For the "new three cultural exports", focus on both popularity and quality.

  The Outline of the 15th Five-Year Plan proposes: "Boost the new popular literature and art in the Internet era." Currently, with the widespread use of the Internet and various technological tools, literary and artistic creation is no longer the "exclusive right" of literary and artistic workers. The pattern of "everyone can create, and everywhere can be a stage" has already taken shape.

  In recent years, various emerging literary and artistic forms have developed rapidly, vividly exemplifying the "newness" of the new popular literature and art. Research shows that the "new three cultural items" represented by online literature, online movies and TV dramas, and online games have become important forces in driving cultural consumption and promoting the high - quality development of the cultural industry in China. Take short - form web dramas as an example. The market scale will exceed 100 billion yuan in 2025, doubling that of 2024, and the domestic user base is nearly 700 million. In terms of enhancing the communication and influence of Chinese civilization, the "new three cultural items" are making strong inroads overseas. Chinese online literature covers more than 200 countries and regions, and domestic video games and online dramas are gradually going global.

  We are delighted to see that literary and artistic expression forms are more diverse, and technological tools are readily available. As long as one has inspiration and ideas, any ordinary person can engage in literary and artistic creation. Riding on the wave of the Internet, many literary and artistic products can quickly gain popularity and reach a vast audience. The general public is not only consumers but also creators and disseminators.

  However, while the online literature, online movies and TV dramas, and online games industries are booming, they also face many challenges. Driven by fierce market competition and anxiety about traffic, some practitioners have given up artistic refinement and turned to predictable and low - risk templated production. The problems of homogenization and routinization of content still exist to a considerable extent, and some content has a tendency towards sensationalism and vulgarity. The industry ecosystem is still in the stage of extensive expansion. Aspects such as intellectual property rights, algorithmic responsibility, and regulatory coordination are still imperfect. The profit models of the upstream and downstream highly rely on data such as instant clicks, lacking the thinking of long - term operation and derivative creation. The growth and security of practitioners are highly uncertain. The entry threshold is low, but the supply of professional talents is insufficient. The communication and integration between new popular literature and art creators and traditional literature and art creators are relatively low.

  In the past year, through interactive communication with relevant practitioners and consumers and in - depth research on the current situation of industrial development, my understanding of the new popular literature and art has been deepened. The "new three cultural items" need both traffic and quality. To promote the "new three cultural items" to break through the circle and achieve high - quality development, and to further boost the new popular literature and art in the Internet era, the following suggestions are put forward:

  Adhere to the principle of content being king and lay a solid foundation for high - quality works. Guide creators to root themselves in the people, focus on the era, dig out high - quality materials, break through homogenization, create works with both ideological and artistic values, and put an end to vulgarity. Rely on AIGC (Artificial Intelligence Generated Content) to expand the boundaries of creation, strengthen industry self - discipline and norms, actively optimize algorithmic orientation, and promote the relevant industries to transform from "traffic - oriented" to "quality - oriented" to jointly maintain a healthy and positive literary and artistic ecosystem.

  Improve the industry ecosystem and promote standardized and orderly development. Further improve the multi - department coordinated supervision mechanism, strengthen industry self - discipline, and improve unified industry norms and creative guidelines. Build diversified training platforms to carry out special training on creation, copyright, and overseas dissemination, and focus on supporting young, grass - roots, and translation talents. Improve the talent evaluation and incentive mechanism, discover high - quality creators, promote two - way communication and joint efforts between traditional literature and art creators and new popular literature and art creators, and create a good creative ecosystem. Improve the copyright protection system for new popular literature and art, use blockchain technology to strengthen rights confirmation and protection, and increase the punishment for infringement.

  Promote cross - border integration, expand development space, and empower overseas dissemination. Relevant departments and local governments should strengthen policy supply, promote the in - depth integration of new popular literature and art with culture and tourism, cultural and creative industries, and technology, create characteristic development models according to local conditions, learn from the experience of IP full - industry chain development, promote the cross - border transformation of high - quality content, and increase the added value of the industry. Break through communication barriers, build a more resilient overseas dissemination platform, integrate channels, dig out high - quality IPs, promote the transformation of local cultural resources, and upgrade the new popular literature and art from "content output" to "ecosystem co - construction."

(This article is from Xinhua Net. Author: Zhang Yiwu. Responsible Editor: Liu Lanfang)