Research On The Promotion Of China’s Cultural Consumption From The Perspectives Of Cultural Capital

In the background of transforming economic growth mode and promoting the upgrading of industrial structure,expanding domestic demand and stimulating cultural consumption has been the important fulcrumof economic development.With the deepening market reforms,cultural industry has begun a new round of growth driven by cultural consumption.However,without the acceleration of cultural capital which is essential to the improvement of cultural consumption ability so that to make consumers form a strong preference and stable cultural consumption habits,it seems hard to achieve the goals of increasing the quality and quantity of cultural consumption and realizing its leading role in the development of cultural industry.Based on these ideas,the concept of cultural capital is divided into capital I(cultural ability)and capital II(cultural resource)in this paper according to the sociological and economic definitions related.Additionally,in the perspectives of micro and macro,the effects and mechanism of cultural capital on cultural consumption are also be demonstrated from supply and demand aspects using both theoretical and empiricalmethods.This study is of extremely vital importance to the understanding of cultural consumption habit’s formation and the promotion of cultural consumption level both in theoretical and policy fields.From the theory analysis,there is exsiting interaction between cultural capital and cultural consumption.On the one hand,the cultural capital can produce both quantity increase effect and quality improvement effect,then promote the cultural consumption level.Consumers can produce stable demand for cultural products or services if they have strong cultural ability.Meanwhile consumers who have the ability of the encoding and decoding can comprehend the cultural contents deeply and create more cultural works.On the other hand,cultural consumption will also promote capital accumulation.Consumers can promote cultural taste and accumulate cultural capital through "learning by consuming" process,then gradually form a stable preference structure;Consumers also generated externalities by the process of cultural consumption.Through the formation of cultural atmosphere and the production of"demonstration effect",the accumulation of cultural capital in the society will come true.Cultural capital and cultural consumption interact and prompt consumers to form good habits of cultural consumption and stable cultural consumption demand.Based on the theoretical analysis,this paper gives the corresponding empirical tests.Firstly,micro datacollected from China Family Panel Studies(CFPS)are used to measure the effects that cultural ability exerts on resident’s cultural consumption time and family cultural consumption expenditure.It is found that both family and individual cultural capitals especially the later one have significant positive effects on resident’s cultural consumption time.Meanwhile,cultural capital owned by the head of household also can promote family cultural consumption expenditure significantly in which family cultural entertainment spending remains the most dependent on it while family educational expenditure is relatively rigid and less affected by household cultural capital.Accordingly,the influences of household cultural capital on cultural consumption can be stated as follows:γcultural consumption time>γcultural entertainment spending>Zeducational and recreational spending>γeducational expenditure.Secondly,from the aspect of supply,cultural resources also has significant positive impacts on cultural consumption.By using cultural heritage and cultural market supply as the proxy variables of cultural resources,we find that theimpacts cultural market supply has on cultural consumption are more remarkable and direct.Public cultural service andfree cultural service supply based on Internet have two kinds of effects on cultural consumption called "spillover effect" and"crowding-outeffect".The former one means that free culture can participate in accumulation of cultural capital and increase cultural consumption demand,while the later one has the opposite meaning that free cultural service will crowd out private cultural spending.The empirical results show that the construction of public cultural service infrastructure and the popularization of Internet have strong crowding-outeffects on cultural consumption expenditure while the participation of public cultural activities will bring more spillover effects and increase the demand of cultural consumption at present stage.However,the negative effects which free cultural services have on cultural consumption can be reversed with the acceleration of cultural capital.Thirdly,through the empirical analysis in use of "rational addiction" model,we find that the rational addiction phenomenon does exist in cultural consumption field.One-period delay and one-period ahead of cultural consumption both have significant positive impacts on the current cultural spending which however are obviously less strong than the effects consumption habits have mainly because of the cultural capital.Therefore,it is very important tofind asuitable way to guide thecultural consumption.The decrease of cultural consumption expenditure’s sensitivity to price and incomein the rational addictionmodel means that once the consumer is addicted to cultural consumption,policies based on price adjustment will all be proven to no avail and more effective decisions should start with changing consumer preferences.Anyway,the addiction to cultural consumption is beneficial and should be encouraged in policy.Therefore,Some proposal related to policy should be taken into consideration in order to promote the domesticcultural consumption.Firstly,people should transform consumption consciousness.On the one hand,consumersshould pay more attention to cultural consumption and stick to the developmental consumption concept in order to achieve the satisfaction of spiritual world and the promotion of individual cultural taste.On the other hand,cultural capital should be acceleratedthrough family and normal education,cultural activity participation and other ways in order to promote cultural consumption abilities.Secondly,the enterprises should improve market supply system.Cultural companies should generate more cultural products and services rich of cultural connotationadhering to the principal of "content-is-king";continuously change the supply mode of cultural products or services based on market demand;lay emphasis on thestrong association effectsof cultural industry and extend the relevant cultural needs of consumers.Thirdly,government should optimizethe mechanismdesign through improving public cultural service system and encouraging residents to participate in various cultural activities so that to accumulate cultural capital and stimulate cultural consumption demand.Asound system of intellectual property protection is also needed to encourage the innovation of cultural products and services.The government should carry out researches on cultural consumption regularly to grasp the real demand and establish the platform of supply and demand in order to realize the effective link between suppliers and demanders.Additionally,the government can promote the cultural consumption through revenue policy and all kinds of subsidies policies.