穿上潮牌、玩起综艺:乐见故宫变身“网红”

2018-12-27 09:23:44    光明日报

原标题:乐见故宫变身小清新

“年轻的朋友们,你们好。”新近播出的文创类真人秀节目《上新了·故宫》中,故宫博物院院长单霁翔每集开头都会和年轻人打招呼。从开咖啡店、卖彩妆,到搞综艺,故宫屡屡引爆话题,成为网红。媒体报道,最近在论及故宫文创经验时,一些专家认为故宫的“逆生长”难以复制。

年近600岁的故宫扔掉拐杖、戴上墨镜、穿上潮牌、玩起综艺,和亿万年轻人热情互动,并且成为网红,具备了一定的潮流引领力,实在是一种值得关注的文化现象。故宫变身网红,有许多先天禀赋,比如近600年历史的厚度,明清两代帝王家的神秘,各种清宫剧的不断演绎等。这些“独一份”的东西其他机构的确很难拥有。但是,故宫近些年展现出的青春活力,以及运营管理团队那颗不老之心,却可以后天习得。

稍加梳理我们会发现,故宫这些年忽而赋予雍正、乾隆等皇帝以卡通形象,显得萌萌哒;忽而推出别具匠心的复古风口红等文创产品,在“双11”“双12”活动中大卖;忽而与年轻人熟识的艺人合作,在“耍宝卖萌”的综艺节目中圈粉……隔一段时间,故宫就会“闹腾”一下,产出热点、形成话题,让公众特别是年轻人有参与其中的机会。和一些文博单位的“老成持重”不同,和少数机构的故作深沉也不同,“最有资格摆谱”的故宫近些年把身段放得很低,这看似是对潮流的迎合,实际上是与现代人的接通,与时代的接通。

天地万物本无趣,只因有人便生情。不论是故宫还是别的古建筑、古文物,核心价值是其承载的历史本身。但历史是死的,人是活的。古建筑、古文物只有与人发生关联,与人的情感产生接通才有时代价值,才能成为现代人生活的一部分,否则就是一个陈旧的存在,凉飕飕、冷冰冰,叫人不愿亲近。一旦远离了人的关注,文物难免蒙上厚厚灰尘。故宫则不同,它以寻常百姓喜闻乐见的方式出现,与年轻人亲密互动,展现出一派青春气象,一种可爱的“反差萌”,如一位返老还童的潮流老人。古往今来,物是人非,天地里,看似“唯有江山不老”,实际上真正不老的是与时俱进的青春之心。

“青春气贯长虹,勇锐盖过怯弱,进取压倒苟安。年岁有加,并非垂老;理想丢弃,方堕暮年。岁月悠悠,衰微只及肌肤;热忱抛却,颓唐必至灵魂。”70多年前,美国作家塞缪尔·厄尔曼一篇400多字的散文《青春》,打动了无数人的心灵。青春不是年岁,而是一种心境。以青春之心对接时代、接通人心,600岁的故宫也可以返老还童,不断推陈出新,不断以“萌萌哒”面貌示人。故宫尚且能从代表国家形象的板正文博机构外壳里跳脱出来,获得被外界重新打量的机会,其他文博机构自然也能以更青春、更可人的面貌示人。

(作者:李思辉,系媒体评论员)

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