Breakthrough innovation and integrated development of ＂culture+technology＂
Abstract: With the innovation and development of science and technology and the continuous prosperity of culture, the deep integration of cultural industry and science and technology has become the development trend. With the help of information technology, the development of cultural and creative industries has entered the fast lane, and outstanding achievements have been made in opening up new cultural industries, protecting intellectual property rights and broadening product design paths. In the future, coordinating the relationship between cultural consumption and cultural value, improving the production organization mode of cultural and creative industries and perfecting the transformation mechanism of cultural and scientific achievements will become an important focus to promote the deep integration of the two.
[Keywords:] cultural and creative industries, scientific and technological development, industrial innovation [Chinese library classification number] G124 [document identification code] a
Since the 18th National Congress of the Communist Party of China, with the deepening of cultural system reform, China’s cultural productivity has been greatly liberated and developed. The report of the 19th National Congress of the Communist Party of China put forward a clear requirement of "strengthening cultural self-confidence and promoting the prosperity of socialist culture", which provided a clear direction for the prosperity and development of socialist cultural undertakings. In the new era, the great rejuvenation of the Chinese nation requires us to unswervingly fulfill our cultural mission and provide more abundant spiritual food for the people. Under the socialist market economy system, to promote the development of cultural undertakings and cultural industries, we should build an institutional mechanism that puts social benefits first and unifies social and economic benefits. In this respect, science and technology can provide effective assistance for it.
Therefore, in the future development, cultural and creative industries should embrace advanced technology more actively, realize the deep integration of culture and technology, further enrich cultural formats and meet the growing cultural needs of the people.
"Culture+Technology" has become the inevitable trend of the development of cultural and creative industries.
Since the reform and opening up, China’s economy has developed continuously and rapidly, people’s spiritual and cultural needs have become increasingly diversified, and cultural consumption needs have become increasingly strong. In this context, the scale of cultural industry has gradually expanded, which has become an important driving force for cultivating new kinetic energy for economic development, promoting economic and social transformation and upgrading, and enhancing cultural soft power. According to the relevant data of the National Bureau of Statistics, in the first half of 2019, the operating income of cultural and related industries above designated size increased by 7.9%, and the overall growth continued to be steady and rapid.
However, with the expansion of the scale of cultural industry, the phenomenon of homogenization and low quality of products in some fields has become increasingly prominent, especially the related industries with traditional rough machining as the main means of production are facing the embarrassing situation of creative exhaustion, which affects the promotion of consumption level. To break through this bottleneck, we need to firmly grasp the opportunity brought by the development of science and technology, integrate science and technology with the development of cultural and creative industries, create better quality cultural and creative products, and constantly open up new market space.
Modern science and technology promote the development of productivity of cultural and creative industries, enhance the rationality of human resource allocation, reduce the proportion of mechanical simple labor with low value density, focus industrial development on the level of cultural innovation, and increase the output rate of excellent cultural and creative products. At the same time, the development of science and technology has also provided richer means and ways for the innovation of cultural products, making innovation and entrepreneurship in the cultural field increasingly active.
Science and technology help the development of cultural and creative industries to enter the fast lane
For a long time, the cultural industry has followed the basic laws of traditional trade circulation and the relationship between supply and demand. In addition, the information transmission under the traditional production mode has a certain lag. After feedback from multi-level supply chains, it is inevitable that there will be a disconnect between production and market. In recent years, the integration of "culture+technology" has gradually increased, the development of cultural and creative industries has entered the fast lane, and cultural products and services have become more abundant. Big data technology has changed the traditional production mode. Through data recording and analysis, it can make a forward-looking forecast of market demand, organize production on this basis, and optimize the structural layout of cultural and creative industries, especially in exploring new cultural industries, protecting intellectual property rights, and broadening product design paths.
Knowledge payment is a new cultural industry that appears under the blessing of modern science and technology. In the era of knowledge economy, culture can not only be directly transformed into products with commercial value, but also gain huge profits by improving the efficiency of knowledge service. With the increasing demand for high-quality knowledge, the scale of the knowledge payment market is gradually expanding, and major enterprises are beginning to seize the knowledge payment market. Himalayan, WeChat, Weibo, etc. have launched paid listening to books, paid question and answer services, and video websites and smart screens have also started paying for movies and TV programs. The rise of knowledge payment mainly benefits from the development of smart phones and mobile payment technology. In a more convenient and efficient mobile Internet environment, the development prospect of knowledge-based payment industry will be broader, and at the same time, it can effectively drive the cultural and creative industries to further develop in a knowledge-based and innovative direction.
Blockchain technology can play an active role in solving the problem that intellectual property rights of cultural and creative industries are infringed. In the field of cultural and creative industries, the infringement of intellectual property rights is a persistent problem that cannot be ignored, which has a negative impact on the development of cultural and creative industries. All along, China regards intellectual property protection as a "first move" to deepen the reform of cultural and creative industries, and constantly strengthens the creation, protection and application of intellectual property rights, so that the social satisfaction of intellectual property protection and the business environment continue to improve. At the same time, in some aspects, we still have a lot to be improved. Blockchain technology is a central database technology integrating encryption algorithm and point-to-point transmission, which can realize the correlation and traceability between different data and has a wide application prospect in intellectual property protection. In January 2019, the Regulations on the Management of Blockchain Information Services issued by the National Internet Information Office clearly defined the architecture of different levels of blockchain technology, effectively improving the efficiency of blockchain technology in industrial production and strengthening the application of blockchain technology in many fields.
Virtual technology broadens the new design path of cultural and creative products. Driven by technologies such as 4D visualization and VR virtual reality, cultural and creative industries have gradually entered the era of scene imitation, greatly enhancing the appeal of cultural and creative products. Traditional cultural and creative industries mainly use words, images, audio and video as basic carriers, while modern information technology allows cultural and creative industries to create cultural scenes close to reality in a more vivid way, providing designers with more diverse carriers to express their creativity.
The development of science and technology promotes the fission and upgrading of cultural and creative industries
Science and technology are the primary productive forces, and the relations of production will change with the changes of productive forces. While promoting the development of cultural and creative industries, science and technology will also change the interests of different subjects within the industry, drive the concept of cultural production to keep pace with the times, and boost the fission and upgrading of cultural and creative industries. China’s cultural and creative industries are rooted in Socialism with Chinese characteristics culture and are committed to prospering socialist culture and meeting people’s cultural needs. With the increasing influence of science and technology on the cultural industry, the cultural industry chain will continue to improve, the production organization mode of cultural and creative industries will change significantly, and new cultural formats will continue to emerge. Moreover, the implementation of the strategy of strengthening the country through science and technology has also accelerated the transformation speed of scientific and technological innovation achievements, and the innovation and development of cultural industries will gain more powerful scientific and technological support from this.
Practice has proved that "culture+technology" is the only way for the development of cultural and creative industries. In the future when the integration of culture and science and technology is increasing, the interaction between them will become more and more frequent, and its integration and development will certainly have a far-reaching impact on social culture. Cultural and creative industries take advantage of the trend and continue to optimize and upgrade, which needs to be exerted from the following aspects:
First, adhere to the value main channel of cultural industry and coordinate the relationship between cultural consumption and cultural value. Cultural and creative industries, as an organic part of cultural industries, should not only give full play to economic benefits, stimulate cultural consumption and enhance the added value of industries, but also further enhance the social benefits of cultural industries, carry forward socialist core values, constantly provide rich spiritual food for the people and improve their quality of life and sense of acquisition.
The second is to comprehensively promote the deep integration and development of "culture+technology", improve the production organization mode of cultural and creative industries, and enhance the overall production efficiency. With the help of science and technology, shortening the supply chain is the general trend, the structure of cultural and creative industries will gradually flatten, and the intermediate trading links will gradually decrease. At present, cultural and creative industries should learn from the B2C development model, sell products and services directly to consumers, and optimize the allocation of production factors.
The third is to strengthen the construction of scientific and technological infrastructure and improve the transformation mechanism of cultural and scientific achievements. In the future, the basic supporting role of science and technology in cultural and creative industries will be further highlighted. In order to realize the sustainable development of cultural and creative industries, it is necessary for us to make a strategic plan for scientific and technological development at this stage, and take cultural creativity and technological innovation as the guide to enhance the original ability of cultural content. Among them, 5G and artificial intelligence technology are the basic technologies that should be given priority at this stage. 5G is the underlying architecture of the Internet of Things technology, which has a far-reaching impact on the innovation of cultural industry products, technologies, formats, models and management; Artificial intelligence technology can effectively improve the overall production efficiency of the industry. Therefore, we should constantly enhance the ability of independent innovation, improve the level of technology research and development, and improve the transformation mechanism of cultural and scientific achievements.
(The author is vice president and associate professor of Animation College of Zhejiang Media College)
[References]
① Supreme Leader: "Decisive victory to build a well-off society in an all-round way and win the great victory of Socialism with Chinese characteristics in the new era — — Report in The 19th National Congress of the Communist Party of China, Xinhuanet, October 27, 2017.
② In the first half of 2019, the operating income of enterprises in cultural and related industries above designated size in China increased by 7.9%, official website of the National Bureau of Statistics, July 31, 2019.
Editor/edited by Wang Yanzhuo/edited by Yang Lingling
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