Shared Cultures · Village Art — A Successful Live Stream of Art Education Villages in Zhejiang Province

pubdate: 2021/12/3   author: zjam  source: zjam  click:

On December 2, sponsored by the Zhejiang Provincial Department of Culture and Tourism (ZPDCT), organized by ZJAM, and co-organized by CZTV.com of Zhejiang Radio & TV Group, “Shared Cultures · Village Art” — Live Stream of Art Education Villages in Zhejiang Province was successfully held. The event had 3.6596 million views and attracted 3.1893 million audiences. 
Chen Jifen, director of the Art Division of ZPDCT, Ying Jinfei, curator of ZJAM, and Du Qun, secretary of the General Party Branch and deputy curator of ZJAM, attended a roundtable forum in the live stream, giving in-depth interpretations of “Three Questions Concerning Art Education” and vivid descriptions of a blueprint to “empowering villages with art and achieving common prosperity through art education” in Zhejiang.

At the Sixth Plenary Session of the 19th Central Committee of the CPC, “common prosperity” was mentioned again, and this was not the first time when it was discussed in an important meeting. At the meeting of deepening the “Green Rural Revival Program” and building beautiful villages in the new era, Yuan Jiajun, secretary of the Zhejiang Provincial Party Committee, proposed that the beautiful villages of Zhejiang should be built into beautiful homes for farmers to live a happy live, ideal paradises for citizens to travel and enjoy leisure time, a promising land for mass entrepreneurship and innovation, and a window to display the achievements of common prosperity in Zhejiang. He also proposed to contribute and offer more references to the national efforts to promote rural revitalization and common prosperity of all.
In recent years, in order to deepen the “Green Rural Revival Program” and achieve the general goal of co-building and sharing a “Poetic and Picturesque Zhejiang” and building the whole province as a beautiful great garden, the ZPDCT has creatively put forward the general idea of “empowering villages with art and achieving common prosperity through art education”. Guided by the principle of allowing the great majority of people to benefit from art education, ZJAM is committed to supporting and cultivating pilot “art education villages” in Zhejiang Province.

Chen Jifen, director of the Art Division of ZPDCT, describing the context of art education village construction

Chen Jifen, director of the Art Division of ZPDCT, said in the live stream that the art education villages in Zhejiang are beautiful blueprints that embody unity of form and spirit, external and internal cultivation, and harmonious coexistence. 
The blueprint includes supporting and cultivating pilot “art education villages”, digging deeply into the cultural connotation of countryside, building the first batch of “art education demonstration villages”, improving rural etiquette and civility, forging the characters of the villages, and promoting the combination of beautiful ecology, beautiful economy, and beautiful life. With “art education villages” as models, the shape and spirit of beautiful modern countryside as depicted in the painting of “Dwelling in the Fuchun Mountains” will be visualized. With the power of art education, villages in Zhejiang will be driven to achieve revitalization in all aspects.

In 2019, ZPDCT proposed the plan to cultivate “art education villages” in the province, and ZJAM was responsible for implementing the plan. Since 2012, it has launched the “Mobile Art Museum” program; by 2014, “Rural Art Classroom” and “Rural Open Art Class” programs had been promoted in 10 case villages, which marked the spread of art knowledge in the most grassroots villages; in 2016, ZJAM launched “Meeting Masters in Small Corners”, an Art Corner program that let professionally and morally excellent artists and their masterpieces “reside in villages”.

Du Qun, secretary of the General Party Branch and deputy curator of ZJAM, describing the construction of art education villages

“We trained cultural propagandists from more than 100 villages in Jiashan County. We created an Art Corner called ‘Meeting Masters in Small Corners’ that introduced Zhejiang art masters and their works to the countryside, in an attempt to construct art education classrooms in rural cultural auditoriums. We have organized more than 60 such Art Corner events in Fennan Village only which benefited at least 100 teenagers.” Du Qun, secretary of the General Party Branch and deputy curator of ZJAM, said that ZJAM continues to provide aesthetic education courseware, teach exhibition and publicity methods, and strive to develop art education villages into prosperous villages of “aesthetic education + tourism” by building platforms for teachers and students to create works in the countryside and introducing village residency programs for artists.
In order to comprehensively promote the popularization of art to the grassroots level, in 2019, ZJAM summarized the experience and content over the years into the Guide on the Cultivation of Art Education Villages in Zhejiang. Combining practice with theory, Zhejiang has nurtured nearly 100 “art education villages” and opened up the last mile of public art population. At present, ZJAM is broadening a new horizon in the construction of art education villages from four aspects: team building, platform creation, regulation establishment, village residential artists integration, and talent training.

Ying Jinfei, curator of ZJAM, disclosing the next plan for the construction of art education villages

According to Curator Ying Jinfei, ZJAM, in the next step, will promote the prosperity of cultural tourism in the countryside through a series of rural aesthetic education work, such as building ten rural art museums, creating ten high-quality art tourist routes, and developing hundreds of cultural and creative products. At the same time, it will also actively explore digital empowerment of rural aesthetic education and emerging business formats such as cloud exhibitions of rural aesthetic education, cloud classrooms, cloud tourism, online creation, and immersive experience.
The selection of the second batch of “art education villages” will soon be put on the agenda. This selection will be based on the “micro-transformation and refined improvement” plan of the tourism industry and add to the “beauty” of a “Poetic and Picturesque Zhejiang”. In terms of promotion, the digital platform “Art Education Village” has officially launched. With the functions of displaying art education villages in Zhejiang, ranking, and news updates, the digital platform has attracted the general public to appreciate the charm of art education villages in the province since its launch.
The construction of art education villages in Zhejiang can promote comprehensive progress and coordinated development of urban and rural societies, quantitatively and qualitatively improve the cultural tourism life of rural residents, and deliver both “spiritual” and “material” benefits. “Casting a cultural soul” can strengthen spiritual strength and contribute to the building of rural spiritual civilization and cultural highlands in the new era; “seeking prosperity through art education” can be achieved by transforming the green waters and lush mountains of the countryside into advantages of cultural tourism development and GEP into GDP so as to effectively boost the income of villagers and the thriving of rural cultural tourism.

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