New quality productivity in AIGC era

The Third Plenary Session of the 20th CPC Central Committee adopted the Decision of the CPC Central Committee on Further Comprehensively Deepening Reform and Promoting Chinese-style Modernization, which called for “optimizing the supply mechanism of cultural services and cultural products.” The new quality productivity represents the subversive innovation of the quality technology in line with the new development concept, and is an important driving force and trend of future social development.​ As the internal driving force for the development of new quality productivity, Artificial Intelligence Generated Content (AIGC) integrates algorithmic data, language models, deep learning and other technical elements. It is gradually becoming a driving force for realizing “promoting quality with new” and empowering new forms of human civilization. The ultimate value orientation of AIGC enabling narrative communication of excellent traditional Chinese culture lies in “expanding the influence of mainstream values and realizing value resonance”, thus providing spiritual motivation and cultural support for promoting Chinese-style modernization.

In August 2024, China Media Group and Zhejiang University signed a cooperation agreement to build the “AIGC (Generative Artificial Intelligence) Joint Innovation Laboratory”, focusing on platform construction, content co-creation and other fields, to carry out in-depth cooperation with “AI+ creative content + communication”, will use artificial restoration technology to activate the Chinese painting department of the past. To create a “millennium national treasure tells the story of Chinese civilization” project. It can be seen that the immersive experience of cultural interpretation provided by high technology, while enriching the narrative expression of excellent traditional Chinese culture, further explores a new path for the inheritance and development of excellent traditional Chinese culture. Relying on the technological, digital and intelligent narrative methods, AIGC enhances the audience’s cognition and understanding of the interpretation of contemporary values of Chinese culture, and creates a reality field that carries the core symbol of cultural value “face to face” and “zero contact” to obtain an immersive experience of the interpretation and expression of excellent traditional Chinese culture.

The “high-tech” feature of new quality productivity means that relying on the innovative application of cutting-edge technologies such as AIGC, audiences can have a narrative perception of excellent traditional Chinese culture. In the intelligent context of media symbiosis, “immersive experience” relies on digital intelligence technology and scene reproduction to achieve a profound and lasting narrative effect of cultural interpretation on the audience. The content generation and interaction technologies brought about by AIGC’s practical innovation and cross-border application enrich and even innovate the traditional framework between the interpretation and expression of excellent Chinese traditional culture and audience experience. In particular, the application of AIGC’s virtual reality, augmented reality experience and other technical characteristics in cultural interpretation and expression and audience’s conscious experience has turned the original “invisible” cultural narrative into a “tangible” and “visible” realistic cultural scene, and has become more vivid on the basis of surpassing the original text image category.

AIGC technology extends the modern expression of the narrative of the core value of the excellent traditional Chinese culture, making the value concept behind the symbols of the excellent traditional Chinese culture “tangible and perceptible”. While expanding the imagination of the young people for the excellent traditional Chinese culture, it also relies on modern intelligent technology to dig out the core value meaning represented behind the narrative.

The characteristics of “high efficiency” of new quality productivity in AIGC enable excellent traditional Chinese culture are mainly reflected in: to promote revolutionary breakthroughs in cutting-edge technologies, help the core transmission of cultural values to continue, and realize the audience’s concrete perception of excellent traditional Chinese cultural values.​ With intelligent technology as the carrier, AIGC provides a new impetus for the code resolution and narrative perception of the inner abstract value core of Chinese excellent traditional culture.

Culture is the soul and spiritual core of a country and a nation. As a historical accumulation rooted in the Chinese civilization for 5,000 years, the fine traditional Chinese culture bears the image symbol of the evolution of national civilization, and is an important issue in the current international public opinion field to tell China’s story and spread China’s voice well.