Author: ZHANG Yu-ling

"Today's world is changing, and a century of changes has accelerated its evolution. In China, the most eye-catching event is the convening of the third Plenary session of the 20th CPC Central Committee, which anchors the goal of basically realizing socialist modernization by 2035 and focuses on major reform measures for the next five years. It clearly shows to the world that no matter how the outside world changes, the road of Chinese-style modernization is firm and down-to-earth, and the pace of development of reform and opening up is sonorous.

carefully studying the 5000-word communique and 20000-word decision of the third Plenary session of the 20th CPC Central Committee, many new viewpoints and new judgments are thought-provoking, and a series of new contents on cultural reform and development are also put forward, which are worthy of attention. "New Vision of Cultural Industry" selects ten key words: general goal, problem orientation, systematic reform, mechanism reform, market role, governance ability, effectiveness, cultural openness, talent vitality, first-round economy, and preliminary understanding from these perspectives.

1. General objectives

the whole "decision" revolves around "promoting Chinese-style modernization", pointing out that the current and future period is a key period for Chinese-style modernization to comprehensively promote the building of a powerful country and the great cause of national rejuvenation. The central task of the party is the fundamental task of cultural construction. When the task of deepening the reform of cultural system and mechanism is deployed in the tenth part, the first sentence is clear: Chinese modernization is the modernization of material civilization and spiritual civilization.

cultural system is to realize the modernization of spiritual civilization, focus on building a socialist cultural power, adhere to the fundamental system of the guiding position of Marxism in the ideological field, and improve the cultural undertakings and cultural industry development systems and mechanisms. Promote cultural prosperity, enrich the people's spiritual and cultural life, and enhance the country's cultural soft power and the influence of Chinese culture.

is in line with the previous thinking of cultural system reform, and it is still the two-wheel drive of "cultural undertakings" and "cultural industries", and the two-way force of undertakings and industries. "Cultural undertakings" are positioned as basic cultural public services, strengthening inclusive, basic, and comprehensive cultural construction; while "cultural industries" are blooming, meeting the spiritual and cultural needs of different levels, and realizing the people's yearning for a better life.

culture, elegance and popularity complement each other, orthodoxy and popularity can coexist, there are national business cards supported by financial funds to climb the peak of art, as well as cultural products loved by the public, tested by the market, and developed and expanded in the market. Whether it is cultural undertakings or cultural industries, whether it is cultural people "within the system" or "outside the system", they are all builders of national culture. They all need to stimulate the cultural innovation and creativity of the whole nation and jointly promote cultural prosperity and development.

2. Problem Orientation

The "Decision" adheres to integrity and innovation, adheres to socialism with Chinese characteristics, keeps up with the pace of the times, conforms to the development of practice, highlights problem orientation, and promotes innovation from a new starting point. At present, the prominent problem facing cultural construction is the impact of new technologies. How to speed up the adaptation to the new situation of the rapid development of information technology, balance the two forces of content and technology, coordinate the online and offline fields, and coordinate the domestic and international two markets, and moisturize things to exert cultural influence silently.

with the popularization of information technology, the network has become the main battlefield, the main position and the forefront of ideological work. The "Decision" proposes to "form a centralized and precise implementation mechanism for online ideological and moral education", and also specifically outlines "improving the comprehensive network governance system" in Article 40: deepening the reform of the network management system, integrating network content construction and management functions, Promote the integrated management of news propaganda and network public opinion. We will improve the development and management mechanism of generative artificial intelligence, strengthen the construction of the rule of law in cyberspace, improve the long-term mechanism of network ecological governance, and improve the network protection system for minors. Both the management of network content and the development of the latest generative artificial intelligence technology;

has both the emergency disposal of network public opinion and the long-term governance of network ecology. In addition to in the face of new industries, new models, and new kinetic energy spawned by the rapid development of information technology, the "Decision" also has the idea of "promoting development", requiring "exploring effective mechanisms for the integration of culture and technology, and accelerating the development of new cultural formats".

, in accordance with the requirements of the Decision on the cultivation of new forms of digital economy and new quality productivity, the path of cultural and technological integration is to promote revolutionary technological breakthroughs, innovative allocation of production factors, in-depth industrial transformation and upgrading, and promote the optimization of workers, labor materials, and labor objects Combination and update leaps, and develop cultural productivity characterized by high technology, high efficiency, and high quality.

should make efforts in three directions: first, improve the incentive mechanism to promote the high-quality development of the digital cultural industry, and create new driving forces and new advantages for development; second, promote "cultural digitization" and support cultural enterprises to transform and upgrade traditional industries with digital intelligence technology; third, guide the healthy and orderly development of emerging digital culture and create digital cultural industry clusters with international competitiveness.

3 Systemic reform

Central Committee pointed out that it is necessary to realize the transformation of reform from partial exploration and ice-breaking breakthrough to system integration and comprehensive deepening, and the basic institutional framework in various fields should be basically established. We should adhere to the concept of system, handle the major relations between economy and society, government and market, efficiency and fairness, vitality and order, development and security, and enhance the systematicness, integrity and coordination of reform.

culture should also strengthen the systematicness, strengthen the top-level design, overall planning, break up and break up first. After studying the task of "deepening the reform of cultural system and mechanism", it focuses on four areas to carry out "systematic" and "collaborative" reform: the first is to "promote the systematic reform of the mainstream media". The mainstream media cannot be satisfied with minor repairs, cannot simply move the content to the new media, cannot only focus on the construction of hardware facilities, but must have new changes, and must take steps. Only by exploring boldly can we adapt to the needs of all-media production and communication and meet the requirements of the central government. The second is to "promote the integrated management of news propaganda and network public opinion", integrate the construction and management functions of network content; improve the public opinion guidance mechanism and public opinion response coordination mechanism, so as to make the cyberspace full of righteousness. The third is to "promote the systematic protection and unified supervision of cultural heritage", establish a coordination agency for the protection and inheritance of cultural heritage, and establish a cultural heritage protection supervision system. The fourth is to improve the system and mechanism for the deep integration of culture and tourism.

the institutional reform in 2018, the responsibilities of the Ministry of Culture and the National Tourism Administration were integrated, and the Ministry of Culture and Tourism was established to start a new journey of cultural and tourism integration. From "integration" to "deep integration", more innovations are needed. It is necessary to actively build new integration channels, integration platforms and integration scenes between cultural relics protection, cultural heritage, cultural performances, cultural production management and tourism development. Make culture and tourism truly seamlessly connect, use culture to shape tourism, and use tourism to highlight culture. Let the cultural and tourism industry become an important engine to stimulate consumption and stimulate economic growth, and also let people feel Chinese culture and enhance cultural confidence in tourism.

4. Mechanism reform

reform and opening up is only in progress, not in completion. In some areas, when major external systemic reforms have been finalized, it is necessary to further strengthen the reform of internal mechanisms. The "Decision" clearly stated that "deepening the reform of state-owned and state-owned enterprises in the cultural field, and promoting cultural institutions by classification to deepen internal reforms".

"New Vision of Cultural Industry" noticed that in the tenth part "Deepening the Reform of Cultural System and Mechanism", there are 1200 words, of which "mechanism" is mentioned 25 times. Among them, the paragraph "Promoting the normalization and institutionalization of ideals and beliefs education", 280 words There are 9 "mechanisms" in a row ":" Institutional mechanism "," working mechanism "," learning mechanism "," organizational mechanism "," implementation mechanism "," governance mechanism "," long-term mechanism "...... Taste the attributive before each mechanism, not a word combination game, but the specific positioning of the function and role of the" mechanism ", indicating that the summary and promotion of past experience, well done, effective to solidify, promote, form a demonstration, expand the effect.

among the 39 "optimizing the supply mechanism of cultural services and cultural products", the dry goods are full, and the three "mechanisms" are the specific measures and paths to improve the public cultural service system: establish a mechanism for high-quality cultural resources to reach the grass-roots level; improve the mechanism for social forces to participate in public cultural services; and improve the mechanism for the construction and development of literary and art academies. These three "mechanisms" make internal and external efforts to stimulate the vitality of public cultural services, especially the innovative proposal of "promoting the reform of the separation of ownership and use rights of public cultural facilities", breaking through the restrictions from the fundamental introducing social forces to participate, so that more public cultural facilities are no longer idle and wasted, and can "make the best use of things", so that public cultural resources can play a better role.

5 The Role of the Market

of a high-level socialist market economic system is an important guarantee for Chinese-style modernization. We must give better play to the role of the market mechanism, create a fairer and more dynamic market environment, and optimize the efficiency and benefit of resource allocation.

"give full play to the decisive role of the market in the allocation of resources" is also applicable to the cultural industry. The decision proposes to "improve the cultural industry system and market system, and improve cultural and economic policies". Culture, unlike other fields, emphasizes the need to put social benefits first. However, paying attention to social benefits does not mean ignoring economic benefits. In recent years, some cultural enterprises have devoted their main energy to awards and evaluation projects, striving for financial funds, and failing to devote their energy to the study of the market and consumers. On the one hand, they have abandoned their martial arts and lost their market ability and sustainable development ability; on the other hand, the social benefits of no market are not far away, lack of audience and influence, and social benefits become the self entertainment and self talk of closed small circles.

from this point of view, the cultural market has no exceptions and should follow the same laws as other markets: improve the system and rules of the factor market, promote the smooth flow of factors of production, allocate all kinds of resources efficiently, and fully release the market potential. Improving the mechanism for determining factor prices, mainly by market supply and demand, to prevent undue government intervention in price formation. Improve the mechanism by which knowledge, creativity, technology, data and other factors of production are evaluated by the market and remuneration is determined by contribution.

Central Committee proposed to ensure that various ownership economies use production factors equally in accordance with the law, participate in market competition fairly, are equally protected by law, and promote the complementary advantages and common development of various ownership economies. Therefore, in the cultural field, we should encourage, support and guide the development of private cultural enterprises, improve the modern cultural enterprise system with Chinese characteristics, carry forward the entrepreneurial spirit, support and guide cultural enterprises to improve the utilization efficiency of resource elements and the level of operation and management, fulfill their social responsibilities, and speed up the construction of more world-class cultural enterprises.

6. Governance Capacity

must continue to push forward the reform and promote the modernization of the national governance system and governance capacity. In the decision of the Third Plenary Session of the Central Committee, what is impressive is that it is both "live" and "managed" to better maintain market order, make up for market failures, smooth the national economic cycle, and stimulate the endogenous power and innovation of the whole society. vitality.

because it involves ideology, governance in the cultural field is more complicated than governance in other fields. How to weigh the requirements of promoting the reform of "delegation, control and service" in the cultural field and implementing the ideological responsibility system, and how to solve the contradictions and conflicts at the practical level. There are some breakthroughs and innovations in the decisions of the Third Plenary Session. For example, deepen the reform of the administrative examination and approval filing system in the cultural field, and strengthen supervision during and after the event.

such innovation is more in line with the requirements of the development of the cultural market and is to solve problems for cultural enterprises. "New Vision of Cultural Industry" noted that in order to solve the actual difficulties encountered by online game companies in product testing, the Guangdong Game Industry Association recently issued the "Notice on Carrying out the Testing and Filing of Online Game Applications Published in the Province". Starting in July, the Guangdong Provincial Press and Publication Bureau will carry out the testing and filing of online game applications published in the province. It helps the company to have the opportunity to conduct public testing before obtaining the official version number, speed up the feedback cycle of game development, and continuously optimize the product experience.

7. Effectiveness

has a good decision, a good blueprint, and the key lies in implementation. Only by "doing a good job in the implementation of the reform with the spirit of hammering nails" can we promote the reform to continuously achieve new results. Reform is the driving force, development is the goal, the effect comes from the feedback of practice, the reaction from the market, and the evaluation from the masses. In the "decision" of the third Plenary session of the CPC Central Committee on culture, there are two places that emphasize "effectiveness": one is international communication, and the other is the reform of mainstream media. It shows that the work of these two aspects should be scientifically evaluated in the future, input and output should be considered, and funds should be used on the cutting edge.

launched the reform of the cultural system in 2003, every conference and every document has attached great importance to cultural exchanges and cultural "going out", and international communication has become an important part of cultural strategy. Twenty years have passed, and the state has invested a lot of financial and material resources, but "cultural going to sea" is still "thunder and rain", with a single main body, insufficient supply, and poor results. There is a gap between the central government's expectations and national status. The third Plenary session of the CPC Central Committee clearly put forward "building a more effective international communication system", emphasizing effectiveness and effect, and "comprehensively improving the effectiveness of international communication": we should promote the reconstruction of the international communication pattern, deepen the reform and innovation of the international communication mechanism of mainstream media, and speed up the construction of a multi-channel and three-dimensional external communication pattern. Accelerate the construction of Chinese discourse and Chinese narrative system, and comprehensively improve the effectiveness of international communication. Promote going out, please come in to manage and facilitate, and expand international people-to-people exchanges and cooperation.

proposed to build a working mechanism and evaluation system adapted to the production and communication of all media, and also emphasized evaluation and effectiveness. Over the past ten years, the central government has increased investment every year to support the development of media integration. The central media, provincial media, prefecture-level media and county-level financial media centers have shown their own different characteristics in the development of integration and have achieved certain results. Achievements, but there are also some urgent problems that need to be solved, which have not yet met the requirements of the "all-media communication system. In the future, we should consider more input and output, evaluate the effect, grasp the relationship between political and communication attributes, traditional media and emerging media, content is king and technology driven, and promote the deep integration of media with a higher position and greater efforts, so as to adapt to the change of all media development and create a new pattern of mainstream public opinion.

8. Cultural openness

Central Committee proposed to deepen the reform of foreign investment and foreign investment management system. "Expand the catalogue of industries that encourage foreign investment, reasonably reduce the negative list of foreign investment access, implement measures to completely remove restrictions on foreign investment access in the manufacturing sector, and promote the orderly expansion of opening up in telecommunications, the Internet, education, culture, and medical care".

cultural field is to create a market-oriented, legalized, and international first-class business environment and protect the rights and interests of foreign cultural investment in accordance with the law. "blocking" and "preventing" are not the way. We should dance with foreign-funded enterprises, enjoy each other's beauty and learn from each other's civilizations. In this process, it is worth noting that most of our cultural enterprises are small, scattered and weak small and medium-sized cultural enterprises, which must lead the reform with the new development concept. From the perspective of external development, it is necessary to build a number of industry common technology platforms, improve the development ecology of enterprises, and help the transformation of industrial models and enterprise organizational forms. From the perspective of internal development, small and medium-sized cultural enterprises should not complain about the general environment, do a good job of themselves, practice their internal skills, and constantly enhance their ability to deal with the market.

9, talent vitality

talents are the foundation of rejuvenating the country, the foundation of enriching the people, and the source of development. The Third Plenary Session attaches great importance to the role of talents and proposes to "deepen the reform of the talent development system and mechanism": implement a more active, more open, and more effective talent policy, improve the independent talent training mechanism, accelerate the construction of a national high-level talent highland and attract and gather talent platform. Strengthen the talent incentive mechanism, adhere to the main body of authorization, for talent.

culture originates from innovation and creation. In the cultural field, the requirement for talents is to accelerate the adaptation to the new situation of the rapid development of information technology, cultivate and form a large-scale team of outstanding cultural talents, and stimulate the cultural innovation and creativity of the whole nation. With the wide application of new technologies such as artificial intelligence, big data and the Internet, the popularization of digital tools makes cultural creation, sharing simple and convenient, and the integration and development of various formats such as "cultural Internet" has become a new driving force and new engine for the development of cultural industry specialization and clustering.

digital age, cultural creation has realized the transformation from "elite creation" to "national creation", stimulated and released the vitality of strong cultural innovation and creation, and enriched people's cultural experience forms and cultural consumption patterns. China Audio-Video and Digital Publishing Association released the "2023 China Network Literature Development Report" shows that "the scale of Chinese network literature authors reached 24.05 million, the cumulative scale of Chinese network literature works reached 3786.460000, and the scale of network literature users reached 5.0.5 billion". In the WeChat ecology of monthly 1.3 billion users, public numbers, video numbers, small programs and small games provide content producers with more creative space and industrial space. There are more than 2000 million creators of WeChat public numbers and more than 400,000 creators of WeChat small games. The creation of the whole people requires not only the accumulation of but also the improvement of and "cultural people" with high-quality cultural products ". The Third Plenary Session of the Central Committee proposed that in content production, we must adhere to the people-centered creative orientation, adhere to the combination of results and talents, grasp the integration of works and the environment, and improve the production services, guidance, and organization of literary and artistic creation.

10, The First Economy

there are still some innovative references in the which are new working ideas and new exploration directions, and there is a lot to be done in the future. For example: building a Chinese civilization identification system; Building a global civilization initiative practice mechanism; Establishing a cultural heritage protection inspection system; Promoting the first-round economy......

Among them, the first-round economy, which condenses innovative creativity and creation, has the characteristics of fashion, quality and fashion, is directly related to cultural and tourism consumption, is an economic form that meets the trend of consumption upgrading and the requirements of high-quality development, and embodies the multi-dimensional values of a region, such as commercial vitality, consumption strength, innovation ability, international competitiveness, brand charm and open image.

"improving the long-term mechanism of expanding consumption, reducing restrictive measures, reasonably increasing public consumption, and actively promoting the initial economy" put forward by the third Plenary session of the CPC Central Committee will further boost consumption. At present, the consumption potential of cultural tourism is huge, and tourism has increasingly become an emerging strategic pillar industry and a livelihood industry with significant characteristics of the times, and a happiness industry; cultural consumption continues to heat up, reflecting the cultural pursuit and aesthetic taste of consumers, reflecting not only a consumption phenomenon, but also a cultural phenomenon, to meet the yearning for a better life.