In the "14th Five-Year" Cultural Development Plan recently issued by the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council, it is clearly proposed to "promote the integrated construction of urban and rural public cultural service systems and improve the standardization and equalization of basic public cultural services".
This summer, the gradually improved cultural infrastructure has provided more new consumption scenarios for rural cultural consumption.
"Infrastructure" bridges entertainment consumption "singing opera"
The Rural Museum, located in Yuecunji Village, Puyang City, Henan Province, is visited by students and tourists from nearby and surrounding areas every day.
In the small family courtyard on the upper and lower floors, books, land deeds, looms, sedan chairs and other old objects from more than 100 years ago are displayed in sequence, 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 saw many old objects that I had not seen before, and also learned about our local colorful folk culture.
The form of "rural museum" was born out of the ancestral halls and famous residences preserved in the past dynasties, and the "village history museum" in the early stage of the construction of New China. Various forms such as the Great Ruins Park.
Rural museums like this have covered Zhejiang, Fujian, Shandong, Hebei and other places. Relying on the unique rural museums, a number of characteristic routes such as "self-driving line", "biking line", "streaming line" and "research line" have been formed. , enriching the rural cultural consumer market.
This summer, the rural cinema in Jingnan Village, Nanqiao District, Chuzhou City, Anhui Province ushered in its first summer season. A batch of animated films released simultaneously with the urban cinemas 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 simultaneously with the urban cinema system to show newly released films.
On September 30 last year, the first movie released was "Changjin Lake", which was screened simultaneously with domestic theaters.
People in rural areas can watch "blockbusters" at the door of their homes without leaving the village.
Wang Banglong, a villager in Jingnan Village, Shiji Town, Nanqiao District, Chuzhou City, Anhui Province: (in the past) in the countryside, the only way to really encounter this kind of good-looking film is to go to the city, and you can't see it in the countryside. How good is the environment now, chairs, air conditioner.
Long Fei, Institute of Financial and Economic Strategy, Chinese Academy of Social Sciences: The construction of rural cultural facilities has improved the consumption space of our rural culture.
To better show these cultural elements to our tourists, so that everyone can remember nostalgia and find these values of culture.
Excavating rural characteristic culture provides new impetus for rural prosperity
Intangible cultural heritage activation 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 ingenuity to empower the village and provide the impetus for the village to become rich.
"Holding a hoe during the day, picking up a pen at night, and making a drawing board on the door" is a special scene in Yudong Village, Quzhou City, Zhejiang Province.
In a small village with a population of more than 800, half of the people can paint.
In front of the house and behind the house, a piece of peasant painting depicts a beautiful life, and by the side of the field, peasant painters are painting according to the situation, and the people and the scenery are blended together.
The vivid peasant paintings have made many companies willing to spend real money 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) use ordinary packaging, canteen, wholesale, and the price is basically just over two yuan. The price of rice has increased a lot.
At present, Yudong's related cultural and creative products have covered more than 100 products in work, life, entertainment, etc., and have expanded to trademarks, screensavers, wallpapers, digital currency, etc. At the same time, with Yudong Village as the leader, the joint bowl kiln, bowl Dongdu and other 9 culturally characteristic villages have established "culture as a mediator, village linkage, and group development".
A good drawing is inseparable from a good pen.
The "Qi Bi" in Guangrao County, Dongying City, Shandong Province is one of the four famous Chinese pens. The brush is not only a writing tool, but also represents a writing culture.
Guangrao County actively declared Qibi as a provincial intangible cultural heritage. The local government also led Qibi to participate in various cultural and consumer activities at home and abroad, and actively guided Qibi enterprises to conduct online sales.
You Jiajia, Director of the Culture and Tourism Bureau of Guangrao County, Dongying City, Shandong Province: At present, we are organizing relevant enterprises to participate in the first batch of county-level intangible cultural heritage workshop applications.
After the application is successful, the qualified leaders of the Qibi intangible cultural heritage workshop will be given tax relief, venue arrangements, guaranteed loans for business start-up and interest discounts and other policy support according to regulations.
Up to now, Guangrao Qi Pen has been sold to South Korea, Japan, Singapore, Poland, the United States, Serbia and other countries.
Since the beginning of this year, Guangrao County has sold 1.8 million Qi Pens, with a sales volume of 38 million, accounting for 35% of the national Qi Pen consumption market.
A great article on the revitalization of small country houses
As one of the typical representatives of rural tourism and leisure agriculture, country houses have the function of attracting people and driving consumption, transforming primary agricultural products into tourism commodities, and gradually improving the production and sales of characteristic agricultural products, processed agricultural products, and traditional handicrafts, showing rural areas. culture, increase the income of villagers, and promote the upgrading and transformation of local agriculture from traditional agriculture to modern agriculture.
In the courtyard, under the old locust tree, there are finely crafted wooden stake seats everywhere, and the "carpenter's style" is reflected everywhere.
This homestay in Huairou District, Beijing, was full before the weekend.
Consumer Mr. Wang: We have seen so many woodworking tools, we have seen childhood memories.
Wang Futian, who is over seventy years old, is the owner of this homestay. The old man has been learning woodworking since he was in his 20s. In the past few decades, he has built countless furniture and decorated the interior and exterior of the house, ranging from beams and pillars to small utensils, hand-carved. The utensils are worn, and the utensils are rough.
Homestay owner Wang Futian: I used to rely on this to make furniture. I just wanted to pass on my craftsmanship.
Inheritance continues, innovation does not stop.
In Dashuibo Town, Wendeng 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 University were recruited to settle here, establishing a "one village, one village" for the village. One chief expert, one development plan for one village”, to help each village plan cultural IP.
After two years of preparation and construction, the first rural art museum in the history of Weihai City was built in this once poor and backward village.
Today, in Dashuibo Town, more than 20 characteristic villages have been built, including Wawuzhuang, a cartoon village, Tuanshan Village, a Weiqi Village, and Keling Village, a film and television village.
The chief expert also led or participated in the establishment of agricultural professional cooperatives and family farms, and successively built Zhujialing Morchella, Kouzicun Stone Mill Flour, Hedong Qiaojia American Ginseng and other characteristic industrial villages, driving the village collective and the masses to increase their income and providing more than 500 jobs. Each year, it can generate more than 1 million yuan in income for the village collective.
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. Through this characteristic cultural industry, the economic vitality of our rural consumption can be further formed, which can drive our rural employment and achieve Our rural economy develops.
(CCTV reporter Li Chao, Wang Jialin, Wu Jun, Zhang Hui, Shandong, Xu Xianze, Henan, Zhou Changqin, Wang Junli, Dongying, Xu Zhen, Weihai, Teng Fei, Sun Tao, Ding Weiqiang, Pu balcony, Wang Yanhui, South Music, Jia Hongmin, Guangrao, Nie Yishan, Malina)