China Culture Daily: Mass Cultural Activities Brand Influence Index Grade

Represented by the "Cloud Award", the brand effects of my country's mass cultural activities in recent years have generally improved. Welcome to digital waves, which is more in line with the cultural habits of the masses. In this process, relevant national departments have accelerated and focused on promotion, and the level of digitalization of public culture has been continuously improved. Relevant institutions have continued to make efforts and long -term contributions. They have achieved remarkable results in promoting and expanding the influence of mass cultural brand activities.

Recently, the "14th Five -Year Plan" issued by the China Affairs Office and the State Council will "improve the level of public cultural digitalization" as an important task to improve the coverage and effectiveness of public cultural services.

The "Opinions on Promoting the Implementation of the National Cultural Digitalization Strategy" issued by the China Affairs Office and the State Council put forward specific goals and deployed key tasks in the "Fourteenth Five -Year Plan" period of the "Fourteenth Five -Year Plan" period, marking the rising cultural digitalization to the national strategic height. This year's "Government Work Report" clearly proposed the digital construction of public culture.

The "Fourteenth Five -Year Plan" Public Cultural Service System Construction Plan issued by the Ministry of Culture and Tourism also proposed to promote the social development and digital, network, and intelligent construction of public cultural services. At the end of the "Fourteenth Five -Year Plan" stage, the layout of public cultural services is more balanced, the service level is significantly improved, the supply methods are more diversified, and the development of digital networking intelligence can achieve new breakthroughs.

In recent years, under the guidance of the Public Service Department of the Ministry of Culture and Tourism, the National Public Cultural Development Center of the Ministry of Culture and Tourism has actively carried out work. Influence.

The National Public Cultural Development Center of the Ministry of Culture and Tourism (referred to as the "Development Center") and other media platforms jointly create online activities. For example, since 2021, the national public culture cloud cooperates with the central video to live broadcast on the "village evening" demonstration activities across the country, jointly build a "village evening" live broadcast platform, and at the same time produce weekly programs on the large screen. From January 25th to 26th this year, on the occasion of the Lunar New Year, the Development Center relied on the national public cultural cloud and cooperated with the central video to launch "My" Village Evening "My Year" 3 -hour melting media live broadcast program, and the local cloud Carry out the "Village Evening" of the North and South Large New Year's Eve, and to the cloud exhibition, to Inner Mongolia, Heilongjiang, Shanghai, Jiangsu, Zhejiang, Anhui, Jiangxi, Shandong, Henan, Hunan, Guangdong, Hainan, Chongqing, Sichuan, Guizhou, Qinghai, Ningxia, Ningxia, Ningxia, Ningxia, Ningxia, Ningxia, Ningxia, Ningxia The 29 "Village Evening" activities of 19 provinces, autonomous regions and municipalities were concentrated in direct recording, and the panoramic view showed the beautiful scene of the New Year's Gala in various places, and pushed the national "Village Evening" demonstration exhibition in 2022 to a climax. According to statistics, a total of 17.36 million viewers from the platforms of the relay cloud exhibition. For another example, the "Dance of Chinese Red" activity launched by the Development Center in 2021 cooperates with the Sugar -Bean App, absorbing candidate users, carried out square dance creation activities, and solicited more than 120 creative works.

The Development Center also actively promotes online and offline linkage, cooperates with offline activities, and launches online solicitation activities simultaneously. In the same period when the offline brand activities such as "Village Evening", "Everyone Sing" and "Dancing China Red", the national public cultural clouds were broadcast live simultaneously. "Online short video solicitation activities allow the masses to record the activities and show their works through short video.

In order to further enhance the brand effect of mass cultural activities, since 2020, the development center has improved the support mechanism of mass cultural activities, and has used digitally to help outstanding brand activities to play a leading role in demonstration, and drive the innovative development of cultural activities in various places. For example, last year, the main line of the theme of celebrating the 100th anniversary of the founding of the Communist Party of China, the Development Center carried out the "people's stage" online mass cultural brand activity relying on the national public cultural cloud. After declaration and selection, more than 200 mass cultural activities in the country have been selected, which concentratedly gathered influential, representative, creative local and cross -regional mass cultural brand activities. The masses singing everyone's singing, the Citizen Cultural Festival, the performance of the outstanding mass literary and art team, etc., show the cultural activities of the people in various places. The Development Center also conducts systemic packaging, multi -platform presentation and all -round promotion of selected activities. It has successively launched the special topics and direct broadcasting of the event, coordinating the publicity and reporting of mainstream media, and the brand voice of the mass cultural activities.

At present, the Development Center is continuing to carry out the short video solicitation of the "Welcome Twenty Congress · Singing New Journey" for the short video solicitation of the "I and the Star Award" short video collection event, and broadcast online to broadcast the "welcoming the twenty of the top 20 forge ahead and new. The representative mass cultural activities carried out by the journey.

Source: China Culture News

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