Volume 29, Issue 1
PSYCHOLOGICAL NEEDS AND PREFERENCES OF THE AUDIENCE FOR TRADITIONAL ART AND CULTURAL CREATIVE WORKS
Understanding the psychological needs and preferences of the audience is critical to the development of Chinese traditional art and cultural creative works. Based on the theories of psychology, this paper studies the psychological preference of the audience for Chinese traditional art and cultural creative works through eye movement tests, using such two indices as fixation duration and fixation frequency. In addition, a questionnaire survey was conducted on the audience of Chinese traditional art and cultural creative works in Chengdu, China, and the survey results were analyzed to determine the audience’s psychological needs. The results show that the subjects had no obvious psychological preference for Chinese traditional art or cultural creative works; however, the audience showed obvious psychological needs for traditional art and cultural creative works with Chinese characteristics, especially the original, beautify and lofty works. This research innovatively introduces audience psychology into the study of Chinese traditional art and cultural creative works, opening up a new path of research into the relevant fields.
Traditional Art, Cultural Creative Works, Audience Psychological Needs, Psychological Preferences.