Xu Chuanzhou, lecturer, doctoral candidate, main research direction is the sinicization of Marxism and the spiritual genealogy of the Communist Party of China; Teng HaoHe is a master's student with a master's degree in ideological and political education, revolutionary spirit and red culture.
Rural public cultural services are an important part of the rural revitalization strategy, and further promoting the construction of rural public cultural services is conducive to the harmony and beauty of rural customs and rural harmony. At the critical moment at the beginning of the second centenary goal, to achieve the high-quality development of rural public cultural services, it is still necessary to face the problems that exist in some underdeveloped areas, such as the total amount of public cultural service products to be supplemented, the effect of existing public cultural services still has room for improvement, and the development of supporting public services is slow. It provides a scientific guide for the construction of a new socialist countryside.
The report of the 20th National Congress of the Communist Party of China proposed to comprehensively promote the great rejuvenation of the Chinese nation with Chinese-style modernization, and made a strategic plan to "coordinate the layout of rural infrastructure and public services, and build livable, workable and beautiful villages". In 2023, the "Opinions on Comprehensively Promoting the Key Work of Rural Revitalization in 2023" was issued, emphasizing: "Strengthen the construction of rural spiritual civilization." "As an important part of the implementation of rural revitalization in the new era, rural public cultural services should timely summarize and analyze the current situation of rural public cultural services, strengthen process management, and follow the guiding ideology of rural revitalization strategy in order to improve the level of rural public cultural services and realize the vigorous development of rural culture.
1. The value implication of rural public cultural service construction in the context of rural revitalization
Under the background of rural revitalization, the development of rural public cultural services is not only of great significance to the upward transformation and development of the "three rural" issues, but also provides a variety of resources such as material, cultural, ecological and talent for the realization of the rural revitalization strategy, and provides an important starting point for the vigorous development of rural public cultural services, which is of great development significance. It is necessary to give full play to the role of rural public cultural services in further protecting the basic cultural rights and interests of peasants, satisfying their increasing cultural needs, and expanding their diverse cultural activities. The countryside is the cradle of the cultural genes of hundreds of millions of Chinese, and the local culture nurtured in the vast rural land is the cultural source of Chinese culture. Rural public cultural services include the requirements of protecting and developing excellent traditional rural culture and narrowing the gap between urban and rural public cultural services, so as to improve the problem of loss of rural local culture. In the 2023 ** work report, it is mentioned that "develop rural characteristic industries and broaden the channels for farmers to increase their income and get rich." "The vigorous development of rural public cultural services will drive the generation and growth of rural cultural industries and provide a new development path for solving agricultural problems. With the advancement of rural public cultural services, the cultural needs of farmers have been gradually satisfied, the cultural foundation of rural areas has been solidified, and agriculture will usher in new development.
Culture is the soul of a country and a nation, affecting all aspects of people's production and life in the social environment. The rural revitalization strategy aims to promote the comprehensive development of rural areas in multiple dimensions, and rural public cultural services are the way to build the cultural level of the rural revitalization strategy. First of all, this will improve the cultural level of farmers and provide talent support for the realization of rural revitalization. Secondly, it will promote the improvement of rural productivity and the progress of rural customs and civilization, which is conducive to enriching rural material and cultural products, narrowing the gap between urban and rural areas, and building harmonious and beautiful villages; Finally, the improvement of farmers' cultural level will directly affect the transformation of agricultural forms, so that new agriculture can develop to green and environmentally friendly, so that environmentally friendly agriculture can take root. Therefore, rural public cultural services are conducive to promoting the development of various elements closely related to rural revitalization, such as material, culture, ecology and talents, and are the only way to achieve rural revitalization.
2. The starting point of the construction of rural public cultural services in the context of rural revitalization
(1) Promote the construction of service teams
As the main body of service, the rural public cultural service team needs to continue to promote the construction of the rural public cultural service team, focusing on tempering the service team from the three perspectives of politics, ability and style. In terms of politics, we will put political construction in the first place, adhere to the unified leadership of the party committee, fully implement the responsibility system, and consolidate the responsibilities of all levels in counties and villages. Higher-level Party organizations carry out overall performance evaluations of rural public cultural services to ensure that the assessment indicators are both scientific and effective. In terms of capacity, we will actively organize and carry out public cultural service seminars, increase assistance for the construction of service teams at the township and village levels, and continuously improve the service level of the team. In terms of work style, the service team adheres to the work style of seeking truth from facts and keeping close contact with the masses, organizes and carries out various "grassroots" activities, establishes a household visit system, standardizes the investigation and research process, and regularly forms documents and reports that reflect the current situation; To guard against the spread of unhealthy tendencies, cities and counties should shoulder their responsibilities, strengthen all-round management and supervision of grassroots public cultural service teams, thoroughly investigate corruption, promptly rectify work style problems, and create a good environment for rural public cultural services with a clean and upright atmosphere.
(2) Strengthen special financial support
The initial and subsequent development of rural public cultural services require a large amount of financial support, so it is necessary to firmly consolidate the institutional guarantees of special financial investment and insist on taking rural public cultural services as a general public budget guarantee area. Increase the investment of the first and local governments in the field of rural public cultural services, set up special financial subsidies from the first to the local level, refine the details of financial investment, confirm the direction of financial flow, and strengthen the management of the process of financial investment. Further increase the proportion of financial investment in the field of rural public cultural services, so that the intensity of financial support is matched with the importance of rural public cultural services.
(3) Provide a supply of cultural talents
Rural cultural service talents are the first driving force for the high-quality development of rural revitalization. Attach importance to the important role of cultural service talents, and start from the two levels of external introduction and local training to provide a supply of cultural service talents. In terms of external supply, the government supports the leadership, and all localities study and implement special actions for talent introduction and talent introduction in combination with local conditions, and orderly guide college students, cultural talents, cultural management commissioners and other skilled craftsmen to provide services for rural public cultural undertakings. Particular attention is paid to the introduction of young people with cultural specialties or cultural management specialties, deepening cooperation with colleges and universities, and carrying out special work on the introduction of college students. In terms of local training, we will promote the "Head Goose" project and the high-quality farmer cultivation program that focus on the direction of public culture, guide farmers to actively organize and participate in local public cultural services, vigorously develop vocational education for rural public cultural services, and cultivate local cultural talents.
3. Practical problems in the construction of rural public cultural services in the context of rural revitalization
From the "Eleventh Five-Year Plan" period to the "Eleventh Five-Year Plan" to the "Eleventh Five-Year Plan" to the "14th Five-Year Plan" to formulate the "Implementation Opinions on Promoting National Public Cultural Services and High-quality Development", the construction of rural public cultural services has made significant progress in the layout of the plan. As of 2021, there are 32,524 township cultural stations in China, and the number of people participating in literary and artistic activities in township cultural stations has reached 255.37 million, much higher than the 163.14 million in 2020. With the vigorous implementation of the rural revitalization strategy, the capacity of rural public cultural services is increasing day by day, but there are still practical problems in the current rural public cultural services, such as the total amount of cultural service products in some underdeveloped areas to be supplemented, the improvement of the existing public cultural service effect, and the slow development level of supporting public services, which affect the expansion and improvement of rural public cultural services.
(1) The total amount of public cultural service products needs to be replenished
At this stage, rural public cultural services are mainly from the two aspects of "hardware" and "software", "hardware" such as rural bookstores, cultural activity rooms, cultural squares and other physical public cultural service facilities, "software" such as movies to the countryside, performances to the countryside, calligraphy and painting exhibitions, public lectures and other non-physical public cultural service products, more emphasis on cultural content output. In 2021, China's rural population will be 498.35 million, and township cultural stations will organize 760999 cultural activities, with an average of one person per 1,000 people participating in literary and artistic activities, which is enough to reflect that the total amount of cultural service products in some underdeveloped rural areas needs to be replenished. The main reasons are: First, the proportion of rural public cultural services in financial investment is small, and the operating funds are not sufficient compared with other expenditures, which affects the supply of cultural service products to a certain extent. Second, the supply of public cultural service products is overly dependent on external cultural service products, and the local cultural industry has not been fully utilized and developed or the existing local cultural resources have been transformed into endogenous cultural service products, resulting in a certain passive position in the increase in the number of rural public cultural service products. Third, failing to make full use of social forces to promote the construction of rural public cultural service product system, the current rural public cultural services at the social level of the purchase of cultural products are less, some rural areas have not yet established an orderly and standardized system of purchasing social cultural products, so the total amount of cultural products in some rural areas still has room for improvement.
(2) There is still room for improvement in the effectiveness of existing public cultural services
Rural public cultural services include physical public cultural services and non-physical public cultural services, both of which play an important role in the construction of rural culture. At present, there are two kinds of cultural service "fault" in some underdeveloped rural areas, which makes the rural public cultural service fail to achieve good results, which is manifested in the "idling" of public cultural service facilities and the formatting of public cultural service products. For example, at present, the construction of rural public cultural service facilities in some areas is mostly focused on the completion of indicators, and if we blindly ignore the actual situation in the local rural areas, some "cultural image projects" will rise from the ground, and thus fall into the trap of "flashy and unrealistic". Or, the lack of professional planning and management of public cultural service facilities in some areas after the construction of them makes them lose the effect and significance expected at the beginning of construction. In addition, public cultural facilities need to be maintained in follow-up management, otherwise there will be a phenomenon that facilities or equipment are not updated in a timely manner and cannot provide daily services. The formatting of public cultural service products is also an important reason for the obstruction and stagnation of rural public cultural services, and there is still a situation in some areas that the responsibilities of administrative departments providing cultural services are not clearly divided, so that the governance problems such as offside, absence, and dislocation affect the supply of cultural service products that should be diversified, resulting in the average ability of cultural services to absorb the masses, and it is difficult to truly contribute the expected cultural value to farmers.
(3) The development level of supporting public services is relatively slow
Rural public cultural services are inseparable from other public service undertakings, and the construction of supporting public services such as rural medical care, elderly care, and education will directly affect the cultural field. Since the implementation of the rural revitalization strategy, rural areas have attached great importance to optimizing the living standards of farmers, and the conditions of medical care, elderly care and education have been greatly improved, but due to the impact of sustainable urban development and "rural hollowing", the development prospects of supporting public services are more limited, and it is difficult to continue to provide support for public cultural services. There are various reasons for the slow development of supporting public services, most of which are concentrated in the following three aspects. First of all, there is a lack of sufficient fiscal expenditure, the corresponding departments have failed to identify the power point of public services, and the financial funds have not been used in key areas; Secondly, the loss of rural population has led to a decrease in the number of service practitioners and a gradual decrease in the number of service recipients, making the construction of various public services relatively slow. Finally, the aging and young population of rural areas due to population loss have further increased the pressure on rural public services such as medical care, pension and education, and caused greater resistance to their development.
Fourth, the improvement path of rural public cultural service construction in the context of rural revitalization
The construction of rural public cultural services has the characteristics of long-term and complexity, and the proposal of the improvement path should not only combine the current situation with precise efforts, but also start from the macro situation and deal with it as a systemic problem. According to the guiding ideology and suggestions of the rural revitalization strategy, local governments at all levels should broaden their thinking, actively innovate, enhance their awareness of improving the level of rural public cultural services, make full use of national policy assistance and private resource support, and realize the good wishes of rural revitalization and farmers' happy life.
(1) Expand the incremental channels for public cultural products
In the increase in the number of rural public cultural service products, in addition to increasing financial input and strengthening the management of financial funds to expand purchases, it is more necessary to expand the incremental channels of public cultural service products and gradually get rid of the dependence on administrative resources. First, expand the introduction channels, establish and improve the introduction system, orderly introduce cultural products with good social benefits through purchase or agreement, aggregate strong cultural forces at the social level, and form a general pattern of the whole society jointly helping rural public cultural services. Second, we should intensify efforts to tap local cultural resources, promote the combination of local cultural resources and modern life with innovative ideas, and create cultural products that local villagers like to see; At the same time, it fully mobilizes the cultural enthusiasm of rural residents, actively explores local cultural talents, and provides material or spiritual support and help, so as to provide guarantee for the stable creation of their cultural products. From a long-term perspective, internal self-generated cultural products are easier to obtain than external aid cultural products, and are more adaptable to the local environment in rural areas. Some rural cultural heritage is sufficient, with the development of rural cultural industry prerequisites, should encourage and support the construction and standardized development of rural cultural industry, so that the native cultural products serve the people. Third, accelerate the development and application of rural digital public cultural service products, increase the number of online cultural products to make up for the lack of offline, and at the same time carry out rural network technology learning lectures to ensure that the rich achievements of "Internet + culture" benefit rural areas.
(2) Improve the management level of public cultural services
Improving the management level of public cultural services requires the cooperation of many parties, and the management side should enhance the awareness of cultural management and continuously improve the ability of cultural management. First, improve the overlapping functions of relevant departments of rural public cultural services, clarify the responsibilities of each department, and enhance the ability of each department to perform its duties. Through the establishment of a special responsible group to systematically manage the affairs related to rural public cultural services, to prevent management problems caused by the "segmentation" of administrative departments in their own ways. Second, in combination with the actual situation in rural areas, create relevant management models, break through the blocking points of each link, formulate and implement the rural public cultural service responsibility system and supervision system, enhance the closeness between the top-down management links, pay attention to learning from the excellent rural public cultural service management experience nationwide, and ensure the scientificity and effectiveness of the management model. Third, Daxing grassroots investigation and research, on the current situation of public cultural services to carry out research, clear public cultural services supply status and the actual cultural needs of farmers, timely adjustment of service paths, and always maintain the initiative in cultural service work.
(3) Coordinate the development of various rural public services
In view of the fact that the elderly and school-age children account for a large proportion of the rural population, we should focus on improving the development plan in the fields of medical care, elderly care and education, and adhere to the "one game of chess" for the development of rural public services. First of all, we should promote the sinking of basic public service resources to rural areas, repair weak links, and play a "bottom-up" role to ensure that rural school-age children enjoy compulsory education in a balanced manner, the basic conditions for rural medical and health care and the basic implementation of the pension system, and safeguard the basic survival rights of farmers. Second, the quality of public services should be gradually improved, and public cultural services should be integrated in parallel. For example, the improvement of the level of rural schools will be combined with public cultural services, and cultural service products will be put in the classroom, so that students can learn knowledge and enjoy culture in a novel way.