The dance jumps up, the book reads, the ball hits, and the day gets better every day. Standing on the threshold of the New Year and looking back over the past year, any changes in the public cultural field have rippled happiness in the daily life of the people.
A few days ago, the Ministry of Culture and Tourism took stock of cultural and tourism public service work in 2019, showing the highlights of the public cultural field in the past year. These highlights are not only the implementation of key reform tasks in the public cultural field, but also a response to people's expectations for a better life.
1. Cultural space blooms everywhere
No. 85, Linlinge Road, Xicheng District, Beijing, is the former site of the Anglican Church of China, founded in 1907. One day in 2019, the surrounding residents suddenly discovered that this old building that had been left unattended has been transformed into a "most beautiful bookstore" named "Model Book Bureau · Poetic Space", and became a new Internet celebrity check-in place in Beijing.
In the past year, in many cities, like the model book bureau and poetry space, there was a lot of cultural space that suddenly "grew up." For example, in the main urban district of Chongqing, there are 24 24-hour urban study rooms. These city study rooms continue to provide citizens with corresponding services at night after the library is closed. In Wenzhou, the city's urban study rooms have been completed in 2019. 88 There are 61 people's bookstores and 70 cultural stations.
These cultural spaces are getting closer and closer to the masses, either on the street corners, in the alleys, or deep in the alleys. As soon as you go out and downstairs, you can smell the culture and enjoy high-quality services, which is becoming a reality in the city.
The village has always been a "hard bone" in the process of promoting the construction of the public cultural service system. The cultural gain of the rural people is not obvious, strong or not strong, and it is the biggest test of the effectiveness of standardization and equalization of public cultural services.
Near the Nianguan Pass, the cultural service center of Guihua Village, Xiaxi Township, Wanshan District, Tongren City, Guizhou Province is bustling day by day. Since the establishment of the cultural service center in the village, villagers have gathered here to read books, play ball, dance, talk about the world. If the large venues such as libraries and cultural centers in the city are the main arteries of public cultural services, the cultural service centers in rural areas are the capillaries of public cultural services.
Li Hong, director of the Department of Public Services of the Ministry of Culture and Tourism, said that in 2019, the Ministry of Culture and Tourism will focus on rural and communities as the focus of public cultural services, promote high-quality resources and services to the grassroots level, and vigorously carry out public cultural services around the masses. . By the end of 2019, 494,747 administrative villages (communities) across the country had built comprehensive cultural service centers, accounting for 86%.
In the past year, cultural space has not only blossomed in front of and behind the house, but the service efficiency has also greatly improved. In recent years, in order to solve the problem of "sleeping" in public cultural service facilities in rural areas, the cultural administration has specially managed nearly 8,000 township comprehensive cultural stations in various places. As of the end of last year, 1649 counties (cities, districts) have established a total library system in the country, and 1711 counties (cities, districts) have established a total library system, accounting for 68.5% and 73.8% respectively. The National Library Board was formally established, and 219 public libraries and 151 cultural centers initiated the reform of the board system.
2. "Culture Menu" is more abundant
The exhibition space is nearly 10,000 square meters, 240 exhibitors, and 1,500 procurement entities ... In the spring of 2019, the Ministry of Culture and Tourism for the first time took the lead in holding the on-site experience exchange meeting on the reform of the supply side of public cultural products and the public culture Tourism Product Procurement Conference. Traditional cultural performances, repertoire creation, non-heritage products, cultural and creative products, various public cultural products and services are dazzling and dizzying.
As Zhang Xu, deputy minister of the Ministry of Culture and Tourism, said, the current public cultural services are at a critical period of transition from "presence or absence" and "deficiency" to "good or bad" and "fineness". In the past year, the government's investment has continued to increase, social forces have participated widely, and the dishes on the "cultural menu" of the people have become more and more abundant.
By building a cultural cloud platform, Shanghai brings together the resources of tens of thousands of cultural events and thousands of cultural venues across the city to provide the masses with high-quality cultural services such as event booking, venue booking, online participation, and service evaluation. For example, in Jiading District, Shanghai, nearly 150 team activity rooms at the district and town (street) levels are also open to the public for online booking. It is clear at any time when there are free venues, and citizens no longer have to worry about finding event venues. Since the cloud platform, the utilization rate of public cultural venues in Jiading has tripled. Fourteen domestic mainstream authoritative information resource databases including China Knowledge Network, Wanfang Data, Weipu Periodicals, and Cook Music have also been moved to the cultural Jiading Cloud platform, allowing citizens to easily access various cultural and art resources at home. Many historical and cultural attractions such as Jiading Confucian Temple, Fahua Pagoda, Jiading Museum, Han Tianheng Art Museum, as well as cultural relics such as bamboo carvings and famous seals of Jiading have also been moved to the cloud platform through virtual 3D technology. Cultural relics.
At present, there are 12 provincial public cultural cloud platforms and more than 100 municipal cultural cloud platforms across the country. This combination of online and offline methods can effectively promote the connection between supply and demand and stimulate the enthusiasm of the masses to participate. Next, the Ministry of Culture and Tourism will rely on the national public cultural cloud to realize the integration and development of various platforms at all levels, carry out online transactions of public culture and tourism products, and create a "unfinished cultural gathering" to meet the more diverse cultural needs of the masses. .
In addition, in order to promote the normalization of the work of “Traditional Chinese Opera in the Countryside”, the central government invested a total of 389 million yuan in 2019 to distribute about 80,000 performances based on local traditional operas to 12,984 poverty-stricken villages and towns. Doorway.
3. Public cultural activities "on the cloud"
What is the most popular sport among Chinese? Square dance. Relevant reports show that more than 400 million Chinese have the habit of exercising regularly, of which the main form of exercise is square dance. No matter the country or the city, as long as the temperature is suitable and the weather is sunny, square dance is always a beautiful scenery.
However, the square dance has a large number of participants, which is relatively limited by time and space. In 2019, with the help of Internet technology, Square Dance "embarked on the cloud", which not only solved the time and space constraints, but also attracted more and more people to participate in it.
In the "Me and My Motherland"-National Cultural Plaza Dance Show in 2019, people only need to open the public account of the national public cultural cloud, cultural tourism e home, China Cultural Center Association, and you can enjoy the The square dance performance can also learn to dance freely with the instructional video. The activity received 36.57 million online clicks and 1.42 million likes, forming a network gala for square dance.
"On the clouds" are not only square dances, but also various public cultural activities such as star awards and choral festivals.
During the Twelfth China Art Festival in 2019, the organizer provided a space for netizens to experience the scene of the Star Awards in the "cloud" in a panoramic way, bringing the first time with novel visual design, variety show arrangement, and high-definition live broadcast. The content presentation not only shows the style of grassroots mass culture, but also creates an immersive visual feast for the audience. According to statistics, the total number of "cloud stars awards" has exceeded 50 million.
"Going to the cloud" of public cultural activities has enhanced the spillover effect of public cultural services, expanded the beneficiaries of public cultural activities, and enriched the way people participate in public cultural activities. With public cultural services on the cloud, elderly people with reduced mobility no longer have to sigh for not being able to reach the scene, and travellers who live in different places can also “walk into” the art scene with their families.
"In the age of the Internet, mass cultural organizations should also make full use of scientific and technological means. Not only should we expand the audience and influence of the event, but also think about how to use the Internet to meet the higher-level needs of ordinary people." Li Bing, Deputy Director of the Cultural Museum of Yunnan Province Jiang said.
4. The audience becomes the main character on stage
Public cultural services serve the broad masses of the people. The masses are not only the audience on the stage, but also the protagonists on the stage. Li Hong said that in the past year, the Ministry of Culture and Tourism has worked hard to innovate the organization of activities, highlight the status of the masses as the mainstay, insist on being at the grassroots level, and enthusiastically at the grassroots level, so that the masses become the main body of cultural creation.
During the Spring Festival in 2019, the National Public Cultural Development Center of the Ministry of Culture and Tourism, the Chinese Cultural Center Association and other departments jointly launched a national rural spring evening "100 counties and ten thousand villages" regional joint activity, which was staged in east, south, west, north, and central China. "National Spring Festival Gala." In thousands of villages, countless peasant brothers put down their gimmicks on the stage. They hosted, edited, directed, performed, and enjoyed a "Village Spring Evening". They released their emotions in "Hi" and let them fly. He expressed his tribute to a well-off life. According to statistics, in 2019, the "Rural Spring Festival Gala" network linkage attracted 30.878 million people to watch online. During the Spring Festival Lantern Festival, people from all over the world participated in more than 465 million people in cultural activities. The audience across the country was immersed in the online presence and participated in the interaction, which truly reflected the sense of the times and the human nature of the "village spring evening".
Most of the protagonists of the Village Spring Festival Gala are middle-aged and elderly people. For young people, they are more interested in flying themselves on the live broadcast platform. In the past year, more people have flooded into the live broadcast platform. For young people, having a live broadcast account is as common as having a WeChat signal. Eating, dressing, baby dolls, travelling ... People will show their daily lives through live broadcast, creating a new network cultural landscape.
The low threshold for live broadcasting provides opportunities for ordinary people to participate in cultural creation. Although each live broadcast platform has its own product positioning and a certain aesthetic orientation, this space is not homogeneous, but completely open. It provides a cultural space full of tension and a gathering place for multiple cultures. Created possible. On the live broadcast platform, the post-90s and post-00s, one after the other, have the courage to show their personality, bloom their talents, and create a culture of their generation. Their bodies have faded from their parents' shyness and restraint, exuding Chinese self-confidence in the new era.
(Reporter Han Yeting)