Generally speaking, the production of cultural products must follow the law of market value, but it is the unity of universality and particularity of market value law, and the unity of economic value law and its own unique cultural law. This objective existence determines that we must deeply study, deeply understand and grasp its particularity and complexity. In view of the broad sense, the middle sense and the narrow sense of culture, this paper focuses on the cultural products in the middle sense and the narrow sense of culture, that is, the cultural products that act on human spiritual life, which are equivalent to the social ideology and literary category mentioned in the theory of historical materialism. At the same time, it focuses on cultural products under the conditions of socialist market economy from the philosophical level.
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Cultural products are the dialectical unity of special market value and use value.
Cultural products are the materialized forms created by human spiritual wisdom. Under the condition of market economy, it has economic value, including use value and exchange value, but it has particularity. On the one hand, it is useful and valuable to meet people's needs. But it directly acts on people's spiritual field and meets people's spiritual needs, which is the essential feature that distinguishes it from other products. On the other hand, cultural products circulate in the market and have exchange value. According to the general economic law, exchange value is the externalization of commodity value. "The socially necessary labor time of production and use value determines the value of use value" (Marx's Capital, vol./kloc-0, p. 244, People's Publishing House, 1 975). However, the personalized spiritual creation of cultural products and its non-repeatability make it much more complicated to measure the socially necessary labor time to create and produce them than to measure material products. As the existing form and carrier of cultural value, the production of cultural products is an exploratory, pioneering and creative labor rather than a mechanical repetitive labor, and the input of this labor is difficult to standardize.
It is the particularity of labor input in the production process of cultural products that brings great difficulties to the exchange between cultural products and other commodities in the market, and it is difficult to accurately embody the principle of equivalent exchange in the exchange process. The price of cultural products is more easily affected by the relationship between supply and demand and competitive factors. In all kinds of cultural product markets, the price deviates from the value. This is an important reason why the cultural product market is prone to speculation, bid-up and bargain-hunting. In the process of production, circulation and consumption of cultural products, the general law of market economy value, supply and demand mechanism, price mechanism, competition mechanism, principle of equivalent exchange and principle of profit maximization affect the quality and benefit of cultural products and the behavior choice of cultural producers independently of people's will. The spontaneity, blindness and limitations of the law of value, as well as the particularity of the contradiction between supply and demand of cultural products, determine the limitations of market regulation means. The value exchange theory in traditional economics is mainly used to solve the market exchange problem of material economic value. The value of cultural products is different from the production of material value, and it should also have its own characteristics and laws in market exchange. How to establish a theory and operation mode that is beneficial to cultural development and embodies the principle of equivalent exchange according to this feature is a new topic we are facing.
Cultural products are the dialectical unity of economic value and cultural value.
Cultural products have realistic and potential huge economic value, which is the driving force and foundation for the development of cultural industries, but more importantly, they have unique cultural and social values. As a social product, cultural products have profound social attributes, which inherently stipulates that cultural products not only have economic significance and functions for individuals and groups, but also have significance and functions for the whole society; The production of cultural products is not a single individual behavior or group behavior, nor is it a pure economic behavior. It has extensive externalities and sociality.
The cultural value of cultural products is the function, influence and significance of its cultural content and spiritual factors on the survival and development of people and society. The nature and size of these functions, influences and meanings are the nature and size of their cultural and social values. The cultural value and social value of cultural products include cognitive value, aesthetic value, educational value and ethical value, including the unique functions of accumulating and creating national culture, condensing national spirit and inheriting historical culture. This is the fundamental value of cultural products. However, in the exchange of cultural products, it is difficult to measure this value equivalently. This brings the limitations of market mechanism in regulating cultural production. Its outstanding performance is that it mainly reflects and adjusts the economic value of products, but it is difficult to reflect and adjust the cultural and social values. Cultural social value is a kind of super-economic value appeal, a fundamental promotion and relative regulation of the use value of cultural products, and sets up social space for the creation and realization of use value. Obviously, the current price mechanism is ineffective in regulating the cultural and social values of these cultural products. Therefore, on the one hand, it is urgent to speed up the improvement of the special cultural market regulation mechanism, on the other hand, it is urgent to seek the means of regulation outside the market.
The realization and appreciation of the value of cultural products is the dialectical unity of the creation of production process and the re-creation of consumption process.
The realization and appreciation of the value of cultural products comes from the creation of producers, and also depends on the cognition and re-creation of consumers. Different from the consumption process of material products, the consumption process of cultural products such as artistic works is the process of feeling and experiencing aesthetic objects in the process of watching, listening and reading, the process of consumers gaining aesthetic grasp by combining rationality with feeling and experience, and the spiritual cultivation in the process of "moistening things silently". This process is also a process in which consumers re-create the cultural value of aesthetic objects. In this consumption process, the aesthetic value of cultural products has not decreased, but has been improved through consumption. The realization of this process has certain requirements for consumers, including the corresponding aesthetic attitude, aesthetic ability and aesthetic mood.
Marx believes that to enjoy spiritual products and appreciate art, you must be a person with corresponding artistic accomplishment. "For an ear without musical sense, the most beautiful music is meaningless" (The Complete Works of Marx and Engels, Volume 46, page 126). Therefore, the realization and appreciation of cultural aesthetic value depends on the cultural literacy of consumers; Improving consumers' cultural and artistic literacy is the premise of generating and stimulating demand. Therefore, there are two aspects to a problem: to realize the cultural value of cultural products should be based on cultivating the aesthetic taste and ability of the public; The value evaluation of cultural products cannot simply take its consumption as the quality standard.
The production of cultural products depends on the market demand, and the supply in the market is also stimulated and promoted by the demand. Driven by profit, the market has an inherent expansion trend, which will constantly push people to develop cultural products that can bring profits. Because profit maximization is the main motivation to promote the business activities of most operators, this intensifies the deviation between cultural value and market value in the market exchange of cultural products. Therefore, market regulation has both advantages and disadvantages. On the positive side, market regulation can promote producers and operators of cultural products to engage in production and business activities according to the signal of market demand, promote the production of cultural products, promote the optimal allocation of cultural resources, and develop cultural products with high cultural value and good economic benefits. On the negative side, it will lead to the deviation of cultural value and market value of cultural products, and distort the structure of cultural demand and cultural products. How to establish and improve the reasonable competition and adjustment mechanism of market economy based on cultural values is a theoretical topic put forward by practice.
The value orientation of cultural products is the dialectical unity of social benefits and economic benefits.
Cultural products under the socialist market economy system should have the value orientation of win-win cultural value and economic value, and double-effect economic benefit and social benefit. On the one hand, we can't just pursue the economic value of cultural products, but ignore the deep-seated essential aesthetic value and profound social value of cultural products; On the other hand, we can't go to the other extreme, thinking that cultural value and economic value are incompatible, and that the healthy development of spiritual life today can and must be far from the market. The cultural value and social value of cultural products are borne by the materialized carriers that can be exchanged in the market. This materialized carrier has its economic value and can be traded in the market through industrial production. Cultural products, cultural industries and cultural markets have created a good mechanism for literature and art to go to the public and for the optimal allocation of literary and cultural resources.
It should be noted that China's cultural industry started late and the economic means of cultural development are still insufficient. Cultural products are incompatible with cultural development and meeting people's actual needs. At the same time, there are also some mercenary, utilitarian and vulgar behaviors, which have damaged cultural values and social benefits. Therefore, for cultural products and cultural industries, in addition to their economic value indicators, we should also set up an evaluation system that matches their cultural and social values. This standard should also be "three benefits": it is conducive to maintaining and promoting the continuous enhancement of social spiritual production capacity and giving full play to creativity, improving the quality and optimizing the structure of high-quality cultural products, and leading the social impact of high-quality cultural products.