Whenever we talk about the new quality productivity in the cultural field, we can’t avoid digital travel, virtual exhibition, immersive experience scene, AI big model & HELIP; … With the rapid development of science and technology and the continuous improvement of people’s spiritual and cultural needs, new quality productivity in these cultural fields has gradually emerged.A new cultural format with digital as the carrier, Internet as the space and information technology as the tool has sprung up.. How does the new quality productivity empower the cultural and creative industries, and what opportunities and challenges have it brought? In the international market, how does new quality productivity help creative industries to make progress towards sustainable goals?
One,How can new quality productivity empower the development of cultural and creative industries?
In the era of new quality productivity, intelligence and creativity have become the key variables of wealth creation, and the brand-new economic development model and value creation logic have promoted the continuous renewal and evolution of new quality productivity in the cultural field.
Logical relationship diagram of new quality productivity Source: CCTV News
The new quality productivity in the cultural field refers to the advanced productivity with obvious characteristics of innovation-driven, high-tech support, high efficiency and high quality in the process of cultural production and dissemination, covering technological innovation, content creativity, new format development, personnel training and so on, which can promote cultural inheritance and innovation while meeting people’s needs for a better life.
Digitalization and information technology promote the sustainable development of cultural industry.Through technologies such as 5G, VR/AR, augmented reality and AI big model, culture has "come alive" in the digital world. For example, museums, entertainment spaces and other places develop digital products and services to promote the creation, production and dissemination to the "cloud" side; Using digital technology, digital model making and 3D realistic restoration of cultural relics are carried out to realize creative transformation and sustainable development.
The High-tech Interactive Exhibition of the Forbidden City "The Riverside Scene at Qingming Festival 3.0" Source: Official Weibo of the Palace Museum.
Intelligentization and networking improve the development efficiency of cultural tourism industry.Intelligentization is mainly reflected in improving the efficient and smooth operation of cultural tourism activities through intelligent monitoring and management; Using AI technology to improve the efficiency and quality of cultural tourism content creation; Enhance the consumption experience of cultural tourism through technological innovation and smart tourism, and realize e-tickets, "cloud" queues, and smart tours.
"One Mind, Stars" Immersive Art Experience Exhibition Source: Xinhuanet
Cross-border integration of new formats helps the diversified development of cultural industries.Cross-border integration is an important manifestation of new quality productivity in the field of cultural and creative work. Through the ingenious combination of elements in different fields, such as the integration of traditional crafts and modern design, we can create cultural and creative products with both value and cultural connotation. The cross-border integration of new formats also includes the creation of new consumption scenes, the integration of online and offline consumption, and the development of emerging industries such as online audio-visual, digital publishing, online education and digital animation.
Digital Creation of "Royal Jinbei" Source: Official Weibo of Shaanxi History Museum
Innovation and application of industrial chain accelerate cultural inheritance and innovation.Cultural industries related to new quality productivity include strategic emerging industries, national science and technology service industries, core industries of digital economy, "three new" economic activities and high-tech industries. Improving the stability and competitiveness of the industrial chain and building a smart industrial chain system will promote the deep integration of the cultural industrial chain with the Internet and the Internet of Things, and accelerate cultural inheritance and innovation.
Second, the new quality productivity in industrial practice
The application of new quality productivity can always provide new kinetic energy for the cultural industry, such as producing more competitive high-end products, accelerating the research and development of new products and services, optimizing the allocation of production resources, stimulating the vitality of industry development, empowering the industry to improve quality and efficiency, and promoting industrial transformation and upgrading, thus achieving sustainable development.
Although the application of new quality productivity has brought development opportunities for cultural and creative industries, it also faces some challenges. With rapid technological upgrading and short innovation cycle, it is difficult for cultural and creative enterprises to keep up with the pace; Problems such as talent shortage and imperfect intellectual property protection in cultural and creative enterprises also restrict industrial development, including fierce market competition, serious homogenization of products and services, and insufficient innovation ability and so on. Through the following excellent cases at home and abroad, let’s look at how the cultural and creative industries skillfully use new quality productivity to break the development dilemma.
1、Digital Dunhuang: AI meets Dunhuang through the Millennium
In the Mogao Grottoes, I picked up my mobile phone and the nine-color deer wearing ribbons "flew out" from the murals. Touch it, and the nine-color deer will twist and say hello. Scenes of interaction among people, caves and virtual images often appear in Mogao Grottoes. In recent years, the protection and research of Dunhuang culture has broken through the development dilemma and ushered in a bright future. "Digital Dunhuang" has changed from a dream to a reality.
Dunhuang Buddhist Statues Replicated by 3D Printing Technology Source: Xinhua News Agency
The "Digital Dunhuang" project uses advanced science and technology and the concept of cultural relics protection to comprehensively collect, process and store the Dunhuang grottoes and related cultural relics digitally, and collect the obtained and to-be-obtained images, videos, three-dimensional and other literature data, so as to build a diversified and intelligent digital resource library of grottoes, share it with the world through the Internet, and establish a digital asset management system and a digital resource science guarantee system. Up to now, the murals of 30 caves have been fully digitized.
The "Digital Tibetan Sutra Cave" innovatively launched by Dunhuang Research Institute uses cutting-edge technologies such as high-definition digital scanning and physical rendering of game engines to vividly reproduce the historical scenes of Dunhuang Tibetan Sutra Cave and its 60,000 volumes of precious cultural relics with 4K film and television quality, and combine the modern meticulous painting art scenes with the gamification interaction mechanism in Chinese style, so that users at home and abroad can enjoy Dunhuang culture in an immersive way. Therefore, the "Digital Sutra Cave" has become the first "super-time participatory museum" built by using game technology in the world.
Virtual digital man Jia Yao (inspired by the wonderful bird Jia Ling Pin Jia in Dunhuang murals) Source: Dunhuang Research Institute.
In addition, Dunhuang Research Institute also launched the smart scenic spot applet, created the "official virtual human of Dunhuang Mogao Grottoes" Gayao, and produced the 8K high-resolution dome movie "Dream Buddha Palace". Based on the vast resources of "Digital Dunhuang", Dunhuang Research Institute is equivalent to creating a virtual "twin world" in the Mogao Grottoes, and realizing "seeing the cultural relics inside the grottoes outside". With the blessing of digital technology, Dunhuang culture, which is visible, audible, sensible and tangible, has opened up imaginative cultural applications, attracting more people to approach the Mogao Grottoes and understand the splendid Chinese culture.
2. Shougang No.1 Blast Furnace ·SoReal Science Fiction Park: Opening an "Interstellar Journey" at an industrial site.
Shougang No.1 Blast Furnace, which once had a hundred years of industrial history, has done a good job in industrial innovation with the help of new quality productivity, and now it has become a sci-fi space where reality and reality are intertwined, and it has become one of the representatives of urban renewal and industrial transformation and upgrading.
A blast furnace ·SoReal Science Fiction Park Interior Source: Shougang Group official website
Shougang No.1 Blast Furnace ·SoReal Science Fiction Park is the world’s first fully-immersed science fiction complex integrating culture, science and technology, entertainment and consumption. The future space of 33 META CLUB in the venue is a multi-functional composite space integrating cultural exhibitions, event releases, e-sports events, performing arts and music bars. The original architectural structure and industrial features are preserved to the maximum extent in the renovation and design, and Cyberpunk design elements, modern lighting and dancing beauty and XR extended reality immersion experience technology are integrated to reshape the meta-space.
Based on China’s sci-fi stories, Science Fiction Park has widely deployed innovative technologies such as 5G, cloud computing, AR, VR, MR, AI, digital twins, 3D projection, etc., and built a multi-universe starship integrating the main control room, energy supply layer, research and scientific research area, biological experiment base, information exchange area, commercial and trade area and special training ground — — The "Qitian" space star ship carries out education on popular science, experience technology, catering and shopping, and creates an immersive cultural tourism experience scene. There are also digital sports equipment such as "Star Valley Rescue" simulated rock climbing, "Blade Pilot" C919 space simulated driving and "Meteor Trek" space return capsule.
Training Camp Source: Shijingshan Wenlv WeChat WeChat official account
Soon after the science fiction park opened, it attracted many science fiction fans to visit the museum. Its subversive creativity, immersive experience, youthful consumption, interactive communication, and sci-fi experience scenes make Shougang Park a "meta-universe" practice exploration platform, an innovative application platform for scientific and technological achievements, and a new landmark for urban rejuvenation and culture.
3. London, UK: The deep integration of digitalization and cultural creation.
Britain is the first country in the world to put forward the concept of "creative industry". For more than 20 years, the British government has vigorously promoted the development of creative industries, taking creative industries as a "national strategy" and maintaining a high level of concern and high investment. Today, Britain has become the world’s creative center and the world’s leading creative power.
Street graffiti in East London Source: Internet
Take East London Science and Technology City as an example, from the poor gathering place and light industrial zone to the gathering center of global science and technology, digital and creative enterprises, it has mainly experienced three development stages: creative talents gathering, strong government blessing and multi-dimensional sustained efforts. In the 1980s, the deindustrialization of the East End of London attracted many artists and young people to start businesses here, and the industrial workshops became art studios, bars and coffee bars. The East End has gradually developed into the most distinctive and artistic neighborhood in London, and a group of cutting-edge designers have begun to move their studios to the East End. The British government issued the national strategy of "Tech City", and at the same time invested 400 million pounds to build the East London Science and Technology City with the silicon island as the core. East London Science and Technology City began to integrate various resources of the city and build an "ecological circle" of scientific and technological innovation industries. In the marketing strategy, the London Science and Technology Advocacy Group (TLA) was established to vigorously promote the Science and Technology City. In addition, the Science and Technology City also sends science and technology ambassadors overseas to promote international cooperation. With the efforts of various forces, East London Science and Technology City has become the fastest growing science and technology hub in Europe.
Talents, funds, policies and enterprises gather in London. Source: London Development Promotion Agency.
The case of East London Science and Technology City is only a microcosm of London’s development of creative industries. The British government is not stingy with financial incentives, and has introduced the strategy of "culture is digital" to promote innovation and accelerate the transformation and application of cultural digitalization. For example, in the aspect of digital innovation of heritage collections, the British National Archives launched an online collection working group to launch online resources of digital collections; The new version of "British Digital Strategy" is launched, which emphasizes supporting universities to develop new ideas and technologies and encouraging enterprises to innovate by retaining IP and reducing taxes. In addition, London also provides tax relief policies, takes immersive experience as the key area of creative research and development, advocates circular economy, and forms a creative industry form of "resources-products-renewable resources-renewable products".
Source: Cultural and Creative Review WeChat WeChat official account
Today, London, England has achieved its own leap and become a well-deserved global creative center: one of the three largest advertising industry centers in the world, one of the three busiest film production centers in the world and the international design capital, which has concentrated about 90% of music business activities, 70% of film and television activities, more than 85% of fashion designers and more than 30% of design institutions in Britain. The annual output value of London’s creative industries exceeds 21 billion pounds.
Looking at the development of new quality productivity, the development of new formats of cultural and creative industries with high concentration and sustainability requires a benign interaction between digital technology and creative content, that is, activating content creativity with scientific research and development and leading technical iteration with novel content.With the blessing of science and technology, traditional culture is innovatively transformed and developed, so that more people love traditional culture, thus enhancing cultural identity and cohesion. Excellent cultural products can also become representatives of the national image, showing the country’s cultural heritage and innovation ability to the world.
Looking forward to the future, the sustainable development of new quality productivity in creative industries deserves our more attention. This requires the joint efforts of all walks of life from the bottom up in industrial policy, enterprise management and talent cultivation, combining technology research and development with humanistic spirit, strengthening industry collaboration and international exchanges and cooperation through increasingly mature new quality productivity, creating more innovative and sustainable products and services, and injecting sustainable vitality into the prosperity and development of global cultural industries.
Reference link
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