In recent years, some of our country’s literary works, online games, and online movies and TV dramas have successfully “went overseas”. Traveling to China has become a new fashion for overseas people, demonstrating the power of Chinese culture and the power of opening up to the outside world. "Culture overseas" is an important support for cultural development and the construction of a cultural power during the "15th Five-Year Plan" period. General Secretary Xi Jinping pointed out that “we must strengthen the concept of using culture to dialogue with the world, conduct extensive international cultural exchanges and cooperation in various forms, and promote more works that are rich in historical and cultural heritage, reflect contemporary Chinese life, and have an international cultural perspective to go abroad.”
Recently, Guangming Think Tank organized the fourth issue of the Cultural Power Forum series, inviting young scholars to talk about the topic of "going culture overseas".
Li Xuefei, associate professor at the w88 casino of Government, w88 casinoIn an interview with a reporter from Guangming Daily, he said that the outstanding performance of my country’s cultural overseas expansion during the 14th Five-Year Plan period is no accident. Its core driving force is reflected in three aspects: First, the continuous advancement of cultural system reform. By deepening the "delegation, regulation and service" reform and optimizing the cultural market access mechanism, the transformation and upgrading of state-owned cultural enterprises has simultaneously released the innovative vitality of private cultural enterprises, laying the foundation for the large-scale export of cultural products overseas. During the "14th Five-Year Plan" period, a total of 1,140 key national cultural export enterprises and 357 key national cultural export projects were identified in three batches, helping cultural enterprises to accelerate their deployment in the global market and form an efficient industrial chain of "quality creation-market incubation-international promotion". The second is the deep integration of culture and technology. Digital technologies represented by 5G, AI, cloud computing, etc. deeply empower the production and dissemination of cultural content, and promote the innovative expression and accurate dissemination of cultural products in areas such as online literature, online film and television dramas, and digital games. The third is the effective leadership of the local cultural market. The ultra-large-scale domestic demand market has incubated diverse cultural formats and mature business models. Companies rely on the advantages of the domestic market to continuously improve their product and operational capabilities and successfully build an international leading social media platform.
When talking about optimizing the structure of cultural overseas products during the "15th Five-Year Plan" period,Li XuefeiPoints out that domestic film, television and music works face double barriers in terms of content and channels when going overseas. In terms of content, due to differences in cultural background, the audience's interest in and recognition of cultural products will be reduced. In comparison, online literature, online film and television dramas, and digital games cover a wider range of subjects, and the constraints of context and language are smaller. In terms of channels, they suffer from fewer physical limitations and technical bottlenecks in communication. They do not need to distribute through offline channels, breaking the restrictions of foreign publishers. They can rely on overseas platforms or self-owned platforms for global marketing, and rely on algorithm advantages for precise push and accurate dissemination, making it easier to reach global users.
In response to the issue of how to promote more works that are rich in historical and cultural heritage, reflect contemporary Chinese life, and have an international cultural perspective to go abroad,Li XuefeiWe believe that we should continue to make efforts in four aspects in the next five years. In terms of talents, we will build an international talent echelon and deepen international cooperation. For example, we should support colleges and universities to cultivate comprehensive talents with artistic creativity, international vision and market operation capabilities, and encourage in-depth cooperation between domestic enterprises and overseas film and television companies, game manufacturers, music labels, etc. In terms of content, it digs deep into the historical and cultural core, focuses on contemporary Chinese life, and draws on popular expression forms and expression techniques in the international market. According to the cultural characteristics and audience needs of different countries and regions, localized adaptation and secondary creation of cultural works are carried out. In terms of channels, we actively establish cooperative relationships with leading overseas platforms and sign long-term content distribution agreements. Make better use of overseas social media platforms to cultivate top bloggers and anchors with international influence. Expand the dissemination of high-quality cultural content by cooperating with overseas Internet celebrities and carrying out cultural themed activities. In terms of policy, formulate a special plan for the overseas development of the cultural industry, clarify the goals, tasks and key directions of cultural works overseas, and promote more works rich in historical and cultural heritage, reflecting contemporary Chinese life, and with an international cultural perspective to go abroad
Compared with the advantageous areas of first-mover countries such as the United States, Japan and South Korea,Li XuefeiIt is pointed out that on the basis of the core advantage of China's excellent traditional culture, we should make better use of my country's accumulation of digital technologies such as AI and cloud computing to continue to promote the creative transformation and innovative development of China's excellent traditional culture and create differentiated international competitiveness through content innovation. This is the starting point and goal of cultural expansion and even the construction of a cultural power during the "15th Five-Year Plan" period. On the one hand, we should consolidate existing advantages in emerging fields such as online literature, online film and television dramas, and digital games, deeply integrate rich traditional cultural elements into content creation and design, rejuvenate the vitality of traditional IP through modern narrative and technological means, and create cultural products with oriental aesthetics and easy global dissemination. On the other hand, we should vigorously strengthen the digital development and scenario-based innovation of cultural heritage resources, develop immersive cultural tourism projects, empower the protection and utilization of intangible cultural heritage through innovative design, and carefully design high-quality inbound tourism routes with distinctive themes and outstanding features, such as "Revisiting the Silk Road" and "Exploring the Yangtze River Civilization", etc., to increase the attractiveness and influence of Chinese culture through tourism product innovation, and allow international tourists to perceive the charm of the times of Chinese culture through in-depth tourism experience.
Finally,Li XuefeiIn the context of the accelerating changes in the world over the past century and the increasingly fierce competition for national cultural influence, we talked about how to more proactively promote China’s propositions, spread Chinese culture, and display China’s image. First, effectively conduct international cultural market research. Implement differentiated communication strategies for different cultural circles and age groups in Europe, America, and neighboring countries. Select the most resonant art forms and cultural symbols, and formulate targeted content creation, channel selection and marketing promotion plans accordingly, and establish a dynamically adjusted feedback mechanism to achieve effective exposure to cultural values. Secondly, promote innovation in narrative and expression. Deeply dig into the core of Chinese cultural values, actively use popular cultural symbols and new carriers familiar to the target circle (especially young groups), explore the "user co-creation" model, adopt a more contemporary and infectious expression method, and achieve a leap in communication efficiency from "passive reception" to "active identification". Finally, focus on the effective combination of “bringing in” and “going out”. While actively expanding overseas cultural communication channels, it also vigorously develops inbound tourism and allows global tourists to experience the charm of Chinese culture in an immersive way through carefully designing high-quality cultural themed travel routes and immersive cultural tourism projects.
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