State Administration of Press and Publishing, Film, Radio and Television of China required to limit foreign publisher of children's literature and to introduce quotas for Chinese writers and artists (specifically stipulates that this restriction will affect picture books only). At the same time the Internet giant Taobao was forced to ban the sale of all foreign literature into their platform. And before that Chinese universities were instructed as far as possible to limit the use of foreign textbooks.
The struggle that the Chinese authorities are waging against the cultural expansion of the West has been going on for decades. In 1980, it was an official campaign against "spiritual pollution". Under Secretary-General Hu Jintao, this was a struggle against an "international conspiracy to Westernize and divide China." "Ideology and culture are those areas that primarily seek to occupy hostile forces," Comrade Hu reminded the Chinese. Today, his successor, Xi Jinping, is trying to minimize the Western influence in Chinese education. The National Security Committee directly classifies foreign cultural dominance as "unconventional threats to the security of the state".
If we consider that the ambitious Chinese parents start the process of education of their children literally from the cradle to the battlefield with the West turns all - and cartoons, and toys and picture books. The struggle for the minds of the younger generation is on the front pages of influential publications. Analysts from the newspaper of the Chinese People's Liberation Army in all seriousness scold cartoon "Zveropolis" for corrupting influence on children.
However, the court did not 80-e. And the louder is the campaign against irregular western books and movies, the more irritation it causes millions of Chinese parents. Already mentioned review of the army newspaper has caused a storm of indignation in social networks. Militaristic rhetoric of the authorities referred to return to the days of the "cultural revolution", the same authorities condemned.
And what is more painful for the Chinese Communist Party, the parents voted for the "wrong" imported books and films yuan. Ideological unseasoned "Zveropolis" provided in the PRC huge fees while purely patriotic "Great Wall" Zhang Yimou with its traditional values of almost failed at the local box office.
The same situation in the book market. Today, all the top lists of children's picture books translated editions are headed - especially the US and UK.Peppa PigChina has long captivated children and their parents. On the other hand, works by local authors in demand not in use. "They are too many words and morals," - explained resident of the Hong Kong editionSouth China Morning Post.
The paradox of the situation is that the authors of the Chinese is not easy to write for its young readers something livelier - they are too tight watch over the censors of all the same for the press control. Chinese parents often choose specifically for children translated books to take a break from the indoctrination from above.
A few years ago against the backdrop of "Kung Fu Panda" fantastic popularity of the Chinese cartoon wondered - how did it happen that this success has made the product, built on a purely Chinese imagery and themes, but produced by the Americans. Now the answer is found - Americans do not discount the demands of Chinese national culture from conservatives.
His role, of course, and the cult of imports for some time peculiar to the Chinese consumer. Relentlessly developing economies and fighting poverty, the Chinese authorities really were able to grow the country's huge middle class. Now he is extremely influential and has almost 100 million households. And these families flatly refuse to fulfill the task given to them by the Party and the government - to consume Chinese goods and services.
Honey, the reorientation of its own giant industry from external consumption to domestic consumption is the main task of the Chinese economy. Otherwise, in the "brave new world" of state borders and customs duties, it simply can not survive. But to overcome the prejudice of well-fed families against national products is not easy. Of the incredible range of goods and services produced in China, the local middle class is happy to acquire unless real estate (another thing is that this market overheats and threatens the financial system of the country with a severe crisis). Everything else - food, clothes, cars, entertainment, gadgets - should be imported or at least look like an imported one.
Consumption for the middle class - it's not just the satisfaction of immediate needs to cheap and cheerful. This is largely a matter of status. And in the case of a typical modern Chinese situation with the sole heir, who can not breathe the whole family, the question of the status becomes an edge. How not to buy your child "Pippi", if it is at a neighbor's boy?
The market of children's books in China is huge: more than 220 million readers to 14 years 40 thousand more books coming out each year. It 17% of the total book market with an annual income of 16 billion dollars. These revenues are growing, but with the same constancy of the proportion of Chinese books it is reduced, and the share conversion increases. Publishers are easier and cheaper to buy the rights to the book have already known, than for years to spin its own author, and the quota for local unlikely to solve this problem in the foreseeable future - primarily due to lack of sponsors.
The same applies to the cartoons. On local television there is a requirement to take 60 thousand minutes ether for domestic cartoons and humorous transmission annually. However, according to statistics, China's production of multipliers barely recruited a third of this amount.
However, there are positive trends. Long-term strategy for the development of the local animation, including support for authors and at the state and local level, in the end led to success and seduced cranky middle class. Thus, in the year 2015 50 substantial fees of millions of dollars made the project "King of the Apes: The hero returns", but now with success in Chinese cinemas is a local animated franchise "Happy father and son."
Local analysts believe that such change is possible in the case of books: thought-out cultural policy is really able to return to the market of Chinese writers of children's literature and teach capricious consumers to national cultural production. But the militaristic rhetoric of the conservatives win this battle will not help and so far only irritate consumers.