A Study On The Influence Of Cultural Export Trade On The Revitalization Of Rural Culture In China

The report of the 19 th National Congress of the Communist Party of China proposed the rural revitalization strategy,which puts forward new requirements for rural development from five aspects: rural industry revitalization,talent revitalization,cultural revitalization,ecological revitalization,and organizational revitalization.Among them,rural cultural revitalization,as the soul and important content of rural revitalization strategy,plays an important role in promoting the comprehensive development of rural areas in China.At the same time,China’s foreign cultural trade has shown a rapid growth trend in recent years,and the international influence and competitiveness of Chinese culture have also significantly improved.This cannot be separated from the high support of the Chinese government in cultural "going global" and the strong promotion of high-quality development of cultural trade.In June 2017,the Ministry of Commerce,together with departments such as the Ministry of Culture and the Ministry of Propaganda,launched the construction of national cultural export bases.In June 2018,the first batch of national cultural export bases were announced.Through the construction of pilot bases,efforts were made to build a number of functional zones with strong external cultural radiation and cultural export orientation,cultivating new advantages in China’s cultural export trade.The new models cultivated by cultural trade in the new era can drive the high-quality development of the cultural industry and ultimately empower the revitalization of rural culture.This article reviews relevant literature on rural cultural revitalization and cultural export trade both domestically and internationally,and believes that cultural export trade will affect rural cultural revitalization from three aspects: cultural industry diffusion effect,cultural trade spillover effect,and cultural confidence incentive effect.Based on this,this article uses rural cultural related data from 829 impoverished counties from 2015 to 2021 to construct an evaluation system and measurement indicators for rural cultural revitalization from four dimensions: basic cultural facilities,public cultural services,cultural economic benefits,and cultural digitization level.The entropy weight method is used to calculate the rural cultural revitalization scores of each impoverished county.Then,taking the construction of cultural export bases in cultural countries as a quasi natural experiment,this paper uses the double difference model to specifically analyze and explore the impact of cultural export trade on the revitalization of rural culture.The main analysis contents include benchmark regression,parallel trend test,placebo test,robustness test and heterogeneity test.The regression results indicate that the establishment of a national cultural export base can significantly improve the level of rural cultural revitalization,with an impact effect of 0.3120%.This impact effect is more significant in poverty-stricken counties belonging to middle and low education levels,middle and low income levels,and central and western provinces.Finally,based on the above research conclusions,this article proposes suggestions for further promoting the successful experiences and cases of national cultural export base pilot cities,gradually increasing the construction of national cultural export bases,and focusing on exploring the differentiated and distinctive development paths of national cultural export base pilot cities.These suggestions provide suggestions for better playing the important role of cultural export base construction in rural cultural revitalization.