文化产业背景下的文化艺术生产问题研究

【作者】 李涛；

【导师】 夏之放；

【作者基本信息】 山东师范大学 ， 文艺学， 2009， 博士

【摘要】 文化产业的发展是当今时代不可阻挡的潮流。文化产业的特点是工业化、标准化、社会化,是一个以内容生产为核心的工业化生产产业链,其实质是经济活动。作为内容产业(英国的提法),文化产业涉及到文化产品以及与文化相关产品的生产、经营流通和销售活动,在经济学的行业划分中,被归类为第三产业或服务业的范围。在当今的文化产业背景下,传统的精神创意活动也进入了文化产业的领域:在文化产业链中,文化艺术生产是基础环节,处于文化产业的原发地位。当然,并不是所有的文化艺术生产都能进入到文化产业的行列,只有通过授权行为,人们的文化艺术生产和文化产品才能进入到文化产业的体系之中。精神活动与人类的生存息息相关。文化艺术生产(创作)很早就出现,几千年来缓慢地向前发展。在当今社会,由于文化产业的迅猛发展,文化艺术生产发生了剧烈的变化:理念变革——从传统的个体创造转变为集体的社会生产行为;生产模式——从手工作坊到工业生产;最突出的一点,是文化艺术产品——一直被视为“形而上”的精神产品,借助于现代科技和管理手段,文化艺术生产实现了史无前例的扩张,其商品属性得到了充分的展示。在文化产业背景下,文化艺术生产摆脱了传统上的创作思维:不再是为了个人欣赏或“传之后世”,而是为他人消费而存在。因为观念的变化,文化艺术生产也打上了浓厚的商品生产的印迹:重“物”不重精神,强调策划的地位,对大众“注意力”的发掘。在文化艺术生产中过程中,相关的生产要素也有了新的变化:一是文化生产力得到了解放,文化艺术生产者从昔日的附属地位中解脱出来,他们作为社会生产者,拥有了与其他生产者一样的自食其力、自我生存的条件,生产主体地位得到了确立;二是一大批“新文化人”参与到文化艺术的生产行为之中,他们作为文化产品的生产者,发挥着引导、沟通、传播、经营等方面的作用,把文化产品推向了消费;三是通过文化艺术生产,文化的“资本”价值得到了进一步的体现。与此同时,产业化的文化生产模式也带来了不少新的问题,诸如文化产品品味不高、文化生产者的困难处境以及对传统的民族民间文化的冲击等。从理论上看,文化艺术生产,从过去的个体独立性行为变成市场中的社会化生产,有其内在的必然性。生产是人的本性,一直陪伴着人类的在存历程。通过当今的文化艺术生产,文化艺术产品的商品属性得到了体现,生产的扩大,交换的繁荣,这是生产的要求;文化产品是精神产品,其价值(包括精神价值、社会价值等)体现在对人的精神需要满足上,只有通过消费,它才能够发挥其应有的作用,因此,在文化产业发展的进程中,文化艺术产品尤其是大众文化产品的普及,既是生产的内在要求,也是文化产品精神属性的社会归宿。文化艺术产品具有超功利性的性质,而在社会化的生产条件下,由于生产对经济效益的追求,势必又影响到文化产品的精神品性,这种悖论的存在,是长期难以避免的。产品是为了消费,文化艺术产品也是如此。因为消费者自身的条件不同,社会上存在着形形色色的消费者,基本上分为三类:文化艺术产品原创者,经营服务者,购买文化产品的消费者。消费者因各自条件和趣味不同分成不同的群体,群体的横向和纵向的差异构成了文化消费群体的结构。文化艺术生产与文化消费是一种互动关系,这种互动关系既影响到文化产品的生产,也影响到文化消费群体的变化,因此,文化消费群体的结构一直是流动的,其中文化群体的雅、俗结构是文化消费中的最一般现象,这一现象会长久存在。文化消费是一种随意、自由式的趣味性消费,只有趣味上的差异,本身没有高低、上下之分,人们喜欢、追捧什么的文化艺术产品,完全因不同人、不同的消费趣味而定,因此,现实中的文化消费不存在等级观念。美国学者甘斯(Herbert J.Gans)关于“品味”文化和“品味”文化群体的理论,从“品味”上解释消费差异,近乎文化及文化消费的实质。文化产品具有准公有(公共)属性,通过社会消费,文化艺术产品进入到广大消费者那里,满足社会大众的精神文化需求,不仅使文化产品的精神价值落到实处,更重要的是,有益于大众实现其基本的文化权益。任何社会都会存在着主流意识形态与非主流意识形态,前者是国家提倡的,后者是自发形成的。主流意识形态关乎国家利益。文化艺术产品是精神产品,带有思想意识的成份,也具有传达主流意识形态的功能。在当今社会条件下,文化艺术产品承担意识形态的功能不断弱化。但文化艺术生产毕竟是从事精神产品的生产,在当今的主流意识形态建设中,既要高扬主旋律,又要顺应大众需要,本着有益无害的原则,推出多样化的产品,在满足社会精神需求的过程中,为主流意识形态建设发挥积极的作用。文化艺术生产怎么发展,从历史和现实的角度来看,商品化无疑是必然的趋向。市场经济条件下,文化产品也是商品,实行商品化,无论是对于社会生产、还是对于文化艺术自身的发展,都是有益的。就目前我国的文化艺术生产而言,顺应文化产业的发展潮流,必然要走商品化的路子。商品化,就离不开市场,市场是文化艺术商品化的必经之路,文化艺术生产者不能无视市场的作用,要勇于投身市场,在市场中发展。要做到这一点,就要树立文化生产者的市场主体地位,建立健全“职业文化人”制度。商品化、市场化也会带来一系列的问题,必然要予以足够的重视,并加以解决:对于那些难以适应商品化的文化艺术生产,尤其那些关系到国家利益、大众利益的文化艺术生产,必须予以适当的资助与扶持。要通过多方面努力,初步建立起较为完善的保护与支持体系,促进文化艺术生产的发展;对于文化艺术的市场生产,要予以管理与引导。市场是把双刃剑,市场中的问题也很多,依法管理尤为必要,要保护健康向上的文化艺术生产,允许有益无害的,打击有害无益的。同时,利用经济、行政等手段,引导、规范文化艺术的生产与消费活动,以促进其健康地发展。更多还原

【Abstract】 The cultural industry development is an irresistible historical trend in the world of today.The characteristics of cultural industry are industrialization, standardize, acculturation, are industrialize industry chain with core of the contents produce, it’s an economic activity in fact and is categorized in the third industry or the scope of servicing business. The cultural industry is the spirit industry to produce production and service, Be a contents industry (UK method), it involves a cultural products manufacture, management communication and sales activity, and mutually closes to that, therefore, under the condition of the cultural industry, the traditional spirit creativity activity also gets into the field of cultural industry: The cultural art production is its foundation, which is placed in the original position of cultural industry. Certainly, not all cultural arts produce can get into cultural industry, only through authorization behavior, people’s cultural art manufacture and cultural production can get into cultural industry system.Spirit activity and the mankind’s existence are vitally related. The cultural art manufacture(creation) appears very early and slow moving-forwards in the last several thousands years. Because of the fast fierce development of cultural industry, the cultural art manufacture takes a great change: Principle innovation—changes from the traditional individual creation to collective production behavior; Produce model—from handicraft workshop to industry; the most outstanding is a cultural art production—has been seen as "metaphysics" spirit product, its merchandise attribute gets well display, with the help of modern science and technology and manage means, the cultural art manufacture gets an expansion unprecedentedly in history, also shines its vitality. Under the background of cultural industry, the cultural art production gets away from the traditional thinking: No longer exists for the sake of personal appreciate or"handed down through the ages", but to saved for consumer. Because the change of idea, the cultural art production has been stampd the name of commodity: value "material" not spirit, emphasizes the position of scheme, and the exhumation of the public"attention". In the production process, the related production factor also has new variety: First is to get cultural productivity liberated, the cultural art manufacturer sets free from subsidiary position, as social manufacturers, they owned qualifications to support themselves similarly with other manufacturers; Second is one large quantity "new cultural person" participate a cultural art of product, who are the collective manufacturers of cultural product, develop the function of leading, communication, dissemination, management...etc, and push a cultural product to consume; Third is through a cultural industry, the "capital" value of the culture gets a further embodied now. At the same time, the industry mode also brings a few new problems, such as the low tasty of product, the difficult circumstances of manufacturer, cultural and the impact to traditional culture…etc. From the theories, it is inevitability that the cultural art produce becomes market production from the past individual independence behavior. The production is the natural character, which has been keep company with the mankind’s existence process. Nowadays its merchandise attribute gets well display through the cultural art produced, the extension of produce, the prosperity for exchange, which is the request of production; The cultural product is a spirit product, its value(include spirit value, social value etc.) is embodied by person’s spirit demand now, only from consumption, it can develop the function that it should have, therefore, the universality of the cultural product, particularly the popular cultural product , is not only the request of production but also social end-result of the spirit attribute of the cultural product. The cultural art product has a super and utility property, but under condition of social production, because the production pursues economic performance, it will influence the spirit character of cultural product again, the existence of this kind of contrary theory is hard to avoid over a long period of time.Producing is for the sake of the consumption, a cultural art product is also such. The cultural consumption is a kind consume with optional, free and taste. Because the condition of consumer oneself is different, the consumer basically is divided into 3 types: The original creater, manager, consumer. The constitution of consumer structure can be divided into lateral distribution and longitudinal distribution. Production and consumption of the cultural art are a kind of interaction relation, which influences not only the production of cultural product, but also the variety of the consume community, therefore, the structure of culture consume community is always flowing, among them, the refined structure and the vulgar structure are the most general phenomenon, because of consume, which will exist for long time. There is no social stratum for cultural consumer because consume itself has the difference of the interesting, different person, different consumption interest. American scholar Herbert J. Gans, whose theory about "tasty" culture and "tasty" cultural community, explains consumption difference on the "tasty", just like differences between culture and culture consume. The cultural product has a quasi-public owned (public) attribute, though consumption, the cultural art product gets into common consumer to satisfy the social people’s spirit cultural, which not only to make the spirit value of cultural product achieve, but more important, to be good for carrying out the people’s basic cultural rights.From the perspective of history and reality, commercialization is undoubtedly the right direction for the development of the culture art production. Under the condition of market economy, since the culture production is commodity, it is beneficial to carry out commercializing both for social produce and the development of the culture art. As for the current production of the culture art of our country, to comply to the development trend of the culture industry, it is essential to lead to the way of commercialization. It is impossible to commercialize without the market, market is the only way for the culture art commercialization, the production of the culture art shouldn’t ignore the role of the market played, it should take full use of the market and develop in the market. The production of the culture art need support, under the market economy it is even much more essential to support the production of the culture art, particularly for those which beneficial to commercialization or important for the production of the culture art of the interest of the country and public. We need to make all efforts to initially establish a relatively perfect protection and support systemHowever, commercialization will also bring about a series of problems, it is impossible to address these problems without management and guidance. The cultural policy is the guidebook which guides the production development of the cultural art, it also should play the role of social guidance. The market is a double blade sword. There are also many problems in the market, so lawful management is particular essential, we have to protect the healthy and good culture production, encouraging the production which benefit the society while crack down on the production which give bad effect to the society. Meanwhile, we should guide and regulate the production and consumption activities of the culture art by economical and administrative meas. Both mainstream ideology and non-mainstream ideology exist in any society, the former is advocated by the state and the later is formed spontaneously. The mainstream ideology is critical to the state interest. The culture art production is a sort of spiritual production which contains the idea conception component while has the function of delivering mainstream ideology too. In current society, the function to bear ideology of the culture art production is increasingly weaken, it has not been the main delivery channel of the mainstream ideology. But after all the production of the culture art is a sort of produce of spiritual production, so in the process of building the mainstream ideology, on one hand we should hold high banner of the main theme, on the other hand we have to comply to the need of the public, based on the principle of benefiting all, we should produce diversiform products, so as to play positive role in the process of building mainstream ideology while satisfy the spiritual need of the society.更多还原