论文部分内容阅读
《人民日报》在2011年11月5日发表文章提出要警惕文化的过度商业化,引起了社会的强烈反响,也为当下如火如荼的文化产业建设敲响了警钟。文化与商业的结合是一把双刃剑。结合适度,必会实现双赢的目的,推动文化繁荣发展;结合过度,却会使文化失去了精神属性,产生大量文化垃圾。文化作为一种软实力,日渐为人们所重视,打造具有地域特色的群众文化品牌,提升自身竞争力也逐渐成为各地区发展的重要战略。对于地域性群众文化建设而言,群众文化的受众多、覆盖面广、受众主体辨识力不强,因此在这个过程中尤其要注意文化的导向属性,适度利用商业的推手作用。趋利避害,实现社会效益与经济效益的双赢。
The People’s Daily published an article on November 5, 2011, which raised the issue of being wary of the over-commercialization of culture and arousing strong repercussions from the society. It also sounded the alarm for the ongoing construction of a cultural industry in full swing. The combination of culture and business is a double-edged sword. Combined with moderation, a win-win goal will be achieved and a culture of prosperity and development will be promoted. If the combination is excessive, the culture will lose its spiritual attributes and produce a large amount of cultural waste. As a kind of soft power, culture is paid more and more attention by people. As a mass cultural brand with regional characteristics, it is becoming an important strategy for the development of all regions to enhance its own competitiveness. For the construction of regional mass culture, the mass culture has a large number of audiences, a wide range of coverage, and a low awareness of the audience. Therefore, in this process, we should pay particular attention to the guiding attribute of culture and make appropriate use of the role of commercial push. Seek benefits and avoid disadvantages and achieve a win-win situation between social and economic benefits.