II. Efficient Spread with Penetration, Inject Cultural Elements into the Functions of Various Cultural Units

1. Use well the pubic space to strengthen public art. Merge the cultural concept and contents into the city space, using the city’s public space resources, such as metros, train stations, ports, airports, transportation facilities, outdoor big screens, parks, cultural creative parks, plazas, grasslands, and gathering places in residential communities to implement the plan for cultural atmosphere creation. We can push the metro related parties to develop an overall thinking of the cultural walls, paintings and advertisements along the metro lines. We can further improve the creation and deployment of the visual arts along the metro lines and organize themed art exhibitions, window displays of classical arts, art exhibition at entries, exits and corridors, exhibition of clusters of delicate embossed columns, according to different areas and passenger flows. We can push relevant parties to choose airports, train stations, ports, grasslands, parks and other open space to set up demonstration spots for sculptures, use various landscape elements in a comprehensive manner, and realize an interactive and dynamic relationship between sculptures and the city. We should allow the Jing’an Sculpture Park to function as the leading example of its kind and conduct a feasibility study for building an arts plaza at Yangdang Road. With joint efforts at the municipal and district levels, we can host various artistic activities at 10 plazas and 10 grasslands at different locations across the city. Within this year, we will focus on forging the brand of “Shanghai municipal plaza symphony concert” and conduct four seasonal symphony concerts: “Sound of Spring”, “Charm of Summer”, “Love of Autumn” and “Beauty of Winter” at several locations: Oriental Pearl Tower Plaza, Pudong New Area Expo Park Greenland Park Tower Crane Plaza, Yanzhong Greenland at Huangpu District, Hongqiao Greenland at Changning District, etc. We will use the double screens at Century Plaza, the big screen at the Musical Hall, the big screen at the China Arts Museum Plaza and the big screen at the Lansheng Building to conduct cultural broadcasting. We will coordinate the relations among cultural entities with city appearance and transportation authorities, conduct in-depth study and analysis of street performers, explore the possibility to set up test-spots for their performances, provide performance space for street arts at public green lands, such as Yanzhong, Lujiazui and Hongqiao and other tourist attractions, develop the Temporary Rules for the Test Spots for Shanghai Street Performances, conduct the recruitment and training of the first batch of street performers through the municipal performing arts society, and lead the Shanghai street performances into an orderly development path. We will also push the municipal planning, construction and city design institutions to strengthen their design of public facilities, such as the buildings, roads, plazas, light rail and bus stations, and even benches in public parks, from the original focus on function to more attention to their cultural content.

2. Base on the banks of rivers to deploy cultural attractions. We need to construct a multi-faceted cultural system in Shanghai that can use the resources of the sky, land and rivers, with real landscape and natural sceneries. We can also urge relevant authorities to conduct analyses of the cultural development of coastal areas, make coordinated deployment of the construction of cultural facilities, contents, work teams, venues and advertisement facilities in these areas, and to create a good cultural atmosphere along the coast. We will also push relevant parties to strengthen the overall planning and development of the banks of Huangpu River and Suzhou Creek, especially key attractions such as the Bund, which have rich cultural resources, adjust and improve the overall deployment, structure, functions and locations of cultural facilities along the “three rivers” area, focusing on developing various facilities for local citizens and tourists, such as cultural activity venues, arts demonstration corridors, cultural walls with engraved sayings of famous cultural figures, demonstration areas for masterpieces of domestic and international cultural masters, clusters of city landscape artistic sculptures, and permanent signboards to demonstrate city spirit and guide citizens’ good behavior. We will push relevant parties to have a more reasonable deployment of the cultural facilities along the ring roads, highways and other city landmarks, use the poles and light poles along the elevated roads, highways, and major roads in the city to broadcast and promote the city spirit and values through signboards and other easy-to-see media. We will push relevant parties to strengthen the setting and management of various advertisement boards across the city to add cultural elements and contents in various advertisement facilities, including poles, flags and light boxes, located at different famous sections in the central part of Shanghai, including the Bund. We will encourage various economic development zones to realize the simultaneous development of their economy and culture and show the social network effect and pulling effect of culture for economic development.

3. Use commercial network to demonstrate cultural characteristics. We need to find a pattern for the construction of Shanghai’s cultural atmosphere that goes along with its overall business strength and structure. We will push relevant authorities to change the current situation at some commercial facilities, including large brand stores and supermarkets, that lacks cultural atmosphere and strengthen the cultural atmosphere across the city. We should strengthen the dynamic integration of culture and business; explore a new model for “business+arts”, and conduct traditional art masterpieces and contemporary art works exhibitions at large-scale shopping malls, such as Westgate Mall, 66 Plaza and Grand Gateway on a regular or irregular base. We will guide the 17 districts and counties in Shanghai to use the commercial network and cultural brand resources within their own regions and conduct various themed painting exhibition and cultural products exhibition in large-scale shopping malls in their central areas. We should explore all kinds of cooperation opportunities between culture and other resources, such as commerce, finance and venture capital, to promote the coverage and penetration across the city, including large shopping malls, supermarkets, window displays, financial outlets, Orient Book Stores with more cultural advertisements, pictures, promotion posters, cultural guide maps and innovative design posters, so that a hospitable environment for a good cultural atmosphere can be created with the city’s commercial strength. We will use well some famous commercial areas and financial outlets, such as Hualian, Yaohan, Daning International, Wujiaochang, Xujiahui and Lingang Commercial Zone, with their themed activities, such as promotion activities, anniversary celebrations and investment promotions, to spread and promote various cultural activities, including pubic events organized by famous brands and artistic works by famous brands in the private sector. Thus, the cultural tastes in the business and financial sectors can be promoted and these small participations and accumulations will gradually lead to change the city’s cultural influence and atmosphere at the macro level.

4. Focus on the cultural windows to magnify the impacts of the atmosphere. We will push to implement the socialist core values, the Shanghai municipal spiritual civilization commitments, plans to promote the three views (view of the world, view of life and view of personal values), and four virtues (ideological morality, social morality, professionalism and family virtues) at various social windows with rich cultural resources, such as governmental branches, institutions, schools, hospitals, tourist attractions, restaurants, commercial facilities, leisure and entertainment facilities, enterprises and internet bars across the city. We will also implement a plan to encourage leading entities in creating the city’s cultural atmosphere so that a situation in which every party in the society actively participates in the creation of a good cultural atmosphere in Shanghai. We will encourage more cultural activities in schools, hospitals, residential areas, commercial buildings, suburban areas and regions where migrant workers live, strengthen the overall design, deployment and investment in various cultural carriers that can interpret cultural signals, promote public knowledge and understanding of cultural products and facilitate customer education in the cultural market, and give necessary financial support using governmental funds. We should explore the possibility to “use well the idle space”, conduct the plan of “culture into local communities”, and open certain public buildings and unused space in governmental branches as cultural platforms that normal citizens could use for cultural activities whenever environment and conditions permit. We should use the community networks to improve the distribution and reform the functions of small plazas, rooms and facilities located at different communities, counties and districts, so that people in Shanghai can feel the existence of culture everywhere across the city and thus create a lasting good cultural atmosphere for the city.

III. Create New Models and Strength the Creation of Cultural Atmosphere through Brand Building

1. Depend on major brand facilities to cultivate the cultural atmosphere. We need to construct an overall cultural atmosphere that can match with the city of Shanghai and allow the major cultural facilities to play a key role in the construction of the city’s cultural atmosphere. We will target the creation of world-class hardware, world-class functions, world-class environment, world-class work teams and world-class serves and push to finish 14 major projects, including the China Arts Museum and Shanghai Museum of Contemporary Arts, and 7 projects to promote soft-power, such as cultivation of grassroots cultural vitality. We will push forward the construction of the Shanghai Disney project and the Oriental Dreamworks project. We will strengthen the central planning and coordination functions of the municipal platform of major facilities to ensure that the on-going, planed or to-be-finished major facilities will be finished with high efficiency and high quality. We will speed up the analysis and development of operational plans for newly built facilities and build functions in these major facilities for patriotism education of youngsters across the city. We will strengthen the long-term coordination for the construction planning, scale, total volume, structure and investment of major and large cultural facilities in the city and conduct careful analysis of their functions in serving the public. We will set up a long-term mechanism for building cultural atmosphere with libraries, art museums, cultural centers, museums and community public activity centers, use public activity centers as schools that common citizens could find knowledge for themselves, happy places to cultivate healthy hobbies and interests, gardens to satisfy their needs for beauty, and homes where they can rest for peace in heart. We need to strengthen the efficient protection of the traditional cultural resources as the city develops, conduct a careful and comprehensive evaluation of the construction, management and utilization of various cultural facilities, and ensure that all these cultural facility resources are made by the people and used for the people.

2. Cultivate cultural atmosphere with brand cultural activities. Cultural atmosphere can benefit from cultural activities, which can even double the favorable results with the same inputs. We need to further improve our concepts to organize the Shanghai International Arts Festival, Shanghai International Film Festival and TV Festival, initiate in-depth reform of their design, operation model and investment mechanism, push the important brand cultural activities in Shanghai to form their own unique characteristics, facing various challenges and intense competition, with a totally new positioning and path, and ensure that they win their due places in the market with excellent contents of super quality. Under the framework of major activity platform, we need to strengthen the overall coordination of pre-planning of major cultural activities, planning of the main body of the activity and important issues related to the activity, intensify the supervision of the responsible parties for the activity and evaluation of the activity effects. We need to strength our guidance, coordination and management of the cultural activities across all functions and at different levels, and scientifically decide on the scale, capacity, frequency and investment of the activities. We will conduct the Shanghai Cultural Festival for Local Communities. We need to pay more attention to the control and necessary clearance of some cultural activities in our society, such as pan-cultural activities, low-class cultural activities, stereotyped cultural activities, or those activities that lack cultural elements and good-enough contents. We need to study and develop the administrative measures for cultural activities across the city and thus be able to realize good control of these activities, which can allow us to choose the good ones to support and the bad ones to weed out. We need to guide all parties related to the festival to adopt the concepts that encourage participation of the citizens, low-carbon and thrifty operation, high-quality contents, good management of costs, so that we can ensure a quality festival while still following the principle of avoiding unnecessary costs.

3. Strengthen cultural atmosphere with cultural brands. We need to fight for great cooperation between cultural atmosphere and cultural arts and implement strategies that can build strong cultural brands. We need to find new ways to encourage cultural production, such as interactions at public squares, complementary cooperation between elegant arts and common culture, and dynamic exchanges between traditional arts and modern culture, and push forward the construction of 10 major Shanghai cultural brands. We need to make real efforts to forge elegant cultural brands with Peking Opera, Kun Opera, symphony, and ballet which can illustrate the high art quality of the city, actively dig into various cultural brands, such as TV and film production with private funds, performing arts, animation and comics, Internet, leisure entertainment, welcome and encourage the Shanghai painting production and brand-building, which is represented by the emergence of great artists and masterpieces that can be demonstrated in landmark venues, such as the China Arts Museum. We need to put our hearts into promoting the Shanghai cultural brands in our international cultural communications, especially with districts like Hong Kong, Macau and Taiwan, create vivid and colorful Shanghai civil cultural brands that aim at full participation and happy enjoyment of common citizens, construct a good team for Shanghai cultural development with the aim of building a high ground in China’s cultural space and create a relaxed environment with supportive policies, concentrate good resources to attract top talents and mobilize sufficient funds to support the development and cultivation of a batch of super innovative brands that are highly classical with good thoughts, artistic tastes and high popularity that reflect the characteristics of Shanghai and the top levels in China and the world. We will also need to depend on the brands for their leading, inspiring and generating functions, so that a good cultural atmosphere can be formed in Shanghai through brand expansion, model cultivation and influence expansion.