Meeting the New Cultural Needs of Citizens in New Scenarios
2023-05-24
On June 19, 2022, at the famous old street Zhenhua Road in Dongguan, the "Tide Dongguan Matchbox" urban art TIME Father's Day special event unexpectedly met the citizens in the mottled arcade. The street corners are arranged as small and beautiful performance venues, and the street art form of "roadshow+flash+live interaction" has attracted a large number of citizens to stop and participate. When familiar melodies sound, people pick up microphones and sing to express their feelings for their father. Zero distance concerts, interactive performances, on-site interviews, letters to confide in... The distracted planning and warm expression have made many citizens exclaim "very special" and "very nostalgic", and the event immediately swept through many Dongguan people's social circles. This is a microcosm of the innovative service methods of Dongguan Cultural Center in Guangdong Province in recent years. For a long time, cultural centers have played an important role in the development of mass culture and the evolution of urban cultural trends. With the development of the times, people's cultural needs are also changing, and cultural museums are facing the challenge of how to create new service scenarios and meet people's new needs. For example, in 2021, Dongguan entered a new stage where its GDP exceeded one trillion yuan and its population exceeded ten million. The average age of permanent residents was only 34 years old. How to better serve young citizens has become the top priority of Dongguan Cultural Center work. The new era calls for new actions, and new demands give birth to new scenarios. In 2022, the Dongguan Cultural Museum innovatively planned the "Tide Dongguan Matchbox" urban art TIME, linking 33 town and street (park) branches in the city. Throughout the year, more than 250 "small and beautiful" and "by the side" music activities were held, allowing citizens to hear the melody flowing in the city, benefiting 18.74 million people online and offline. If cultural activities are limited within the venue, the service coverage can only be limited to a small number of people; If only traditional forms of cultural activities are held, it will be difficult to arouse the interest of young people. In order to allow more citizens to easily participate in cultural activities nearby, the Dongguan Cultural Center has moved the activity venue from inside the venue to outside, and built small stages in different places such as parks, shopping malls, urban lawns, industrial parks, etc., creating open music spaces one by one. With the "geographical advantage", we also plan special activities by taking advantage of the "time" and combining important time nodes, such as "520 City wide Advertisement", "Mother's Day Kiss", "The Night of Classical Cantonese Golden Melody on the 25th Anniversary of Hong Kong's Return", "Mid-Autumn Festival Wish People Long Life", which not only create a strong festival atmosphere, but also make cultural activities become a normal presence around the masses. In addition, to meet the diverse aesthetic needs of young people, in music cultural activities, we often use different music forms such as pop music, small symphonies, chamber music, acabella, light rock, jazz, and popular new folk music. We also use short videos, online direct broadcasts, and other methods to extend the activities from offline to online, allowing the activities to exude a youthful atmosphere. A single flower does not make spring, while one hundred flowers in full blossom bring spring to the garden. The task of the cultural center is to organize and plan mass cultural activities and provide public cultural service products. However, relying solely on the cultural center's own strength, it is difficult to meet the growing public cultural needs of the people. Therefore, cultural centers must integrate resources and gather cohesion
Edit：Luo yu Responsible editor：Jia jia
Source：GMW.cn
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