The Fifth International Conference on Global Cultural and Creative Industries held by USC-SJTU Institute of Cultural and Creative Industry (ICCI) took place in Shanghai from 3-4 December 2022 with the theme "Art, Technology, and Cultural Values".

The conference serves as a platform to communicate based on Interdiscipline Construction. The cultural values, technological ethics in the cultural and creative industry, the challenges and opportunities in compound innovative education, and the ways to cultivate the talents catering to the needs of Chinese Modernization and new liberal arts discipline construction were explored through the Keynote Forum, Dean's Forum, Editor's Forum, and 12 Parallel Panels.

Almost one thousand participants convened online and offline to share insights about technology innovation, industry trends, and popular topics. The participants included the academician of the European Academy of Sciences, foreign academicians, the academician of the Royal Academy of Engineering, the chairman of the International Communication Association (ICA), deans, teachers, and students from prestigious universities including Imperial College, King's College London, University of Southern California, University of Michigan, Northwestern University, Iowa State University, Sapienza University of Rome, Nanyang Technological University, Exeter University, University of Hong Kong, Chinese University of Hong Kong, Tsinghua University, Peking University, Fudan University, Shanghai Jiao Tong University, Renmin University of China, Zhejiang University, Beijing Normal University, Communication University of China, Xiamen University, Central Academy of Fine Arts, Tongji University, Sichuan University, Xi'an Jiaotong University, and industry insiders from well-known cultural and creative enterprises in China.

Deans' Dialogue: The Cultivation of Future Talents

To better cultivate the talents for Chinese Modernization, the pre-meeting of the Global ICCI Dean's Forum was convened with the theme "Cultivation of Digital Cultural and Creative Talents and Discipline Construction". 18 deans from the global ICCI and more than 70 participants joined virtually to explore the innovative model of cultivating talents for the industry in four sessions with the respective theme of "New Talents for the New Economy and New Era", "Well-rounded and Innovative Education for Cultural and Creative Talents", "Frontier and Experimental Education for Cultural and Creative Professionals", "Interdisciplinary and Transdisciplinary Discipline Construction and Cultural and Creative Talents Education" to promote the education in the cultural and creative industry.

The keynote speeches were given with the topics of “Reform of the Education System in the Cultural and Creative Industry”, “the Frontier Trend of the Industry”, and “Innovation in the Cultural and Creative Industry” to hit the target of Chinese Modernization and adapt to the technological revolution.

Gordon STABLES, Director of the Department of Journalism of the Annaberg School of Communication and Journalism of the University of Southern California, emphasized that discipline construction should not be confined to the current organizational system, but be bold to adjust and innovate, so as to cultivate qualified cultural industry leaders.

Peter CHILDS, the Academician of the Royal Academy of Engineering, professor of engineering design, and founding dean of Dyson School of Design and Engineering in Imperial College London, introduced the application of Porter's diamond model in creative design and students' cultivation;

Chengyu XIONG, Foreign Academician of the European Academy of Sciences, Senior Professor of liberal arts, the Dean of the School of Cultural Industry Management of Communication University of China, and the Director of the National Cultural Industry Research Center of Tsinghua University, proposed the dimensions, construction principles, objectives, core elements, the integration model of digital civilization, and called for the cultivation of compound talents who are conversant with digital technology, Chinese and Western cultures, business management, and means of communication;

Qinghe CHEN,President of Shixin University in Taiwan, shared Shixin University's experience in the cultivation of talents in different majors combining data intelligence, and put forward insightful thoughts on the integration of industry and school training;

Weimin ZHANG, Dean of the USC-SJTU Institute of Cultural and Creative Industry, SJTU, cited General Secretary Xi Jinping's remarks about the industry, stressing the importance of the integration of the industry and technology. He remained optimistic about the prospect of the discipline despite the challenges in compound talent cultivation.

Gordon STABLES

Professor Peter CHILDS

Chengyu XIONG

Qinghe CHEN

Weimin ZHANG

The deans focused on the topic of cultivating talents with cultural knowledge in compound education.

Xueye WANG, Executive Dean of the School of Cultural Industry Management of Communication University of China, talked about the industry talents cultivation based on the discipline features of education in the liberal art and management science, highlighting the integration of Chinese and Western arts, traditional culture, and dual education system;

Wei JIANG, Executive Dean of the School of Culture and Creativity of the Beijing Normal University - Hong Kong Baptist University United International College, shared his experience in dual education management, student evaluation, talents recruitment, interaction and communication among departments, and graduates' employment in the international school system;

Xuefang XIE, Vice President of the College of Humanities of Tongji University and Director of the Institute of Arts and Creative Industries, shared insights about the cultivation of cultural and creative talents based on the situation in public universities, and highlighted the value of cultivating ethical innovation;

Hua ZHANG, Vice Dean of the Film-Television and Communication College of Shanghai Normal University, shared ideas about undergraduates' training models in multi-discipline departments from the perspective of cross-discipline cooperation, brand effect, and discipline competition.

Dean's Forum on "Compound Innovative Education, Cultural and Creative Talent Training"

The cultivation of talents in the digital era was discussed.

Yong XIONG, Dean of the Cultural Industry Research Institute of Peking University, reviewed the development of the digital cultural industry in domestic universities.

Shufeng LI, Vice President of the Chinese Academy of Arts and Dean of the Graduate School, stated the existing problems in talent cultivation from the aspects of discipline orientation, curriculum setting, major prospects, etc., and put forward constructive suggestions for the bachelor’s art curriculum.

Minghua SHAO, Director of the Department of Cultural Industry Management of the School of History and Culture of Shandong University and Vice President of the Institute of Cultural Industry, briefly summarized the methods of discipline construction and emphasized the importance of employing cross-discipline education and having qualified teachers.

Chen WANG, Dean of the School of Culture and Industry of the Nanjing University of Arts, emphasized the four thinking models the students need and shared the principles of talent training and experience in curriculum design.

Weimin ZHANG, Dean of the USC-SJTU Institute of Cultural and Creative Industry, SJTU, pointed out that the current industry talent training still faces many problems. In the future, ICCI will continue to adhere to the construction of international transdisciplinary education with industry orientation.

Dean's Forum on "Professional Frontier Exploration and Cultural and Creative Talent Cultivation"

To achieve interdisciplinary integration in the cultural and creative industry, Xue Ke, vice president of the ICCI of Shanghai Jiao Tong University, first proposed the demand for consistency between the curriculum setting and social demands by including creative activities in the curriculum.

Zhongshi GUO, Interim Dean of the School of Communication at Hong Kong Baptist University, introduced the opportunities and challenges faced by discipline integration. He believed the disciple construction should guarantee two points. First, it should highlight the integration between the academy and the industry. Second, moral ethics and cultural knowledge should be emphasized in its education.

Zheng ZHANG, Vice Dean of the School of Journalism and Communication, Vice Dean of Tsinghua Institute of Culture & Creativity, systematically explained the specific practical measures in the appointment of instructors specialized in discipline integration, institution settings, activities organization, cooperation, and evaluation system.

Hong XU, Dean of the College of Tourism and Service Management of Nankai University, emphasized the importance of the ASK model, the five forces of creativity, and the technology-culture integration in talent training. Students' ability to integrate resources and interdisciplinary thinking should be the focus of cultivation.

Dean’s Forum on "Interdisciplinary and Transdisciplinary Discipline Construction and Cultivation of Cultural and Creative Talents"

The guests had in-depth exchanges on successful experiences, challenges, strategies, and prospects in digital cultural and creative talent cultivation and discipline construction.

Industry Leaders' Insight into the Trend of Industry

The 2022 International Conference on Global Cultural and Creative Industries ——Art, Technology, and Cultural Values was convened on December 4 to discuss the prospects of blending emerging technologies such as the Internet, Big Data, Cloud Computing, IoT, and Artificial Intelligence with the cultural and creative industry. Under such circumstances, we should optimize the synergy of cultural value and digital technology more than before.

Ke XUE, President of the 2022 International Conference on Global Cultural and Creative Industries , Vice Dean of ICCI, introduced the theme of the conference: the iteration of the industry and technology innovation requires us to rethink the cultural value and consider how to harness the power of art and technology to foster the development of the industry positively. Ke XUE proposed the critical question of "What kind of Cultural and Creative talents do we need" to elaborate on the bright prospects of the cultural and creative industry in China.

Xue Ke

Weiming WANG, Deputy Secretary of the Party Committee and Vice President of Shanghai Jiaotong University, Ben LEE, Professor of the Annaberg School of Communication and Journalism, University of Southern California, and Co-leader of the Master of Media Management, Zhang Weimin, Dean of the ICCI of Shanghai Jiaotong University, attended the conference and delivered opening speeches. The guests highly praised ICCI's effort in breaking the boundaries of disciplines to cultivate creative talents with great cultural knowledge.

Guests from universities and industries at home and abroad delivered the keynote speeches.

Noshir CONTACTOR, President of the International Communication Society and professor of the School of Communication of Northwestern University, proposed to study the legitimacy and effectiveness of social networks in improving work efficiency in macro perspective;

Peter CHILDS, the Academician of the Royal Academy of Engineering, professor of engineering design, and founding dean of Dyson School of Design and Engineering in Imperial College London. Peter further introduced how AR and VR will influence creativity. Jiang Hongbo, the academician of the European Academy of Sciences and distinguished professor of Hunan University, pointed out that the era of industrial Internet featuring Internet integration and innovation has come with the review of the relationship between the development of human civilization, the transformation of the scientific paradigm, and the progress of science and technology;

Hongyang ZHOU, General Manager of China Culture Media Group, expert of the National Cultural Park Expert Advisory Committee, and coordinator of the Grand Canal Group, proposed to renew the notion of inheritance and develop more forms to protect and utilize industrial inheritance based on its value and the relationship with Chinese Cultural Confidence. He advocated that content is always the primary factor in utilizing industrial inheritance.

Jie SUN, National Overseas High-end Special Experts, Distinguished Professor, and Doctoral Supervisor of Tongji University, built a strategic model of a "cultural innovation active body" from the Modern and Contemporary Art Museum and the Design Innovation Promotion Center;

Shuyu ZHANG, Deputy General Manager, Chief Brand Officer of Shanghai Fengyuzhu Culture Technology Co., Ltd, proposed to focus on exploring new cultural tourism and innovation based on the digital economy with "Metaverse" and the company's strategic layout, to contribute more wisdom to the building of digital China.

Ben LEE

Noshir CONTRACTOR

Hongbo JIANG

Hongyang ZHOU

Jie SUN

Shuyu ZHANG

90 participants selected from over 200 submitted delivered academic speeches in Editor's Forum and 12 Parallel Panels. The topics covered Digital Governance and Cultural and Tourist Industries, Museological Technology and Spatiality, Brand Management and Consumer Insights, Ethics and Education in the Cultural and Creative Industries, Cultural and Creative Digital Copyrights, Digital Intelligence, and User Behavior Research, Transmedia Narrative and Digital Technologies, Transcultural Communication and Narrations, Animation Games and Players, Digital Intangible Cultural Heritage and Cultural Identity, Computational Aesthetics and Cultural and Creative Design, Virtual Digital Human and Man-Computer Symbiosis.

The scholars dived deep into the vast branches of the cultural and creative industry. Their high-level research and original perspectives are the embodiment of great cultural subjectivity and consciousness, which enrich the research paradigm in Chinese Cultural Confidence and Chinese Modernization Transformation with the context of the blending of the cultural and creative industry with technology. The topics of the Media Space as the New Type of City Cultural Tourism, Digital Media and Intangible Cultural Heritage Communication, the Coexistence of Virtual and Physical Consumption, Stall Retail Scenarios were raised and discussed. Some scholars proposed to protect intangible cultural heritage in a digital way through the multi-actor network theory. Participants also shared insights about Metaverse and games, Virtual Idols, and the concept of Metahuman; Discussed how to break the rules that bind immersive dramas, and how to make gamification a new form of drama， compared the game industry competitiveness in China's three major urban agglomerations based on Porter's Diamond Theory. discussed the changing game behaviors and a new typology of gamers based on microtransactions preferences and transcultural differences. The five best papers awarded by the expert committee resonated with the theme of the conference on virtual identity, cyber city, virtual idols, common good within human-computer interaction, online games, and the inheritance of traditional festivals.

The advancement of technology and the revolution of the Cultural and Creative Industry require us to think new in the new era. To meet the needs of the time, the conference discussed the new trend in the industry as well as how to cultivate cultural and creative talents under such a context. ICCI is willing to continue to serve as a platform for all people in industries and academia to communicate. We look forward to contributing Chinese power and wisdom to the development of the global cultural and creative industry. The conference ended successfully after Professor Xue Ke's speech.