数字创意时代中澳文化产业“走出去”的问题与路径

The Problems and Paths of “Go Out” in Cultural Industries between China and Australia in Digital Creative Era

澳大利亚和中国有着截然不同的政治、经济体制以及文化传统。尽管如此,中国文化仍在寻求走向全球化的途径,澳大利亚也变得越来越亚洲化。中国文化"走出去"的本质意义是什么样的中国文化有可能会进入西方主流市场,而不仅仅是海外华人市场。中国媒体内容产业屡挫于非华语地区,最主要的原因是创意内容的匮乏。进入数字创意时代,中澳两国在文化创意(主要是电影和电视行业)和技术(主要是数字产业初创企业)等文化产业领域产生了大量的互动。在文化创意方面,中澳两国在电影和电视媒体上进行输出和交流,传统媒体和文化形式转变为数字化服务,两国可以使用社交媒体分析来评估媒体投资的相对成功和失败;在数字技术领域,澳大利亚政府和企业家认识到中国发生的有政府支持的数字化革命,并且积极拥抱这种科技创新,越来越多的澳大利亚数字初创企业向中国市场发展;文化与科技的融合为中国文化走出去提供了更多的机会,在澳大利亚,人们通过在线平台接受中国文化,在澳华裔起到了文化桥梁的作用。

Although Australia and China have very different political, economic systems and cultural traditions,Chinese culture is seeking ways to go global while Australia is becoming increasingly Asian. After entering digital era, the two countries have extensive interaction in cultural industries such as cultural innovation（mostly in film and TV industry）and technology（mostly in digital startups）. In cultural innovation, China and Australia have creative output and interaction in films and on television. With traditional media and cultural forms turning into digital service, the two countries can use social media analysis to assess the relative success and failure of media investment. In the field of digital technology, the Australian government and entrepreneurs realize Chinese government supports the digital revolution happening in China and embraces the innovation of science and technology. More and more digital start-ups in Australia begin turning to Chinese market for development. The integration of culture and technology provides more opportunities for Chinese culture to go global, while in Australia, people get in touch with Chinese culture through online platforms, and Chinese in Australia have played an important role as a bridge between the two cultures.