西方文化政策中的两种文化项目评估方法

Two Evaluation Methods of Cultural Project in Western Cultural Policy

在现代西方发达国家,当政府制定和实施文化政策时,往往依据两类价值评判标准,即以货币形式表现的"经济价值"和反映文化、审美、艺术、象征等意义的"文化价值"。对这两种价值的评估和度量主要采用两种方法。一方面,"价值"附着于文化活动的经济效益之中,当文化价值被创造的时候,经济活动也得到了提振,由此导致的商业活动的增加可以通过所谓的"经济效果"来度量。另一方面,文化价值反映在对一种特定文化活动的直接消费者(有时还包括间接消费者)产生的效用增加中,它可以通过"支付意愿研究"来度量。这两种价值的权衡在发达国家公共文化政策的制定、决策、实施中起着关键作用,但它们的侧重点各有不同,且往往由不同的群体提出来。由于两种方法有着各自的缺陷,因此获得兼顾经济价值和文化价值的观察和评估视角则更为全面、客观、科学。

In modem western developed countries, governments＇ making and implementing of cultural policy are often based on two kinds of value criteria, namely, the ＇ economic value＇ in the form of money and the ＇cultural value＇ which regards cultural, aesthetic, artistic, and symbolic significances. The assessment of these two values is undertaken mainly by two methods. On one hand, value is attached to the economic effects of cultural activities. When cultural values are created, economic activity is boosted, so the increase of commercial activities generated can be measured by the so -called economic effects. On the other hand, cultural value is reflected in the increased utility to direct consumers （indirect consumers are included some- times） of a particular cultural activity, and this value can be measured by the willingness -to -pay studies. The balance of these two values plays a crucial role in the formulation, decision - making, and implementa- tion of the public cultural policy in developed countries, Since these two values focus on different aspects, they are proposed by different groups. Since both methods have their own shortcomings, establishing a per- spective which covers both economic and cultural values is more comprehensive, objective, and scientific.