[Reasearch] The past, present and future of the murder mystery game

In 2013, a ‘murder mystery game’, commonly known as Death Wears White, was translated and introduced from the UK, making it the first scripted murder game available to domestic players at the time. But it wasn’t until 2016 that the game was brought to the public’s attention by the hit variety show “Star Detective”. In the tabletop era, scripted kill was strictly a game for deduction enthusiasts, with the key to the game being the players’ “reeling in the culprit” (i.e. the real culprit) according to the timeline of their respective characters. But as murder mystery games have evolved from a traditional tabletop game to an offline experience similar to escape rooms, the game has evolved into a diverse storyline.

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The player is immersed in the game with the plot and the characters. But usually, we think of immersive gaming as an escape from reality. But is escapism necessarily negative? Can escapism also be a purposeful escape, a considered and positive escape?

Soul of the game

The Dutch scholar Johan Heazinha has spoken in his book The Man of Play about how one of the most important characteristics of play is its isolation from the space of ordinary life. An enclosed space, whether physical or conceptual, is marked out and circled from the everyday environment. In this space, games are held and rules pass.

Murder mystery game succeeds in shaping such a perfect space for play. During these five hours, 14 NPCs and six players work together to interpret the script, and with the alternating scenes of sadness and happiness, the “life is like a play, it’s all about acting” feature of Script Kill is brought into full play, and players are able to experience all the flavours of life and escape the monotony of everyday life.

The performance is not influenced by a single factor such as the script, but rather by the player’s “secondary creation” during the game interaction. Thus, the player’s psychological grasp of the scripted characters, the logical reasoning of the story, and even the interaction with the other players, the host and the non-player characters, all have a direct impact on the game experience. It succeeds, as Heczinha describes the connotations of classic games, in “allowing the innate human need for rhythm, harmony, substitution, change, opposition, climax and so on to unfold in its full richness”.

The script writer and the facilitator are recognised as the soul of the game. The scriptwriter creates the script’s worldview, characterisation and story logic. The facilitator, on the other hand, needs to take control of the situation and guide the characters according to the actual situation in each scene, based on the players’ respective personalities, involvement and different understanding of the characters.

Lee Giggles is the author of a popular emotion book from last year, The Sound of Voices. Compared to the live-action search and interpretation scripts that are now on the market to kill, she says outright that her favourite is still the tabletop book, “Adding scene setting or NPC interaction is because the text of some scripts doesn’t bring you a good experience and requires external forces to make up for it in order for the player to integrate. But some of the books can make you believe that the character is yourself and that you can actually cry if he dies”.

The Voice is an old-fashioned play about delicate emotions, and when you search its reviews online, the general feedback from players is basically that it’s “too good to cry”. “Good crying” seems to be the reason why many people love a play. When we finished the game, the player playing as Yun Qi praised the group, “It was really great as my eyes hurt from crying.”

Emotional catharsis seems to be one of the reasons why many players indulge in the game. Tang Qin, editor-in-chief of the content division of Xiaohei Tan (the leading scripted killing service platform in China), told the journalist that the trend of scripted killing in the past two years has mainly shifted from a single hardcore reasoning to a multi-dimensional and comprehensive experience, from hardcore reasoning to an immersive experience, with more emphasis on users’ empathy and resonance. So this has led to the emotion book being particularly hot in the last two years, as it is more likely to resonate with users. Stanislavski has suggested that the process of transferring one’s emotions to bring out the best in a character is called ’empathy’. In contemporary psychoanalysis, empathy is the process by which an actor releases his or her own emotions, or the accumulation of emotions about the past, into the character he or she is playing, thus achieving an emotional catharsis.

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Game researcher Hugh Bowen has found that role-playing games are the most emotionally stimulating genre because role-playing and first-person games rely most heavily on narrative structure, and narrative is one of the world’s oldest techniques for conveying emotion. In the world of scripted kills, everyone needs to take on the role of a character and watch the story from a first perspective, understanding the motivation behind every choice they make. The playwright and facilitator, as an omniscient God, then needs to rationalise these motivations during the course of the game.

In the world of the game, the DM uses his imagination to complete an important secondary creation of the script. Despite being virtual, it is still a different life that many players will only live once. According to Mo Zexi, murder mystery game has something in common with theatre performances, “It’s like a play where you can interact with the guests, where the play ends straight away and you can’t start over. Then it must be ensured that the effect is the best this time”. This challenges the DM and NPC’s ability to react on the spot, often needing to respond to unexpected audience interactions or some unexpected situations that fit the character and the plot.

David Ewalt, in Dice and Men: A History of Dungeons and Dragons, explains the appeal of such games. He points out that people often have an enduring fantasy in their lives, yet watching movies or playing video games does not allow them to actually experience and experience these fantasies, but realistic role-playing games offer players a way to enter these worlds and create a more enduring experience and more empathy.

Back to offline social

Hunt A Killer is a “murder mystery” game that has been a huge success over the past two years. Its founder, Ryan Hogan, told Fox Business that at this particular point in 2020, people are looking for a way to put down their devices and really connect with the people around them on a meaningful, deeper level. Traditional tabletop games, while also fun, lack the storytelling element, “and what we’re doing is creating a new experience where people can sit around a table, solve challenges and get excited about it.

For a growing number of players, scripted kills are both a form of entertainment and a means of social interaction. The extraordinarily long playtime of the game runs counter to the fragmented virtual social environment. Some figures however bear witness to the great demand for offline socialising and how the industry has been able to expand rapidly over the past few years.

In 2019, the number of scripted kill entity shops nationwide increased from 2,400 in 2018 to 12,000; by the end of 2020, the number of scripted kill entity shops had reached 30,000, a growth rate of 150%. According to the 2021 Physical Scriptkill Consumption Insight Report released by Meituan, over 70% of players are under the age of 30, with over 40% of them playing more than once a week.

While the reasons for being drawn to the game may vary, such as to satisfy a desire to reason, perform or take pictures, a new social model has been quietly formed as players sit face to face, put down their phones and engage in close interaction over hours of gaming. If players can’t find enough people they know to form a game, they go to the shop and play with strangers. When returning from gaming to reality, many players still manage to connect with each other.

For the game to become a popular entertainment activity, there are still two problems: firstly, the barrier to entry is high, players need to be able to be willing to spend 4 to 5 hours quietly reading scripts and concentrating on playing along with everyone else; secondly, in terms of content creation, the experience diminishes when players are able to find that there are still routines to follow after trying 50 to 80 scripts.

Perhaps, as the philosopher Bernard Sutz put it: “It is games that give us something to do when there is nothing else to do. We therefore call games ‘pastimes’ and see them as trivial fillers for the gaps in our lives. But they are so much more important than that. They are a clue to the future. For now, their careful cultivation may be our only salvation.” “It remains to be seen whether “murder mystery” games are a passing fad or whether they will grow into such a game worthy of “serious nurturing”.

[Feedback]Adventure & Memory in Nanjing –“murder mystery game” of Nanjing City life

Audience 1:Grow up in Nanjing

Even as a native of Nanjing, the game showed me a lot of different sides of the city that I had never known before. It was very interesting

Audience 2:Worked in Nanjing

This game reminds me of my days in Nanjing. I miss Nanjing

Audience 3:traveled to Nanjing

I have a deeper understanding of the culture of Nanjing

Conclusion

The feedback on the first attempt was very good. Whether the audience had been to Nanjing before or not, they had a great experience in the game and gained knowledge about Nanjing and its intangible cultural heritage, which is what I hope to achieve.

[Intervention] Adventure & Memory in Nanjing –“murder mystery game” of Nanjing City life

In this game, players will play as people living in Nanjing, to explore the present, the past and the future of this city, and to experience the identity of the city

Design thought

Still grasp the “city identity” and “cultural heritage”

3 character – citizen character

 E.g. ‘Panxi’( beautiful young lady in Nanjing dialect). Nanjing is a city famous for  beautiful lady. 

16 spots – 8+8 more of living

E.g. 

the White Heron Island and the Jinling School of Guqin, the Fuzi Temple and the Qinhuai Lantern Festival, the former residence of Gan Xi and the Nanjing Velvet Flower, the Great Annunciation Temple and the Jinling Scripture Carving Technique, the Nanjing Cloud Brocade Museum and the Nanjing Cloud Brocade, the Xuanwu Lake and the Salt Water Duck, the Qingliang Mountain and the Yuhua Stone, the Qinhuai River and the Nanjing White Bureau, etc.

2 kinds of incidents

Memory – history

Adventure – contemporary life

The target

collect the heritages

[Reflection] How can I change my intervention?

Look back to the research before I find Two points of inspiration:

1.director & designer with the museum of Qinhuai Intangible cultural heritage

Interaction and Experience

2.Research of unit 2

Popular culture – Game

 “Genshin”

The character “Yunjin” which designed based on Chinese opera culture, its tag ranked fifth on Twitter’s trend list after the game version was updated, and reached the second highest.Although its popularity is not all affirmation of Chinese opera, it makes more people have direct contact with Chinese opera. 

Interaction and Experience

 +

Popular culture – Game

=

“murder mystery game”

This is a live-action role-playing game, the whole process of the script as the core, guided by the host, players through multiple rounds of search evidence, discussion, reasoning, crack the murderer’s motive and modus operandi, and finally vote who is the real culprit, and the host announced the truth. Because of the player’s involvement, “murder mystery” is often seen as an interactive literary or dramatic form.

Now the genre is not limited to murder, but extends to all kinds of genres: comedy, romance, history, etc

Game researcher Hugh Bowen has found that role-playing games are the most emotionally stimulating genre of games because role-playing and first-person games rely most on narrative structures, one of the world’s oldest techniques for conveying emotions.

role-playing 

Emotional immersion

Social & communication

So I decided to use this form to reconnect my previous content

[Feedback] Feedback of last intervention

Last intervention

online – social media (short video & posts)

offline – exhibition & activities

online part – social media (short video & posts)

no responds

3 weeks 41 views 4 liked

This format is not well received by the audience.

offline part – exhibition & activities

inheritor refuse to send them works

Two main reasons:

too far (they prefer face to face)

not enough influence(they prefer the events held by big companies or government)

Meantime

 In Zuleika group, Brain did same intervention like me. His topic is Chinese designer Brand

also nobody came to the event.

Conclusion

I need to change

[Feedback] Interviews with stakeholders

After completing the planning (i.e. the previous article), I shared my proposal with some stakeholders to get their feedback and also interviewed them to understand more about the current industry situation and how to adjust my proposal.

The questions for the interviews revolved around

  1. Current situation
    What are you doing now? /How has the means/approach/activities for the preservation and transmission of intangible cultural heritage changed compared to the past?
  2. My interventions
    Are you interested in getting involved? Is the thinking and perspective unique? Any suggestions?

Result

My research and stakeholders raised some differences of opinion

Mr.Gao

Writer, designer of the intangible cultural heritage experience in Qinhuai

Main ideas:

1.How has the means/approach/activities for the preservation and transmission of intangible cultural heritage changed compared to the past?

Interaction and Experience

In planning the venue and the overall experience, I have placed particular emphasis on interaction and experience. Compared to other museums, I have designed a venue where the exhibits are complementary and the main focus is on the activities where the inheritors and artists will meet face-to-face with the audience to promote mutual understanding, which works very well.

2.How do you feel about the transformation of the cultural tourism sector in the post-epidemic era?

don‘t think changes in tourism caused by the covid should be taken into account

It is temporary and the epidemic is almost over, so we should take a more developmental view.

3.Any suggestions?

more as serious education than entertainment

At the same time, for intangible cultural heritage, it should not be all about innovation, but about preservation.

Mr.Chou

director & writer of Yuhua stone

Main ideas:

1.Any suggestions?

Because the audience for intangible cultural heritage is actually relatively small, if one wants to run a related business or industry

Limit the audience to a small number of people or those who can afford the cultural product

[Intervention] ‘ IN Nanjing’ Nanjing City Identity Project

Brief description

online – social media (short video & posts)

offline – exhibition & activities

Focusing on “real people, memories and life”, the project takes Nanjing’s attractions and intangible heritage culture as the starting point, and reflects the influence of Nanjing’s history, culture and intangible cultural heritage on the city’s life and the character of its citizens by linking them with the details of Nanjing’s life, while enriching the city’s image.

The project plans to tell the story of attractions, cultural heritage, urban culture and citizens’ life in eight representative combinations, such as the White Heron Island and the Jinling School of Guqin, the Fuzi Temple and the Qinhuai Lantern Festival, the former residence of Gan Xi and the Nanjing Velvet Flower, the Great Annunciation Temple and the Jinling Scripture Carving Technique, the Nanjing Cloud Brocade Museum and the Nanjing Cloud Brocade, the Xuanwu Lake and the Salt Water Duck, the Qingliang Mountain and the Yuhua Stone, the Qinhuai River and the Nanjing rap drama, etc., to build a three-dimensional and comprehensive Nanjing The city image and regional culture.

Online part

post

Yuhua stones and Qingliang Mountain|A heartfelt smile that has been waiting for billions of years

https://www.xiaohongshu.com/discovery/item/635227a0000000001700dc6e?app_platform=ios&app_version=7.64.1&share_from_user_hidden=true&type=normal&xhsshare=WeixinSession&appuid=5bfe46be51783a6b0d6ab4ed&apptime=1669234085

short videos

Offline part

Application for the exhibition “Impressions of Nanjing” in London

I. Overview of the exhibition
This project focuses on the transformation and recovery of Nanjing’s cultural and creative industries in the post-epidemic era. It focuses on the creation of Nanjing’s urban IP on the international stage, and is dedicated to solving the current dilemmas encountered by the cultural and creative industries, as well as enhancing the international influence of Nanjing’s urban culture, spreading Nanjing’s culture, giving more opportunities for Nanjing’s local intangible cultural heritage to be showcased, and promoting the development of cultural and creative industries.

The project is currently scheduled to participate in the Innovation Industry Festival results showcase. Therefore the China Division curatorial team is now seeking exhibits from non-hereditary bearers that fit the theme of this exhibition.

II. Exhibition organisation

  1. Basic information
    WHEN.
    25 November (tentative), 14 December (confirmed)
    Venue.
    London, UK – Central Saint Martins, University of the Arts London
    Granary Building, 1 Granary Square, London N1C 4AA
  2. Organised by
    Organiser: Central Saint Martins, University of the Arts London
    Organised by: Central Saint Martins, University of the Arts London, Department of Culture and Entrepreneurship

Central Saint Martins, University of the Arts London is one of the UK’s leading art and design schools (ranked 2nd in the world for art and design by the latest 2020 QS University Rankings) and is renowned for its top fashion capabilities and resources, with the annual graduate presentations becoming a focal point for international fashion brands and international media to spotlight and discover new design talent. The School is located in the heart of London, close to the headquarters of many international cultural and creative companies. The Department of Culture and Entrepreneurship has made an outstanding contribution to the world’s fashion and design industries by consistently providing outstanding creative and planning talent.

III. Theme of the exhibition
Focusing on “Real People, Memory and Life”, the exhibition will take Nanjing’s attractions and intangible heritage culture as its anchor point, reflecting the influence of Nanjing’s historical culture and intangible cultural heritage on the city’s life and the character of its citizens by linking them to the details of life with Nanjing’s characteristics, enriching the city’s image while promoting international cultural exchange and It will enrich Nanjing’s urban image, promote international cultural exchange and facilitate Nanjing’s intangible heritage brand to go beyond its borders.

IV. Exhibition content
The exhibition tells the story of Nanjing’s attractions, intangible heritage, urban culture and citizens’ lives through various narrative units, such as the White Heron Island and the Jinling School of Guqin, the Fuzi Temple and the Qinhuai Lantern Festival, the former residence of Gan Xi and the Nanjing Velvet Flower, the Great Guide Temple and the Jinling Scripture Carving Technique, the Nanjing Cloud Brocade Museum and the Nanjing Cloud Brocade, the Xuanwu Lake and the Salt Water Duck, the Qingliang Mountain and the Yuhua Stone, the Qinhuai River and the Nanjing White Bureau, etc., to build a three-dimensional and comprehensive image of Nanjing as a city and a region. Culture

V. Exhibition features

  1. Overseas exhibitions, a rare opportunity to attract international attention
    Due to the epidemic, opportunities to participate in overseas offline exhibitions have been rare in recent years. This has to a certain extent prevented Chinese brands from ‘going global’. In this context, it is a rare opportunity for this project to hold an offline exhibition overseas.
  2. Focus on life, export emotions and lead the industry trend
    Today’s cultural tourism products have changed from product-driven to emotion-driven. Young people nowadays do not spend money on cultural tourism blindly, traditional cultural tourism products are no longer able to attract them, but rather some niche, memorable, emotional and storytelling locations can stand out. This exhibition focuses on the fragments of life, focuses on the output of emotional value, leads the industry trend, and inputs new value to Nanjing’s attractions and non-foreign heritage.
  3. Trendy forms, bridging the gap and promoting fashion breaking circles
    The main objective of this project is to enrich Nanjing’s urban image, especially to promote the recognition and understanding of Nanjing’s urban culture among the younger generation and internationally. Therefore, in terms of form, the project focuses on new media channels, new Chinese style, and in-depth combination with pop culture, so that Nanjing’s historical and cultural heritage has a window of exposure to break the circle, while relying on Central Saint Martins’ fashion resources to further spread.

VI. Exhibition approach
Based on the trend of the cultural tourism industry in the post-epidemic era, this exhibition adopts a combination of online + offline approach. While exhibits are exhibited offline, the live broadcast of the scene will also be broadcast to domestic and international audiences through the internet.

  1. Online component.
    Pre-publicity
    ShakeYin short video – a huge market group and big data analysis recommendation technology, high-speed dissemination, expand the impact
    Xiaohongshu graphics – top flow platform for life culture and aesthetics, with a young user group and high income level and consumption willingness
    WeChat public number – large user base, self-contained traffic, easy to spread and highly interactive

Exhibition site
Jieyin Overseas Live Streaming – the exhibition site is open for global live webcasting at the same time

  1. Offline section.
    Exhibits display – works are displayed on site and lectures are given in English and Chinese
    Interactive guidance – top international experts in cultural and creative non-foreign heritage will be on site and international audience will interact with each other

VII. Requirements for Collection
Exhibitors are required to provide
Introduction to the exhibited work (form attached below, 填写完成发送至x956042839@163.com)
Entities of exhibited works (in any form, must be based on the theme of intangible cultural heritage in Nanjing, art and design works are preferred)

Exhibitors will receive.
Guidance from experts in cultural and creative industries from top universities, indicating the direction of industrialisation and transformation
Opportunities to showcase and promote your work on top overseas fashion resource platforms
A full set of experience of the new model of cultural innovation industry in the post-epidemic era
Exhibition certificate issued by Central Saint Martins, University of the Arts London

VIII. Rules for Exhibitors

  1. Mailing address of works
    801 Collingwood House, Dolphin Square, London, SW1V 3NG
  2. Timeline
    Physical copies of exhibited works must be posted to the above address by 20 November
    The curatorial team can recommend an international courier service with a time limit of approximately 10 days.
    International shipping costs are the responsibility of the exhibitor (reference price $70/0.5kg)
  3. Quantity
    Space is limited, so in principle, only up to 3 samples of each work should be provided
    (one set for display, the rest for backup)
  4. Follow-up
    Please note that some exhibits cannot be returned after the exhibition (e.g. food, creative products, etc.)
    Exhibits will be returned around mid-February 2023 if special requests are made by the exhibitor (e.g. clothing, textiles, etc.)
    Valuable works are recommended to be exhibited in high resolution photos (e.g. collectibles, paintings, jewellery, ornaments, etc.)

IX. Contact details
Email: x956042839@163.com
Micro-signal: shannan_momo

[Analysis and reflection on trends in the cultural tourism industry ] Cultural products are dead, cultural business is on the rise

One of the objectives of this project is to find a balance between cultural heritage (cultural tourism industry) and popular culture (young people), so this week we have further analysed and reflected on the trends and the current situation of the industry in relation to this theme

The travel industry is facing disruptive changes due to the impact of the epidemic. But no matter what the times are going through, the desire to travel, especially among young people, is very strong. This strong desire is in great contrast to the current downturn in the travel industry. New concepts and models such as micro-camping, micro-vacations and travel photography are also bringing an impact to destination travel. But the travel industry itself still has to find some second curves in the industry, especially for young people demand, how to attract younger groups?

Change of approach

Young people don’t bunch up and don’t follow the crowd
Traditional tourism products and destinations may not necessarily appeal to them, but rather cities with a strong personality, the ability to take photos or share some special experiences to show off on social media will stand out.

The decision making mechanism for consumer behaviour has been greatly compressed, with faster and more fragmented becoming a core feature of consumer psychology, and ‘consumer discovery’ being replaced by ‘content push’. Consumer initiative is being shaped by group sentiment. This has led to higher and different requirements for product communication in terms of content, form and visuals.
Linking products to consumer needs is more direct and important than communicating the product brand, and any product that needs to be explained will lose its chance of success. The faster and more direct the link, the greater the chance of realisation and the faster the conversion cycle and rate.
The giant consumer platforms formed on the basis of internet technology are increasingly losing the value of traffic, and as they create and accumulate traffic, they are also being backfilled by it. Thirst-quenching investments and operations have become their daily routine.
Small and beautiful, small and sophisticated, small and fast commercial terminals are breaking away from the large commercial model and coming into the proximity of people’s lives. The new ant hordes around small communities, office building attached properties, inside museums, scenic spots (and even on tour buses), cinemas, street vending, etc. will become the mainstream commercial bodies of the future. They will become direct, efficient and real-time linking sites, meeting every aspect of life’s needs in a myriad of niche formats.

Emotional needs and service experience

Traditional travel only talks about the good scenery of the destination
But ignore the emotional needs of young people
It’s time for cultural travel products to change from product-driven to emotion-driven

Companies in the field of cultural and creative industries have always been chasing innovative cultural and creative products, as well as emotion-driven cultural transformation and landing, and the cultural and creative products scattered in various scenes and warehouses are just like a chicken feather.

Entrepreneurs in different fields and industries are acutely aware of the cost, the depletion of stock and in-volume, and they feel the crisis of business relatively early.
A business doing children’s custom clothing e-commerce, initially with a fixed model sample to accept a piece of custom, two years to develop sales of more than 100 million, the product base SKU has more than 100, nearly 10,000 square meters of storage, had to embark on the road to scale to maintain sales, traffic and growth. The pressure of product innovation and stocking inventory during this period made him feel trapped in a difficult situation at any time. How do you innovate products to maintain an undefeated position and leadership in the consumer market? He thought that creativity and design were the only options.
The explosion of cultural and creative products, especially tide play, has tantalised many entrepreneurs in the consumer business. The leading tide play companies in Dongguan could not resist the temptation of the market and are all transforming from OEM to OBM, basically dying before they can get out of the gate, with the C-terminal market and consumption mechanism relentlessly striking back, making them understand the importance of culture, creativity and aesthetics.
Not only the cultural tourism industry, but also the food and beverage related industry is currently the most innovative field in terms of products, models and business models, and is also the track that capital has focused on in recent years. They are not only trying to innovate in food culture, product segmentation, consumer behaviour, service models and business mechanisms.

At a time when large supermarkets are struggling, small snack shops and brands are popping up all over the street, and the products and prices they are subject to are basically a physical recreation of the Poundland (e-commerce) model and strategy. With the exception of a few branded consumer foods that maintain low prices (dumping), the vast majority are unbranded or workshop branded products.
New business thinking such as “long-termism” and “all tracks are worth starting over” underpin most business investment and entrepreneurial behaviour. In reality, it is just a continual rehash of the stock market, a stage for the board.
Commodity inventory, consumer stock, aging traffic, etc. are destined to make entrepreneurship difficult, the essence of which is not in the market, but the majority of runs are just stock markets.
The source of the stock market lies in the lack of innovation in products and the lack of new content for consumption. Most products have survived for more than 20 years, and the application of technology still remains to meet basic functions and cannot touch on quality improvement, let alone changing lifestyles.

As the field of cultural and creative products comes to an end, it must break through the inner volume, break its own cage, analyse itself and find its best and most core competitiveness.
It must become a source of creative innovation and construction for new economies, new businesses, new products and new services; it should return to its essence and become a solution for business, providing creative strategies and means in different dimensions and orientations, and giving new value creation.
It should be an ecology that provides innovative values and market dynamics to different business forms and operations. Culture, creativity, design, planning, IP, etc. should all play an empowering role.
Cultural creation is a kind of thinking and a process, and this thinking and process should be predictable; cultural creation should output creative content and create new services, instead of just going to make products to output stock.

Need for a new label (city identity)

One attraction represents a tourist city
We say that classics never go out of fashion, but young people will really be interested in
A tourist attraction that has been around since grandpa’s generation?
In the internet age, it is always possible to use a new label
Refreshing the public image of a tourist city

IP interpretation and analysis, combing, IP incubation and planning, market planning, IP creation and story interpretation, brand building, product design and services, product strategy research and market analysis, supply chain management and services, brand building and marketing planning, content creation and promotion, live streaming, etc. should all become segments of cultural and creative business, so as to shape the city’s personality in a more three-dimensional way and thus gain core competitiveness.

To sum up, cultural and creative business is not a business form that deals with cultural and creative products, but a business operation model that uses cultural creativity to empower content creation, planning and design services, and innovative business operations, not to sell more stock, not to remove inventory, but to create incremental markets and promote rapid growth in new economic cycles.

[Intervention] the outline of the online intervention

real life 

real people

real memory

Focusing on “real people, memories and life”, the project takes Nanjing’s attractions and intangible heritage culture as the starting point, and reflects the influence of Nanjing’s history, culture and intangible cultural heritage on the city’s life and the character of its citizens by linking them with the details of Nanjing’s life, while enriching the city’s image.

Form

online – social media (short video & posts)

The project plans to use online social media to curate a series of short videos and articles to achieve the objectives mentioned above.

Outline

the project takes  eight representative Nanjing’s attractions and intangible heritage culture:

Bailuzhou Park & Guqin

Memory of Friday night

Nanjing is a city that pays attention to arts education, so many people have the experience of learning some artistic specialties when they are young

This part wants to use the guqin as a foothold to describe this collective memory

Grand Palace & Nanjing Brocade

Nanjing’s profound literary heritage

The Story of the Stone

Ganxi Mansion & velvet flowers

Memories of handicraft class

How did the strips of velvet, which can even be seen in art stores in Central Saint Martins now, start people’s fantasies? What kind of past life does it have?

Confucius Temple & Qinhuai Lantern Festival

How do Nanjing people celebrate the Spring Festival?

Xuanwu Lake & Salted Duck

Nanjing people’s dinner

Dabaoen Temple & Buddhist scriptures

Nanjing’s Buddhist Culture and Nanjing People’s Character

Qingliang Mountain & Yuhua Stone

A chance encounter in the afternoon leisure time

The appreciation of Yuhua Stone is also a chance encounter

Qinhuai River & Nanjing rap drama

Nanjing dialect

In the past two years, Nanjing dialect has been very prominent in short video popular culture. This part wants to use the traditional form of rap sentences to show Nanjing dialect.

[reflection] Audience

I brainstormed and researched about what kind of audience should the project faces to in this week.


So, what kind of people or perceptions should be changed ?


After starting this project, I spoke to many people about their impressions of Nanjing and the responses fell into two broad categories.

  1. Nanjing is the capital of the Republic of China
    As I stated in my previous research for this project, some of the popular stems of Nanjing in popular culture in recent years have been Republic of China related themes and elements. So this phenomenon gives birth to a new question, why not modern Nanjing?
  2. A sad memory in the midst of the Second World War
    As the capital of the Republic of China, Nanjing seems to epitomise the sad memories of the Second World War in the minds of contemporary Chinese. When one mentions “I am from Nanjing”, the most common question asked in return is about the history of the Second World War. During the Second World War, Nanjing was the scene of a tragedy that shocked the world – the Nanjing Massacre. And popular news and events related to Nanjing in recent years have also revolved around such legacies, such as the Nanjing Jiuhua Mountain Xuanzang Temple incident earlier this year. Worse still, in subsequent communications, a significant number of people have refused to visit Nanjing because of such tragic memories. And it is surprising that such arguments are hardly ever refuted. People remain silent about it. Such an attitude is also indifferent and discriminatory towards the people of Nanjing.

In addition to this, I also researched on the major search engines and when I typed in “Nanjing”, the most frequent association was still the Nanjing incident.

Based on this research, I gained a deeper understanding of the topic of this project. The research questions and audience were then updated.

The audience for this project is identified as non-Nanjing citizens who have a flat impression of Nanjing.

The research question is that

How can cultural heritages enrich Nanjing’s city identity?