From July 26 to August 10, 2023, the art management and cultural industry summer school of Peking University was successfully held in the form of a combination of online and offline. The theme of this summer school is "Local and Incarnation: Digital Design of Regional Culture". With the support of the Graduate School of Peking University, it is hosted by the School of Art of Peking University and the Institute of Cultural Industry of Peking University, and co-organized by the Xuanhan County Cultural and Creative Development Promotion Association. Xiang Yong, professor of the School of Art of Peking University and dean of the Institute of Cultural Industry, served as the academic host, Xiang Fangxun, co-founder of Baima Huatian Construction Society, Professor Ding Yuehua of Chongqing Normal University, Associate Professor Wang Ziqi of the Central Academy of Fine Arts, Associate Professor Xiang Lanlin of the Department of Urban and Rural Planning of the School of Landscape Architecture of Beijing Forestry University, and Sichuan Cultural Relics Archaeology Research Chen Weidong, deputy director of the Institute of Archaeology, Zhang Weiyu, head of POP MART market research and insight, and Huang Binbin, director of Baima Huatian Construction Society, served as creative tutors. A total of 33 graduate students and young scholars from more than 30 universities in Beijing, Shanghai, London, New York, Paris, Madrid, Rome, Vancouver and other major cities around the world participated in the frontier lectures, salon dialogues, field research, creative planning and project performances organized by the summer school.

 

A group photo at the opening ceremony

 

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From July 26th to July 30th, five lecturers, Wang Ziqi, Zhang Weiyu, Ding Yuehua, Chen Weidong and Huang Binbin, respectively, taught students online on archaeology, creative generation, digital design and operation and marketing of rural culture, sharing cutting-edge research and experience.

 

Online lecture group photo

 

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On August 5, the opening ceremony of the 2023 Peking University Art Management and Cultural Industry Summer School was held at the Huatian International Village Maker Camp in Baima Town, Xuanhan County, Sichuan Province. The camp is the working station of Xuanhan Base of Postdoctoral Innovation in Cultural Industry of Peking University, jointly built by the School of Art of Peking University, the Institute of Cultural Industry and the Xuanhan County People's Government. Tan Xin, Xiang Yong, Wang Ziqi, Ding Yuehua, all the students and village representatives attended the opening ceremony.

 

Tan Xin's speech at the opening ceremony

 

In his speech, Tan Xin sincerely welcomed students from all over the world and introduced the basic situation of the economic and social development of Baima Town and the unique local cultural resources. Wang Ziqi shared the development trend of global digital art, shared cross-cultural experience and perspective with the students present, encouraged the students to make full use of this rare opportunity to go deep into the countryside to experience the most authentic human environment, apply cutting-edge theories and technologies to the vast countryside, and use creativity to help the countryside complete the new time. The role transformation of the generation. Ding Yuehua introduced the beautiful legend of Ba culture, affirmed the innovative model of promoting rural development carried out by the White Horse Huatian Construction Society in the past four years, and encouraged the students to deeply feel the spirit of the land, through their own observation and understanding, thinking and learning, to start this exciting journey of rural creation, and finally promote the cultural industry. Development and innovation. Liu Yuxuan, a doctoral student of the Polytechnic University of Turin, Italy, as a student representative, expressed his excitement of participating in this summer school, hoping to present wonderful ideas to the villagers of the white horse and show the elegant demeanor of the students.

 

Speech at the opening ceremony of Xiang Yong

 

In his concluding speech, Xiang Yong interpreted the theme interpretation of "Local and Incarnation: Digital Design of Regional Culture", and further introduced the teaching characteristics of service learning, the specific arrangements and future expectations of this summer school. I hope that students will shoulder a new cultural mission and have a comprehensive and in-depth understanding of China's long-standing farming civilization and the regional culture represented by Palestinian culture, so that Chinese civilization can show its charm and elegant demeanor in the new era. It emphasizes the research concepts and research methods of "sittualism", "rural examination" and "self-centered approach", and expressed expectations for the students to carry out research and planning of rural creation.

 

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On August 9, Xiang Fangxun and Xiang Lanlin came to the white horse flower field to create a camp, which brought wonderful offline lectures to the students and provided vivid case sharing and methods. Through the analysis and research of landscape genes, Xiang Lanlin extracted the characteristics of landscape genes. Through planning and design, he protected, maintained, reproduced and flourished the cultural landscape in the local area to achieve the sustainable development of excellent cultural heritage. Xiang Fangxun shared his entrepreneurial experience with the students, expressed his innovative understanding of the spirit of the white horse from the perspective of entrepreneurs, and put forward suggestions for the students' creative planning.

 

Lecture to Lanlin

 

Lecture on Xiang Fangxun

 

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Students are investigating characteristic agricultural projects

 

Students investigate cultural tourism scenic spots to empower rural revitalization projects

 

During the summer school, teachers and students collectively visited the Luojiaba Ruins Museum, the Ba cultural landmark building, the Wang Weizhou Memorial Hall and the Bashan Grand Canyon Scenic Area. From the natural scenery of Xuanhan to the history and humanities, the students experienced a unique and profound local experience. Under the guidance of township leaders and local villagers, according to the planning topics formulated by each group, the students actively carried out research in Huangtaoyuan, Xincheng Primary School, Yinheshan Temple and other places in Bicheng Village, and had in-depth communication with relevant staff and village representatives, leaving detailed research records and unique memories.

 

Xiang Yong tells the story of the white horse

 

Students investigate in the village committee

 

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Towards the end of the summer school, everyone held a dam banquet with local characteristics in the yard of the maker camp, and villagers were invited to participate together. While tasting the delicious food, we shared the harvest of this trip together. After the dinner, the summer school secretariat organized students and local villagers to bring a unique rural party and fireworks party. Liu Xiaoliu, Vice Minister of the Organization Department of the Dazhou Municipal Party Committee and Director of the Talent Development Promotion Center, Ma Guochun, Deputy Director of the Talent Development Promotion Center of the Dazhou Municipal Party Committee, Chen Gang, Deputy County Head of Xuanhan County People's Government and Director of the Public Security Bureau, Zhang Hao, Deputy Director of Xuanhan County Public Security Bureau, and Tan Xin, Secretary of the Baima Town Committee of Xuanhan County, were invited to watch the performance. At the party, all the students took to the stage to introduce themselves and their creative plans to the leaders and villagers, and brought wonderful programs such as chorus, dance performances and musical instrument performances, which enriched the local cultural life of Bicheng Village. At the same time, this unique "village evening" opened an online live broadcast channel to help rural revitalization with creative sparks and practical actions.

 

Liu Xiaoliu talks with students

 

After the party, Liu Xiaoliu held a symposium with the teachers and students of the summer school. Liu Xiaoliu congratulated the successful opening of the summer school and gave a detailed introduction to the historical origin, natural resources, economic format, social and cultural development of Dazhou City and Baima Town. It affirmed the enthusiasm of the students to actively participate in the construction of the township, and focused on introducing Dazhou's talent resources introduction policy to the students. We warmly welcomed everyone to Dazhou to realize their life value and contribute to the future development of Dazhou. The discussion aroused a strong response from the teachers and students present.

 

Students experience the customs of Sichuan East Dam banquet

 

White Horse Village Evening Scene

 

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Chen Xiaoshuang's concluding speech

 

On the morning of August 10, the camping ceremony of the Summer School of Art Management and Cultural Industry of Peking University was successfully held. Chen Xiaoshuang, member of the Standing Committee of the Xuanhan County Committee and Minister of the Propaganda Department, Liu Hong, Director of the Education Bureau of Xuanhan County, Wu Yi, Director of the Bureau of Culture, Sports and Tourism, Liu Yuping of the Rural Revitalization Bureau of Xuanhan County, Ding Li, Deputy Secretary of the Xuanhan County Party Committee of the Communist Youth League, Tan Xin, Secretary of the Baima Town Committee, and other relevant personnel attended the ceremony. Chen Xiaoshuang first delivered a speech to express his gratitude to the students who came from afar and made creative proposals, and introduced the development of Xuanhan County in recent years in detail. Subsequently, Xiang Yong summarized the teaching and research achievements and future plans of this summer school, and expressed his gratitude for the strong support of the local government, the careful guidance of the tutors and the hard work of the students.

 

The scene of the camp ceremony

 

In the project exhibition, 12 groups of the summer school demonstrated their own creative proposals. These topics include the development of public facilities, sound map and soundscape device design, digital person IP creation, cultural and sports entertainment activities, dialect digital micro-course development, public welfare short film planning, tourism industry and cultural tourism brand development, library renovation and mobile study flash, Bashi culture writing and other directions, covering music, art, design There are many art categories such as planning, film and television. Finally, Chen Xiaoshuang and Xiang Yong jointly issued volunteer certificates and graduation certificates to the students.

 

Chen Xiaoshuang and Xiang Yong took a photo with the students

 

Chen Xiaoshuang and Xiang Yong took a photo with all the teachers and students of the summer school

 

责任编辑：张悦苧                                本期执笔：邓源
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