the current elements of Chinese culture

On one hand, China Bouquet gives a creative interpretation of the Chinese traditional spirits. Based on the Chinese traditional context, it creates a new visual language as well as works recognized by the international academic community to explore the path leading to the deep spiritual core of the Chinese culture. On the other hand, today's outstanding experts and scholars are invited, who, based on their research fields, interpret China's outstanding traditional culture and its strong vitality from the perspective of being close to real life and conforming to the international context.

3. Using a pan-cultural perspective with expert guidance to avoid a single perspective

China Bouquet emphasizes the integration of resources in the "pan-culture" and is guided by experts and scholars in different fields as consultants. A work or a technique introduces not only the presentation of art, but also the interpretations of cultural connotations by litterateurs, historians, archeologists, and sociologists. Multi-angle interpretations avoid a single, boring and over-professional way of introduction and adapt to the needs of the foreign audience.

4. Using short videos in multiple languages and following the rules of Internet dissemination

China Bouquet is presented in the form of a miniature documentary. Short videos are easy to watch and spread. It is the most effective means of dissemination in the era of mobile Internet. The program is broadcast in Chinese, English, French and other major languages for coverage-based dissemination.

5. Pursuing an aesthetic visual language to impress the foreign audience with art

China Bouquet emphasizes the aesthetics of vision and impresses the foreign audience through an artistic and emotional way, so that they can accept the Chinese culture.

IV. Content Planning

We plan to produce 100 episodes by choosing 100 elements from the Chinese culture, in order to present a broad and profound Chinese cultural image in a concrete way. China Bouquet is divided into humanistic arts, cultural heritages, national memories, and character stories by subject content. 

 Humanistic arts include visual arts, music, dance and many other forms of art. Chinese cultural spirits are explored from contemporary art works such as The Art of Chinese Characters, and Chinese Lacquer ware.

Cultural heritages focus on China's tangible cultural heritages and intangible cultural heritages. They carry the essence of national culture, such as The 24 Solar Terms, and Landscape.

National memories explore the spiritual values behind archeology, historical events and beliefs, such as The Light of Guidance, and Kunlun Faith.

Character stories introduce excellent Chinese people whose noble personality spirits reflect great national spirits, such as Blossom in Dunhuang.

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