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Inestimable Value Generated by Integration of Culture and Technology

The USA is more dominant than China in the cultural market of the world. In the era of Internet development, technical progress is more important to innovation of the cultural industry. No boundary is in culture. The cultural industry will disseminate Chinese culture and civilization to the whole world in new modes and formats, which will enhance the soft power of Chinese culture and drive a further move towards the goal of cultural power.

At zero field for premiere of a science fiction film, most bustling urban areas were full of the young who interacted with roles. And the film received more than USD 2 billion at the box office in the world. Its cost was equivalent to the price of an airliner approximately at about one hundred million dollars. A film is worth 20 airliners, which is the charm and value produced by the cultural industry.

You can watch collections at the museum and the world’s most famous opera on the Internet with virtual glasses – technology makes life better. The integration of culture and technology is a new trend in the development of cultural industries. On June 24, the Summit of Cultural Industry Innovation of "2017 China Innovation Conference" was held in Guangzhou. Representatives from Guangdong Provincial Department of Culture, China Animation Comic Game Group, Guangdong Provincial Association of Writers, Shanghai Wangyu Information Technology Co., Ltd., SFC, Shenzhen ESUN Exhibition expressed their views about cultural industry innovation. In short, system supply of cultural innovation shall be enhanced to make cultural industries produce huge value while the cooperative mode of the government and social capitals in the field of culture shall be promoted in the whole society.

Innovation is an inexhaustible motive force for sustained development of a country. Then, what are the connotations of cultural innovation? Wang Yiyang, the Party Secretary of the Guangdong Provincial Department of Culture on the Summit said that, we should promote common development and prosperity of cultural undertakings and industries through technological innovation, format innovation and institutional innovation.

The first type of industry exported by the USA to China is neither aircraft, nor automobile and electronic products, and the most valuable industry involves in cultural creation products based on copyright. Hollywood movies, Broadway operas, games, software and books are all important competitiveness of the cultural industry, both making money and exporting core values.

In recent years, the scale of China's cultural industry continues to expand, significantly improving its contribution to the economy and constantly reinforcing the pulling role in employment. Wang Yiyang included the cultural innovation in the public cultural service system innovation aiming to promote innovation of industry format with “culture+”. “Through effective institutional arrangement, we shall promote equalization of public cultural services with standardization, use digital resources, intelligent technology and network communication to expand public cultural service ability and communication range, and enlarge and guide cultural consumption.” he said.

“In either government administration or industrial manufacture and cultural development, it must be combined with Internet and information technology.” Wang Yiyang said, it was necessary to create formats and patterns of cultural industries, guide cultural enterprises and institutions to produce excellent cultural services and products pleased by people and promote the mode of cooperation between government and social capital in the cultural field.

In 2016, revenue from cultural innovation of the Imperial Palace Museum reached 1 billion Yuan. The total turnover reached 220 billion Yuan in the Cultural Industries Fair held in Shenzhen in May this year. Excellent cultural works can become productive forces to obtain higher return. There are massive cultural resources in Chinese libraries, museums and cultural centers, which will next become cultural creative products accepted by the public.

Zhang Zhibing, executive vice president of SFC said on the summit, the Cultural Industries Fair this year saw some cultural products of AI, VR and AR. Wearing VR glasses, you can clearly see coral reefs and fishes in the undersea world and even make interaction. These cultural products are one of the directions for the future development of cultural industries.

Wang Yiyang also said that the new generation of Internet technology, digital technology, intelligent manufacturing, new energy, new materials, new technology, cloud computing, big data technologies provide unimaginable power and means, which will promote the change of cultural modes of production and create new industries.

The cultural industry has become a rapidly developing one under the new normal economy. According to data of the National Bureau of Statistics, the added value of cultural industries exceeded 3 trillion Yuan, accounting for 4.07% of GDP in 2016. This year, the Ministry of Culture has also issued the Opinions on Guidance of Promoting the Innovation and Development of Digital Cultural Industries. Guests on the summit said that the system supply of cultural innovation shall be boosted for China's cultural industry to further emancipate and develop cultural productivity.

The global cultural industry has gone through three stages of development, all of which are brought about by scientific and technological innovation. The first time was marked by invention of printing, with appearing of the book publishing industry. The second time was marked by invention of telegraph, telephone, television and other electronic technologies, bringing vigorous development of the audiovisual industry. The third time is the current stage of the Internet.

There are 2.98 million cultural enterprises in China as the development space of the cultural industry is very large. Zhang Zhibing said that there are generally three categories of enterprises in the chain of cultural enterprises, i.e. content creation, platform services and equipment manufacturing, in which platform service-oriented enterprises have the largest development space. Enterprises in the cultural industry must have an innovative spirit including technological innovation and financial innovation. The best companies in the future must be endowed with the Internet genes.

In the era of experience economy, experience consumers exist in small pubs and coffee shops and also large theme parks and characteristic towns. Public service sites such as museums, art galleries, cultural centers and train carriages could also become places which could bring new experience of science and technology.

Liu Menglong, chairman of Shenzhen ESUN Exhibition Company Limited, said on the summit that, science and technology innovation represented by big data, AI and 3D scanning promotes transformation and updating of the traditional cultural industry in the Internet era. For example, 3D scanning technology, as the basic technology of VR and AR, can infiltrate into almost all fields including museums, education, e-commerce, games, clothing and so on. According to the recent statistics of China, there are about 60 million pieces of cultural relics. Exploration of traditional culture IPs will help to spread Chinese culture and civilization and push China's cultural industry to the world.

Integration

The integration of cultural industry and other industries has promoted the economic transformation and social civilization progress. Tuo Zuhai, the Party Secretary and Chairman of China Animation Comic Game Group said on the summit that, the economy with new cultural consumption dominated by the mobile Internet penetrated into all aspects, is known as pan-entertainment, pan-culture, happy consumption or creative economy. The core of innovation and development of the cultural industry is content creation, which shall also achieve cross-border integration.

“Cross-border integration shall on the one hand change content into forms of other industries like drawing the bird-and-flower painting of Qi Baishi to articles used by modern people. A movie can be played in a movie theater, on television or on the Internet, or developed into a game. This is the process of continuous superposition and innovation of content and form.” He wished that the government authorities who formulate policies will be able to know more about the market trends and do more for the enterprises.

   

Economic development should also pay attention to the discovery and integration of the human value chains. Qiu Shuhong, vice chairman of Guangdong Provincial Association of Writers said on the summit that there were prominent cultural value chains in Greater Bay Area of Hong Kong and Macao. For more than 2000 years, the humanity history of the 11 cities is inextricably linked. The elements of humanities will be important intangible resources and soft power for exchange and cooperation in Greater Bay Area, which needs to be summarized and developed for utilization.

Huang Feng, founder and CEO of Shanghai Wangyu Information Technology Co., Ltd., has corresponding experience in integration of science and technology and culture. He said that we made a combination of face recognition and accurate recommendation when docking game space with AI. Knowing the attendance on each machine is helpful for investors to make better space planning.


Looking forward to the future, the integration of technology and culture shall not only pay attention to "Internet + products", but also to integrated and systematic development of different industries, enterprises and sectors in the Internet era. It is often said that there is no boundary in culture and no change in technology. Cultural industry innovation model and format will enhance the soft power of Chinese culture and help to make a further move toward the goal of cultural power.


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