Help "double reduction" with culture

In the Chengda Museum of Huangshan City, Anhui Province, children are making abacus. Photo of Du Yu/Guangming Picture

Children in a kindergarten in Xingxing County, Huzhou, Zhejiang Province are performing the non -heritage project "Xiama Lantern". Xu Binhua Photo/Guangming Picture

Tourists from all over the country took their children into the Dunhuang Museum of Gansu Province with their children. Hou Chonghui Photo/Guangming Picture

Students in Qinzhou, Guangxi participating in the Cauxing Pottery Creation Competition. Liu Xinwu Photo/Guangming Picture

Children experience popular science equipment at Hefei Science and Technology Museum. Chen Sanhu Photo/Guangming Picture

Students from the Experimental Primary School of Congtai District, Handan City, Hebei Province visit at the Science and Technology Museum. Hao Qunying Photo/Guangming Picture

Editor

Ten years of trees, hundred -year -old tree. Education has always been a national plan, and people's livelihood. In order to eliminate the disadvantages of utilitarian education and promote the return of education to the essence of education, in July 2021, 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 Further Reduce the burden of student homework and off -campus training during the compulsory education stage", and put forward the practical improvement of school education. Human level, continuously regulate off -campus training, effectively reduce the burden of overweight operations and off -campus training during the compulsory education stage (hereinafter referred to as "double reduction"). Once the "double reduction" policy is released, it has received multiple responses. From the path of exploring the rich after -school service content, to the off -campus training institutions to actively explore the transformation and upgrade, and then re -plan the students 'surplus life of students' sudden "idle". In this process, the demand for educational resources such as cultural products and services has increased, and the cultural needs of educational end and market -side are forced to deepen thinking and optimizing the practice. In view of this, the research team of Communication University of China combed the current situation of children's cultural products and services, and proposed that in this context to meet young and children's countermeasures for new needs for cultural products and services.

For more than a year, the "double reduction" policy has been implemented, and the Wenbo venue, art museum, and science and technology museums have become priority choices for students to spend their holidays. Top -flow museums in various places are full and difficult to find. In response to the "double reduction" policy, various cultural market entities are also changing positioning. For example, in 2021, the Suzhou Museum set up the first museum school for young children to develop Chen projects for young and children. With the help of digital media technology, the development of Chen projects, in a way of entertaining to make obscure cultural knowledge vivid and warm, and easy to accept.

"Let the children return to the ancient architectural Museum of Celebrity from the discipline training, and understand the local customs and historical contexts of their hometown, which is more effective than many online lessons." Many parents said that the museum school's knowledge and interesting educational model It enriched the child's amateur life, increased the cultural literacy of the child, and reflected the changes in social education concepts and actions brought by the "double reduction" policy.

Cultural products help the "double reduction" policy landing

Demand demand for non -disciplinary quality education on off -campus is surging

The original intention of the "double reduction" policy was to return education to the essence. Students who removed the burden of heavy schoolwork due to "double reduction" also had a lot of spare time. How to allow education to play the essential function of cultivating the spirit, inspiring the mind, stimulating autonomy, and comprehensively improving the quality of students, how to effectively enrich the spare time of young and children, and become a topic of "double reduction" school schools, parents and society.

Related reports show that in the first school weekend after the "double reduction", the sales book sales of youth class books in Zhongguancun Book Building, Zhongguancun District, Haidian District, Beijing increased by 40%over the same period last year. Some private bookstores have also made adjustments. The main post -class book incense reading service, carrying out online and offline public welfare lectures, developing habits such as development habits, traditional festivals, red culture and other cultural cultivation courses, optimizing public reading space, and providing children with "Book Fragrance "After class time. "Education system for building a comprehensive cultivation of morality, wisdom, and art and labor depends on the long -term high -quality supply of quality education resources, and the product supply of the cultural industry for young children is the main path to build this education system.

Cultural quality cultivation needs to "start with dolls"

Reading the ancient books of poems, "punch cards" Wenbo venues, listening to traditional drama, participating in non -heritage experiments have become important parts of schools and family education. More and more adolescent children are keen on national style culture. With the rapid development of the country's politics, economy, and society, the influence of Chinese culture has greatly improved. In the multi -channel and diverse cultural cultivation, adolescents and children will feel the charm of the era of excellent traditional culture in Chinese culture and actively participate in the Chinese culture. Modern expression and innovation transformation.

The excellent traditional culture of China is the spiritual life of the Chinese nation. The cultural quality of young and children needs to penetrate the ideological concepts, humanistic spirit, and moral norms. Cultural products and services are an important means of cultivating the cultivation of young and children's culture. They should provide them with a comprehensive cultural consulted by the expression forms, communication methods and service models of "children's friendship", and let them "double reduction" policy policies. The value of the value of the value is realized.

Cultural products have become the starting point for reshaping of family education functions

For a long time, education competition has led to misalignment and offside of family education, which has caused anxiety that spread in the public. The "double reduction" policy not only "empty" the additional burden of young children on legal holidays, rest days, and winter and summer vacations, but also forced the family to re -think the positioning of their own education functions.

With the implementation of the "double reduction" policy, many parents actively adapt to the new changes of the education environment and model, and actively return to the family education of parent -child companionship, pass on their own education, and Lideshu. Lack of correct cognition, and even "rushing for medical treatment." Family education is the cornerstone of the growth of young children and the basis for people to receive school education. Cultural products and services that are rich, high -quality and suitable for Chinese youth children's own characteristics can help families based on the growth goals of their children's life, scientifically and effectively organize and use educational resources, thereby becoming an important starting point for the turn of family education function. The supply of young children's cultural products is increasingly diversified and large -scale

Public cultural services provide "embedded" public welfare cultural content

After the "double reduction", some cultural venue venues and social organizations were carried out to carry out museums to enter the campus and classroom activities. For example, from "moving the classroom into the museum" to "introduce museum resources into the campus", to the use of digital technology and the National Museum of China to jointly develop the "Boxu Literature Course", the History Hutong Primary School of Dongcheng District, Beijing provides more than 1,300 students. The high -quality post -school museum service project not only opened up the student's horizon, but also enhanced students' profound understanding of Chinese culture.

At present, public cultural service agencies with public libraries, Wenbo venues, art museums, etc. are continuously innovating service thinking, expanding service boundaries, enriching service content, focusing on the education aesthetic needs of young children, and carrying out various colorful "embedded in embedded" The "style of" public welfare cultural activities enhances the sense of cultural gain and satisfaction of young children.

Various categories of cultural industries provide "three -dimensional" high -quality content supply

The first summer vacation after the "double reduction", "Big Monster in the Forbidden City", which taught traditional cultural knowledge in Lezhong, was launched, and the entire network played more than 1 billion. The original author of the play Chang Yi said, "Children in each country should have their own fairy tales. I want to allow my children to feel the traditional Chinese aesthetics. Many magical stories happen to us instead of You have to go to Europe and the United States. "

With the rapid development of the cultural industry, the cultural products and services of young and children are increasingly diverse, and the development trend of vertical, segmentation and professionalization is present. Book publishing, performing arts entertainment, film and television, animation, games, tourism and other cultural industries have targeted the market blue ocean of young and children, developing and launching cultural products that adapt to the needs of young children. For example, the development of children's books is increasingly large -scale, scientific and scientific, and gradually formed a scientific system for graded reading. In addition, there are endless musicals, stage dramas, dramas and other acting for young children, and various theaters and theaters have opened children's exclusive theater and art festival exhibitions.

Technology empowerment provides "full scene" immersive cultural experience

Digital technology has accelerated the update of new formats, new models and new products in the field of cultural resources. "Culture+" has provided young and children with a rich and rich cultural service experience. Based on the deep integration of culture and tourism, the red base visits, archeological treasure hunting, night -stay zoo, museum tour of the red bases and children's research and development and design of young children have been upgraded. Education's fun and satisfaction. Under the influence of the new crown pneumonia's epidemic, the main body of various cultural supplies is actively breaking, and they have moved to online to provide a colorful "cloud culture" experience. The "cloud exhibitions" of various art institutions and museums, "online music" across time and space "online music The "Uncle Kai Story" APP, which will be played ", and the fragmented playback, etc., provides children with a lively cloud experience. Digital technologies such as 5G, AR/VR, AI, holographic projection, multi -channel projection and other digital technologies integrate cultural ideas, so that cultural resources that were originally static and with a sense of space -time distance are more interesting and affinity. For example, after the "double reduction", the Hunan Provincial Museum launched the "Millennium Kiln Wang" Changsha Kiln MR (hybrid reality) digital experience activity, making young people's sense of cultural perception and learning more story, role, and interaction.

Children's cultural products are imbalanced supply and demand

Lack of supply: weak supply of local original cultural products with appropriate aging

At present, the supply scale of Chinese youth and children's cultural products has become increasingly expanded and the supply types are increasing. Taking the children's book industry as an example, in Dangdang.com's "Top Ten Best Sales Books in 2021", 6 foreign translation works accounted for 6 books. This proportion is also the norm of the best -selling list of children's books in recent years. Taking the performance market as an example, in Damai.com's "Children's Parent -Child" performance drama, Broadway classic dramas, Japanese Altman series dramas, British classic picture book dramas and other foreign repertoires, both attention and recommendation are the top list, accounting Nearly 80%of this classification work. Due to the lack of original motivation and the market, many children's literary and artistic works are moderate production by copying, imitation, and even cottage. The production concepts are backward, the narrative structure is imbalance, the characters are flat and pale, and the story lacks new ideas. Making gimmick attracts children's attention, and was labeled with "rough system" and "pediatrics".

In addition, the supply of young and children's cultural products with distinctive themes is weak, and especially lacks the dissemination of Chinese civilization, inheriting excellent culture, and showing the spiritual cultural products of Chinese spirit. In recent years, domestic animation films have been spraying, and high -box Guoman movies such as "The Return of the Great Saint" and "The Demon Children of the Neza" are based on the fine masterpieces of Chinese culture and national spirit, but their audience is based on adults. Mainly, the theme values ​​of expression and presentation are mostly adult perspectives. How to express children's world and values ​​with a unique Chinese style, and to present rich historical culture and future with abundant imagination, and creating excellent works that adapt to young children is an important issue worth thinking about. Supporting and demand mismatch: Be wary of low -quality vulgar products crowded in the cultural market space

There are strong demand for the children's cultural market in my country, and there are many types of cultural products, but the quality is uneven. At the same time as the market is prosperous, there are also hidden dangers of inferior products that occupy high -quality product space. In June of this year, the "illustration incident" of the mathematical textbooks of the People's Education Press Primary School caused heated discussions on the Internet. Some vulgar, kitsch, and even catering to vulgar and interesting children's books were exposed. In addition to the "problem content" of audio and video, animation and online games, it is even more important to underestimate. Due to extensive communication, intuitive, and more attractive communication, some websites have not strictly reviewing platforms, coupled with the lack of a clear hierarchical system in my country, and the content of terror, violence, absurdity, vulgarity, etc. are more likely to appear in audiovisual cultural products. On the contrary, some outstanding classic original works have lacking market attention, the propaganda effect is not satisfactory, and it is difficult to contact a wider range of children's groups. In the era of accelerated information on information, due to the asymmetry of information, the cultural markets with uneven good and bad often make parents dazzling and choosing blindly.

In addition, the supply of children's cultural products in my country lacks high -quality original works suitable for young and children's psychological and understanding ability. Some works have the appearance of "lively" and "good -looking", but it is difficult to reach the heart of the niche. Some domestic best -selling animation works are frequently rated as "simple and rude preaching" and "lack of aesthetic". Although they have achieved good business results, social benefits are questionable. Children's cultural products cannot meet the market. They must emphasize children's standard consciousness and respect the original appearance of children. Classic domestic animation works such as "Nezha", "Little Tadpoles Finding Mom", "Nine Color Deer" are still talked about people. A lot of knowledge and truth.

Ordinary supply and demand: "internal volume" tendency to supply the supply of young children's cultural products

Under normal circumstances, parents are the purchase makers of young children's cultural products. The traditional concept of "one test for life" has a profound influence, which has caused many parents to still be in the contradiction between the hesitation of education goals. The market demand of pragmatism and utilitarianism has ecludes the diversified supply of cultural products to a certain extent. The market profitability has caused the supply of cultural products to reverse the "inertial trend" that has not fully moved towards the "test". It further exacerbated the utilitarian nature of educational concepts and pushed the "test -oriented" supply and demand dislocation to the "internal curl" vortex.

The "internal volume" of the dislocation of supply and demand is not only easy to bring the supply direction of children's cultural products, but it is difficult to meet the real consumption needs of young children, but also cause the happiness of young children to dispel the academic ocean to the utilitarian pursuit. All kinds of "gods are good" tests, teaching auxiliary cultural products are endless, and even classic cultural works need to attach the label of "compulsory test" to gain market favor.

On all kinds of book e -commerce platforms, "one book allows children to easily understand 5,000 years of Chinese history", "primary school student writing secrets", "let children win on the starting line" and other eye -catching utilitarian words abound.

Multiple measures to achieve precise supply

Strengthen the development strategy of vertical integration and open the market for accurate markets

Actively respond to the "double reduction" landing, adjust the supply direction, and optimize the supply structure. Give full play to the role of the school, lead and guide the needs of family cultural products, force the cultural market to optimize the supply, and form an orderly, high -quality and accurate cycle of cultural supply and demand; encourage schools to enrich educational resources through social purchase and school cooperation. The market supply and quality upgrades are upgraded; cultural enterprises need to adhere to the correct production orientation to enhance the recognition of young and children's recognition of the core values ​​of Chinese culture and socialism as the main goal. For the main content, show the Chinese style.

Attach importance to diversified cultural needs and improve product supply matching. Centers for adolescents and children, judge their cultural needs, and put social benefits first.推动广领域、全平台文化产业不断探索青少年儿童需求的垂直细分领域，鼓励图书出版、影视演艺、文旅等全门类与中小学教育渗透融合，实现多样态供给；推动视听影音、人工智能、 Technologies such as AR/VR and immersive experience are integrated into the production of children's culture and adapted to the cultural needs of the "net birth generation".

Accelerate the improvement of the policy system and optimize the supply market environment. Strengthen the cultural market governance of young children and create a healthy, safe, positive cultural and ecological environment. Accelerate the formulation of the children's cultural industry industry standards, strictly strictly admitted a negative list of children's cultural markets; improve the evaluation system and incentive mechanism, set up special funds and funds of young children's products, and play a leading role of original high -quality projects; give relevant products and service policies to tilt. Increase the proportion of supply of children's cultural products in the consumption season of benefiting people, and increase the fund support and policy support of the original classic cultural works of high -quality SMEs. Promote the concept of public welfare education, and integrate the diversified supply of society

Establish a variety of after -school service systems to promote the comprehensive development of students. Continue to improve the guidance of school after -school service construction to ensure that the service quality and efficiency are based on the quality and efficiency; encourages to improve the pertinence of post -school services through purchasing services, external cultural experts, inviting cultural volunteers, and entering cultural enterprises. , Professionalism and personalization; expand the line of class, encourage the after -class service to "continue get out of class", invite experts in relevant fields to build art moussers, and integrate aesthetic education and intellectual education into the network life.

Create a space -friendly community activity space to enrich the cultural practice of children's extracurricular. Encourage the community to open up extra -curricular spaces in the community, and carry out activities with traditional folk customs, paper -cutting, and labor as the main content. Accelerate the construction of public service facilities such as children's fitness equipment, outdoor playgrounds, and children's book reading rooms, and provide space guarantee for children's extra -curricular activities; establish a list of children's social public welfare organizations and service lists, encourage schools and communities and social public welfare organizations to efficiently link, carry out students in line with students Diverse cultural and educational activities of characteristics.

Improve the quality of public cultural services and make up for the supply gap. All kinds of public cultural places actively play the function of young and children's literary education main positions, comprehensively improve children's friendly service efficiency, and provide interactive, service -oriented, and scene -type children's cultural services. Create the service zone of young children, enhance the proportion of children's cultural content and service, and improve the children's public cultural service network; comprehensively promote public cultural services to enter schools, classrooms, and communities, two -way linkage cooperation, improve educational resources and methods Personal circulation; linkage with cultural enterprises, develop children's cultural blog products, expand the value of Wenbo IP, and enhance the development vitality and social influence of public cultural services.

By borrowing digital interconnection potential energy, through the supply of cultural resources

Integrate multi -party cultural resources and build a cultural resource pool of young children. Planning and implementation of digitalization of youth children's culture, coordinating the stock of excellent traditional cultural resources, and creating a digital cultural resource pool of young children. Continuously improve the national network education resource platform, uniformly purchase more excellent curriculum resources, and provide free for free children for children; linking the resources of all sectors of society with informationization, adapting to local education needs, highlighting the characteristics of educational resources; using cloud computing, big data and other technologies To achieve the comprehensive coverage of digital cultural resources nationwide, and the gap between cultural education between regions and urban and rural areas.

Diantong public cultural service platform to realize the number of public cultural resources. Relying on the construction of public cultural digital platforms at all levels of the country, fully consider the cognitive level of young and children, open up and build a digital service area for young and children, and classify digital services; actively develop children's "cloud exhibitions", "cloud reading" and "cloud experience" , Free open digital resources, reduce the digital gap of children in urban and rural areas; build children's smart libraries, museums, science and technology museums, and art museums, encourage the development of "digital combination" cultural activities of cross -regions, cross -domains, and cross -industry Service supply.

Use big data algorithms to achieve accurate product supply and demand docking. Strengthen the connection of young and children's user, establish an exclusive cultural consumption behavior data collection and analysis system, continuously improve the personalized recommendation of smart terminal products, guide young children to cultivate healthy network habits Children's intelligent APP system encourages cultural enterprises to add or specialize in children's zones. Based on behavioral data, we will gradually develop cultural product grading systems that are adapted to different ages and identities.

(Author: Members of the research team of Communication University of China: Tian Hui, Gao Ziqing, Fang Zhaohui)

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