Interpreting the "Thirteenth Five-Year Plan": Preventing the "box office only" orientation from providing cultural masterpieces and realizing "cultural people"

The outline of the "Thirteenth Five-Year Plan" proposes that during the "Thirteenth Five-Year Plan" period, the goal of "basically completing the public cultural service system and becoming a pillar industry of the national economy" should be achieved. Zhang Xiaoming, a researcher at China Academy of Social Sciences, pointed out,"In the process of the development of the cultural industry, we cannot speak only on the quantity of development, but we must give full play to the important role of the cultural industry in economic growth and always put the social value of the cultural industry first.

Original title: Interpreting the highlights of the cultural industry development in the 13th Five-Year Plan Outline

The 13th Five-Year Plan Outline proposes that during the "13th Five-Year Plan" period,"the public cultural service system will be basically completed and the cultural industry will become a pillar industry of the national economy" The goal demonstrates the central government's determination and confidence to vigorously promote the development of the cultural industry during the "13th Five-Year Plan" period.

Compared with the outline of the 12th Five-Year Plan, what are the new changes in the expression of cultural industries? What development opportunities and challenges does the cultural industry face? How to achieve the goal of making the cultural industry a pillar industry of the national economy?

Quality orientation: Provide the people with high-spirited and pleasant spiritual food

[Document] The outline of the "Thirteenth Five-Year Plan" proposes to "insist on putting social benefits first, unifying social benefits and economic benefits, and accelerating cultural reform and development", proposing to "enrich cultural products and services","promote the two-wheel drive of cultural undertakings and cultural industries, implement major cultural projects and cultural famous cultural projects, and provide all people with high-spirited, colorful, and pleasant spiritual food."

The outline of the "Thirteenth Five-Year Plan" proposes the development goal of "basically completing the public cultural service system and becoming a pillar industry of the national economy." From a horizontal perspective, the "Twelfth Five-Year Plan" outline proposes to "prosper and develop cultural undertakings and cultural industries" and the goal of "promoting cultural industries to become a pillar industry of the national economy."

"Among them, the word 'promote' indicates that the '12th Five-Year Plan' period is a transition period for the cultural industry to become a pillar industry of the national economy, and during the '13th Five-Year Plan' period, this goal will be achieved." Li He, deputy director of the Cultural Research Center of China Academy of Social Sciences, pointed out that this shows that the cultural industry has become a pillar industry of the national economy from "in progress" to "in completion." This also means that the added value of my country's current cultural industry must continue to grow. In development, we must not only emphasize the pillar nature of quantity, but also emphasize the connotative development of the cultural industry in terms of quality.

What guides the direction of industrial development? How to determine the course of the giant ship?

In this regard, the "13th Five-Year Plan" and "12th Five-Year Plan" outlines clearly state that social benefits must be given first, economic benefits and social benefits must be organically unified, and high-quality cultural products and spiritual food must be provided to the people.

"The development of culture and cultural industries must adhere to the unity of dual effects. This is the prerequisite and bottom line for promoting the development of cultural industries and achieving pillar industry goals. The cultural industry has the particularity of dual social and economic attributes. We must consistently adhere to this basic principle and prevent the emergence of orientations such as 'box office only' in development." Li He said.

"This also shows once again that in the development process of the cultural industry, we cannot speak only about the quantity of development, but must give full play to the important role of the cultural industry in economic growth and always put the social value of the cultural industry first. Cultural enterprises must insist on producing cultural products with good social benefits and provide cultural products to the people in order to achieve the goal of'cultural people'." Zhang Xiaoming, a researcher at China Academy of Social Sciences, pointed out.

In order to promote the creation of excellent cultural works, the outline of the "Thirteenth Five-Year Plan" clearly proposes to "support the creation and production of excellent cultural works, and launch more masterpieces that spread contemporary China values, embody the spirit of Chinese culture, and reflect the aesthetic pursuit of China". At the same time, it clearly puts forward the specific requirements of "promoting the two-wheel drive of cultural undertakings and cultural industries" to point out the direction for the future development of the cultural industry.

"During the 'Thirteenth Five-Year Plan' period, public cultural services and cultural industries must be integrated and developed. Among them, the cultural industry is the strongest support and driving force for the development of public culture. The two support each other, especially in the equalization of public cultural services. The cultural industry can make a lot of achievements." Li He said.

Zhang Xiaoming believes that as China's economy enters a new normal, economic development shifts from quantitative and scale growth to quality-efficiency growth, the driving force for factor expansion is gradually weakening, and the driving force of human capital and technological innovation is gradually increasing. From the perspective of consumption, imitation and wave-draining consumption is gradually ending, and personalized consumption has become the mainstream.

"Vigorously developing the cultural industry is to comply with market demand and provide high-quality cultural products to meet people's spiritual needs, better promote core values, and guide people to enhance their confidence and practice in core values." said Qi Yongfeng, a professor at Communication University of China.

Innovation-driven: Activate the driving force of industrial development with "Internet +"

[Data] In the past five years, my country's cultural industry has maintained a rapid growth rate of around 20%, much higher than the GDP growth rate during the same period. In 2014, the added value was 2.4 trillion yuan, accounting for 3.77% of GDP. The added value of cultural industries in Beijing, Shanghai, Jiangsu, Guangdong and other provinces and cities accounted for more than 5% of GDP, becoming stable economic growth and structural optimization under the new normal. An important driving force for upgrading.

Although my country's cultural industry is developing rapidly, there are also some bottlenecks and constraints, such as insufficient industrial scale, unreasonable structure, unbalanced development, inefficient resource use, and insufficient innovation. During the "Thirteenth Five-Year Plan" period, how can the cultural industry make up for these "shortcomings"?

In this regard, this year's government work report pointed out that it is necessary to "deepen the reform of the cultural system, guide public cultural resources to tilt towards the urban and rural grassroots, promote the innovative development of the cultural industry, prosper the cultural market, and strengthen cultural market management." At the same time, the "Thirteenth Five-Year Plan" outline also proposes to "promote innovation in cultural formats, vigorously develop creative cultural industries, and promote the integrated development of culture and science and technology, information, tourism, sports, finance and other industries. Promote the merger and reorganization of cultural enterprises and support the development of small, medium and micro cultural enterprises."

Experts pointed out that whether it is from the current situation of the cultural industry or the country's macro policy orientation, the cultural industry's "filling up for shortcomings" and future development are inseparable from innovation. Especially in the context of Internet development, only through continuous innovation can we provide inexhaustible power for the sustainable and healthy development of the cultural industry in the future.

According to incomplete statistics, in 2015, the cultural industry's capital inflow was 324.18 billion yuan, the most significant phenomenon of which was the mergers and acquisitions of cultural enterprises by Internet companies. In this regard, industry experts believe that as the Internet gradually penetrates into the traditional cultural industry, the internal structure of the cultural industry is undergoing profound changes.

"The Internet has subverted the economy and the cultural industry, forming a new ecological chain of the cultural industry. The cultural industry must continue to improve according to its own conditions and find its own position in this new ecological chain." Qian Zhonghua, managing director of Fosun Cultural Industry Group, said that the market value of China's Internet cultural industry exceeds the market value of traditional cultural industries. Traditional cultural enterprises are not only facing the problem of reengineering the industrial chain, but also more importantly, how to find their own place in the new emerging industries transformed by the Internet."The Internet and the cultural industry are deeply integrated. The cultural industry needs the Internet, and the Internet also needs the cultural industry."

Cao Weixing, member of the National Committee of the Chinese People's Political Consultative Conference, pointed out that it is necessary to deepen innovation and creativity, thoroughly implement cultural science and technology innovation projects and the "Internet +" action, further promote the deep integration of culture, science and technology, and the Internet, strengthen the research and development and application of common, key and core technologies in the cultural industry, and enhance the core competitiveness of the cultural industry, strengthen the leading function of cultural creativity, cultivate professional design and creative institutions for tourism, information, manufacturing, etc., and vigorously promote the integrated development of cultural industries and related industries. Strive to create a complete cultural industry chain.

Transformation and upgrading: Use "culture +" to accelerate supply-side reform

[Opinion]"Nowadays, the main body of movie audiences is young people. Middle-aged and elderly people rarely enter theaters. Although it is related to living habits, consumption concepts, and traditional aesthetics, it does not mean They don't need movies. The key is that they lack the works they like." Chen Jianguo, Chairman of the Board of Directors of the Chinese and Foreign Celebrity Cultural Industry Group, suggested that movies suitable for middle-aged and elderly people should be screened at low ticket prices every morning during the idle time of cinemas; at the same time, film creators should be encouraged to create more films that promote socialist core values and excellent traditional culture to meet the needs of multi-level audiences and cultivate and expand a healthy film market.

On the one hand, the market is flooded with a large number of cultural products that are difficult to meet people's consumption needs, but the cultural products that truly meet the needs are obviously insufficient; on the other hand, some domestic cultural products have not been recognized by the Chinese people, and even "bad reviews are flying all over the world", while a large number of foreign cultural products have been enthusiastically sought after by the Chinese people and received rave reviews.

From this kind of phenomenon, we can "get a glimpse" of the deep-seated problems existing in the structural supply of the cultural industry. There are mismatches and imbalances between the supply and demand of the cultural industry.

Experts pointed out that during the "Thirteenth Five-Year Plan" period, we must vigorously promote supply-side structural reforms of the cultural industry, abandon the supply of low-end cultural products that are not in line with the people's tastes, avoid blind production, accelerate the upgrading of the cultural industry, and enhance culture Consumption taste.

Experts pointed out that to achieve innovation-driven development of the cultural industry, we must firmly establish the strategic thinking of "culture +". Through its distinctive advantages of "innovation, creation, and creativity","Culture +" provides new ideas and models for the cultural industry, promotes new business formats and new industries, and then breaks the inherent pattern of the cultural industry, promotes the integration of the entire industry, and reconstructs cultural industry Ecological environment.

"During the 'Thirteenth Five-Year Plan' period, the integration of cultural industries and related industries will accelerate. This feature is economically called industrial relevance. In countries like the United States and Japan, this integration degree is between 50% and 60%. The correlation between our country's cultural industries and related industries has so far not exceeded 20%, and the correlation is relatively low. In recent years, the integration of cultural industries into the real economy is the beginning of the normalization of cultural and creative industries serving the real economy." Zhang Xiaoming pointed out that through "Culture +", further promoting the integration of cultural industries and related industries can not only open up the development space of cultural industries, but also help promote the transformation and upgrading of the entire national economy and promote supply-side structural reforms.

Promoting the supply-side structural reform of the cultural industry is inseparable from the guidance and regulation of macro policies. The outline of the "Thirteenth Five-Year Plan" proposes to "accelerate the development of emerging industries such as online audio-visual, mobile multimedia, digital publishing, animation and games, and promote the transformation and upgrading of traditional industries such as publishing and distribution, film and television production, and arts and crafts" and "develop tourism real estate, pension real estate, and cultural New business formats such as real estate" have pointed out the direction for improving the quality, transformation and upgrading of the cultural industry.

"Through the infiltration of 'culture +', it can not only spawn new business formats and solve the development problems of cultural industries, but also have a huge role in promoting the promotion of China's traditional culture. Fundamentally speaking, we should also establish and improve the cultural market, further relax access standards, and improve the laws and regulations for the cultural market." Li He believes.

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development deployment of cultural industries in the outline of the 13th Five-Year

Plan ◆ In accordance with the new goal of building a moderately prosperous society in all respects, the public cultural service system will be basically completed in the next five years, and the cultural industry will become a pillar industry of the national economy. The influence of Chinese culture continues to expand.

◆ Accelerate the development of education and training, health care, culture and entertainment, sports and fitness and other fields. Vigorously develop tourism, thoroughly implement tourism quality improvement and efficiency improvement projects, accelerate the construction of Hainan International Tourism Island, and support the development of eco-tourism, cultural tourism, leisure tourism, mountain tourism, etc.

◆ Support the creation and production of excellent cultural works, and launch more masterpieces that spread contemporary China values, reflect the spirit of Chinese culture, and reflect the aesthetic pursuits of China. Give better play to the role of government investment and various funds, encourage innovation in content and form, support the development of literature and art academies, and strengthen the construction of rehearsal venues. Strengthen literary and artistic theory and criticism work. Build a literary and artistic team with both morality and art.

◆ Accelerate the development of emerging industries such as online audio-visual, mobile multimedia, digital publishing, animation and games, and promote the transformation and upgrading of traditional industries such as publishing and distribution, film and television production, and arts and crafts. Promote innovation in cultural formats, vigorously develop creative cultural industries, and promote the integrated development of culture and science and technology, information, tourism, sports, finance and other industries. Promote the merger and reorganization of cultural enterprises and support the development of small, medium and micro cultural enterprises. Accelerate the integration and intelligent construction of national cable TV networks. Expand and guide cultural consumption.

◆ Strengthen the construction of mainstream media, improve the level of public opinion guidance, and enhance communication, credibility and influence. Supported by advanced technology and based on content construction, we will promote the deep integration of traditional media and emerging media in terms of content, channels, platforms, operations, management, etc., build a new communication system of "content + platform + terminal", and create a number of new mainstream media and communication carriers. Optimize the media structure and standardize communication order.

Editor: vian