促进文化交流繁荣非一日之功
2014-09-18 17:21:21   来源:    点击:

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A visitor checks a booth which exhibits the paper-cutting arts and crafts at the Shandong (Confucius' Origin) Culture and Trade Expo which is held in San Mateo from Aug 30-31. The Shandong province sent a delegation of more than 30 small and medium-sized companies to the Bay Area to promote the cultural products and services, as well as test waters in the US market of the culture industry. [Chang Jun / China Daily]

Cultural cooperation and exchanges between China and the US will play an increasingly important role in facilitating better understanding and fostering friendship between people in the two counties.

The first thing on the to-do list for members of China's culture industry who want to tap into the US market should be to really understand the needs and wants of US audiences and adjust their works accordingly.

A good example of testing the waters was provided this weekend by the two-day Shandong (Confucius Origin) Culture and Trade Expo in the Bay Area. Shandong province, one of the most affluent areas of China, is best known as the "hometown of Confucius".

Lin Jianning, deputy-chief of Publicity Department for Shandong province, led a delegation of government officials and executives from more than 30 small- and medium-sized cultural companies to San Francisco.

"We didn't issue a government directive to form our delegation this time," said Lin, emphasizing the participation of companies was wholly voluntary. "The companies thought it was a good opportunity (to come to the US) and find out if their products and services catered to American tastes."The composition of the delegation was well-rounded and comprehensive. Exhibitors covered a wide spectrum of cultural dimensions, including publishing, calligraphy, sculpture, textiles and dyeing, animation, TV and film.

"We only brought small- and medium-sized enterprises this time," said Lin, adding the government has many preferential policies and incentives in place in order to boost the continuous growth of the cultural industry in Shandong.

Shandong is blessed with a rich legacy and cultural heritage, such as Confucius and his sayings and philosophy, said Lin, adding that Shandong being the birthplace of Confucius has given the province an edge. "Who else can call themselves 'Confucius Origin'?" he said.

The massive amount of cultural resources only means we are culturally rich, said Wang Xiaojuan, one of the policy makers in Shandong Provincial Publicity Department. "We are now striving to transform into being culturally strong, and we have been on a fast track in recent years," she added.

In a January speech, Chinese President Xi Jinping vowed to promote the nation's cultural soft power by disseminating modern Chinese values and manifesting the charm of Chinese culture to the world.

China should be portrayed as a civilized country featuring a rich history, ethnic unity and cultural diversity, and as an Oriental power with good government, a developed economy, cultural prosperity, national unity and beautiful mountains and rivers, Xi said.

"The stories of China should be well told, the voices of China well spread, and the characteristics of China well explained," Xi said.

To build a solid foundation for the nation's cultural soft power, China needs to deepen the reform in its cultural system, promote socialist core values and promote the culture industry, Xi said.

Shortly after Xi's speech in January, China's State Council released concrete plans to foster new growth in the economy and strengthen cultural soft power, followed by local governments at different levels.

Although Chinese culture is a precious and profound treasure of mankind and there is no shortage of enthusiasm and admiration for Chinese culture from the West, industry insiders and policy-makers need to spend time understanding their foreign counterparts, to compare, to learn and to assimilate in order to grow roots and run deep, said Xiao Xiayong, cultural counselor at the Chinese Consulate General in San Francisco.

"For years, we've seen many cultural troupes from China visit the US, stage one or two performances, then leave," said Xiao, adding those kinds of so-called cultural exchanges bear no weight and are lifeless. "Their influences on foreign culture are marginal and minimal. That we have to change."

Creativity and new design can add cultural significance to traditional manufacturing and speed up industrial upgrading, said Xiao. "While it takes time to first make the soil for cultural industry fertile, the cause is noble," Xiao said.

Contact the writer at junechang@chinadailyusa.com.
 

  图为一位参观者参观孔子家乡山东文化贸易展上展出的剪纸工艺品,本次博览会于8月30至31日在圣马特奥举办。山东省派出由超过30家中小型企业组成的代表团到访旧金山海湾地区,推广他们的文化产品和服务。这些企业把此行当作他们进军美国文化市场的“试水”。(常君/中国日报)

  中美之间的文化交流与合作在促进中美两国人民的沟通理解、加深中美两国人民的友谊方面将发挥越来越重要的作用。

  要进军美国文化市场,中国文化企业首先要真正理解美国观众的需要,然后据此调整自己的产品和服务。

  本周末在海湾地区举办的为期两天的孔子家乡山东文化贸易展就是一个很好的例子。作为中国最富裕的地区之一,山东省以“孔子故乡”著称于世。

  山东省委宣传部副部长林建宁带领政府官员和超过30家中小型文化企业代表来到旧金山。

  “这一次我们并没有下发政府文件要求企业报名参加代表团”,林部长强调本次代表团里的企业完全是自愿参加,“这些企业都认为(来美国)是一次很好的机会,可以了解他们的产品和服务是不是符合美国人民的口味。”

  此次代表团的成员来自多个文化产业,包括出版、书法、雕塑、纺织和印染、动画、电视和电影等。

  “我们这次只带了中小型企业来。”林部长告诉记者。他还表示,山东省政府制定了许多优惠政策和激励措施来促进山东省文化产业的持续发展。

  林部长说,山东省具有丰富的历史文化遗产,例如孔子和他的儒家哲学。作为孔子的出生地,山东本身就具有优势,“除了山东,谁还能说自己是‘孔子的故乡’呢?”

  山东省委宣传部另一位官员王晓娟说,“具备丰富的文化资源只能说我们是文化大省,我们现在正努力实现由文化大省向文化强省的转变,近年来正朝着这一目标迅速前进。”

  国家主席习近平在一月份的一次讲话中提到,提高国家文化软实力,要努力传播当代中国价值观念,要努力向世界展示中国文化的独特魅力。

  习主席强调,要注重塑造中国的国家形象,重点展示中国历史底蕴深厚、各民族多元一体、文化多样和谐的文明大国形象,政治清明、经济发展、文化繁荣、社会稳定、人民团结、山河秀美的东方大国形象。

  习主席说,“要讲好中国故事,传播好中国声音,阐释好中国特色。”

  习主席说,“要夯实国家文化软实力的根基,需要深化文化体制改革,推广社会主义核心价值观和促进文化产业发展。”

  就在习主席一月份发表讲话后不久,国务院就发布了培育国民经济新的增长点、提升国家文化软实力的具体计划,各级地方政府随后也发布了相应计划。

  中国驻旧金山总领事馆文化参赞肖夏勇说,尽管博大精深的中国文化是全人类的宝贵财富,西方也从不缺乏对中国文化的热情和敬仰,业内人士和决策者还是需要花时间多了解他们的外国同行,需要多比较、学习和吸收,使中国文化在国外生根发芽、茁壮成长。

  “近年来,我们看过很多中国文化团体访问美国,表演一两场节目,然后就走了。”肖参赞认为这种所谓的文化交流毫无意义。“这种形式的文化交流对外国文化的影响极小,我们必须做出改变。”肖参赞说。

  “创新和新设计既可以提升传统制造业的文化影响力,又可以加快产业升级。然而,要实现文化产业的蓬勃发展,首先需要时间培植文化产业发展的沃土,这是一项崇高的事业。”肖参赞告诉记者。

  您可以通过junechang@chinadailyusa.com.联系文章作者。

 

 


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