Promoting the high-quality development of public cultural services with wisdom

According to the statistics of China Internet Network Information Center (CNNIC), as of December, 2022, the number of mobile phone users in China reached 1.065 billion, and the proportion of internet users using mobile phones was 99.8%. Among them, the number of users of online video (including short video) has reached 1.031 billion, the number of users of online live broadcast has reached 751 million, the number of users of online games has reached 522 million, the number of users of online music has reached 684 million, and the number of users of online literature has reached 492 million. The era of mobile internet has come in an all-round way, and watching videos, broadcasting live and listening to music on mobile phones has increasingly become the normal state of mass cultural life. In this context, people’s demand for spiritual and cultural life is not satisfied with participating in offline cultural activities, but paying attention to the enjoyment of mobile digital cultural services. How to build a public cultural wisdom service to meet the people’s new mobile cultural needs has become the key to promote the high-quality development of public cultural services and promote the common prosperity of people’s spiritual life.

Based on the characteristics of the era of mobile internet

Different from the traditional offline public cultural services, the public cultural services in the era of mobile internet have undergone structural changes from demand, production to supply. From the demand point of view, the public’s personalized, instant and fragmented cultural needs in the era of mobile Internet are increasingly prominent. Cultural economist Ruth Taos once pointed out: "The main structural feature of digital cultural economy is that it provides unlimited possibilities to connect, store and provide dematerialized information and content." This makes people’s digital cultural services and products into a "super-choice" state, coupled with the diversity of individual cultural preferences, making personalized cultural needs a typical feature of Internet users. At the same time, in terms of time structure, people’s leisure time is fragmented and instant due to the accelerated arrival of society, and the popularity of mobile internet technology and equipment makes people’s fragmented and instant cultural needs can be perceived and satisfied. From the perspective of production, the boundaries between producers and consumers of public cultural digital services in the era of mobile Internet are becoming increasingly blurred. Public cultural service institutions can be producers of public cultural digital services, or builders and maintainers of public cultural digital service platforms, and the services and products on the platforms can come from third parties; While enjoying public cultural digital services, the public can become "sharers", "participants" and even "producers" of digital cultural services. As far as supply is concerned, on the one hand, public cultural digital services in the mobile Internet era have broken through the limitations of supply time and space, regardless of the coverage radius or service time.Are infinitely extended with the characteristics of the Internet; On the other hand, the original public cultural service supply has changed from one-way "supply-acceptance" mode to precise supply and interactive supply, and the public’s subjective position has become more and more prominent. Demand-oriented has become the underlying logic of public cultural digital service supply in the era of mobile Internet.

Therefore, to meet the cultural needs of the public in the new era, the key is to closely follow the characteristics of the mobile internet era, optimize the production and supply of public cultural services, and realize the wisdom of public cultural services.

Establish the concept of scene service

The construction of public cultural digital service in China started from the "China National Digital Library Project" initiated by the former Ministry of Culture and the National Library in 1998, and has roughly experienced the development stage from information service to platform service and from PC service to mobile service. In the information service stage, it mainly focuses on the construction and provision of "public digital cultural information resources", such as the national cultural information resources sharing project, the digital library promotion project, the public electronic reading room plan and other series of digital cultural projects that benefit the people, mainly providing cultural information resources services for the public. At the stage of platform service, online platform is used to integrate and drive offline public cultural service resources to realize "order-based", "menu-based" and "reservation-based" services, such as Shanghai "Cultural Jiading Cloud" launched in 2014 and digital cloud platforms of public culture in various places including "National Public Cultural Cloud". In the initial stage, most of China’s public cultural digital services were developed on the PC side. After the 13th Five-Year Plan, local public cultural institutions began to expand and meet the needs of people’s mobile digital cultural services by developing WeChat WeChat official account and mobile App.

However, with the rapid development of mobile internet technology, the era of mobile internet is fighting for scenes, and scenes have become the core logic of mobile services. In order to meet the requirements of differentiated online cultural services with high matching, strong immediacy and good experience in the era of mobile Internet, it is necessary for China’s public cultural digital services to reconstruct online and offline services based on user scenario analysis and expanding the application of smart scenarios. Therefore, the future public cultural wisdom service is by no means the digital twin of offline public cultural services, but an intelligent public cultural service model that takes users as the center and relies on technologies such as mobile Internet, big data and cloud computing to perceive users’ cultural needs and quickly adapt services. In other words, public cultural wisdom service is the practice of digital technology scene paradigm in the field of public cultural service.

Establish "demand awareness-content adaptation"

-Instant supply "full cycle service system"

Public cultural wisdom service is a timely and accurate response to people’s cultural needs, so the starting link of its construction is "demand perception". Demand perception is the timely discovery of people’s current cultural needs, including the time, place, content and form of perceiving people’s cultural needs, and it is the starting point of public cultural wisdom service. The demand perception of public cultural wisdom service relies on location technology and big data technology to collect the relevant demand information of individuals in real time and form an accurate perception of people’s cultural needs. "Content adaptation" is to understand and analyze people’s needs according to their perceived cultural needs, so as to match the corresponding service content. To realize content adaptation accurately, the key point is to identify the cultural demand scene where people live. "Instant supply" is aimed at the individual’s current cultural needs, realizing the reasonable organization and accurate push of corresponding cultural services (products), is the response link to realize public cultural wisdom services, and is also an important way to enhance the people’s sense of cultural acquisition and happiness in the era of mobile internet. This requires pre-storing many service elements according to different cultural service scenarios, including cultural resources, cultural products, cultural services, etc., so as to provide corresponding mobile services, customized services, situational services, interactive services, etc. according to different scenarios. It is through the circular docking of "demand perception-content adaptation-instant supply" that the whole cycle of public cultural wisdom service is realized.

The high-quality development of public cultural services is not only the change of development stage, but also the transformation of development concept and development model. Public cultural wisdom service reflects people’s higher requirements for public cultural services in the era of mobile internet, and it is the key to promote quality change, efficiency change and power change in the field of public culture in the new period.

Original title: "Promoting the high-quality development of public cultural services with wisdom"