11月27日下午，在2021亚洲青年领袖论坛“文化教育与旅游发展”主题论坛平行对话中，暨南大学党委书记、新闻传播学专家林如鹏就“文化是推进城市发展的重要元素”的话题发表了自己的观点。

原文如下：
在我们推进城市发展的过程中，文化成了一个非常重要的元素。最近一段时间以来，热点文化IP和它的内容生产以及它的流行传播已经成了业界和学界都非常关心的一个话题。从我观察的角度来讲，一个热点文化IP或者说一个优质的文化产品，它能够传播、能够流行、能够获得受众喜爱，能够让人们来不断地持续地打卡。从我的观察来看，这种对文化的体验，实际上是一个很个人化的心理过程、身体体验。每个人的体验是不一样的，所以每个人得出来的观点都会有所不同，所以我这里只能仅仅从我个人的视野，再结合我自己的一些体验，来谈谈我的感受。

第一、内容本身应该是唯一的、独特的。我想，优质内容生产具有独特性或唯一性，是我们优质内容的基本特质。比如说，外地人或者我们的亲戚朋友来到广州，首先会去哪里呢？他一定要去看看小蛮腰、镇海楼、五羊雕塑，因为它们是广州的地标。或者游客来了，要去看南越王墓。比如说来到江门开平，他会去看挥舞之龙和碉楼；如果他来到韶关，他会去看南华寺、丹霞地貌、阳元石等等。那么像这些地方，它不管再过多少年，也会永远成为这个地方的文化地标。这是我们在打造优质内容时，经常会依靠的很重要的依据。它具有独特性、唯一性的特点。

第二、它具有时代性。一个时代有一个时代的文化特质，一个时代有一个时代的流行文化。我们在打造流行文化、打造优质文化的同时，一定要考虑到今天的受众可能跟以前很不一样。什么叫时代特征？我想就是在前一段时间网络爆红的，比如说北京的环球影城，它采用一种非常先进的声光电技术，让伴随着哈利波特成长的那一代小朋友到今天的青年人，他们能够亲身体会到像哈利波特、像小黄人、像功夫熊猫等等这种能够把你带进去的情境，这就是时代特征。包括今天我们所看到的，比如这种时代符号在很多优质内容生产里面，它都体现得淋漓尽致。我们现在去看广州的永庆坊，今天成了网红的打卡点，有总书记的魅力在那里，这个地方把岭南传统骑楼街跟今天现代化的商业元素相结合。广州市在让老城市焕发新活力的过程中，不是大拆大建，而是用现代的商业元素，对古老的骑楼街用一种绣花的功夫非常精致地进行微改造，融入了今天很多现代的商业文明。所以它具有现代性，有时代感，它就能够获得今天游客们的喜欢。现在每天游人如织，呈现出今天的这种现代魅力。

第三，优质的内容在呈现给我们时，它具有融合性的特点。这种融合，我观察就有这么几个特点：一、传统内容和现代传播科技的融合。前段时间网络上，海内外观众都非常重视的，中央电视台通过网络直播、现场直播的形式对三星堆考古的现场直播。本来考古是一个很专业化、很神秘、很严谨的专业考古活动，但是通过这样一种现场直播活动，用专家和现场解说这种非常通俗生动的现代技术直播，它把我们带到了现场，这种传播手段和直播的形式，我觉得它也是传统内容和现代传播手段的融合。二、传统内容跟今天通俗化的叙事结合，也能够产生一种优秀的内容。比如说中央电视台的《国家宝藏》、《经典永流传》，河南卫视的《唐宫夜宴》、《元宵奇妙夜》等等，把中国的文物、中国的传统节日、中国的传统经典用很通俗化的叙事再现出来，这样实际上是什么呢？是中国优秀传统文化背后底蕴深度的挖掘，是通俗化的叙事上升到一个全民参与的高度以及审美的角度来进行，所以我觉得像这种经典的传播都是比较成功的。包括像现在的传统内容和现代工业设计的结合，比如说，故宫里面有很多文化IP，它通过现代工业设计演变成了一系列的产品，比如文具、化妆品、饰品、摆件等等捕获了很多人的心，很多年轻人去购买，我们去故宫的时候都会采购这些东西。所以，我觉得这种唯一性、融合性、现代性是传播的三个性。

第四、优质的内容会永远体现真善美的追求，假丑恶永远不能流行，假丑恶制作投入再大，它也不可能走进人们的心中。我很期待今天来到现场的李子柒小姐的作品，根据我所观察到的，我们现在顶流网红的田园IP非常受欢迎，她在海外社交平台的订户已经超过了BBC。我们看她的视频仿佛走进非常惬意的、非常舒适的、让人精神很放松的田园生活里，它也满足了外国的青年朋友们、外国的受众对于中国田园生活的想象。所以真善美的东西会流行，假丑恶的东西不会流行。

第五、我很深刻地体会到伟人的魅力、领袖风范的加持。我们都知道2018年10月24日，习近平总书记视察广州来到永庆坊。永庆坊、骑楼街很多人都去过，为什么永庆坊独独能够长盛不衰？几年过去了，每天还有很多人从全国各地、从海内外各地来到广州一定要去看看永庆坊？因为总书记去过那个地方。包括暨南大学的校史馆，总书记视察过暨南大学校史馆，暨南大学华侨华人文献馆接待过几万人，因为总书记来过这些地方，它成了网红的打卡点。网民们称他是中华优秀传统文化优质内容的最强的推荐人、带货人。很多时候，能够跟总书记面对面坐在一起，聆听总书记教诲的人毕竟不多，大多数人则通过电视上报道里领略领袖的风采，而我们通过重走总书记的路，来领略领袖的魅力，所以这往往是我们文化IP流传的一个很重要的因素。

第六、优质内容能够流行、能够长盛不衰，肯定具有某种永恒的精神魅力。大家都知道今年是共产党成立一百周年，无数的年轻人讲述红色故事，无数人重走红色经典。比如浙江嘉兴的红船，很多人去看红船，看嘉兴；比如说，很多人去看江西瑞金、井冈山，去看延安、去看遵义；因为这里头有共产党人永久的精气神，有革命文化；比如去年10月13日总书记看过侨批，我不知道大家有没有去看过，我很鼓励大家去看看汕头的侨批馆，里面有12万件侨批。侨批是什么意思？海外的华侨在清末的时候，下南洋考察赚了一点小钱，当时通过水客、通过侨批馆把他们辛辛苦苦赚来的钱寄回来，这种银信合一的文物就叫做侨批。总书记说侨批体现国家早期华人华侨在海外艰苦的创业史，体现华侨华人情系祖国的爱国热情，以及中国人、中华民族守信用、讲承诺的真诚品质。海外的华侨写信，信到了钱就到了，家乡的人凭着侨批就可以去兑换钱，这是中国人守信用的精神品质，所以现在很多人在研究侨批，以侨批为核心IP内容的影视作品，我相信很快会不断地呈现出来。

刚才从我的观察中，很简单地从六个方面讲了一下优质的内容通常具备的六种基本元素。

刚才李子柒也说了，我觉得李子柒的成功，要感谢这个伟大的时代。今天这个时代是媒体非常发达的一个时代，我觉得可能在新媒体没有出现之前，当我们还停留在传统媒体盛行的时候，一个优质内容很难像今天这样以一种指数级、几何级的速度进行迅速传播。随着时代的变迁，我们在伟大时代的背景下，像刚才我讲到的一个优质内容的传播，它有传统内容加上现代化的传播科技。今天，传播科技是人体的延伸，使我们的感官、触觉能够无限延伸，所以对今天的媒体来说是非常重要的。媒体技术，媒介的进化，应该说对我们优质内容的传播起到了很重要的作用。当然，个人的素质也很重要，绝对不能够否定李子柒个人的敏锐和对内容的执着。刚才我们从她的讲话里面也看到她对内容的孜孜以求，从一个种子怎么发芽，每一个阶段怎么去记录它，我听了以后，我都很受感动。哪怕她现在已经名气很大了，她仍然严守她对内容质量的坚守，这个是非常重要的。

我觉得暨大新闻学院有信心、有能力培养出像李子柒这样的优秀内容的传播者。我给大家介绍一下，在我新闻学院在读2018级有一个叫邝安琪的女同学，是一名大三学生。她现在创新创业，成立了声海工作室，找了班上七八个播音主持、艺术专业的同学，几年时间里，她们已经创作了7500多条音频。因为她们专业是播音，声音有先天性的比别人强的特点，所以他们到现在为止，已经创作了7500多条的音频产品。我单讲一下，今年，他们的红色故事青年说，单是在荔枝APP就有15万人参与讨论，有3800多万的粉丝跟着诵读打卡，在全网的传播量已经超过11.7亿，在今年全国的创新创业互联网+大赛里面，拿到广东赛区的金奖。声海工作室的作品已经在全国拿到了国家级跟省部级40多项大奖，他们也获得比较可观的经济效益。所以我们在校的同学还是有着不错的成绩。


On 27 November, Lin Rupeng, Party Secretary of Jinan University and expert in journalism and communication, explained why culture is an important element driving urban progress at the Culture, Education, and Tourism Development Forum of the Asia Youth Leaders Forum 2021.

The full speech is as below.

As we carry forward urban development, culture has become a very important element. Recently, phenomenal cultural products, as well as its production and spread, have become a topic in which both industry and academia are interested. From my point of view, a phenomenal cultural product, or a quality cultural product, can spread and gain popularity, love from the audience, and constant attention from the public. The experience of culture is actually a very personal mental and physical process. As everyone has different cultural experience, people draw different conclusions. So, I can only talk about my feelings from my perspective and my experience.

Firstly, I think the content itself should be special and distinctive. I believe that quality content is special and distinctive, which are the basic traits. For example, when a stranger or a relative or friend of ours comes to Guangzhou, where will they go first? They will definitely go to Canton Tower, Zhenhai Tower, Five Rams Statue, Tomb of the Nanyue King, and so on, because these are landmarks of Guangzhou. When a tourist goes to, for example, Kaiping or Jiangmen, they will go see the dragon dance and diaolou. If they go to Shaoguan, they will go see Nanhua Temple, danxia landscapes, Yangyuan Stone, and so on. No matter how many years go by, these will forever be cultural landmarks of these places. These are the important references we often rely on when we create quality content, which is special and unique.

Secondly, it is characteristic of the times. Each era has its own cultural hallmarks and popular culture. While we are shaping popular culture and high-quality culture, we must take into account that today's audience may be very different from before. What are the hallmarks of this era? For example, Universal Beijing Resort, which went viral on the Web some time ago, applies very advanced acoustic-optic-electronic technology that provides young people who grew up watching Harry Potter with immersive experience of Harry Potter, Minions, Kung Fu Panda, and so on. This is a hallmark of the era. As we can see today, the presence of these symbols of the era can be reflected remarkably in quality content. When it comes to Yong Qing Fang in Guangzhou, it has been a must-go for online influencers. No doubt the place is beaming with the charm of President Xi. But it also features a combination of traditional lingnan veranda blocks and modern business elements. In regenerating this place, Guangzhou Municipality did not resort to demolition; instead, it used modern business elements to transform the ancient veranda blocks in the minutest details and introduced many business cultures. Therefore, the place inspires a sense of both modernity and vintage. That's why it is popular among today’s tourists. It is now crowded with tourists every day, which adds to its charm of modernity.

Thirdly, quality content is itself an integration when presented to us. Such integration, from my point of view, is characterized by these traits. The first is the integration of traditional content and modern communication technology. Not long ago, something on the Web drew the attention of domestic and overseas viewers: CCTV’s webcasting of archaeological activity at the Sanxingdui Ruins. Archaeology is supposed to be a very specialized, mysterious, and enigmatic activity. By means of this down-to-earth and vivid livestreaming with experts and on-site commentators, we were drawn to the scene. I think this is a good combination of current means of communication and traditional content. The second is the integration of traditional content and today's popular narratives. This integration can also produce excellent content. For example, CCTV's National Treasure and Everlasting Classics, Henan Satellite TV's Palace Banquet in Tang Dynasty and Lantern Festival Wonderful Night, and so on, these shows reproduce China's cultural relics, traditional festivals, and traditional classics with very popular narratives. What's the outcome? These shows become insights into the excellent Chinese traditional culture while elevating popular narratives to the level of mass participation and appreciation. These cases of communication of classics are quite successful. There is also integration of traditional content and modern industrial design. For example, The Forbidden City carries with it many cultural symbols, from which a series of products have been developed through modern industrial design, such as stationery, cosmetics, accessories, and ornaments. They have captured the heart of many, and many young people buy them. We also buy these when we visit the Palace Museum. So, I think the three communication characteristics are uniqueness, integration, and modernity.

Fourthly, quality content always reflects the pursuit of truth, kindness, and beauty. Fakes, ugliness, and evils never become popular. However large investment is made in the production of fakes, ugliness, and evils, they will not leave an impression on people. I look forward to seeing new works from Miss Li Ziqi, who is also present. From my observation, works of pastoral life from A-list influencers are very popular. The number of her subscribers on overseas social platforms has surpassed that of BBC. Watching her videos makes us feel as if living a very pleasant, comfortable, and relaxing pastoral life. And it also meets young foreigners' imagination about pastoral life in China. So, truth, kindness, and beauty will be popular, rather than fakes, ugliness, and evils.

Fifthly, I have realized the importance of charm and charisma of a great leader. As we all know, on October 24, 2018, President Xi Jinping visited Yong Qing Fang during his stay in Guangzhou. Many people have been to Yong Qing Fang and seen the veranda blocks, but why is Yong Qing Fang still popular today? Years passed and people from all parts of the country and the world still go to Yong Qing Fang if they visit Guangzhou. Because President Xi has been there. In addition, President Xi once visited the School History Museum of Jinan University, and the Archive of Overseas Chinese Students of Jinan University received thousands of visitors. Now, these spots have become a must-go for online influencers. Netizens call him the best influencer and marketer of quality content of outstanding traditional Chinese culture. There are few chances that one would sit with President Xi and listen to what he said. Most people learn of his charisma through TV coverage. Thus, following his footsteps is another way to learn more about it. This is often a very important factor in the spread of cultural products.

Sixthly, quality content that stays popular is definitely endowed with certain everlasting charms. For example, everyone knows the Communist Party of China (CPC) celebrated the 100th anniversary of its founding. Countless young people have shared revolution stories, and countless other visited the Red-themed tourist attractions, including the Red Boat in Jiaxing in Zhejiang Province, Ruijin and Jinggangshan in Jiangxi Province, Yan'an, and Zunyi. Because these spots carry the everlasting aspirations of the Communists and the Red culture. On October 13 last year, for example, President Xi visited the Qiaopi Museum in Shantou. I recommend visiting the museum, where 12 qiaopi are on display. What is qiaopi? Early in the late Qing Dynasty, overseas Chinese people who made a little money in Southeast Asia would send this hard-earned money with letters by means of parallel import or postal agencies. This combination of money and letter is called qiaopi. President Xi pointed out that qiaopi reflected the difficulties of overseas Chinese in making a living in early times and their patriotism, as well as the honesty of the Chinese people and Chinese nation. Overseas Chinese wrote to their families. Once the letter arrived, the money arrived. With qiaopi, their families back in China could exchange it for money. This is Chinese people's morality of keeping promises. Now many people are studying qiaopi. I believe films and TV shows on qiaopi will soon be released, one after another.

To recap, I talked about the six basic elements that quality content usually has. 

About Li Ziqi’s success, I agree with her. Her success owes to this great era, when media technology is very developed. Before new media emerged, when traditional media prevailed, it was hard for quality content to spread as fast as today. As time goes by, we are now living in a great era. I mentioned one method of the communication of quality content was the integration of traditional content and modern communication technology. We say that communication technology is an extension of the human body. It extends our senses infinitely. So, media is very important today. The evolution of media technology and mediums plays a very important role in the spread of our quality content. Personal quality is important, of course. We cannot deny Li Ziqi's acute senses and dedication to content. From her speech, I hear her diligent pursuit of content. I was moved when she talked about how a seed germinated and how to record every stage of it. She is very popular now, but she still pays great attention to the quality of her content. This is very important.

I think we have the confidence and capability to groom communicators of excellent content like Li Ziqi. I want to introduce you to an undergraduate from our School of Journalism. There is a girl named Kuang Anqi, who is in her junior year. Now she is running her own business. She set up Shenghai Studio, which consists of seven or eight classmates majoring in broadcast and fine arts. Several years since then, they have created over 7,500 pieces of audio. As they major in broadcast, their voices are better than ordinary people in nature. So far, they have produced over 7,500 voice recordings. Their project “Youths Tell Red Stories” has received comments from 150,000 people this year alone on Lizhi FM. Over 38 million followers have posted their recitation. It has garnered more than 1.17 billion listens across the Web. Besides, they won the gold award in this year's China International College Students' “Internet+” Innovation and Entrepreneurship Competition (Guangdong Division). With their works, the Studio has received over 40 national and provincial/ministerial awards. They have also made considerable economic gains. So, our students also have good performance.