Page 112 - Journal of Library Science in China 2020 Vol.46

FU Caiwu & WANG Wende / “Weak participation” in rural cultural benefiting project 111
and its reform strategy: A survey from 282 administrative villages in 21 provinces across the country

individual cultural consumption needs, thus achieving the policy design goal of supply-side reform
through expanding the consumption side. Although Tianjin’s Cultural Benefit Card model is a city-
wide cultural consumption practice, it still provides a reference for decision-making on other CBP.
In recent years, the Internet has infiltrated the way farmers live and become an essential part
of their leisure life along with the construction of Internet infrastructure in China’s rural areas,
which provides a technical basis for using digital information technology to increase public
approval of CBP. Furthermore, the pilot model of cultural consumption proves the effectiveness
of digital information technology in promoting the spread of cultural projects and provides
us with theoretical support. Meanwhile, the current national emphasis on the construction of
digital information technology in rural areas strengthens. For example, the Outline of Digital
Countryside Development Strategy issued by the General Office of the CPC Central Committee
and the General Office of the State Council in May 2019 highlighted that digital countryside is
the strategic direction of rural revitalization, which will undoubtedly deepen the impact of digital
information technology on rural areas and farmers. Therefore, the construction of CBP should
seize the opportunity of the rapid development of digital information technology in rural areas,
build the digital information technology platform, avoid the drawbacks of relying entirely on
the Bureaucracy channels, promote the diffusion effect of CBP in rural areas, and improve the
awareness and participation rate of farmers of CBP.

4.3 Exploring the mixed public-private cultural body model in townships and building
new cultural sharing spaces at the grassroots level in rural areas

In 2016, Hubei Province launched the pilot project of “Hubei Rural Intelligent Integrated Cinema
Laboratory”. In 2017, the research group of Wuhan University’s “Township New Cultural Sharing
Space” investigated six township cinemas located in Sanlifan Town, Luotian County, Huanggang
City, Dongsheng Town, Shishou City, Chenhe Town, Yingcheng County, Xiaogan City, Nanping
Town, Gong’ an County, Jingzhou City, Nanping Town, Qixingtai Town, Zhijiang City, and
Junxian Town, Danjiangkou City. The survey found that government and society must play
their dual roles to explore the grassroots cultural construction of the mixed mode of operation to
cope with the government and market “double failure” dilemma. In the pilot project of “Hubei
Rural Intelligent Integrated Cinema Laboratory”, the “subsidy-construction” model is explored,
in which the ownership and operation rights of cultural consumption facilities in townships are
transferred to a third party. At the same time, the government is responsible for supervising them
and making them fulfill certain public welfare tasks. The government provides financial subsidies
of 300,000 yuan to each township theatre. The former Provincial Bureau of Press, Publication,
Radio, Film and Television renders resource coordination and management services (integration
of film sources, Internet cafes and equipment manufacturers, and more), supporting social forces
to invest in the construction of township on-demand theatres. The theatre operators (independent