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1、<p>  Potential Await for Tapping---insight to cultural consumption in China</p><p>  Just a few days ago,People´s Forum Magazine and People´s Daily made a China-based nationwide questionnaire

2、 survey on public cultural consumption inclination .The result of the survey indicated that the Publice cultural consumption level is low and so is the enthusiasm of public for cultural consumption.Given the internationa

3、l Practiee,since China´s income per capital has exceeded US$3000, the total cultural consumption should be more than RMB 4 trillion.However,at present the real consumption is</p><p>  Favorite cultural

4、consumption--watching TV and surfing the internet</p><p>  As for the question “which kind of cultural consumption do you prefer?” 62.6% of the Public chose“ watchingTV”,which ranks NO.l among the choices.“S

5、urfing the internet”with supportive ratio of 61.5%,ranks No.2.47.5% of the respondent voted for“reading books and magazines”,while”seeing movies,and“travel”both respectively got nearly 40% supportive ratio.The result sho

6、wed that compared with other means of cultural consumption,watching TV and surfing the internet have somewhat dominant position in t</p><p>  Beijing Statisties Bureau issued Report on after-work Hours Utili

7、zation of Beijng Residents this March,which also suggested that watching TV and surfing the internet ccupied most of the after-work hours of both Beijing urhan and rural residents.Something worth noting is that in the hi

8、gh-income youth respondents in big cities,80% chose surfing the internet as their major cultural consumption, which demonstrated youth white-collars´highly dependence on network。</p><p>  Chen Lidan,Pro

9、fessor of Renmin University of China thought that the above Phenomenon had some bearing with the incomplete cultural industrial structure and singularity of the cultural products.</p><p>  A few willing to s

10、pend over RMB 80 On 1 movie!</p><p>  Asked about“the major faetors hampering one´s cultural product consumption”61.4% of the respondents suggested that the pressure of life and expensiveness of cultura

11、l consumption were the biggest barriers.49.4%thought that heavy working and study loads resulted Iack of time while 55.3% of the respondents expressed that lack of cultural facilities and locales was the major barrier.On

12、ly 10.4%People responded that they had no interest in cultural consumption.</p><p>  For the question“how much is the Price lower than,you will aceept to see a movie you like in the cinema?”54.3% of the resp

13、ondents chose“RMB30,24.1% chose“RMB50,and only 9.4% chose “RMB80”.The number suggested that a very few could accept seeing a movie in cinema with Price higher than RMB 80.The case is the same with the similar question. C

14、oncerning a loved book or a theatrieal performance,most people chose the lower Price.</p><p>  When asked about the expectation for the cultural industry development in the future,52.5% wished lower Price fo

15、r cinema,theater and books.</p><p>  Cultural consumption Potential far from being fully developed</p><p>  “Though the material products are quite rich now,the cultural consumption both in rura

16、l and urban areas in China still lags behind.”Professor Zheng Fengtian remarked over the status quo of cultural consumption in China.</p><p>  A survey conducted by cultural Industry Research Institute of Co

17、mmunications University of China indicated that at Present the cultural consumption structure and cultural products are both not rich,mainly concentrated in the field such as watehingTV and VCD or DVD,reading newspapers,

18、surfing the internet,listening to the radio and playing cards etc.These activities have much limit in consumption range and environment and the consumption level is low.</p><p>  Besides,there is big differe

19、nce between the urban and rural residents’cultural consumption.The entertainment activities of the urban residents are comparatively rich while the rural residents´ activities are mainly confined to watehing TV and

20、reading newspapers or light fictions etc.</p><p>  LiuYuzhu,Director of Department of Culture Market of Ministry of Culture remarked,”compared with the countries at the same level of economic development,the

21、 public cultural consumption potential is far away from being fully developed in cina.”He in Particular explained why the rural residents cultural consumption caPaeity is low,mentioning the following reasons: cultural pr

22、oducts supply for most rural areas being in comparative single form,shortage of funds for cultural development,facilities fa</p><p>  What cultural consumption venues more demand enhancement?</p><

23、p>  At the question“What cultural consumption venues more demand enhancement?,73.9% of the respondents suggested that the first priority should be placed on“bookstores,libraries and community lecture halls”,of which t

24、he supportive ratio is 20% higher than of“the theaters,concert halls and entertainment venues,which ranked No.2 in terms of the enhancement priority.</p><p>  Suggested by the survey,the Public have more exp

25、ectations for“l(fā)ibrary near around,,They like huge book stores and libraries with enormous book collections somewhere in the city,but they like the convenient library near and around their community more.The size of these

26、 libraries maybe not large,but it is convenient that the Public could go there at any time.The direction for the development of the bookstores and libraries in China should be extending into the daily life of the Public,

27、and letting </p><p>  在中國等待有識之士挖掘文化消費的潛力</p><p>  就在數(shù)天前,人民論壇雜志和人民日報就做了一個關(guān)于公共文化消費取向的全國性問卷調(diào)查。調(diào)查的結(jié)果表明,公共文化消費水平低,人民的公共文化消費積極性也不高.按照國際慣例,當(dāng)中國的人均收入超過3000美元,文化消費總量應(yīng)超過人民幣四萬億。然而,目前實際消費總額還少于8000億人民幣,這意味著還有

28、很多的文化消費潛力沒有挖掘出來。</p><p>  最喜歡的文化消費 - 看電視和上網(wǎng) </p><p>  針對這個問題:“上述文化消費方式,你喜歡哪一種?”62.6%的市民選擇了“watchingTV”,位居選項中的NO.l;“沖浪互聯(lián)網(wǎng)”的支持率61.5%,位列No.2;47 0.5%的受訪者贊成“讀書雜志”,而“看電影,和”旅游“都分別得到了近40%的支持率。這結(jié)果表明,與其他文

29、化消費形式相比,看電視和其他手段沖浪互聯(lián)網(wǎng)已在居民的日常生活中占據(jù)主導(dǎo)地位。 北京統(tǒng)計局今年三月發(fā)出了一份針對北京城市的居民下班后生活消遣狀況的調(diào)查報告。研究結(jié)果也表明,看電視和上網(wǎng)的大部分占據(jù)了北京城鎮(zhèn)居民和農(nóng)村居民下班后消遣的大部分時間。.值得一提的是,在接受訪者的大城市高收入的青年人中,80%的受訪者選擇上網(wǎng)作為自己主要的文化消費方式,這表明在互聯(lián)網(wǎng)時代白領(lǐng)青年非常依賴互聯(lián)網(wǎng)。   陳哩擔(dān),中國人民

30、大學(xué)的教授認為,上述現(xiàn)象有一些不完整的文化產(chǎn)業(yè)的結(jié)構(gòu)和文化產(chǎn)品的奇異關(guān)系。 </p><p>  少數(shù)人愿意花80元看一場電影</p><p>  當(dāng)被問及影響文化消費的主導(dǎo)因素時,61.4%的受訪者認為,生活和文化消費的壓力是最大的阻礙。49.4%認為沉重的工作和學(xué)習(xí)致使缺少時間去娛樂,55.3%認為文化消費基礎(chǔ)設(shè)施不完善是影響其文化消費的主要因素。只有 10.4%的人回答說,他們沒有文

31、化消費的興趣。 “當(dāng)價格低于多少你會選擇在電影院看電影”54.3%的受訪者選擇了30元;24.1%的人選擇50元;只有9.4%的人選擇“80元”這個數(shù)字表明,極少數(shù)人可以接受看一場電影的價格高于80元。類似的情況在出現(xiàn)在居民的購書及看歌劇的意向上。居民也是只能接受比80元更低的價格。在談到對未來文化產(chǎn)業(yè)發(fā)展的預(yù)期要求時,52.5%希望降低電影、戲劇和書籍的價格。 文化消費潛力遠未充分開發(fā) 鄭風(fēng)殄教授在談到文化消費的現(xiàn)

32、狀提到:“在中國物質(zhì)產(chǎn)品相當(dāng)豐富的今天,無論是在農(nóng)村和城市地區(qū),文化消費仍然滯后?!?文化產(chǎn)業(yè)研究所聯(lián)合中國大學(xué)進行的一項調(diào)查顯示,目前的文化消費結(jié)構(gòu)和文化產(chǎn)品都很不豐富,主要文化消費集中在,如看電視和VCD或VD、讀報紙、上網(wǎng)、聽電臺和打撲克牌等方式上。這些活動在消費范圍和環(huán)境方面有很多限制,并且消費水平</p><p>  什么樣的文化消費場所更多的需求增強?</p><p>

33、  針對問題:“需要增加什么樣的文化消費場?”,73.9%的受訪者認為書店、圖書館和社區(qū)講堂“應(yīng)放在首位,比“影劇院,音樂廳,娛樂場館”高出20%比率,排名第2。 經(jīng)調(diào)查顯示,市民希望在市區(qū)有藏書較多的圖書館,但他們更喜希望自己的社區(qū)附近和周圍的有較多方便的書庫。也許并不大,但它很方便,公眾能隨時去那里。中國政府應(yīng)將書店和圖書館的發(fā)展納入居民公共生活的發(fā)展方向,并讓更多的市民更方便的享受閱讀的樂趣。</p><p&

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