Local Cultural Teams: Transforming the Public from Consumers to Contributors of Public Cultural Services

Abstract

The public’s growing need for in-depth engagement in public cultural services has catalyzed the development of local amateur cultural teams, particularly in Jiading District, Shanghai, China. The Culture and Tourism Jiading Cloud Platform—jointly operated by the district-level public cultural institutions including Jiading Library—currently hosts around 600 registered local amateur cultural teams. These teams cover a wide range of interests, including music, dance, opera, calligraphy, painting, reading, photography, handicrafts, fitness, television, and cultural volunteering. Open to amateurs of all ages and genders, the teams offer regular training sessions and performance opportunities. The public can browse detailed information about each team’s achievements, recent events, recruitment criteria, and community feedback through the culture cloud platform. They can also apply to become team members with a simple login and clicking the “JOIN” button. Such innovation has effectively transformed the public from pure consumers of public cultural services into active contributors and organizers. It not only expands their roles but also deepens their participation in public cultural services, thereby meeting the growing need for diverse cultural experiences. This grassroots engagement also reflects the Chinese government’s policy effort to encourage broader social participation in public cultural service delivery. Keyword: local cultural team; public cultural service; culture cloud platform; Jiading District