动漫产业中文化价值与经济价值关系的研究

The Relationship between the Cultural Value and the Economic Value in the Animation Industry

动漫文化艺术进入经济领域转变成一种消费资源,是用于生产满足人们精神文化需求的文化产品。文化消费产品与经济消费活动融合的根本原因是人类文明的发展及大众在新时代越来越丰富的文化需求。费斯克的大众文化理论告诉我们,消费者消费的是动漫产品的文化价值,特别是文化价值内涵中的"文化诉求性"和"动漫符号性"特征。动漫产品的文化价值与经济价值之间既有一致性,又有矛盾性,它们同时并存是动漫产业内在发展的规律。动漫产业经济活动必须在前期策划中深入探索目标产品的文化价值所在,并以此作为经济生产的指导,最终实现产品两种价值协同共赢的目标。

Animation culture and art has entered the economic field and turned into a consumer resource, producing culturaproducts to meet people’s spiritual and cultural needs. The fundamental reason for the integration of cultural consumption and economic consumption is the development of human civilization and the cultural needs of the masses in the new era. Through Fiske^theory of popular culture we find that what consumers consume is animation products, “ cultural value” ,especially the connotation of acultural appeals55 and the “cartoon symbols”. “The cultural value” and “ the economic value” of the animation productare consistent and meanwhile contradictory. The coexistence of “ consistency” and “ contradiction” is the inherent law of the development of animation culture industry. Before an animation industry economic activity starts, “ the cultural value” of a targeproduct should be explored and be taken as a guide to economic production, in order to achieve the two values of the product.