How to make Chinese culture more "live" and more popular? ——Survey on the practice of promoting cultural digital innovation

　　How to make Chinese culture more "live" and more popular?

——Survey on the practice of promoting cultural digital innovation

　　Xinhua News Agency, Beijing, May 27th

　　Xinhua News Agency reporter

　　Recently, the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council issued the "Opinions on Promoting the Implementation of the National Cultural Digitalization Strategy" (hereinafter referred to as the "Opinions").

What are the new characteristics of digital culture and how to better implement the cultural digital strategy?

Xinhua News Agency reporters visited.

Unlock new ideas, spawn new formats, and stimulate new consumption

　　From Dunhuang Feitian flying out of the murals to the "Sand Spaceship" traveling on the "Light and Shadow" Grand Canal, from digital collections based on the classical culture of Mount Tai to online revisiting the old site of the Eighth Route Army Office in Chongqing...

　　The "Opinions" make it clear that by the end of the "14th Five-Year Plan" period, the cultural digital infrastructure and service platform will be basically built, and a cultural service supply system that integrates online and offline interaction and three-dimensional coverage will be formed.

In recent years, with the blessing of digital technology, cultural development has shown some new phenomena.

　　——The scale of data resources and the acceleration of the integration process.

In Dunhuang, the data of more than 200 caves has exceeded 300TB, and the "Digital Dunhuang" database in Chinese and English is freely shared with the world.

Thanks to this resource, tourists can experience the murals in the dome theater, and travel through the caves in the company of digital "Flying Sky".

　　——The digitalization level of public cultural services has been improved.

At present, the "Jiangsu Public Culture Cloud" has achieved all cultural centers at all levels in the province, and the cumulative number of online services has exceeded 190 million.

　　"When readers pass through the borrowing channel equipped with RFID radio frequency, they can complete the borrowing without stopping, and achieve true 'no feeling'." The staff of the new Jiangxi Provincial Library said.

　　With the wide application of various new technologies in the field of cultural services, the service experience continues to improve.

At the China Grand Canal Museum in Yangzhou, the audience can board a huge "sand spaceship", driven by the projections around, simulate sailing on a boat and experience the prosperous scenery on both sides of the strait.

　　Liu Huacheng, director of the Cultural Relics Information Department of the China Three Gorges Museum in Chongqing, told reporters that by combining VR, AR, MR and interactive magic walls and other technical means, the museum produced virtual exhibitions and series of animations, which were well received by the audience.

　　——Enhancing the ability to supply digital content of the Red Revolution culture.

Gao Zhen, deputy director of the Shandong Museum, told reporters that the museum has launched a number of digital exhibition designs, combining the results of digital collection of revolutionary cultural relics with technological innovations such as naked-eye 3D, VR, and holographic projection, such as: China's first heavy-duty truck Yellow River series JN150 Off-line 3D display, huge scroll of "Red Trace · Memories", etc.

　　The Chongqing Hongyan Revolutionary History Museum has carried out 3D virtual modeling of many revolutionary sites such as Zhazi Cave, Bai Mansion, and the former site of the Eighth Route Army Office in Chongqing. It has also developed AR programs such as "Bayu Past" and "Hongyan Memory", and "Burn dregs hole" wall projection products.

　　——New scenes of cultural consumption are constantly being "unlocked".

Since February this year, the Management Committee of Taishan Scenic Area has issued three phases of Taishan digital collections, achieving sales revenue of several million yuan.

Under the premise of effectively protecting digital copyrights, digital collections that cannot be copied, preserved permanently, and appreciated at any time have become the "vanguard" of cultural consumption scene innovation.

　　At the end of 2021, Dunhuang Culture and Tourism Group launched the Dunhuang Cultural and Creative IP licensing business. Under innovative models such as co-branding and cross-border, Dunhuang culture has entered the public life with a younger look.

The "Opinions" is expected to further open up the blocking points in the process of cultural digitalization

　　The "Opinions" clearly require the establishment of a cultural digitization standard system, improve the level of scientific and technological support, improve the dynamic mechanism of cultural resource data sharing, strengthen cultural data security, and activate intellectual think tank resources.

The reporter found that these measures proposed in the "Opinions" will greatly alleviate the problems in the process of cultural digitization.

　　According to experts, due to the low level of digitalization of some local cultures and the lack of top-level design, each unit often sets its own standards in determining relevant standards.

　　An expert in Chongqing said that at present, most localities use the 300DPI file collection standard, but to see details such as bug eyes, creases, and imprints on paper cultural relics, a resolution of more than 800DPI is often required. Which standard is more suitable? Everyone disagrees.

　　"Our library does not currently do digital scanning of ancient books. What if the investment is huge, but the results do not meet the national standards?" said Wang Hengzhu, director of the Special Collections Department of Ancient Books in Shandong Normal University Library.

　　An industry insider in Jiangsu said that in the field of digital cultural tourism industry, due to the lack of unified standards and paths, the scale of the industry is slow, product innovation is insufficient, and brands are difficult to form.

　　A digital protection expert working in a national first-level museum in Chongqing said that due to the lack of digital identification software specifically for cultural relics in China, it is difficult to accurately identify the text information on the pictures, and it is difficult to form an effective search and query after collecting a large number of pictures. database.

　　Wang Hengzhu revealed that some companies are entrusted with the digital scanning of ancient books, but with limited technical capabilities, they can only disassemble ancient books page by page, which makes it difficult for some ancient books to restore their original appearance.

　　In addition, some experts said that security measures need to be further improved in data collection and processing, transaction distribution, transmission and storage and other links.

　　In some places, digital "activity" is insufficient.

The degree of data connectivity and sharing in some places still needs to be improved.

The reporter learned that the digital libraries at the county level in Jiangxi have basically not achieved interoperability, and the digital cultural centers below the city have not completed the connection with the digital platform of the provincial library.

　　Li Zhenju, a researcher at the School of Literature of Shandong University, told reporters that the current degree of openness and connectivity of rare and ancient book data is low, which is related to the concept of each unit's hope that it can give priority to or even monopolize the use of scarce resources.

　　Similar problems exist in the field of digital tourism.

Wang Degang, president of the Shandong Tourism Industry Association, believes that some cloud exhibitions and cloud performances are still in the "web-based" stage, and the content has not been optimized according to the digital form.

　　Experts believe that the requirements put forward by the "Opinions" are very targeted.

The implementation of the measures proposed in the "Opinions" will certainly greatly promote the digital development of my country's culture.

Establish scientific standards, speed up standardization of supply, insist on in-depth innovation

　　Experts believe that the "Opinions" provide an important basis and direction for the implementation of the national cultural digitization strategy and the important basis and direction for the implementation of classified policies and comprehensive efforts.

　　Su Bomin, president of the Dunhuang Research Institute, said that the "Opinions" proposed to speed up the research and formulation of standards for cultural digital construction.

A complete, orderly and unified digital standard is the key to the development and utilization of digital resources. The institute is working with relevant institutions to improve the digital collection and processing standards for cultural relics, and to carry out digital projects for cultural heritage along the Silk Road and lost overseas Dunhuang cultural relics.

　　Experts believe that the "Opinions" require the deployment of national technology innovation centers, national key laboratories and other national science and technology innovation bases in the field of cultural digitalization, which provides a strong impetus for deepening the supply-side structural reform of cultural services.

Liu Huacheng said that the construction of cultural digitalization promotes the transformation of cultural stock resources into production factors, and the use of technologies such as holographic presentation and digital twinning will bring a new digital cultural experience that combines online and offline integration and online presence.

　　Zhao Jingwu, director of the Office of the Key Laboratory of Industrial and Informatization Legal Strategy and Management of Beihang University, said that the safeguard measures and preferential policies to promote the construction of cultural digital infrastructure will ensure that cultural digital products can be "connected to every village" and "every family".

　　Zhang Li, deputy dean of the Law School of China University of Political Science and Law, believes that the "Opinions" clearly need to build a system of policies and regulations for market access, market order, technological innovation, intellectual property rights, and security that is compatible with the digitalization of culture.

This is precisely for the characteristics of related work that are cross-domain, cross-department, cross-period, and cross-scenario.

　　Zhao Jingwu said that cultural digitalization has broadened the market space and consumption scenarios of the cultural industry, but it is also important to ensure market order and maintain fair competition.

It is necessary to timely fill the gaps in the intellectual property protection system that may be brought about by the digitalization process, and also to balance the relationship between rights protection and the promotion of industrial innovation momentum.

(Reporters: Zhang Yujie, Zhou Wenchong, Sun Xiaohui, Zhu Xiao, Cheng Di)