NGHIEN Cliu - TRAO Ddi
'CONG NGHIEP SANG TAO VA VAN HOA
TRAN NHO THIN Van hba, den xa hdl hi^n dai co mgt vj the mol, mQl tam quan trgng mdi doi vdl phai Men ma tnnrc day khong cb. Tii cho van hba chi duvc xem la sir ket tlnh nhimg gia tn tinh hoa den chfi van hba phai ket hgn nhuan nhuyen tinh bac hgc va tinh dai cnung, hi quan niem van hba chi la nhinig gia tri Ihuan tuy den quan niem cac gia tn van hba c6 the dbng gbp xihig dang cho cbng cube phat trien kinti te, con ngtivl hign dai da nhin thay siic mgnh kinh te cua van hba va dang khai thac tich circ cac tiem nang kinh te cua van hba. Tim hieu khia canh kinh te'cua van hba qua cdng nghiep van hba hign dgi la mgt djp de chung ta doi mbi each nliin db'i vbi van tioa dan lgc, khbng chi tv gibl hgn tam nhin van hba dan tgc trong pham vl bao ton, gitr gin ban sac ma cbn biet gia nhap lich cue vao he thong cong nghigp van hba toan cau, bien van hba thanh nguon ivc thuc day sir phat trien kinh te.
1. Cac khiai niem "cong nghiep van hoa"
vk "cong nghifp sang tao"
1.1. Cdng nghiep vda hda (cultural industry) Khai niem cong nghiep van hoa co the dinh nghia dem gian la cac nganh cong nghidp san xuat hang hoa van hda. Dinh nghTa ciia UNESCO nam 1982 nhir sau: "Noi chung thi mpt nganh cong nghi?p van hoa xuat hi^n khi cac hang hoa va dich vu van hoa dugc san xuat va tai san xuat, duac liru trii va phan ph6i tren cac day chuyen cong nghiep va thuong m^ii, tuc la tren quy mo lorn, phu hgp voi chiSn lugc quan tam d6n kinh th han la bat cu- mot quan tam van hoa nao".
Khai ni^m cong nghiep lien quan d6n san pham hang hoa, con khai niem van hoa thirong dien dat y ni?m triru tucmg vS gia tri. Ghep hai khai niem nay da lam bpc 16 nhung sue mgnh tiem an cua van hoa vh phuong dien kinh t6 ma truoc day chung ta it chu y.
Mot trong nhiing bieu tupng tieu bieu cua cong nghifp van hoa la dien anh. Qua thirc, di?n aiih ra doi d dku the ki XX da gpi y v6 mpt the ki con^ nghiep van hoa dang b^t dSu.
Day la mgt phoi hpp lien nganh tuyet voi giua may moc ca khi (may chi6u 35 mm) va cong
nghifp chat lieu (cupn phim lam tur sellulose acetat), van hpc nghe thuat (nghe thual ti; sir) va kinh doanh thu lpi nhuan (rgp chieu phim CO ban ve). San phSm cua he thong Hollywood chinh la ket qua cua sir tircmg tac giua sir phat trien cua cong nghe, cua cau true kinh te va thi nghiem tham m l Di6u ca ban nhat la dien anh chiing to mot kha nang Iam giau cho cupc song con nguoi chira tung dugc phat hien truuc day. "Lich sir san xuit va trinh ehi6u phim chinh la lich su cua sir phoi hgp giua cac nhan to kinh te va xa hpi, ciing nhir giua cac sang tao vh kl thuat va tham mT"'".
Nguyen tac phOi hgp nhiSu nhan to nay khong thay doi cho ddn tan ngay nay, dau chiing ta da khong con nhdt thi6t phai den rgp xem phim ma co the xem phim tai nha rieng qua man hinh may tinh, tham chi xem phim a bat cur dau qua man hmh di?n ihoai di dpng.
Cong nghe phat trien da tinh toan de nang cao ca gia tri kinh th cung nhu hieu qua tha'm mT cua viec san xuat va chieu phim. "Cac nghe sT va cac nha kinh doanh, dugc dan dat bdi cac dpng CO kinh te va/hay la th§m mT, dang ti6p tyc phat trien cac phuang phap de' khich 1? con nguoi tuong tac mot each sang tgo vdi eae hinh anh"«'.
5^ TiBLP CHi VHDG s d 2/2015
Ve mgt lich su, hai nha nghien cuu thupc t r u d n g phai Frankfurt la Adorno and Horkheimer lan dau tien su dung cym tii cong nghiep van hoa (cultural industry) trong cudn sach noi tieng Dialectic of Enlightenment (Bien chumg ciia Khai sang) nam 1947. Hai dng khang dinh i ^ g van hda bi thdng tri bdi cac hang hda dugc san xuat bdi cong nghiep van hda va cac hang hda nay trong khi nh5m din muc dich la nhirng hang hda mang tinh dan chu, ca nhan va da dang hda, tren thuc te lgi cd tinh chuyen chS, hoa ddng, va tieu chuan hda cao. Mgt nhan dinh quan trpng ciia hai dng la cdng nghiep van hda lam cho van hda bac hpc va van hda binh dan gap gd. Cac nha li luan hau hien dgi cho rang vdi cong nghiep van hda, each nhin nhi nguyen phan biet van hda bac hpc van hda dgi chung nhu trudc da bi vugt qua; d day, nghe thugt va cudc sdng khong con tach biet. Hai ong diing khai niem cong nghiep van hda cung cd y phan bac quan niem eho rSng van hda ty phat nay sinh tu dgi chung. Thue ra theo hai nha nghien cuu nay, cac san pham van hda da dugc tinh toan ki cho nhu cau tieu thy cua dai chung, va do dd, chung dugc san xuat it nhieu theo ke hoach.
ChQ "cdng nghiep" khdng nham chi qua trinh san xu5t ma chi sir tieu chuan hda cac san pham cung nhu hgp li hda kT thugt lien quan den viec cung ung, phan phdi san pham. Tuy nhien hai dng cd y phe phan su khai thac cd tinh thuong mgi tinh sang tao cua con ngudi.
Vao nhihig nam 1970, nhilu nha li luan nhin van hda dgi chung va van de quan he giiia he tu tudng va chii nghTa tu ban theo nghTa la su khac biet giiia van hda bac hpc va van hda dgi ehung hogc giiia thugng tang kien true va ha ting CO sd. Trong trudng hgp dSu, viec thuong mai hda van hda dugc coi la su tam thudng hda van hda vi quan chiing thieu van hda.
Trudng hgp ihu hai, dd la ddng tac ed tinh tu tudng va sy than bi hoa ve su kiem soat cua giai cap tu san ddi vdi eac kenh thdng tin. Cdn Adomo thi trai lgi nhin nhan van de nhu la su do vgt hda va tha hda. Khai niem van hda theo quan ni?m chu nghTa duy tam Diic dien dgt nhimg gia tri sau nhat dugc chia se cua mot
nhdm xa hdi, ddi lap vdi van minh, nhir la thi hieu va thuc tien sdng cua tSng ldp tinh hoa va cua nghf thuat nhu la su diln dat tu do va hi vpng khdng tudng. Con khai nifm cdng nghifp (industry) bao ham ca khai niem san xuat hang hda, trao ddi hang hda, su tich luy tu ban va sir tha hda cda kinh te hpe Marx, nhung eung bao ham nghTa cua Weber ve sy duy H hda.
Viec diing khai niem "cultural" d day cd hai nghla: thu nhdt nd chi nhiing dae trung eiia cau true kinh ih va nang done ciia viec san xuat, phan phdi va tieu thy bieu tugng (quan bd la mpt logi bieu tugng). Thu hai, no ehi nhiing qua trinh hang dpe va hang ngang da sang tao ra mgt khu vyc kinh te thdng nhal tren binh dien toan cku, khkc vai viee phan bift trudc day ra cac Unh vyc rieng nhu xuat ban, in in, phim, ca nhac.
Ve sau, khai niem eong nghiep van hda dugc dung de chi viec san xuat am nhgc dgi chiing, phim, truydn hinh, va thdi tran^ bdi cac tap doan tu ban xuyen quoc gia. O day dieu quan tam la kinh te chinh Iri hpc eua van hda: ai la ngudi kiem soat eae thiet che kinh ih, xa hpi va van hda cung phirong phap ma tap doan nay sd hiiu va kiem soat eae nganh eong nghiep van hoa dinh hinh khuon mau van hda hien dgi. Nghien ciiu cdng nghiep van hda la mdt phSn cua nghien eiiu van hda.
Nhung y nghia ciia van hda khdng ehi the hien trong chinh sach van hda ma eon d ca viec tieu thu van hoa, noi ngudi tieu diing lao cac nghTa rieng ciia minh'^*.
Marx da ndi den hang hda tu goc dp gia tri su dyng (use value) va gia tri trao ddi (exchange value). Nha ll luan hgu hien dgi Baudrillard Igi cho rang gia tri ki hieu (sign - value) da thay thS ea gia tri sir dyng va gia tri trao ddi eua hang hda trong van hda hien dai. Theo dng, day la nen van hda trong dd gia tri dugc quyet dinh qua sir trao ddi cae y nghTa tugng Irung ehu khdng phai qua linh hiru ieh.
Trong khai niem cdng nghiep van hoa, chir industry CO the'dieh la edng nghiep ma eung CO the hieu la mdt nganh san xuat, mdt ITnh vuc hoat dpng nhu cdng nghiep du lich
NGHIEN COU - TRAO fidl
chg sach (book fairs), thi tnidng ehuong trinh truyen hinh (television programming markets), cae lien hoan phim qude te (intemational films festival), lien hoan phim hogt hinh, lien hoan am nhgc ddng que (country music festival), tuan le thdi tran^ (fashion weeks), cac sg kien phan loai va nem rugu vang... Pham vi ciia edng nghiep sang tao rat rdng va eung mang tinh sang tao eao.
Dieu dang chu y la su xuat hien ciia cdng nghiep sang tao khdng phai do de xuat cua gidi nghien cuu ban lam ma dugc khdi xudng tir phia cae nha doanh nghiep.
Trong xa hpi ma kT thugt thong tin phat trie'n manh thi dieu dang chu y ta su thay doi tii cong nghiep van hda sang cdng nghiep sang tao.
Vai trd ciia cdng nghiep van hda hay cdng nghiep sang tgo trong viec san xuk bieu tupng hay san xuat van hda trd nen ldn hon bao gid het.
Li thuyel ndi tieng cua Daniel Bell vh chu nghTa hgu cdng nghiep (1973) da ndi din ddng lyc cua su phai trien chu nghTa tu ban se khdng edn la vdn vat chSt niia ma la vdn con ngudi dudi hinh thiic tri thiic khoa hpc. Ti trpng ciia nen kinh te se chuye'n tu vdn tu ban sang cac tu tudng, quyen lyc xa hpi chuyen tii kiem soat vdn tu ban sang kie'm soat cac nha khoa hoe, tu ngan hang sang cac dgi hpc. Van de vdn con ngudi ndi Ien nhu mpt su quan tam mdi.
Li luan tan cd dien eho rang eanh tranh kinh te chu yeu la giam gia thanh. Nhieu li luan gia ve ehu nghTa tu ban phat trien nhan mgnh rSng chii nghla tu ban hien dai khong phat trie'n qua eon dudng canh tranh gia ma Ihdng qua canh Iranh vl sang tgo. Cac doanh nghiep tao ra cae sSn pham va qua irinh mdi, nhiing cai nay tgo ra thi trudng mdi. Tinh mdi eua sang tao khong c6 cgnh tranh. Microsoft va Bill Gates ia vi dy vl cai mdi khdng ed canh tranh.
2. Mdt so dae diem cua cong nghiep sang tao Theo Caves (2000), cdng nghiep sang tgo cd 7 dgc die'm kinh th chu ylu sau: 1) Khdng ai bilt trudc: ludn ton tai tinh khong the du- bao trudc ve phan iing cua ngudi tieu diing ddi vdi san pham; 2) quan tam cho nghe thuat
vi nghe thugt: ngudi lao ddng trong ITnh v^rc nay quan tam den tinh ddc dao, den kT nang la thuat chuyen nghiep, sy hai hda cua hang hoa sang tao, sin sang chap nhan ddng luung thap hon la phai lam edng viec nham ehan; 3) nguyen tac lam viec nhdm: de cd dugc nhung san pham kha phiic hgp (nhu phim), doi hoi long hgp nhiing kT nang da dgng eua nhieu ngudi; 4) su da dang vd cung: cac san pham khac biet bdi tinh dde dao va chat lugng. M^
san pham la mpt ket hgp dae biet cac chuygn nganh dan den su da dang vd eijng cua cSc kha nang lya chpn, 5) danh sach A/danh sach B: eac kl nang phan hda theo hang dpc, cac nha nghe sT dugc xep hang theo kT nang, si;
dpc dao, tinh hieu qua trong sang tgo eiia hp va san pham. Mdt sy khac biet nhd ve tai nang cd the dua tdi khac biet to ldn v l thanh cong lai chinh. 6) thdi gian bay: khi phdi hgp nhirng du an phuc tap vdi nhung nha ehuyen mon c6 kT nang khac nhau, chgy dua thdi gian la vSn de cot ldi; 7) ban quyen: mpt sd san pham sang tgo cd nhimg khia cgnh ben viing doi hoi bao ve ban quyen cho phep ngudi sang tao hay ngudi bieu dien thu dugc tien ban, cho thue mudn san pham.
Tat nhien, khdng it dgc diem neu Iren co the gap ngay trong ca nhirng nganh cong nghiep khdng sang tgo.
3. Thanh cong cdng nghiep van hoa tai mot so quoc gia
Cdng nghiep van hda hien la ITnh vuc ma tat ca cae nudc phat trien deu chu y. Trong Khdi Thinh vugng chung, cac nudc nhu Anh, Australia, New Zealand su dung khai niem
"cdng nghiep sang tao" (Cis) trong ehinh sach kinh te. Cae nude ehau Au nhu Phap, Tay Ban Nha ua thieh khai niem "cdng nghiep van hoa"
hon. Tai cac nudc chau A nhu Nhat Ban, Han Qude, Trung Quoc, khai niem cong nghi?p van hoa dugc diing phd' biln. Ciing ed nudc gpi bang khai niem cdng nghiep ban quyen (Copyright industries-CRs), hoac phoi hgp van hda va sang tao thanh cdng nghiep van hda va sang tgo (cultural creative industries-CCls).
Chung tdi gidi thieu t h ^ te cdng nghiep van hoa
tBAO
TAP CHi VHDG S6 2/2015
tai mdt sd nudc chau A vi cac nude nay gkn vdi Viet Nam v l van hda, chijng ta cd the hpc hdi dugc tir kinh nghiem cua hp nhiing bai hpc quy gia.
3.1. Chinh sdch vd td chiic cong nghiip vdn hda &Hdn Quoc^^^^
Luat thuc day nghe thuat va van hda nam 1972 dinh nghTa van hda va nghe thugt la van hpc, ml thuat, am nhgc, nghe thuat mua, nha hat dien anh, giai tri, nhae truyen thdng, nhilp anh, ngdn ngii va xudt ban. Bp Van hda va Du lich thanh Igp nam 1998 (trudc dd la Bp Van hda va The thao) quan li cac ITnh vuc van hda, nghe thugt, tdn giao, du lich, the' thao va thanh nien. Nam 2002, Bd nay hogt dgng bSng 1,06
% tdng ngan sach qude gia cua nam. Dieu dang chu y la ehinh phu Han Qudc ban hanh ehinh sach cong nghifp van hda de ddi phd vdi sy thong tri cua san pham van hda nudc ngoai tai thi trudng npi dia, nhat la phim hogt hinh, video va phim. Tdng cyc Cdng nghifp van hda true thude Bp Van hoa va Du lich bao gdm 6 cyc khac nhau la Cyc Cdn^ nghifp van hda, Xuat ban va bao chi, Truyen hinh phat thanh va quang cao, phim va video, truyen thdng tuong lae, va Cyc xiic tiln nyi dung van hda. Cae nghe thuat va van hda tmyln thdng thupe vl Td'ng cyc nghf thugt tryc thupe Bp Van hda va Du lich, cd nhifm vy quan li, cham lo cac ehuong trinh bieu diln, nghe thugt dan gian va nghe thuat thi giae. Nam 1999, Dgo luat xuc tien cdng nghifp van hda dugc ban hanh, tu chinh nam 2002. Chinh saeh xuc tiln cdng nghiep van hda edn thiic dSy, ho trg eho edng nghf cao va kT thugt thdng tin. Theo Bg Tai chinh va Kinh te Han Qude thi van hda va kT thugt ed npi dung giai tri la mpt trong sau nganh edng nghiep nghf thugt eiia nha nudc d the Id XXI cd tiem nang dgc biet phat trie'n trong dai hgn. Nam 1995, hf thon^ ty quan dia phuang b3t dau van hanh, true tiep chia se trach nhiem hd trg phat trien edng nghiep van hda cap tinh.
Chinh quyln eac dia phuong tang quy dau tu va thiet lgp hg tang ca sd cho van hda nhu cae trung tam bieu diln nghe thugt, cac thu vien, cac Id hgp cdng nghif p van hda. Nam 1994, long so tien dau tu cho cdng nghiep van hda d
cac dia phuang la 102,5 ti Won. Chinh phu Han Qudc ciing phat trien cae chinh sach va cac khudn khd td chuc dae biet de' thuc day van hda va cdng nghiep van hda. Vi du thanh lap cac td chuc chuyen mdn hda nham giup dd cac nha san xuat hang hda va dich vy van hda tu tai chmh de khdi nghiep den cac dich vy marketing, xuat khSu; giam thue; cai tien, phat trien kT thuat va trang thiet bi, nhu: Co quan Ndi dung va Van h d a Han Quoe (www.kocca.or.kr), Vien Xuc tiln va phat trien Game Han Qude (www.crocess.com), va Hdi ddng Phim Han Qiioc (www.kofic.or.kr).
Theo Luat Xiic din cdng nghiep van hoa nam 1999. phgm vi edng nghiep van hda bao gdm nghe thuat nghe nhin, game, am nhgc, phat thanh truyen hinh, quang eao, xual ban, thiet ke, nghe thii cdng, phim dae ta nhan vat, mT thuat, video, phim, hogt hinh, eae npi dung sd hda. Phdng Chinh sach cdng nghiep van hda eiia Vien Chinh sach van hda va du lich Han Qudc cung dinh nghTa cdng nghiep van hda la "cdng nghiep dich vy cd lien quan den phat trien, san xuat, ehe tac, phan phoi va lieu thu eae ndi dung van hda". Cac nganh cdng nghiep dd cd tinh tri thuc cao, aira tren su su dung cdng nghe van hda cho cac myc dich thyc te. Thudc nhdm tieu chuan Iren ehu yeu la edng nghiep truyen thdng va cac cong nghiep giai tri bao gdm dien anh, phim boat hinh, phim dgc ta nhan vat, game, truyen tranh, phat thanh truyen hinh, cae nghe thual sd hda khac. Viec nhan mgnh cac cdng nghiep npi dung so hda dugc phan anh trong cac khudn kho td chuc cua chinh phii, qua su hd trg khu vyc van hda va san xuat ndi dung. Myc tieu cua chinh phii la tien den xa hdi sd hda va cdng nghe.
Theo sd lieu eiia Vien Chinh sach van hda va du lich Han Qudc, ti le tang trudng hang nam cua cdng nghiep van hda khoang 10%
(nam 2005), nlu tinh rieng bdn ITnh vyc chu dgo (phim, am nhgc, phat thanh truyen hinh va game) thi du bao tang trudng trung binh hang nam tdi 22,8%, vugt muc tang trudng trung binh cua toan bd nen kinh te 6%. Bo Van hda va Du lieh Han Qude ude tinh quy md xuat khau cdng nghiep van hda nam 2001
NGHIEN CUTJ - TRAO DOI
dat 328 trieu USD, ehilm 0,2 % long kim ngach xuat kha'u. Cdng nghiep phim hoai hinh dgt tdi 270 trieu USD, chilm 0,4 % thi trudng thl gidi. Nam 2005, d Han Qudc cd 200 cdng ti hoat dpng trong nganh san xual phim hogt hinh, thu hut 15 000 nhan cdng. Phim dgc ta nhan vat, game va cac cdng nghiep am nhae dgt tdi muc doanh thu ISn lugl la 3,8 ti USD, 3,2 ll USD, va 340 trieu USD.
Vdi chinh sach ung hp nhat quan danh cho edng nghiep van hda. Han Qudc da dgt dugc nhihig thanh tuu to ldn, vuon xa ra ngoai thi trudng khu vuc va cd tam anh hudng quoc le.
Su nhiet thanh ciia khan gia Han Quoe vdi phim Han Quoc mdt phan quan trpng la do chu nghTa dan ldc ciia ngudi lieu Ihu phim.
Nhung cac hogt ddng lam phim trong hai thgp kl qua d nudc nay cho thay nd luc vugl thoat khoi cae dien ngdn thuan tiiy dan tdc chu nghTa. The he dao dien mdi lam nen cudc biing no cong nghiep dien anh nudc nay dugc gpi la
"the he 386" - 386 chi tdc dp chip may tinh, nhung thanh vien cua thl he sinh vao nhimg nam 1980, vao dai hpc nhiing nam 1980. Hp quan tam den chiic nang giai tri, den gia trj Ihuxmg mai cija dien anh va khai thac siic mgnh nay ciia cdng nghiep phim hien dai. "Vdi viee md cua thi trudng phim Han Quoc, do qua trinh loan cau hda cong nghiep phim the gidi da tao nen ddi hdi ve nhiing phim cd kha nang Ihanh cong ve thuong mgi; ciing vdi dong tien ciia cac lap doan va eae nha tu ban do vao thi trudng phim Han Qudc, phan ldn cac dao dien the he 386 theo duoi dien anh vdi gia tri giai tri, neu so sanh thi cdn hon ca phim Hollywood""^'.
Ben cgnh viec khuech truong cong nghiep phim thuong mai, Han Quoc cdn id chuc nhieu lien hoan phim quoc le. Lien hoan phim qudc le Busan (cdn gpi la Pusan) to chuc d thanh pho cang Pusan tu 1996 nhSm muc dieh chuyen dieh cac trung lam van hoa tir cac dgi dd thi chau A nhu Hong Kong, Tokyo vl eae thanh phd Han Qude. Ngay nay. Hen hoan phim nay ndi tieng la lien hoan phim hang dau ehau A. Lien hoan phim vien ludng qudc t l lai Buncheon bat dau nam 1997, lien hoan phim
qu6c tl Jeonju bStdSu nam 2000... da gidi Ihieu phim Han Qudc ra khan gia the gidi, tang thu nhap cho cdng nghiep phim nudc nay. Nhigu lien hoan phim cd quy md nhd nhu Lien hoan phim tai lieu ve nhan quyen. Lien hoan phim phy nu da vugt thoat khdi ddc quyen cua dien ngon ve ban sac dan tdc va cho cdng chiing duge lya chon rdng rai, nham den eac vSn dS kinh tl xa hdi, van hda, giai cap, ban sac gioi.
Phim Han Qudc cung cap mot hinh mau cho dieu ma Chris Berry goi la "dien anh dieh vy day du", no bao gdm ca dien anh thuong mai.
dien anh nghe thuat cho den san xual phim dgc lap, lam phim hogt hinh, phim tai lieu'"'". Mat khac, lien hoan phim qudc le xet lu goc cio marketing la nhiing su kien xac dinh ban sac, la su "thda Ihuan vl gia tri" giua cac nha lam phim Han Qude va the gidi.
Chinh phu Han Qudc cd chinh sach khuyen khich cong nghiep dien anh: iru dai Ihue cho cac nha dau tu vao dien anh, cham lo dao tao the he tai nang mdi. Hpc vien dien anh Han Qudc thanh lap nam 1984 dao tgo dugc nhieu dao dien thanh cong ca ve thuong mgi va nghe thugt. Su lien he gian tilp cua chinh phu Han Quoc vdi su phuc hung mdi ciia dien anh da thach thuc su phan chia van thudng Ihay giira cai loan cau vdi cai qudc gia, cai khu vuc.
Su thanh cdng cua dien anh Han Quoc ve phuong dien thuong mai cdn co mpt ngpn nguon niia la su bien chuyen bat dau tir 1986 ciia dien anh nay trudc ap lue cila ehinh phii Ml yeu eau Han Quoe bai bd chinh sach bao hd phim ndi dia, md cua thi trudng cho phim Ml (chinh phii Han Quoc da bai bd han ngach nhgp khau phim va mien danh thue phim ngoai). Ndi each khae, viee phan tich tinh than phuc hung ciia phim Han Qudc can dat tir goc nhin cua su hdi dap cua dien anh nudc nay trudc nen cdng nghiep phim thl gidi von da loan cau hda manh me.
Tinh nang ddng giiia cai toan eau va cai khu vyc dugc the hien qua dien anh Han Quoc, kel hgp dugc cai dan tpc va cai xuyen dan loc.
Mdt nen dien anh dan tpc dugc san xual bui nen cdng nghiep phim ndi dia, luu hanh trong
TAP Chl VHDG S6 2/2015
pham vi qudc gia dan tdc, va hap dan vdi khan gia ndi dja; trong khi dd "dien anh xuyen quoc gia" duge cung cap tai chinh qudc te, dugc phat hanh ra ngoai bien gidi qudc gia san xuat, ed the hap dan khan gia xuyen bien gidi.
Cdng nghiep dien anh d Han Qude la mdt ITnh vue kinh doanh thu lgi nhanh hon cae nganh cdng nghiep khac. Chinh phii khuyen khieh cac cdng ti, cac tap doan kinh t l dSu lu eho dien anh. Ta thay sau khi cac dng ldn cua dien anh MT tryc tiep dua phim vao thi trudng Han Qudc vao quang cuoi nhiing nam 1980, cac tap doan kinh t l Han Quoc nhu Samsung, Huyndai, SKC va Cheil Jedang bat dau dau tu cho dien anh Han, gdp phan bao ve thi trudng phim ndi dia. Daewo bat dau md nganh cdng nghiep giai tri nam 1988 gdm cac ITnh vyc nhu dau tu rgp chieu phim, san xuat phim, thue mua ban quyen phim MT, tgo mgng ludi cab va quyen duge phan phdi phim.
Ngay trong hoan canh khung hoang kinh ll Ihi dau tu tu ban eho edng nghiep phim van hap din.
Nhiing thanh cdng ndi dja cua difn anh Han Qudc da cd tieng vang ra eae nude trong khu vuc va the gidi. Nhat Ban la khach hang ldn nhat ciia dien anh Han. Bd phim an khach Shiri la bd phim Han d5u tien dugc chieu rpng rai d Nhat Ban, dua v l khoan thu 20 trieu USD.
Nhiing phim cd tham gia dien xuat ciia eac dien vien ndi tieng nhu Bae Yongjoon, Kwon Sang-woo, Jang Dong-gun, Choi Ji-woo edn dupc ban tii giai dogn tien san xuat. Vi dy Tuyit thdng Tu (7,5 trieu USD), Hdu nhu Id tmh yiu (4,5 trif u), Gidng td (4 trieu)... Hollywood cung mua phim Han.
Mdt phim Han Qudc cd doanh thu ldn (blockbuster) ia phim nhu the nao? Phim Shiri cua Kang Je Gyu, 1999, ban dugc 2,4 trieu ve chl rieng tai Seoul, so voi tdng sd 6 trieu ve toan qudc, tgo ra hdi chung 5/iiri. Trong khi dd mpt phim nude ngoai ndi tieng an khach The Mummy (Stephen Sommer, 1999) chi ban dugc 1,1 trifu ve d Seoul. Phim an khach Friend (Kwak Kyung-taek, 2001). hip dan 8 trif u luirt ngudi xem toan quoc. Nhung ki luc
khdng diing lgi: phim Taegukgi eua Kang Je- gyu (2004) ban 11,9 trieu ve; nam 2006, phim The Host cua Bong Joon Ho lap ki lue 13 trieu ve. Viec xuat khau phim Han cung tilp tuc ed doanh thu cao: Silmido ban sang Nhgt Ban vdi miic 3 trieu USD, phim 77ic Host dugc Nhat Ban mua 4,8 trieu USD. Phim Han Qude chinh phuc ca thi trudng Ddng A va Nam A. Cac ngdi sao phim Han, nhgc Han trd thanh than tugng mdi eua khan gia ehau A. Phim hogt hinh eiia Han Qudc chia se thi trudng ehi dung thu hai sau Nhat Ban.
3.2. Cdng nghiep vdn hda cua Hdng Kdng Hdng Kdng la mdt thanh phd nhd nhung rat phat trien ve ITnh vyc nay. Tu tudng ve cong nghiep van hda ISn dkn tien dugc neu len do mot sd td chuc phi chinh phii ve van hda vao quang nam 1999 - 2000. Trung tam nghien cuu chinh sach van hda tgi Dgi hpc Hdng Kdng dugc chpn nghien cuu ve cdng nghiep sang tgo cua Hdng Kdng va mpt ban bao eao duge de trinh vao thang chin nam 2003. Ban bao cao dinh nghTa eac nganh edng nghiep van hda la "mdt nhdm cac hogt ddng kinh te khai thac va trien khai tinh sang tao, kT nang va tai san tri tue de san xuat va phan phdi cac san phim va dich vy cd y nghTa van hda va xa hdi - mpt hf thdng san xudt thdng qua dd tiem nang tgo ra giau co va sang tgo nghi nghiep dugc thuc hien". Danh sach cae nganh cdng nghiep van hda dugc liet ke bao gdm quang cao, kien true, nghe thugt, cd vgt va nghe thii cdng, thiet k l , giai tri kT thuat sd, phim va video, am nhac, nghe thuat trinh dien, xuat ban va in an, phan mem va kT thugt may tinh, phat thanh truyen hinh.
Nam 2001, cac nganh cdng nghiep van hda cua Hdng Kdng dem lgi 46 101 trieu dd Hdng Kdng, khoang 3,8 % GDP ciia thanh phd nay, giam so vdi nam 1996 (47665 trieu). Nam 2002, thu hut dugc 170 Oil ngudi lam viec trong edng nghiep van hda.
3.3. Cong nghiep van hda & Trung Quoc Suphat triln eua edng nghiep van hoa d Trung Quoc la mdt ^ tai ldn can dugc nghien ciru kT.
O day chiing tdi ehi neu mpt sd su kien, nhan
NGHIEN CIJU - TRAO odi
xet de suy nghT nhu mot bai hpc kinh nghiem.
Dien anh Trung Quoe ed ca mpt lich sii dung van bpc nghe thuat lam cdng eu giao huin dgo due va tuyen truyen ehinh tri. Nhung tu giiia nhung nam 1980, ngudi la chiing kien su bien chuyen tii quan nifm coi dien anh la cdng cu tuyen truyen den quan niem dien anh la mdt ITnh vyc sang tao nghe thuat ddc lap.
The he lam phim thu nam da ddi mdi can ban nhilu mat dien anh Trung Qudc hien dgi, tii dinh hudng phim tuyen truyen tu tudng sang phim giai tri. "Phim giai tri, chu khong phai la phim tu tudng hf, trd nen quan trpng khdng ehi vi tilm nang thuang mgi eiia nd ma cdn do ca gia tri tu tudng va van hoa"''".
Tuy nhien, dilu can ndi d day la nen dien anh giai tri dd da thanh cdng nhd biet khai thac va phat huy nhiing gia tri van hpe va van hda truyen thdng Trung Quoe. Cac di san van hpc nghe thugt Trung Qu6c da dugc huy dpng cho dien anh xet vl dl tai, ehat lieu, lu tudng va tham mT. Truang Nghf Muu dgi difn cho thl hf dgo dien thu nam eiia Trung Quoe, da ed hang logt bp phim doat cac giai cao trong eae lien hoan phim qudc te. Can nhan mgnh la nhieu phim do dng dgo dien phdng tac rat thanh cdng cac tac pham van hpe Trung Qudc: Cao luong do (1987), Den ldng do (1991)..., dilu nay cac nha lam phim Vift Nam cung nen hpp hdi. The he lam phim thii nam nay da kit hgp thanh edng chu nghTa nhan dao sau s^c, tinh than hien thuc vdi nghe thuat thual ty sy va kT thugt lam phim ciia phuang Tay va ca kha nang marketing thi trudng cua dgo dien.
Du lieh Trung Qudc ciing cd nhimg bai hpc quy ma chiing ta can nghien euu. Ngudi Trung Qudc cd sach luoc day manh du lich dua vao sy khai thac eac tac pham van hpc kinh dien.
Sach luge day mgnh su kit hgp van hpc va cac phuang tien mdi gidi du lich (dien anh, truyen hinh, bao ehi, intemet) de quang ba tac pham va nhan vat van hpe, dung dien anh tai hifn eac tac pham va nhan vat van hpe ndi tieng. Khai thac canh quan ma tac phim van hpc ndi tieng mieu ta thudng trudc hit can cii vao danh tac va cai bien hinh thiic gay dugc
hieu ung mgnh me vdi cdng ehiing. Nhirng nam 1980, truyin hinh Trung Qudc lien tuc chilu Hdng Idu m^ng, da khiln eho xu^t hien edng trinh kien true Vinh qude phu (huy|n Chinh Dinh, Ha B5c), Dgi quan vien d Ba'c Kinh va Thugng Hai. Thanh cdng cua phim Tdy du itrkhiln cho "Tay du ki cung" d Than Chau dai dia xuat hifn rii nhilu. Nhimg tac ddng manh lift ciia phim truyen hinh Thuy hit va Tam qudc diin nghta da tgo nen "Thuy hii, Tam qudc nhiet" - tu dd, eac kieu kien true Thiiy hu thanh, Tam qudc thanh bat dau dirox;
xay dyng d nhilu noi. Canh vdn khdng co san, ehi dugc xay dung nhan tgo dua vao ggi y va su ndi tilng eua cae tac pham van hpc. Vi co Ddo hoa nguyin kicua Dao Tiem ddi Tan, ma ddi sau ISy ddng sudi d Tay Nam huyen Dao Nguyen (Hd Nam) phu hpi vao bai ki eiia hg Dao, lay ten Dao hoa nguyen" (ngudn sudi hoa dao), tir ddi Dudng bSt dSu xay dung mieu, din, lau, gac, qua eac thdi triing tu tang b6, cac eanh diem deu lay ten Irong lac pham Dao Tiem. Dai Li can eu vao Thien long bdi b0 cua Kim Dung ma xay dung Thien long bat bg thanh. Cung cd the la canh da dugc ta trong tac pham, nay con ngudi xay dung, phu hga them nhu "Thuyen Son phd da dao hoa dao" b Chiet Giang vdn dugc ndi den trong Anh hUng xg diiu eua Kim Dung. Ngudi Trung Quoc con td chuc hoat dpng tru tinh hinh tugng ehu de:
Hang Chau lay hinh tirgng Tay hd Iam ch5 dya, tieh cyc lgi dyng tai nguyen van hpc ma td diem. Tgi Quy Chau, Quy Chdu nhdt bdo, Quy Chdu do thi bdo, Quy Chdu thuong bdo, tat ea 13 don vi ciing td chiic "Quy Chau son thuy bdi" (2004), Quy Chau van hpc phong hpi bang. Tur pham bai van hpc din pham bai du lieh: Vi dy, du khach din Thieu Hung diu vi day la que huong Ld Tan, nhat la nhirng nguiVi thdi hpc sinh dupc hgc nhirng tae pham van hpc cua dng ma ed himg thu du lich. Thieu Ld Tan, khdng cd du lich Thieu Hung, ten tuoi Ld Tin dugc khai thac thanh thuong pham bai"**. Tac pham van hpc true tilp tao thanh siic hap din cho du Ijch; tae pham van hpc noi tilng (danh thien) va canh quan nhd cd tac dpng qua lgi ma trd nen ndi tieng; thi van dugc vilt trong khi du Ijch, dang Iam deu tang eudng
TAP CHi VHDG S6 2/2015
npi ham nhan van cua canh quan. Vi dy tieu bieu la dia danh Xich Bich: Hd B5c, Quang Chau deu c6 Xieh Bieh, ddi bd Giang Han mdt dai cd 9 vung ten Xich Bich. Vgy dau la Xich Bich ciia trgn chiln Tam qudc? Tii Nam BSc trilu den nay tranh luan chua thdi. Tu Tdng vl sau, Xich Bich d Quang Chau chiem vi tri thugng phong, la nhd dng Td Tii hai 15n du Xich Bich (Td Tu ludng du). Khi bi biem trich ra Quang Chau, Td Thiic da v'l&iXfch Bfch hodi cd theo dieu Niem nd kieu va hai bai Tien, hdu Xich Bfch phit, khiln eho thanh danh cua Xieh Bich Quang Chau ndi bat, ngudi sau Iheo thi van dng ma xay dung thanh qu^n the' Xich Bieh, bien nai day thanh diem du lich. Ddi Thanh, Khang Hi phan bift Xich Bich va Iran chien Xtch Bich, gpi dat nay la Xich Bich eiia Ddng Pha, hogc gpi gpn !a Xich Bich. Ngay nay, ngudi ta cho rang Xich Bich eua trgn Xieh Bich trong Tam qudc la d Bd Ki, dugc gpi la Vii Xich Bich, nhung tieng tam ciia Xich Bich Quang Chau vupt xa Xieh Bich d Bd Ki. Hien tugng canh nhd van, dya vao van ma ndi tieng rat nhilu. Han son t u d T d Chau vdi Phong kieu dg bgc cua Truang Ke; Nhgc Duong lau vdi Nhgc Duong Idu */'cua Pham Trpng Yem, hay Dang vuang cdc lu Vucmg Bdt thi hoi khae vi canh da ndi tilng trudc dd. Ban than nhimg tranh luan da gay su chii y, tinh hap dan ciia khdng gian du lich van hpc. Chi xet rieng each xii li quan he giiia van hpc, van hda va du lich da cho thay tinh sang tgo hit siie mdi me, hii ngd cua gidi van hoa Trung Qudc. Cac gia tri van hpc, van hda, lich su khdng cdn chi phyc vy edng tac giao dye chinh tri tu tudng ma da thyc sy trd thanh mdt gia tri van hda mdi, mot siic manh kinh tl khdng ngd. Cae gia tri van hda dupc khai thac thda man ddng thdi nhieu muc dieh: muc dich kinh tl, muc dich quang ba van hda Trung Quoc ddi vdi ngudi nudc ngoai, ^iao due truyin thong ddi vdi ngudi Trung Quoc...
3.4. Cong nghiep van hda cua Anh quoc Cdng nghiep sang tao hien cd y nghTa kinh te xa hpi dang ke ddi vdi nudc Anh. Nam 2000, ITnh vuc cdng nghifp sang tgo cua Anh da lam ra 112.5 ri, chilm ti le 8 % lai cho kinh tl ddt nudc; nam 2003 Ihu hut 1,9 trieu nhan edng. Nin
kinh t l sang tao tir dia vi ngoai le da chilm vi tri trung tam trong ehinh saeh van hda kinh tl.
Thuc ra d Anh, ngay tli sau 1945 da thanh lap Hdi ddng nghe thugt va eac td chiic khu vuc nhim hd trg cac hogt ddng van hda lgi khu vye, nhung boat ddng nay trude day chil yeu do tu nhan tu thyc hifn nay dugc nha nudc tai trg. Tuy nhien su tai trg ciia nha nudc thudng thien lech ve "van hda tinh hoa" va mT thuat bac hpc, va chi phan nao danh cho /tham chi bd roi eac hoat ddng van hpc nghe thugt binh dan.
Day la he qua cua quan nifm truyen thdng rang nghe thugt phai danh cho cdng chung tu san tinh hoa. Vi vay, ben canh bd phan dugc tai trg eiia nha nude, ngay tu sau nam 1945, nhiing hogt ddng sang tao ddc lap, mang tinh ea nhan van phat trien. Sy phat trien dien ra chii yeu vi kha nang lam ehii doanh nghiep sang tgo - Igo ra va nhan dien dugc co hpi cung cap mpt san pham, dich vu hay trai nghiem van hoa, tap trung dugc cac ngudn lyc de' khai thac. Cae bp phim thuong mgi, xuat ban sach, am nhae dai chung chu yeu phat trien trong khu vue doanh nghiep tunhan. Trong khu vye nha nudc, BBC da qua mpt thdi kl hon 60 nam tu mot dai phat thanh trd thanh tap doan truyen thdng da phuong tien loan clu tiong tat ca cac ITnh vyc kinh doanh sang tao thuang mai.
Cdng nghiep sang tao dugc Bd Van hoa, Tniyen thdng va The thao Anh xac djnh gdm cae khu vyc: nghe thuat bae hpc va nghe thugt ling dyng, thiet ke, khieu vu va giai tri quang eao, xuat ban, truyen thdng, kien triic, phan mim giai tri va thiet ke thin tiang. Cdng nghiep sang tgo bao trum loan bp qua trinh tii san xuat san pham, den marketing, ban le va lieu thy - ndi tdm lai la mol chudi san xuat. Nen kinh te sang tgo nay ddi hoi su hgp luc ciia nhieu yeu td, dau tu vdn ldn va eae chuyen gia lanh nghe;
bat cu san pham nao dii la am nhgc hay video, game hay vd dien, diu ddi hdi mpt nhdm cac boat ddng kinh doanh dde lap tuong tac theo cac each phuc hgp va chuyen biet. Nhung ngudi ban y tudng, tai nang va tay nghe cung phai hgp siic vdi eae edng ti san xuat va phan phdi san pham.
NGHIEN CUU - TRAO D 6 |
Trong su phat trien cdng nghiep sang tao d Anh cd tile nhan thay mdi quan he qua lai giua su phat triSn kinh t l va edng nghiep sang tgo.
Khi edng nghe phat trie'n, nang eao nang suat lao ddng dan den thdi gian nhan rdi tang; roi thu nhap ciia ngudi dan cao din den kha nang chi tra djch vy giai tri tang. May thu hinh mau xuat hien cudi nhiing nam 1960 da dugc cae doanh nghiep tu nhan kinh doanh giai tri khai thae triet de. Cae kenh truyen hinh tu nhan, cac dai phat dia phuimg, viec san xuat cac banp nghe, nhin, tien den truyen thdng kT thuat sd.
truyen hinh cap. truyen hinh ve tinh lan lugt ra ddi phuc vy cho nhu eSu giai tri tang cao va miic thu nhap cua nhan dan eung tang theo.
Intemet tdc dp cao, Iphone, lai cho phep kha nang tiep can nhanh chdng tat ca cac ngudn thdng tin. Anh qude hien la trung tam hang dau ve thiet ke trd choi game, ciing phan mem may tinh, nhieu ung dung sd hda khac, nhung khu vyc nay ehilm din 37%. "Su hda trdn giira kT thugt, cac hogt ddng sang tgo va thuong mai vdi su ddi mdi Uen tyc chinh la su hap dan mgnh me ddi vdi ngudi tieu dung, sinh vien, nhiing nha san xuit sang tgo, va eac nha doanh nghif p khac nhu ngudi xuat ban va ngucn phan phdi hang""^'.
Nam 2005 chinh phii Gordon Brown chii y khai thac tiem nang sang tgo nhu la chia khda cho thanh cdng cgnh tranh bang each cd vii tat ca cac nganh cdng nghiep deu la cdng nghiep sang tao, bang each khai thac hieu qua han cac hoat ddng sang tgo, ddi mdi, boat ddng thiet ke cd gia tri cao, khuyen khich kieu xi nghiep nhd va khu vuc che tgo. Xu the hinh thanh eac khu sang tgo, eac trung tam, cac mgng ludi, cac Id ap nhan tai, dia diem lam viec thuan lgi, va dao tao thau khoan ngay cang tang.
Dae die'm eiia kinh doanh sang tgo la nd dugc truyin ba va chia se ve mat van hda vdi ngudi tiep nhgn. Mdt ngudi viet kieh ban, mdt nha thiet ke deu chia se san phim sang tgo va nhung can di^ van hda eimg vdi edng chiing tieu thu. Cac san p h ^ cua hp phai thdng nhit va hda hgp vdi nhiing chd dgi va gia tri cua cdng ehung
tieu thu, nham <Kn thu hiit sy chii y, dap ung nhu cau giai tri va. theo quan diem marketing, phai dan ^ n quylt dinh mua san pham.
4. Toan c3u hoa va cong nghiep van hoa Toan cSu hda dang cd anh hudng ldn den cdng nghiep van hda thdng qua sy phat trien ciia thucmg mgi.
Giao thdng lien lac giiip cho eon nguiii, hang hda va cac tu tudng tran qua bien gioi.
Khi cac dudng bien sup dd, mot mdi quan he duge hinh thanh giiia cac nha san xuat van hda d mdt nudc vdi thi hieu van hda ciia nmjc khac. Van hpc chau Au dinh hinh thi hieu van hpc MT, nhgc Jazz eua MT lai anh hudng den thi bilu am nhgc chau Au, nghe thuat Nhal Ban ban d Paris da kich thich nghe thuat an tugng ehu nghTa Phap. va phim Phap chilu 6 Tokyo da lam ra ddi phim hogt hinh Nhgt Ban.
"Vi nhiing dudng bien gidi chia cat cac san pham van hda khac nhau eiia cae thi trucmg khac nhau da bi syp dd, da dien ra su tien dan den loan cau hda""*'.
- Toan cau hda tac ddng den eong nghifp van hda theo hai hudng: thu nhat dd la anh hudng ciia toan cau hda den lgi the canh tranh trong cac nen cdng nghifp van hda. Thir hai, dd la anh hudng cua toan cau hda den khong gian van hda trong dd eae nganh edng nghiep van hda hogt ddng. Cac nganh edng nghiep van hoa cd vu su ket hgp, tuong tac giira cac nen van hda, ket qua ciia su kel hgp nay la gan bd dugc nhiing tu tudng va de tai ma tnnic day vdn tach biet nhau do duiing bien gidi va do chinh tri. Cd mot quan diem khSng djnh toan cau hda se cd vu su hdi tu va nhat the hoa cac san pham van hda. Su nhat the hda nay se thay the su da dgng van hda vi eac hinh thih;
van hda tap trung san xuat nhung san pham van hda theo nhiing tieu chuan sang tgo dong nhat. Su hdi nhap din den sy pha Iron van hoa bdi nhung ddng ngudi du ljch, va do kT thugt thdng tin lien lac phat tridn da trd thanh dau vao quan tipng cho qua trinh sang tao, cac nha san xual sur dung tai nang va y tudng bat cu d dau ma hp bat ggp va sii dung ca hai de tao ra nhimg san pham cd siic thu hiit rdng rai vi
. TAP CHi VHDG sd 2/2015
ehung hda trdn dugc nhirng ylu td van hda khac nhau thanh mpt san phSm kha nhat the.
Ket qua la cdng nghiep van hda thong tri va bien ddi khdng gian van hda theo each gidng het nhu eac nganh cdng nghiep khac thdng tri va thay ddi thi hiiu ciia ehiing ta trong trang phuc va thyc pham.
Quan diem ngugc lgi khSng dinh khdng gian van hda toan eiiu chii yeu la vu dai cho su tuang tac va cho thuong mai. Nd tdn tai nhu mdt cap dp khac noi cac nha san xuit van hda trao ddi tu tudng va kham pha nhiing co hpi se kich thieh hon niia su da dang ldn han.
Bieu hien cua su da dgng van hda phu thudc vao viec cae nen van hda khac nhau tuang tac vdi nhau nhu the nao. Ngudi Phap va Cuba phat trien phong each nhgc Jazz rieng cua hg.
Ngudi Nhgt lam phim boat hinh theo dinh hudng hoan loan rieng ciia hp. Nghe thual mua duong dgi phirong Tay hinh thanh qua mpt tong hgp vdi nghf thugt miia Bali va truyen thdng Nam A.
Toan eau hoa dgt ra thach thiie ea ban ddi vdi viec tim lgi thl cgnh tranh trong cong nghifp van hda. Thach thirc nay cang khan e5p khi phai ra quylt dinh ein cd va khai thac nhiing ngudn lue gi. Kit hgp cac ngudn lyc sang tgo cua nha van, nha sogn nhgc, nha trinh dien vdi eac ngudn lyc kinh te nhu tu ban tai chinh, thiet bi san xuit va mgng ludi phan phdi.
De cd lgi thl cgnh tranh, cin phat huy cac ngudn lyc sang tao va ngudn luc kinh te.
- Sy tiln trien ciia khdng gian van hoa: "Cac nen cdng nghifp van hda ket ndi hogt ddng thi tniiing va ddi sdng xa hgi den muc dp hiem thay tiong cac nganh cdng nghiep khac. Cac nin cdng nghiep nay di din tdn tgi trong khdng gian van hda cd tdn tai tir trudc vdn dugc cau thanh tir cac niem tin, cac bi6u tugng, va cae tu tudng la trung tam ciia tdn tgi xa hdi va eon ngudi. Su phat trie'n cua hogt dpng thuong mai van hda tren quy md ldn - dugc hd trg bang mpt he thdng hiing mgnh ve san xuat. phan phdi va marketing - dang Iam thay ddi su nang dpng va c i u triic cua khdng gian van hda truyen thdng""".
- Gde dp phap li eiia loan cau hda van hda Hang Walt Disney dem lai niem vui eho hang trieu tre em nhung eiing bi len an ve chuyen cudp bdc nin van hda eiia hp de lam giau. Ngudi Hi Lgp len an viec lay hinh tugng Hecquyn eua hp de the hien tren phim. ngudi Dan Mgch phan no vi cau chuyen nang tien ea eua hp bi su dung. Ngudi Phap chdng lai viec hogt hinh hda tac pham ndi tieng cua Victo Huygo "ThSng gii nha thd Dure ba". Chau chit Victo Huygo ggi Disneyland la su loan eiu hda tam thudng.
Quan diem toan cau hda van hoa xem Disney dgi dien cho mot tuong lai trong dd nhiing sieu tap doan nay se thdng tri dien anh ehiing ta, lan sdng cua ehung ta. Nhimg ngudi ddi lap lai diem nhin nay cho la cac to chuc dd khdng phai la cac chii nhan eiia ITnh vuc nay, chi cd thi trudng dugc chi huy bdi ngudi lieu thy quylt dinh mua cai gi chu khdng phai nha san xuit dinh dua ra thii gi.
- Quan diem phe phan cdng nghiep van hda Cdng nghiep van hda ve mpt phuong dien nao dd ciing cd nhirng khia cgnh tieu cue. Tir nhirng nam 1960, Hannah Arendt da luu y den tinh trgng cdng nghiep van hoa da bien van hoa thanh hang hda tieu diing giong het cac hang hda khac. Vi vgy ma van hda bi hiiy diet de tgo ra su giai tri.
Theodor Adomo trong cudn saeh Culture Industry Reconsidered da diing khai niem edng nghiep van hda thay vi khai niem van hda dai chiing de dien dat thyc trgng van hda bj bien thanh hang hda trao ddi. Adomo cdn cho rang trong hien tugng cdng nghiep van hda cd mot khia cgnh chinh tri nhat dinh: dam bao duy Iri keo dai sy phue tiing eiia dai chiing vao lgi ich thi truimg.
Tuy nhien, chiing tdi eho ring, nhu da trinh bay d tren, day chinh la mdt net dae trung ciia chu nghTa hau hien dai trong van hda. Cdng nghiep van hda hay cdng nghiep sang tgo cd xu hudng ket hgp cac song de vdn bj ddi lap nhu bac hgc va binh dan. tmng tam va ngoai bien, lgi nhugn va sang tgo.
N G H l i N CUU - TRAO e6|
5 . K e t l u a n
C d n g n g h i e p van h d a - c d n g n g h i e p s a n g tgo la m d t hien t u g n g m d i eiia ki n g u y e n loan cau h d a v a p h a t trien vu b a o c u a c d n g n g h e . N h u c a u giai tri, n h u c a u v a n h d a ndi c h u n g ciaa c o n n g u d i d a t a n g n h a n h trong dieu k i e n kinh t l p h a t trien v a c d n g n g h i e p v a n h d a d a ket h g p d u g c c a s a n g t g o , s a n x u a t v a k i n h d o a n h , b a ITnh vuc vdn tirng bi x e m la tach rdi.
C d n g n g h i e p v a n h d a d a l a m p h a t lp s u e m a n h k i n h te c u a van hda, m d t s u e m a n h m a nhiing q u d c gia biet e a c h k h a i t h a c d a va d a n g thu d u g c k i t q u a tdt d f p . D a y la m d t t r o n g nhiing k h i a e a n h c u a q u a n h f giiia van h d a v a p h a t trien can d u g c chii y .
C d n g n g h i e p van h d a v u g t ra ngoai gidi b a n c u a q u a n n i e m t m y e n t h o n g p h a n biet van h d a Unh h o a , v a n h d a b a e h g c v d i v a n h d a b i n h d a n , v a n h d a dgi c h u n g . T r o n g cOng n g h i e p van h d a , c h i cd tinh sang tgo, tinh doi m d i la d d n g lyc h a n g d a u thuc d a y c d n g n g h i e p van h d a p h a t trien.
C d n g n g h i f p s a n g t g o c i n d u g c k h u y e n khich b d i c h i n h sach c u a n h a n u d e . T u y n h i e n , n h a n u d e k h d n g t h l d i u t u eho tat ca c a c ITnh vuc k h a c n h a u . O d a y , rat c a n Ihiel t a o d i e u kien e h o c a c d o a n h n g h i e p t u n h a n tim k i e m n g u d n v d n , thu hiit nhan tai, chii d d n g td chiic san xuat va p h a n phdi san p h a m .
T r o n g bdi c a n h d Viet N a m hien nay, ndi d e n van h d a , m p i dien n g d n t h u d n g tap t m n g vao h u d n g b a o ton, b a o tang di san, khai t h a c nhiing tai n g u y e n van h d a s a n c d , t a p t r u n g v a o q u a n li hoat d d n g v a n h d a c h u c h u a e h u y d e n t h u c day b o a t d p n g s a n g tao nhimg g i a trj m d i v a sue m a n h kinh te ciia van boa. •
Chli thich
(*) Bai viel thupc khuon khd de lai QGTD.14.01 cap Dai hpc Qudc gia. Chil nhiem d l tai: PGS. TS. Trin Nho Thin.
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(2) Marria Pramaggiore and Tom Wallis (2008), Film A Critical Intrvduclion, p. 6.
(3) "Nghia (meaning) n i m trong thai dp, nilm tin, myc (fich, sy bifn minh va li do, do con ngudi thii lap trong cupc sdng h i n g ngay. NghTa chi ra cai qoaii trvng ddi vm chung ta, vipc (go nghia thong nhat v6i y nghia. NghTa d i n d i l hanh dpng ciia chiing ta, vado do ihudng cat nghia va bifn minh cho cac hanh ilgni do" (xem Chris Baker (2004), The Sage Dictionar0_
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(4) Lampel J., Shamsie J.. Lant Theresa K. (2005).
The Business of Culture, Strategic Perspectives m Entertainment and Media, E book, p. 6.
(5) Chuyen d i n theo Lampel J., Shamsie J., Lanl Theresa K. (2005). The Business of Culture, p.7, (6) Hirsch, Hirsch, P. M. (1975). Organizaiimai effectiveness and ihe inslilulional environmeni.
Administrative Science Quarterly, N. 20.
(7) Brian Moeran. Jesper Strandgaard Pedersen (2011), Negotiating Values in the Creative Industries, Cambridge Universid Press, p. 3.
(8) Chuyen d i n theo Lampel J., Shamsie J., Lam Theresa K. (2005), The Business of Culture, p. 7.
(9) Lampel J., Shamsie J.. Lant Theresa K. (2005), Tke Business of Culture, p. 9.
(10) Modernisation Cultural Change and Denwcracy, p. 20.
(11) Kagan M., Postmodernism a.s a Binh tif a New lipe of Culture, in trong/n Labyrinth of Culture, nhiSu tac gia (1997). Saint Peterburg. c. 5 1 . (12) Phan viet nay lugrc thuat noi dung chirong Cultural Industries and entrepreneurship in East and Southeast Asia ciia tac gia Desmond Hui, trong sach do Colette Henry chii bifen (2007) EnirepreneursMg!>
in the Creative Industries in Inlemational Perspeclivt, Edward Elgar Publishing Limited.
(13), (14) Jinhee Choi (2010), The Soulh Korean Film Renaissance, W e s l e y a n University Press Midlletown.USA.P.S.
(15) George S. Semsel, Chen Shihe, Xia Hong (1993).
Film in Contemporary Cliina, Praeger Publishers, USA, p. 83.
(16) TSifeS:^W]RilStfffi4S:!¥«taiilSW?fl
i S ! f f i t t ^ f 4 ^ , 2006 (s.2) ("Ban v l gia trj du ljch ciia van hpc va viec khai thac tai nguyen du lich vSn hpc". Tap chi Klwa hoc xd hoi Ho Nam. so 2/2006).
(17) Colene Henry Edited (2007) Entrepreneurship in the Creative Industries in Intemational Perspective, Edward
(18) The Business of Culture, p. 277.
(19) The Business of Culture, p. 2 7 9 - 2 8 0 . PGS. TS. TRAN NHO THIN
Pai hpc Quoc gia Ha Ngi
