Semiotic Translation and the Construction of a Cultural IP System for Qinglinkou Gaotai Opera

Hu Guihua, Xiao Lihan, He Zikun, Yang Yan, Chen Xinrui, Zhou Chun^*

School of Arts, Sichuan Preschool Educators College

Abstract：

Qinglinkou Gaotai Opera is distinguished by a visual grammar built around elevated, seemingly suspended figures, structural support, and street procession. Yet these cultural resources have not been consolidated into a stable, coherent, and reusable cultural IP asset system. Drawing on preliminary fieldwork and project materials, this study asks how such a system can be constructed. From the perspective of semiotic translation, it identifies four recurring weaknesses in current IP development: dilution of core signs, stand-alone character design, disconnection between visual identity and cultural narrative, and the absence of rules for use and licensing. To address these problems, the paper proposes a “one core–three layers–four repositories” model. Its core combines Gaotai as the project’s master sign with collective support as its value proposition; the three layers comprise visual identity, character and narrative, and application; and the four repositories organize sign assets, character actions, narrative scripts, and licensing standards. The central argument is that effective IP development should not be measured by the number of mascots or media products created. What matters is whether local folk signs can be translated into a recognizable, extensible, and culturally accountable asset system governed by consistent rules from source verification to long-term operation.

Key Words：

Qinglinkou Gaotai Opera; Intangible Cultural Heritage; cultural IP system; semiotic translation; cultural branding