In the "14th Five-Year Plan for Cultural Development" recently issued by the General Office of the CPC Central Committee and the General Office of the State Council, it is clearly proposed to "promote the integration of urban and rural public cultural service systems and improve the standardization and equalization of basic public cultural services". This summer, the gradual improvement of cultural infrastructure has provided more new consumption scenarios for rural cultural consumption.
"Infrastructure" Bridges Cultural and Entertainment Consumption "Singing Opera"
The Village Museum, located in Yuecun Jicun, Puyang City, Henan Province, visits nearby students and tourists every day. In the small family courtyard on the upper and lower floors, old objects such as books, land deeds, looms, and palanquins from more than 100 years ago are displayed in turn, which not only makes the students and tourists who come to visit feel novel, but also makes them sigh the wisdom of the working people.
Su Mengqi, a student of the First Experimental Primary School in Sizhuang Township, Nanle County, Puyang City, Henan Province: Here, I have seen many old objects that I have not seen before, and I have also learned about the rich and colorful folk culture of our local area.
The form of "village museum" was born from the ancestral halls, famous residences and "village history museum" in the early stage of the construction of new China, and at the same time absorbed the construction experience of foreign rural museums and family museums in the later period, and derived a variety of forms such as folk museums, intangible cultural heritage exhibition halls, and large heritage parks. Such a rural museum has covered Zhejiang, Fujian, Shandong, Hebei and other places, relying on the unique rural museum, the formation of "self-driving line", "cycling line", "creek tour line", "research line" and other characteristic routes, enriching the rural cultural consumption market.
This summer, the rural cinema in Jingnan Village, Nancheng District, Chuzhou City, Anhui Province, ushered in the first summer program, and a number of animated movies released simultaneously with the city cinema line attracted many parents and children in the village. As the first rural cinema in Anhui Province, Jingnan Rural Cinema adopts standardized projection and sound equipment, and sells tickets to screen newly released films simultaneously with the urban cinema system. On September 30 last year, the first movie released was "Lake Chosin", which was screened simultaneously with domestic theaters. Rural people do not go out of the village, but also can watch "blockbusters" at the doorstep of their homes.
Wang Banglong, a villager in Jingnan Village, Shiji Town, Nancheng District, Chuzhou City, Anhui Province: (In the past) in the countryside, the only way to really encounter this kind of beautiful film is to go to the city, which cannot be seen in the countryside, and now this environment is so good, chairs, air conditioning.
Long Fei, Institute of Financial and Economic Strategy, Chinese Academy of Social Sciences: The construction of rural cultural facilities has enhanced the consumption space of our rural culture. These cultural elements are better displayed to our tourists, so that everyone can remember the nostalgia and find these values of culture.
Excavate the characteristic culture of the countryside to provide new impetus for the countryside to become rich
Intangible cultural heritage revitalization and cultural and creative development with culture as the core are important contents of the consumer market.
In the vast rural market, the villagers rely on their industrious hands and clever talents to empower the countryside and provide a driving force for the countryside to become rich.
"Carrying a hoe during the day, lifting a pen at night, and making a painting board on the door panel" is a special scenery in Yudong Village, Quzhou City, Zhejiang Province. In a small village of more than 800 people, half of the people can paint. In front of the house and behind the house, one peasant painting after another paints a beautiful life, and on the banks of the river, peasant painters are painting according to the scene, and the scenery is integrated. The vivid peasant paintings have made many enterprises willing to pay real money and silver to buy the copyright of peasant paintings.
Liu Zhigang, Zhigang Family Farm, Kecheng District, Quzhou City, Zhejiang Province: It turns out that we (rice products) are all packaged in ordinary packaging, into the canteen, wholesale, the price is basically more than two pieces, farmers painting cultural creation (joining) to our rice value increased a lot.
At present, Yudong's related cultural and creative products have covered more than 100 products in all aspects of work, life, entertainment, etc., and expanded to trademarks, screensaver wallpapers, digital currency, etc. At the same time, with Yudong Village as the leader, 9 cultural characteristic villages such as Bowl Kiln and Bowl Dongdu have been united to form "cultural media, village linkage, group development".
Painting well is inseparable from a good pen. The "Qi Pen" in Guangrao County, Dongying City, Shandong Province, is one of the four famous pens in China, and the brush is not only a writing instrument, but also represents a writing culture.
Guangrao County actively declared Qi Bi as a provincial intangible cultural heritage, and the local government also led Qi Bi to participate in various cultural consumption activities at home and abroad, and actively guided Qi Bi enterprises to carry out online sales.
You Jiajia, director of the Culture and Tourism Bureau of Guangrao County, Dongying City, Shandong Province: At present, we are organizing relevant Qi Pen enterprises to participate in the first batch of county-level intangible cultural heritage workshop declarations. After the successful declaration, the qualified leaders of the Qi Pen Intangible Cultural Heritage Workshop will be given tax reductions and exemptions, venue arrangements, entrepreneurial guarantee loans and interest discounts in accordance with the regulations.
Up to now, GuangraoQi pen has been sold to South Korea, Japan, Singapore, Poland, the United States, Serbia and other countries. Since the beginning of this year, the sales volume of Qi Pen in Guangrao County has reached 1.8 million, with sales of 38 million, accounting for 35% of the national Qi Pen consumer market.
Small homestay in the countryside revitalizes the big article
As one of the typical representatives of rural tourism and leisure agriculture, the country house has the role of attracting people and driving consumption, transforming primary agricultural products into tourism commodities, gradually improving the production and sales of characteristic agricultural products, processed agricultural products and traditional handicrafts, showing rural culture, improving the income of villagers, and promoting the upgrading and transformation of local agriculture from traditional agriculture to modern agriculture.
In the courtyard, under the old locust tree, you can see exquisitely carved wooden stake seats everywhere, reflecting the exquisitely carved "carpenter style" everywhere, the wooden gatehouse seems simple, but the iron ornament pattern inlaid on it requires complicated craftsmanship. This homestay in Beijing's Huairou district is already full before the weekend.
Mr. Wang, Consumer: Seeing so many tools for carpentry, we see childhood memories.
Wang Futian, who is over seventy years old, is the owner of this homestay, the old man has been learning carpentry since he was in his 20s, and has built countless furniture and decorated the inside and outside of the house for decades, from beams and pillars to small appliances, hand carved utensils, utensils grinded rough hands.
Homestay owner Wang Futian: In the past, furniture was all based on this, and I wanted my craft to be passed on.
The inheritance continues, and the innovation does not stop. In Dashuipo Town, Wenden District, Weihai City, Shandong Province, through the "Interim Measures for the Management of Chief Experts in Rural Revitalization", a group of more than 70 experts and scholars from Peking University, Tsinghua University and Beihang Airlines were recruited to settle here, establishing the path of "one chief expert in one village, one development plan per village" for the village, and helping each village to plan cultural IP. After two years of preparation and construction, the first rural art museum in the history of Weihai City was created in this once poor and backward village.
Nowadays, in Dashuipo Town, more than 20 characteristic villages such as Wawuzhuang, Go Village Tuanshan Village, and Keling Village, Film and Television Village, have been built. The chief expert also led or participated in the establishment of agricultural professional cooperatives and family farms, and successively created zhujialing morel mushrooms, Kouzi village stone ground flour, Hedong Qiaojia American ginseng and other characteristic industrial villages, driving the village collective and the masses to increase income, providing more than 500 jobs, and generating more than 1 million yuan of income for the village collective every year.
Long Fei, Institute of Financial and Economic Strategy, Chinese Academy of Social Sciences: The revitalization of rural areas is often achieved by relying on industrial revitalization, and through this characteristic cultural industry, it is more able to form the economic vitality of our rural consumption, so as to drive our rural employment and achieve our rural economic development.
(CCTV reporter Li Chao, Wang Jialin, Wu Jun, Zhang Hui, Shandong TV, Xu Xianze, Henan TV, Zhou Changqin, Wang Junli, Dongying Tai, Xu Zhen, Wei Haitai, Teng Fei, Sun Tao, Ding Weiqiangpu, Wang Yanhui, Nan Letai, Jia Hongmin, Guang Raotai, Nie Yishan, Marina)
Source: CCTV News Client