People in the capital look at photos displayed at an exhibition. (Photo: Nguyen Thuy Duong/VNA broadcast)
Vietnam’s first steps on the path of cultural industry development have yielded remarkable results.
But according to experts, the cultural industry has not met expectations and has not properly exploited cultural values to contribute to the development of the country. Sustainable Development of the country.
The promotion of Vietnam’s cultural soft power through the cultural industry still stops at the weak link in promoting the overall national strength.
Inadequate awareness of cultural industries
According to the assessment of Associate Professor, Dr. Bui Hoai Son, Standing Member of the Committee on Culture and Education of the National Assembly: Cultural industries have not been effectively exploited, commensurate with the advantages of their experience. national culture and talents of Vietnamese people.
Vietnam has no shortage of creative talents, no shortage of cultural capital, but it has not yet formed a suitable and supportive environment for creativity to help promote national culture, as well as help the land’s creative talents. shining water.
[Công nghiệp văn hóa: Tiềm năng đang chờ được “đánh thức”]
Associate Professor, Dr. Bui Hoai Son also analyzed some bottlenecks in exploiting the cultural industry.
The first is the awareness of the cultural industries is not complete, few consider fields such as cinema, fine arts, theater, music… as an important element of the economy.
Art culture is still quite timid in affirming the value of goods.
Besides, the coordination in development cultural industry missing.
Out of 12 branches, the Ministry of Culture, Sports and Tourism only manages 5 sectors including cinema, performing arts, fine arts, photography and exhibitions, advertising, and cultural tourism.
Public-private partnership is also facing many difficulties. Most of the investment models and activities in the creative field are spontaneous and passionate of individuals who love creativity and want to find new things for life and business.
In addition, the education of creativity and business skills is the next bottleneck.
Vietnam’s education system has some incompatibility with innovation activities. Although there are many improvements and changes in the direction of supporting students and students to practice creativity, for many reasons, the amount of knowledge to be learned is too large, making subjects related to creativity and art not yet available. properly respected.
Art marketing, business skills, and public relations should be considered core subjects in art schools.
In addition, some policy bottlenecks to support the development of cultural industries such as legal status for creative enterprises, land use, taxes, laws on patronage and donation, etc. barriers that prevent Vietnam’s cultural industries from taking off.
According to Associate Professor, Dr. Nguyen Thi Thu Phuong, Director of the Vietnam National Institute of Culture and Arts (Ministry of Culture, Sports and Tourism), Vietnam has a population of over 100 million people. potential market with domestic cultural industrial products, but actual surveys show that Vietnamese people’s consumption power for cultural industrial products still favors “foreign” goods more than “domestic” goods. .
It can be seen that Vietnamese cultural industrial products lack the uniqueness, applicability and vivid expression of cultural identity. Therefore, it has not met the increasing demand for cultural enjoyment and consumption of the domestic people.
A child with a to he booth. (Photo: Tuan Duc/VNA)
This leads to the domestic cultural market being invaded by cultural industrial products from cultural powerhouses in the same Asian region as Vietnam such as Korea, Japan, and China.
Rich infrastructure rich in identity and hundreds of creative spaces across the country is an advantage for Vietnam to exploit and transform into cultural soft power in attractiveness and connectivity.
However, institutional reform has not been drastic in opening the door to strong investment in the private sector, institutional barriers are not yet open towards the public-private combination in exploiting and promoting infrastructure efficiency. , creative space culture.
Currently, the financial investment mechanism in the cultural sector only focuses on the Government’s investment and ignores the issue of attracting capital.
Financial investment in the field of culture, essentially includes two concepts: investment and capital attraction. As a country with abundant labor resources, investment capital for cultural development is relatively limited…
Need to have investment policy and human resource training
Associate Professor, Dr. Nguyen Thi Thu Phuong said that in order to innovate the cultural investment mechanism, commensurate with the socialist-oriented market economy, Vietnam must solve the “bottleneck” phenomenon. on investment capital.
Renovating the investment mechanism is also very beneficial in promoting the process of structural adjustment in the ownership regime and the structure of the cultural industry through “increasing the amount” of attracting investment capital.
This can also activate the State’s backlog capital, optimize the capital structure in State-owned cultural enterprises, and benefit the arrangement of human resources through cultural capital. solve the problem of the organic relationship between the two factors of production, capital and human resources, when developing cultural causes.
This is an important solution to promote the soft power of Vietnamese culture, which has been made strategic decisions by the Party and State of Vietnam.
However, the basic problem to develop cultural industries requires investment policies and human resource training.
Moreover, it is necessary to have an open policy to be able to promote its cultural potential, to attract outsiders towards the “attractiveness” – the country’s culture on the spot.
The problem of creating a “creative space” or a creative environment is also an important solution for promoting the cultural soft power of our country today.
Fostering creative capacity and creating a creative environment for cultural talents (artists, intellectuals of science and technology) is also a very fundamental solution for the development of cultural industries besides other solutions.
Associate Professor, Dr. Bui Hoai Son said that it is necessary to have an appropriate legal policy system, create a legal corridor and an environment to support the development of cultural industries.
These can be donation and sponsorship laws to mobilize social resources for arts and culture, land mechanisms, taxes and legal status for arts and cultural organizations.
The key to creating policies that attract resources is to treat investment in culture as a development investment, not as an area of ”spending money,” even bringing a lot of money to the country. Only from such awareness can we form appropriate resource attraction policies.
In addition, our country also needs to improve the quality of creative education at all levels, create a network of links between cultural and art organizations, creative spaces, and events of regional and international stature. for key cultural industries such as cinema (Hanoi International Film Festival), music (Monsoon Monsoon Music Festival), fashion (Vietnam International Fashion Week), food (Hanoi International Culinary Week) to facilitate promotion and branding for cultural industries is the appropriate solution today.
In addition, due to the attractiveness of popular culture and the need to develop cultural industries with digital content that both serve the domestic market and go abroad, the development of infrastructure for these industries is very important. This is the decisive solution to the success of the process of transforming cultural resources into cultural products, thereby creating cultural soft power.
International experience shows that developed countries (USA and the West) and newly developed countries (Japan, Korea) have developed the cinema, music, video game industries… on the basis of the system. application system of science and technology development.
The development of this system ensures the quality of transmission, channels of access and assessment of market needs to have effective access strategies, bringing the competitiveness of the domestic cultural industry.
The development of infrastructure will help Vietnam ensure a favorable digitization platform for the development of soft resources, increase the ability and approach to the audience, and provide the ability to quickly adapt to trends. market orientation in the cultural industry.