The value of traditional fine arts in the flow of modern Vietnamese culture
Formed and developed over thousands of years of history, traditional fine arts with their own emotions and expressive techniques have always maintained their position in the flow of national culture. Traditional fine arts products and works are the crystallization of the experience, skills and creative spirit of artisans through many generations. They are not simply material products, but contain profound spiritual, historical and cultural values, creating a unique identity of Vietnamese culture.
In 1924, the establishment of the Indochina Fine Arts School (the predecessor of the current Vietnam University of Fine Arts) opened a new era for Vietnamese fine arts. Artists of this period were trained in art and painting. Products from traditional crafts, such as silk, woodblock printing, painting, stone carving, bronze casting, etc. were gradually applied according to the scientific methods of Western art combined with traditional art, both enriching national art and creating works suitable to the tastes of the times.
In 1949, the National School of Fine Arts (now the University of Industrial Fine Arts) was established on the basis of traditional handicrafts of Vietnam. This is a milestone marking an important development step in the field of industrial fine arts training in our country. During this time, the concept of traditional fine arts officially went hand in hand with modern fine arts, interweaving and influencing each other. With creative inspiration from vivid practice, many artists used traditional materials combined with the application of modern technology and techniques, exploring and experimenting with new directions, creating a new appearance and value for traditional fine arts works. In addition to artistic and aesthetic values, traditional fine arts works, especially products from handicraft industries, have an additional element of high applicability, serving the needs of daily life.
The introduction of applied elements into works not only enriches traditional fine arts but also opens up new directions for Vietnamese fine arts. Many products use traditional materials such as lacquer, ceramics, porcelain, rattan, bamboo, bronze, wood, fabric, etc., along with the trend of creating multi-material shapes, combined with advanced science and technology, to meet the increasingly high consumption and aesthetic needs of the people. Applied fine arts contribute to promoting the growth of the commodity economy , not only bringing economic benefits but also affirming the cultural identity of Vietnam in international integration. Up to now, applied fine arts have developed strongly, becoming an important profession in modern life, a spearhead of the cultural industry in Vietnam.
Traditional fine arts with their unique values are increasingly asserting their important position and role in the development of the cultural industry. Decision No. 1253/QD-TTg, dated July 25, 2014, of the Prime Minister , "Approving the Fine Arts Development Plan to 2020, with a vision to 2030" clearly states: Fine arts development aims to contribute to building an advanced Vietnamese culture, imbued with national identity, building Vietnamese people with comprehensive development, aiming at truth - goodness - beauty, imbued with national spirit, humanity, democracy, science; contributing to economic development and international integration. In the fine arts development plan, it is necessary to preserve and promote traditional fine arts values; at the same time, build and develop modern fine arts values (1) .
The role of cultural industries is increasingly valued thanks to their contributions to economic development and the preservation and promotion of national cultural values. On June 18, 2016, the Prime Minister issued a decision approving the Strategy for the Development of Cultural Industries in Vietnam to 2020, with a vision to 2030. The State's strategy affirms that cultural industries are an important component of the national economy. The State creates favorable conditions to attract maximum resources from businesses and society to develop cultural industries. The strategy sets the target that the fine arts, photography and exhibition industries will reach about 80 million USD (by 2020) and 125 million USD (by 2030). To achieve this goal, the fine arts, photography and exhibition industry, of which applied arts is the core, needs high-quality human resources with new and modern thinking, capable of creating advanced works imbued with national identity.
Conclusion No. 76-KL/TW, dated June 4, 2020, of the Politburo, "On continuing to implement Resolution No. 33-NQ/TW of the 11th Party Central Committee on building and developing Vietnamese culture and people to meet the requirements of sustainable national development", sets out tasks and solutions to continue promoting the development of cultural industries, which clearly states: "Developing cultural industries goes hand in hand with building and perfecting the cultural market. Creating deep awareness among the whole society about the position and role of cultural industries. Promoting the positive aspects of the market mechanism; strengthening and diversifying investment resources to develop cultural industries. Having synchronous solutions, effectively organizing the implementation of the Strategy for developing cultural industries in Vietnam" (2) .
In terms of art, our Party and State always respect the creative freedom of artists, build special mechanisms and policies for literature - art and artists in accordance with the socio-economic development of the country. The viewpoint of cultural and artistic development is to proactively absorb the quintessence of world art, keep up with the development of the times, and preserve and enrich the national cultural identity. The development of modern fine arts, especially applied fine arts, the spearhead of today's cultural industry, is also based on this viewpoint. Along with absorbing new things, the values of traditional fine arts such as artistic, historical and cultural values, aesthetic, educational, economic, social values, etc. need to continue to be preserved and promoted.
Looking back at the development of Vietnamese fine arts shows that, besides the results achieved in promoting traditional fine arts values, there are still works and products that only stop at copying ancient capital, not fully understanding the historical and cultural significance of artistic images. Some artists and designers are subjective in their creations, not approaching the tastes and aesthetic needs of the public in the constantly changing social life. Bringing traditional fine arts products to the market still has many difficulties. The emphasis on profit, mass production according to mass demand does not pay attention to the aesthetics and profound values of traditional fine arts in works and products; the problem of copyright infringement, the "foreign" mentality of a part of Vietnamese consumers... are issues for the development of Vietnamese fine arts in the overall cultural industries today.
Some solutions to promote traditional art values in the development of cultural industry today
The 13th Party Congress set out the task: "Urgently deploy focused development of the cultural industry and cultural services on the basis of identifying and promoting the soft power of Vietnamese culture, effectively applying the values, quintessence and new achievements of world culture, science, technology and engineering". To effectively carry out the above task, strongly develop Vietnam's cultural industry, including promoting the values of traditional fine arts in the process of international exchange, integration and cooperation, it is necessary to synchronously implement the following solutions:
Firstly, strengthen communication, promotion and regular propaganda activities to raise awareness and responsibility of all levels, sectors, localities and the whole society on preserving and promoting traditional values in the current development of cultural industries. Clearly recognize the viewpoint of developing Vietnam's cultural industries in the overall socio-economic development to promote innovation, maximize cultural resources and Vietnamese people, create endogenous strength, and become an important driving force contributing to building an advanced Vietnamese culture, imbued with national identity, and sustainable development of the country. Thereby mobilizing the participation of the whole society and the business community in developing cultural industries.
Second , perfecting mechanisms and policies on developing cultural industries. In order to exploit the values of traditional fine arts to the maximum, contributing to bringing economic efficiency to each work and art product, it is necessary to supplement and perfect mechanisms and policies to create favorable conditions for trading cultural products and services. Improve the effectiveness of management and enforcement of laws on copyright and related rights, continue to perfect the legal corridor in this field to promote healthy competition in the market. In addition, it is necessary to issue preferential policies on capital, tax, land, and encourage creativity for artists and start-up businesses; have policies to support traditional fine arts businesses in the process of participating and developing the international market.
Review, adjust and supplement effective coordination mechanisms between ministries and branches, ensure consistency, avoid overlaps and duplications to create a favorable environment for businesses sponsoring and funding culture and businesses trading in cultural products, cultural services and tourism. Strengthen organizational models, improve the capacity of copyright protection centers and copyright service organizations. Build a system of statistical indicators and databases on cultural industries.
Third, promote human resource development in cultural industries. Develop plans for human resource development, promote knowledge exchange, improve professional capacity, and train professional human resources for cultural industries. The document of the 13th Party Congress clearly states: "Review the entire system of cultural and artistic training schools, innovate and modernize training processes, content, and methods to fundamentally overcome the shortage of cultural staff in the next 5-10 years" (3) .
Art training institutions, especially those on traditional fine arts, need to innovate their content and training programs to be practical, flexible and modern, improve theoretical and critical capacity, improve thinking skills and practice creating traditional fine arts products and works. Strengthen links and cooperation so that training institutions, research institutes and production facilities can effectively participate in developing human resources for cultural industries. Have appropriate remuneration policies to attract high-quality human resources, well-trained and with professional experience from countries with high levels of development in cultural industries to work in Vietnam. Train and foster qualifications and skills for management staff, enforce copyright and related rights, and form a team of experts in this field to promote creative activities, protect creative achievements and develop cultural industries.
Fourth, promote digital transformation, apply scientific and technological achievements in creative activities, production, dissemination, preservation of cultural products and improve the quality of cultural services, contributing to building corporate brands, quality cultural products and services. This is an inevitable requirement in the context of the current Fourth Industrial Revolution. Applying advanced science and technology not only helps restore, preserve and promote the values of traditional fine arts in life, but also contributes to spreading and enhancing the value of Vietnamese culture in the international arena.
Fifth, attract and support investment for the development of cultural industries. Develop preferential policies and promote investment in the development of cultural industries with advantages and potential from the long history of traditional fine arts. Encourage domestic and foreign enterprises to increase investment in cultural creative activities on the basis of traditional fine arts; develop a network of enterprises, aiming to form a number of large corporations in cultural industries in the field of traditional fine arts creation and production.
It is necessary to create a favorable legal environment, support investment in developing cultural human resources, diversify investment models, encourage the formation and development of investment funds in the field of culture and arts. Strengthen the role of professional associations in investing, supporting the development of creative activities, production, distribution, dissemination and consumption of traditional fine art products. Mobilize social resources for traditional fine art creative activities, towards forming and developing 3 cultural industrial centers in Hanoi, Da Nang, Ho Chi Minh City and a number of centers associated with world cultural and natural heritages.
Sixth, expand international cultural exchanges and cooperation. Our country entered the process of developing the cultural industry later than some countries in the region and the world, so expanding exchanges, cooperation, learning and sharing experiences from other countries is an urgent requirement. In particular, focusing on the content of techniques, technology, management methods, training programs and building models for developing cultural industries in countries that have been successful in this field.
Actively and proactively integrate into the international culture, promote Vietnam as an attractive destination for international cultural exchange. Strengthen the organization of international events on culture and art in general, traditional fine arts in particular in Vietnam, attracting the participation of artists and prestigious cultural and artistic organizations in the world. In addition, it is necessary to build and implement programs to promote product brands, traditional fine arts works, traditional cultural and artistic services, Vietnamese brands, and outstanding talents in the field so that international friends can know and learn about Vietnamese culture and art.
The development of cultural industries is taking place strongly, is a trend and gradually becomes an important driving force to promote the socio-economic development of countries around the world. With many potentials and advantages, Vietnam is gradually developing cultural industries associated with the preservation and promotion of traditional artistic values, not only contributing to the country's economic growth but also contributing to affirming and spreading a unique image of Vietnam, rich in identity to the world./.
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(1) See: Decision No. 1253/QD-TTg, dated July 25, 2014, of the Prime Minister, "Approving the Fine Arts Development Plan to 2020, with a vision to 2030".
(2) See: Conclusion No. 76-KL/TW, dated June 4, 2020, of the Politburo, "On continuing to implement Resolution No. 33-NQ/TW of the 11th Party Central Committee on building and developing Vietnamese culture and people to meet the requirements of sustainable national development".
(3) Documents of the 13th National Congress of Delegates, National Political Publishing House Truth, Hanoi, 2021, vol. I, p. 147
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