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Cultural Heritage & Cultural Consumption

Commons Conversations
12 Oct, 2020

Cultural Heritage & Cultural Consumption

Research on Cognition Mode of Intangible Cultural Heritage and Cultural Consumption — A Comparative Study from Chinese and British questionnaires

with Gu Jiang
​National Center for Industry Research
Nanjing University

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According to a survey conducted by the National Cultural Industry Research Center of Nanjing University in China and the UK, this paper uses the order logit model to discuss the influence of the intangible cultural cognition mode on the degree of Chinese and British cultural consumption that occurs while resident income increases. The results show that, generally speaking, the residential cognition degree of intangible cultural heritage in China is lower than that in the UK. The degree of cognition of intangible cultural heritage has a significant positive influence on the level of cultural consumption of Chinese and British residents. During the study of the intangible cultural cognition mode, the results show that the cognition mode cultivated by family upbringing and school education have a positive and significant influence on the cultural consumption level of Chinese residents.

These two cognitive modes, however, have no significant influence on the cultural consumption level of British residents. The active cognition mode of their own interests and hobbies has no significant influence on the cultural consumption level of Chinese residents, while the active cognition mode has a positive and significant influence on the cultural consumption level of British residents. The active cognition modes of intangible cultural heritage, such as participating in cultural activities, show exhibitions and traditional festivals, watching movies and TV, reading books, and exploring online resources can improve the cultural consumption level of Chinese residents significantly. In the UK, the active cognition modes of using intangible cultural heritage to improve the cultural consumption level include attending lectures, sightseeing, participating in cultural activities and show exhibitions.

As residents’ income increases, there is a higher cognition degree of intangible cultural heritage, which leads to a more obvious improvement in the proportion of cultural consumption of Chinese and British residents. Further research shows that the active cognition mode of intangible cultural heritage led by individual interests and hobbies can significantly improve the cultural consumption level of British residents. This conclusion, however, is not significant for Chinese residents.

About Gu Jiang

Professor Gu Jiang is Ph.D Supervisor and executive deputy director of National Cultural Industry Research Center by Ministry of Culture and Nanjing University, president of Jiangsu Cultural Industry Association, director of Cultural Industry Research Base, director of Cultural Industries Development Research Institute at Nanjing University, executive director of Company and Securities Research Institute in Nanjing University. He used to be a visiting Professor of University of Illinois (07/1999-08/2001) and Columbia University (11/2004-02/2005).

He has cooperative study programs in USA and UK. Professor Gu Jiang has been engaged in study on cultural industry economy and company strategy economics for long term. He has presided over the major National Social Science Fund Project Study on Cultural System Reform and Cultural Industry Development in Economic Transformation, the National Natural Science Fund Project Study on Creative Industry Spatial Evolution Dynamic Mechanism under the Evolutionary Economics Geography Theory, the subjects of Ministry of Culture Major Cultural Industry Project Driving Strategy Research and Market Segmentation and Non-economic Barrier During Cultural Market Integration in Yangtze River Delta Economic Zone, the humanities and social science research project of Ministry of Education Creation of Credit-rating Criteria System and Rating Model for Scientific and Technological Enterprise, etc. He has carried out deep and systematic study on cultural industry theory and practice, and yielded fruitful results with over 80 papers released on important publications, such as Economic Research Journal and The Journal of World Economy. He published plenty of works, such as Urban Cultural Industry Series, Cultural Industry Economics, Cultural Heritage Economics, Cultural Industry Research series, and Cultural Industry Planning Case Analysis, etc. Moreover, He has successively hosted several important projects, such as Cultural Industry Development Plan in Jiangsu Province and Yunnan Province and “Eleventh Five-Year” Cultural Industry Development Plan for 15 provinces or cities (Jiangsu province, Nanjing, Nantong, etc.).

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