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The whole world moved by China (4) |
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10:53, September 18, 2009 |
Chinese culture requires diverse means to go global
Referring to the "people-oriented" culture work ethic, Cai specially pointed out that, "Cultural construction must firmly rely on the cultural community, artists and cultural workers on the cultural front. China should comprehensively implement the principles of respecting knowledge, talented people, work and creation. Masterpieces of an age emerge only when cultural workers can create freely."
Over the past 60 years, cultural departments at all levels have continued to step up support and guidance for artistic creation and a large quantity of masterpieces has emerged. This has also created favorable conditions for Chinese culture to go global.
Before taking office as Minister of Culture, Cai was engaged in overseas publicity for a long time. His experiences during that period gave him his own unique understanding of cultural exchanges. He said, "We used to think that the purpose of culture going global was to promote and introduce Chinese culture, therefore cultural activities held in foreign countries were free of charge and exclusively funded by the Chinese government. Later I found that sometimes people did not pay attention to free performances as a way of inter-governmental exchanges. Under rules of cultural dissemination you have to find ways to let audiences buy tickets. Only if the role of the cultural market is really brought into play can cultural dissemination and exchanges have a better effect and a greater influence."
Cai said that China's cultural trade deficit has remained at a high level for a long time in the past, but after several years of development the situation has improved significantly. Taking the publishing sector as an example, a copyright trade deficit was a common thing in the past. The ration of imported and exported copyrights even peaked at 15 to one, but it has since fallen to five to one, indicating that China's excellent products are also internationally competitive."
"Facts have proven that China must adhere to diverse means to implement the 'going global' cultural strategy," Cai said, "The government should lead cultural exchanges; pay the same attention to the official and private sectors and mobilize non-governmental sectors to participate in cultural exchanges; and attach great importance to expanding the overseas cultural market and cultivate competitive national cultural brands. If China makes good achievements in these areas, and the third one in particular, the "going global" cultural strategy will play a considerable role in improving the influences and affinity of Chinese culture. This is also an issue to be resolved in the cultural system reform process."
By People's Daily Online
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