At the beginning of the Gengzi year, a sudden epidemic spread in the land of China. The spread of the virus has affected the daily lives of the broad masses of people, and it has also stalled the company's production and business activities. In this round of impact, catering, retail, tourism and other "offline" industries have been severely affected, while Internet formats such as e-commerce and online education have bucked the trend and won the market. As a representative of the combination of culture, art and technology industry, Internet literature and art has gained room for growth in the current special environment and faced new opportunities and challenges.
During the epidemic, due to the increasing time of the people ’s homes, the “royalty” economy was further developed, and the network literary and art industry also created considerable economic benefits. During this period, many sub-fields of online literature and art have experienced significant growth: According to incomplete statistics, in terms of online movies, 12 online movies have exceeded 10 million, and the results are significantly better than in previous years; The volume increased by 7.47% year-on-year compared with 2019, and a total of 25.488 billion times of effective broadcasts; in the field of online games, the revenue of various online games during the Spring Festival hit a record high ...
This wave of prosperity in the field of online literature and art, in addition to the special factors during the epidemic period, is more a result of the strengthening of supervision in the field of online literature and art in recent years, and the upgrading of the content and form of works. The promulgation and implementation of regulatory policies and regulations have effectively regulated the market activities of online literature and art, and put forward higher requirements for creation. The creative concept of content first and quality first makes Internet cultural products continue to meet consumers' increasingly diverse spiritual needs. Through the “supply-side reform” of the cultural market, online literary and artistic works continue to expand the creative field, improve content quality, innovate art forms, and deepen the core of thought, while giving consumers visual and audio shock, but also giving viewers artistic aesthetics and thought perception The improvement in aspects has gradually made the literary and artistic works on the Internet unity of ideology, artistry and commerce.
This epidemic has made China's new kinetic economic development more attractive, and China's economic growth is increasingly dependent on innovation. As an important part of literary and artistic activities, Internet literature and art not only deeply integrates with traditional literature and art, but also innovates in art content, form and technique, and uses brand-new communication channels to create its own unique value on the Internet platform and welcomes New opportunities and challenges.
一 Opportunities for the development of Internet literature and art in epidemic situations
In recent years, with the continuous maturity of mobile Internet technology, the form of online literature and art has become increasingly novel and diverse-new formats such as online interactive dramas, mini-dramas, micro variety shows, micro documentaries are constantly emerging; The field of online literature and art is constantly expanding. The new online literature and art form not only expands the users of online literature and art, but also cultivates a group of loyal consumers of online literature and art. During this epidemic, the user base of online literature and art has been expanded again, which brings opportunities for the future development of online literature and art.
The outbreak caused the original offline release of movies to be released online, and the online broadcast of "Liang Mom" and "Fat Dragon Over the River" caused the audience who originally entered the theater to flood into the Internet. The excellent production of these offline works will not only improve the overall production level of the online art works, but also make its user base continue to expand and its market share continues to expand.
In addition, the technology industry is currently at a critical stage of a new round of innovation and upgrading, and the arrival of 5G has become a landmark event. In the latest high-speed transmission network, the vision of the Internet of Things (IoT, Internet of Things) has gradually become a reality, and the in-depth research of Big Data and artificial intelligence (AI) technology will make the distribution of network literary works And push becomes faster and more accurate. In addition, the advent of the 5G communication era, combined with virtual reality (VR) and augmented reality (AR) technologies, will make online immersive visits to art galleries and art galleries and watching performing arts (drama, dance, music, acrobatics, etc.) become a reality . Art galleries, museums, and performance institutions that have been severely affected by this epidemic can allow their art categories to plug in digital wings, combined with the latest Internet technology, hardware equipment, and software systems, to open up new "online" performance spaces. Digital transformation, opening up new markets.
Two Challenges and countermeasures for the development of Internet literature and art in an epidemic situation
Although the online literary society has expanded market, increased audiences and expanded business for many art institutions and cultural enterprises, it has brought new development opportunities. However, we cannot ignore the bottlenecks and challenges encountered in the development of the online literature and art industry during the current epidemic.
First of all, although the quality of online literary works has been greatly improved, there are still many vulgar, kitsch, and vulgar works flooding the Internet. Faced with this challenge, the pace of "upgrading quality" of online literary and artistic works should continue to be promoted, and the production of online literary and artistic works of realist subjects, the promotion of socialist core values, and the inheritance of China's excellent traditional culture should be strongly encouraged. At the same time, in the face of a diversified cultural consumer market, it provides diversified online literary and artistic works to suit the different appreciation needs of different groups and truly achieve a people-centric creative orientation.
Secondly, this epidemic has severely affected the normal operation of the capital chain of the online literary industry. A large number of online literary production companies are small, medium and micro enterprises, and the good operation of cash flow is critical to the operation and production of these enterprises. The break of the capital chain will not only cause some difficult enterprises to go bankrupt, but also may form local systemic risks, which is not conducive to the long-term development of this industry. Therefore, in response to this challenge, relevant government departments should implement relevant policies such as subsidies as soon as possible, and financial institutions need to increase financial support and provide the necessary financing support for these online literary and artistic enterprises to help them overcome the difficulties.
Once again, the outbreak of the new crown epidemic also affected the production activities of online literary and art enterprises. Despite this period, online literary works have more audience bases and their industries have obtained better economic returns. However, after analysis, it is not difficult to find that this wave of online literary and artistic works does not mean that the production of online literary and artistic products is now on track, based on the work approval and production cycle. (Subsequent application for approval), the produced works are broadcast in the moment. Therefore, if the new crown epidemic continues to develop, not only will there be problems in the production of online literary and artistic products, but in the future there will be embarrassment that no works will be launched. Therefore, on the one hand, it is necessary to hope that the medical and health departments and enterprises can manufacture related medical products as soon as possible and control the spread of the virus; at the same time, relevant government departments and network literary and art enterprises should adopt a long-term response strategy from the overall and overall situation , Improve production technology capabilities, and continuously reduce production costs and shooting risks.
Now, relevant government departments, financial institutions, and online literary and art enterprises have taken action to actively respond to the challenges posed by the new crown virus. On February 19, the Office of the Beijing Municipal Cultural Reform and Development Leading Group issued "Several Measures on Coping with the Impact of the New Coronary Pneumonia Epidemic and Promoting the Healthy Development of Cultural Enterprises", which put forward important measures to all aspects of the industry in light of the actual situation, focusing on solving the cultural enterprises in the epidemic To promote the high-quality development of the cultural industry. The introduction of these measures not only helps ordinary cultural enterprises get rid of difficulties, but also helps network literary and art enterprises to "upgrade quality". Faced with the crisis brought by the epidemic, online literary and art enterprises must not only face the dangers and challenges it brings, but also seize the development opportunities in the crisis, through the introduction of relevant policies, the improvement of financial financing, and the transformation and upgrading of the entire industrial chain Better carry out "supply-side reform" in the field of Internet culture, provide consumers with more high-quality online cultural products, and promote the continuous development of the online literature and art industry.