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As the forefront and the publicity window of the Chinese contemporary art occurring in the Chinese contemporary art market，798 Art Zone has made indelible contribution to the development of Chinese contemporary art.Without the propaganda and promotion of 798，there will be no such a huge impact of international contemporary art in China.798 is not only an attractive art display platform but also an important cultural cluster in Beijing，China.However，in the era of deterioration of financial crisis，and in the society of exacerbation of conflict of benefit，morality has been distorted and twisted，becoming the slaves of the politics and capital.The academic value and economic value of Chinese contemporary art has been questioned and criticized.The market of Chinese contemporary art also collapses gradually.Those operators of art following the trend sightless have been stroked as well.The slogan of“The national is the international”has already lost its meaning.Inside 798，the national heritage could hardly be seen，while the so-called internationality still belongs to the outside would only.Behind the temporary popularity and trend，the real soul of 798 Art Zone is shriveling.This essay aims to criticize on the negative and disadvantages of the 798 Art Zone，exploring the meaning of the existence and development of the 798 cultural district from a critical perspective，discussing the proposition about how Art Zone in modern society can really hold fresh and longevity.

798 Art Zone locates in northeastern Beijing，Chaoyang District.The areas used to be the original state-run factories of electronic industry.798 factories were originally an aid form Soviet Union in early 1950s，completed in 1951，including 1，161，900 square meters in total.Since 2001，Chinese artists from around Beijing and other cities in China began to gather in 798 factories，exploring the unique advantages of 798 district that would benefit the work of art.The artists took full advantage of the style of the original plant-German Bauhaus architectural style，redecorating it into a distinctive art exhibition and creative space.Artists and cultural institutions stationed in 798，renting and transforming the vacant factories，developing the houses into galleries，art centers，artists'studios，design companies，restaurants and bars，and other space polymerization gradually.798 has become a cultural art cluster，also become a favorite for Chinese celebrities，movie-stars，directors and fashion moguls.

Figure 1. The location of 798 Art Zone
（Source：view at 798 official website http：//www.798art.org/map.html）

Commercial activities in the district have also boomed，with bars，cafes，restaurants，grocery stores，clothing stores，and bookstores.Now，798 is regarded as a cultural concept，a well-known contemporary art exhibition，a tourist hotspot of common concern both at home and abroad，and an exemplary model of creative industries.The prosperity of 798 as an Art Zone and cultural cluster has raise wide concern from media and the public both at home and abroad，and has become a new landmark of Beijing urban culture.It has also become a representative of LOFT lifestyle.The existence and development of 798 is a product of the economic reforms，revealing a new relationship between personal philosophy and socio-economic structure.The phenomenon of 798 involves urban development，production and consumption patterns in China.

In recent years，withthe official recognition of 798 as an art cultural cluster and the encouragement and support of developing cultural industry by the Chinese government，loads of art and cultural clusters have emerged all around China.798 seems to become the fashion leader of the creative industries in China，however behind the prosperity and popularity，disadvantages of kitsch，shameless，absurd have gradually exposed as well.Local governments take creative industry as the ruler of measuring their political achievements.Officials use creative industry to flaunt their fashion style.Visitors come to 798 with camera，visiting around and taking pictures，leaving with nothing beneficial took away.Both the form and the content of 798 Art Zone are reoccurrence and reproduction of foreign experience，Chinese traditional arts and culture could be barely seen here.798 has been grafted to the politics and capital.It seems more like an imported goods than a national product.According to a famous photographer ZhuYan，who made the picture album of 798 Art Zone，the process of development of 798 could be described as below：“The workers come to 798 after the farmers，the artists come to 798 after the workers，the traders come to 798 after the artists......the developing process of 798 seems to have concentrated several major stages of civilization.”（Nanfang Weekend，2007）.Within such a developing process，the drawbacks of 798 have been revealed gradually.

“Colonization”originally referred to the immigration powers to the areas it conquered（“Modern Chinese Dictionary”，1998）.Although China has never really become a colony，798 has started to show the characteristics of being a cultural colony.The ongoing of the culture and art colonial happens in 798 day by day.From outside to inside，from forms to contents，798 Art Zone copies foreign experience in full.Generally speaking，it is more like a collection of exotic exhibitions around the world than a Chinese Arts District or cultural cluster.It is colorful and novelty，but nothing really“Chinese”is contained.Lacking of tradition has turn 798 a giant colony of foreign culture and arts.

The building form-Bauhaus

What makes 798 so popular，one of the reasons is the buildingstyle of the Art Zone.The value of“Bauhaus”construction from abroad makes 798 distinctive.“The 798 complex was part of China's key industrial investment in the 1950s.Built with Soviet assistance，and designed by former East German architects，the numbered factory buildings feature high ceilings with ample space.”（WENYA HUANG，KAIXUAN CUI，2010）.At the time，because the budget was limited，the Chinese authorities decided to adopt a Bauhaus-style design for the 718 Joint Factory when it was to built.After the completion，the 718 Joint Factory was acknowledged as the world's biggest Bauhaus-style complex built after World War II.The birth of 798 was closely linked with the history of 718 Joint Factory.Many plants in 798 were designed by more than 150 engineers from East Germany.They have the characteristic actual function feature of East Germany-tall，spacious and strong，which produces vacant space for artists and helped to remote the area to urbanize（WENYA HUANG，KAIXUAN CUI，2010）.

According to Chinese artist Huang Rui，the Bauhaus style of 798 is an art strategy，or a political means to initiate the Arts Festival of 798 Art Zone，to stir up the attention of media for the history of 798.The value of equal to 798 Art space and factory building at the same time concerns.798 gives publicity to the art space by the concern of architectural value，the idea is fresh and unique.SOHO in New York or East End in London has never proposed this concept.However，the value is still Western culture brought from overseas.No matter how attractive it is，it belongs to other countries after all，not Chinese creativity and value.The buildings of 798 Art Zone is a container located in China，but filled with western content.

Phenomenon of LOFT and SOHO

The concept of LOFT refers to the space transformed from the old factory or warehouse，tall and open space with few interior walls of partition.LOFT has characteristics such as mobility，openness，transparency，artistic，etc.

The LOFT concepts appeared from the 1960s，and became popular in the SOHO district in the United States，and then get popular gradually all around the world.Since 1990s，LOFT has become a style of art and fashion.The birth of LOFT could be seen as impoverished artists turning waste into treasure，the development of LOFT could be seen as a way of life or fashion，or even a conspicuous consumption.

The concept of LOFT is particularly welcomed by Art Zones and cultural clusters.Famous art clusters such as London's east-end and Berlin Seamus Avenue have adopted the concept of LOFT.

798 Art Zone has been seen as the SOHO in Beijing，since it adopts LOFT in the same way as United States did.Although 798 is an Art Zone formed by artist nongovernmentally and spontaneously，it has been imitating New York SOHO instinctly afterwards.798 has almost shifted New York SOHO completely to China，and has repeated the historical track of the development of SOHO in China within several years.

SOHO is the abbreviation of the English word“SOUTH OF HOUSTON”，referring to a neighborhood in Lower Manhattan，New York City.SOHO is notable for being the location of many artists'lofts and art galleries，and also，more recently，for the wide variety of stores and shops ranging from trendy boutiques to outlets of upscale national and international chain stores.The area's history is an archetypal example of inner-city regeneration and gentrification，encompassing socio-economic，cultural，political and architectural developments（Barr，A，2002）.Although 798 follows the pattern of SOHO，the development differs a lot from the United States.

SOHO in New York has been stylized brand-name stores for a while in the United States，while 798 is more like a new-born gallery.The U.S.government has stipulated that SOHO shall not be removed and demolished，but has not intermeddled the development of SOHO.SOHO retains the certain artistic atmosphere along with the development of commercialization.But Chinese government manages and controls 798 as a development area.Phenomenon of LOFT and SOHO of 798 Art Zone is total experience from western countries，has nothing to do with Chinese traditional culture.

Foreign artists and collectors

With the growing of the reputation of 798，a number of international art institutions try to enter 798.Currently，nearly 200 institutions involving arts and culture have come into this area.Overseas artists come from France，the United States，Belgium，the Netherlands，Australia，South Korea，Singapore and so on.The world-famous Guggenheim art company and Ullens Center for Contemporary Art had competed for the rental right to enter 798 and the competition was ended with the victory of Ullens Center for Contemporary Art.

As the report from“Chinese culture”mentioned（2007）：“......In late 2005，the Guggenheim announced its plan of expansion in Beijing......but all eventually become elusive-on 29th May，the press release of Ullens Center for Contemporary Art finally put an end to the contest of the rental right for 798's last group plant.”Whether the Guggenheim was able to settle in 798，is not a question of money.The fundamental issue shall be the willingness of Guggenheim：whether it would like to develop the local culture，to bring a vision and international perspective to the local culture，and to offer bigger and better developing opportunities to local artists.The way by which the foreign art organizations enter Chinese Art Zone is the core issue.There should be dialogue but not confrontation between the local and the international.The foreign artists and artistic institutions shall have beneficial influence on Chinese culture.However，most of time，they seem to plunder the local cultural resources with their power rules of culture.

With the entering of overseas artists and organizations，western culture invades and seize most of places in 798 Art Zone，in terms of content of exhibitions and commercial management.The barrier of ideology has been climbed over，attention from media and public have been heavily draw to the so-called internationalization of 798，while local artists and art organizations have been ignored somehow.The popularity of 798 is mostly because of the freshness brought form those foreign artists and their works.Even artists follow the trend as well.Among various exhibitions held in 798，as long as there are foreigners，the local artist and the gallery owners who hold themselves aloof normally come thick and fast suddenly，gathering around the foreigners，taking photos and videos with them，asking for signatures from them，by which way to earn money and to show off.Most of money has gone to person，the development of national art or culture is not supported.

Besides，the trade with foreign collectors in 798 has hardly done anything beneficial to the national arts.In 798，a large number of galleries and art companies rely on trading with international collectors and auction houses.People from the U.S.，Germany，Australia and Japan are buying most of the art，while Chinese collectors are buying relatively little.While newly-rich Chinese began to show their interest in contemporary art，comparatively few are willing to make large investments.So，naturally，the best works go abroad.

Of course，interactions and trades between China and foreign countries could be optimistic treated.It offers a chance not only to reserve foreign exchange but also to reexamine the own values and aesthetic system of local art and culture.However，in the land of China，the standard of the game in this cultural field is decided by the foreigners.The best works also belongs to the foreigners.Moreover，traditional cultural content is difficult to be seen here.For instance，798 is located in Beijing，China，but many Beijing traditional art forms are not in the list of 798 art exhibitions.Should colonizing in the name of art be called a kind of artistic behavior？Accepting the output of foreign cultural capital in the name of opening up and development makes798 Art Zone a cultural colony.It is the kitsch of 798.

Cultural hypermarket

With the heavy affection of commercialization，798 has become more like a cultural hypermarket rather than an art centre.It has been involved with economy and business.The major work of 798 is to hold art exhibitions.However，without any large-scale art exhibitions or cultural programs，there are still a great number of tourists hanging around in 798 Art Zone.Battery cars full of tourists coming and going in a great number，cafes and restaurants filled with people taking a rest，dressing up new couples posing for shooting wedding photos......The art atmosphere in 798 has been diluted，and the art works in 798 have become the decorating sculptures sporadically placed in front of the shops.Today's 798 has been weathering by the power of commerce by a wide margin，becoming a hypermarket of fashion，entertainment，commodity，oriented towards the domestic and foreign tourists.

Over-commercialization of art

With the support of the Chinese government on cultural industries，“Beijing 798 creative industrial park”emerges legally.Many artists withdraw and many artists resale the rooms in the Art Zone，thus the price of house rises，profit has been searched.Driven by the interests，artists in 798 started clinging to curators or successful stars，forming a community of art production.

Developers and local governments create creative industry park together，attracting some celebrities to settle in with low price.The endless stream of building Art Zone turn it into a concentration camp，attracting countless people leave home and join the production pipeline industry，establishing their own studio or workshop.But most things manufactured by them are the cold-blooded imitation only aiming to make profit，separated from their own lives and their own emotions.

The so-called“Made in China”label is just preparing to put Exportable goods into domestic market.The conversion from the unique artistic creative labor to the processing of travel crafts has turn artist into craftsmen.Over-commercialization makes money in the name of art.798 no longer has originality and creativity，to accelerate the speed of producing，there are only copying.And it still clamors the principle of copy in the way of merchandise.Some operators even collage art with goods unreasonably，ruining the value of art with absurd commodity packaging，in order to make profit as much as possible.Some others release fashion shows，use the visit of French President Nicolas Sarkozy to 798 as opening，claiming the new products in 798 are all full of powerful breath of vitality and hormonal，highlighting the postmodernism fashion，turning 798 into a plaza of mass consumption in the game of fame and wealth.The overcommercialization in the name of art is the absurd of 798 as an Art Zone.

Vulgarization of art

Due to the lack of Correct direction of public criticizing，and the lack of complete assessment system of cultural value and artistic value，the art works in 798 appears to shift towards lower taste.The owners of the art galleries in 798 do not know how to judge a work of art is good or bad，and do not know how to choose the contemporary art works and artists.Thus they have decided to attract tourists in the way of fashion and entertainment，advertising the art works as the best pieces of contemporary arts worth collecting and purchasing.More customers have come into the Art Zone rather than audience.

Followed the entering of customers are the flush of restaurant，shops and entertainment businessmen.798 has gradually become the synonymous with fashion and entertainment，tourism and recreation.Many operators of grand galleries have been blinded by the interests，thinking highly of profits only and reusing a large number of extraordinary artists outside 798，operating with their outdated taste and concept only.Other owners of some small galleries follow in the grand gallery owners'footsteps due to the lack of funds and resources and stable client base.The blindness and blind worship of operators leads to the decline of innovation，creativity and aestheticism of art works in 798.Due to the lack of the support of consortia and foundations，the principle of 798 is that“everyone is equal in front of money”，which make the ideal art and cultural value difficult to survive.

Many artworks appear to be hollow and superficial.The content seems to be posturing，contrived，vulgar and boring.The skill seems to be mediocre，monotonous，shoddy and thin.The themes of different pieces of works are all much of a muchness.Marks of copying could be seen everywhere.Temptation and blind obedience to the follow-up has lead to the deterioration of the value of the art works.The Vulgarization of art is the shame of 798.

In the commercialization wave，artists in 798 Art Zone no longer hide their pursuit of money.“I have no enmity with money.”It is a statement written on the cover of a magazine in a caféin 798.The interviewee of an interview published in that magazine are all young artists in China.To answer the question“How do you treat the issue that art works have been transferred into money”，the most frequent answer is the above phrase.The values of the young artists have been diversified.The concern of them is no longer the question that whether they should accept the market，but is the question that how to use the money they deserve when the market is already acceptable（Liwen Kong，2011）.Therefore，money has been linked to the art work.Some people have argued that Chinese artists are too utilitarian.They make surface subversion constantly to attract eyes，just in order to obtain practical interest.While the artists in Europe and the United States are totally different.They could concentrate on a certain piece of art work for many years.Because of their national system，such as Germany or Dutch or some other European countries，artists are allowed to concentrate the pure value of art.As long as you are born you do not have to worry about survival，even the benefits for unemployment could maintain daily life.Because the level of development of the countries gives the citizens such protection，so a lot of artists are able to treat art only as a way to live but not a means of making a living.Whether the work of art would be successful would not be a problem bothering them.They create art only because of the enthusiasm for art.However，based on the differences in social system and economic form with those countries，the Chinese artists may be destined not able to create art in the way as the European and American artists do.China is a developing country，and has always been busy developing the economy，the commerce.The environment does not allow Chinese artists to slow down and to calmly doing their work of pure art.Social attributes has been attached to the value of art.The pursuit of money leads to the monetization of artwork，and the monetization of art work has affected the sustainability of 798as an Art Zone.Monetary art has gradually become a common phenomenon.798 has also been infected with the taste of money，becoming commodity markets.The commercial development masks the artistic brilliance.It is the sadness of 798.

Figure 7. Artists are selling their art work commodities to tourists in 798 Art Zone.

798 Art Zone is more like a cultural zoo than an Art Zone.A variety of art works displayed in galleries are treated like animals in cages，in order to appeal visitors and to earn the money of tickets.The cultural zoo opens to the public.It collects a variety of cultural and art works，exhibiting them organizationally in order to make profits.The aim of the cultural zoo is to meet the recreational needs and the curiosity of tourists.Art works are like animals，the price of art works are like the price for tickets.The tourists come to the zoo，take pictures and then leave.The enthusiasm of researching on animals or the responsibility of protecting animals has not been increased obviously，but the banknote in the gatekeeper's pocket has added.

In recent years，major eventshave occurred frequently in 798.The settle of the Ullens Center for Contemporary Art，the opening of Nike theme exhibition，the visit of French President Sarkozy，the event of“Wu Guanzhong walking into 798”，the opening ceremony of Iberian host by the Spanish Agency for International Culture and Art Foundation，the government spending huge sums to beautify the ruined landscaping，and 798 was proposed to be one of the key tourism projects for the Olympic Games......798 has already been turn into mainstream celebrity from the edge，from a place of lofty to a place of kitsch.

The current 798 has undoubtedly become a tourist destination with deeply imprint of Tourism and Culture merchandise.The flock of tour buses loaded with tourists from around the world come to 798 again and again，looking around as visit the zoo，taking photos here and there，buying souvenir in the long queue，then leave as usual.798 has been developed into tourist destination in the name of art.Painter studios，galleries，western restaurants，coffee shops，bookstores......various spaces in 798 are all filled with strong Petty bourgeois sentiment.Perhaps for artists it is an atmosphere matches the contemporary art perfectly.However，in the impatient city life of pursuing material，there is no practical significance for most people's livelihoods.

Althoughthere are various of exhibitions of contemporary art in Beijing，and a growing number of tourists love to visit here，the feeling is like hanging around the zoo.Unlike the traditional art museum with a white wall，where artwork seemed sacrosanct under the shining spotlight，the atmosphere is rather respectful.In 798，visitors could hang around freely，holding a box of popcorn and pointing and gesticulating at any piece of work.The visitors here are more like players rather than appreciators.Contemporary art has never been so close to the masses，feeling like the wild animals are captured in cages and showed to public for entertaining.The exploration of 798 is like a trip for adventure and freshness.But as the culture is concerned，the attention and enthusiasm for the trip is disposable and fleeting.It is difficult to be sustained，lacking of an intrinsic thing，an independent soul.From the point of prosperity，798 is becoming more and more prosperous.But the prosperity has nothing to do with art.

Cultural tourism is not just tourism and entertainment.The significance lies not only in seeking for mental pleasant feelings，but shall also in obtaining something beneficial to heart，mind，and soul in the depth of culture.From the content point of view of cultural connotation，apart from the exhibitions as a big platter，798 is lack of traditional cultural contents and national creativity.As a cultural tourism product without the support from a heart and a bone，798 looks like a cultural zoo which only struggles for appealing travelers and selling the tickets.The loss of Cultural characteristics and the impact of reality is the regret of 798.

Disord erliness of management

From thepoint of view of the outside form of a commercial tourism products，there are much more problems existing in 798.First is the problem of accessibility.The tourists generally reflect that the accessibility of 798 Art Zone is very bad.Problems include the lacking of tour guide map，the unclear view of signpost，the inconvenient traffic and so on.Not only the foreign tourists complain about these problems but also some native visitors in Beijing have a similar complaint.The second problem is about the environment of 798.The roads in 798 district are messy and dirty，condition of planting and greening is poor.And there are is too much rubbish lacking of cleaning in time.The environment lacks of enough water and has been polluted seriously.All these problems lead to the lacking of artistic atmosphere of 798 as an Art Zone.The third problem is the lacking of planning for the entire arts district.In a survey of the Chinese and foreign tourists visiting 798，a Canadian visitor thinks that“The stuff in 798 Art Zone is not enough.It should have fewer shops and sell less，and offer more art works.”A visitor from France agreed：“There are too many shopping centers in 798.It feels like that you are hanging around in a shopping mall.”An English visitor says：“798 Art Zone has not taken full advantages of the space resource.”An Australian says：“The open time of some exhibitions is not clear，it causes inconvenience for visiting.”A visitor from Henan province says that“798 lacks of things to play.”The space for exhibition is still enough to meet the demands of visitors，and the proportion of art exhibition space and commercial space is imbalance.The forth problem is the ineffective marketing.It is an obvious weak point of the propaganda and marketing to tourists of 798 Art Zone.The problems include lacking of background information and introduction to publicity.Travelling information of 798 Art Zone has not been included in travel guide books of Beijing.Lacking of introduction of hotels around the Art Zone and lacking of guidance for the various studios in the district has caused inconvenience to tourists first visiting 798.The fifth problem is the lacking of service facilities.Facilities such as parking spot，ATM machines，hotels and restaurants could be rarely seen in the district.There are a large number of visitors complain about the inconvenience.“It is difficult to find toilets.”“The quality of food in the district seems poor.”“There should be more small shops selling water and drinks for visitors.”“There should be more tour coach.”Some others suggest that the design in the district should be more personalized and individualized，all types of tourists should be taken into consideration.Mini rest rooms should be built more for tourists.These kinds of issue have had a negative impact on 798 as a tourism park.The disorder of tourism management is the embarrassment of 798.

Figure 10. Signpost of location and direction is very rare and confusing in 798 Art Zone.

Historical and social background

Being affected by the Cultural Revolution in China and being controlled by the long-term cultural and ideological authoritarian，it was until 1978 the young Chinese artists got a chance to re-understand the human nature and the value of human.“The youngartists throw the ideological authoritarian of Cultural Revolution into the dustbin of history.”（Liwen Kong，2011）the decade from1978 to 1989 is summarized as the era of emancipation.The reform and opening conducted by Deng Xiao Ping was seen as a milestone of the era.It allows a great number of western thoughts coming into China.By reading the works of western culture，the Chinese people started to re-examine their ancient cultural tradition comparing with the West.The spiritual world of the Chinese people has changed greatly.

During the decade from1978 to 1989，the Chinese people had completed the process of restructuring ideas，subverting concepts and deconstructing senses.The benchmark of idealistic moral mission was established in the shifting from a disintegrating wasteland to the stupefying unconscious.During this decade，the desire for material was fermented，and had been catalyzed oriented.Thus the collective unconscious of the society degenerated into obscurantism in the new era again.Since 1999，everyone actively locate themselves in the ignorant trend of pursuing popularity and fashion，keeping up with the Joneses without principle.Because the manufacturing is too real to make people feel absurd，or because it is too absurd to make people feel the reality.The true，the good and the beautiful of value have become metaphysical.The impact of history could not be denied.

Mind of the young generation

Growing under sucha social environment and social atmosphere，the young generation has become a“me”generation and a materialized generation.The cover theme of the August 2007 issue of the Times（Asia edition）is the China's Me Generation-China's self-generation，means the Chinese young people do not care about politics and focus only on the quality of their own life，as well as money.In the article，it wrote：“We care more about ourselves.We live only for ourselves and we think it is nothing wrong.We must have the ability to contribute to economic development of the society.That is the way in which the generation of us helps the country.”The article suggests that the young generation is a tower of strength in the contemporary society of China.“There are roughly 300 million adults in China under age 30，a demographic cohort that serves as a bridge between the closed，xenophobic China of the Mao years and the globalized economic powerhouse that it are becoming.Young Chinese are the drivers and chief beneficiaries of the country's current boom：according to a recent survey by Credit Suisse，the incomes of 20-to 29-year-olds grew 34%in the past three years，by far the biggest of any age group.And because of their self-interested，apolitical pragmatism，they could turn out to be the salvation of the ruling Communist Party—so long as it keeps delivering the economic goods.”（Simon Elegant，2007）

Just as it is mentioned，it is because of the recognition and acceptance of the material and money，the attention for individual，the emphasis on humanities，the mental outlook of the younger generation is judged as lacking of responsibility，money worship，trumpet servility to things foreign，and moaning and groaning without being ill.

The universal sense of worth，outlook on life and world view of the young generation have changed with the change of society and the times.How to define the relationship between oneself and the world，how to accept and reject，how to get on with others，the answer to these issues decide the actions and behaviors of the generation.As in the field of art，the young artists are just making the same choice as well.The young generation is the present and the future of the nation.It is the concept and the ideas of them make imaginations into established fact，no matter whether the fact would satisfy everyone.

Contrad iction of Contemporary and Trad itional Art

Why local traditional art and cultural works could hardly be seen in 798，the intrinsic characteristic of contemporary art may be the fundamental reason.Being an Art Zone，798 is famous for the contemporary art works exhibited.However there seem to be a conflict between the traditional art and the contemporary art.Traditional Chinese painting，oil painting，engraving，sculpture，and other traditional art forms account for the majority of art produced in modern-day China，but these forms are considered not fit into the classification of contemporary art.Hence，the art which continues to follow traditional forms and styles and reflects issues dealt with in traditional art are usually excluded from the category of contemporary art.

Since art was freed from the narrow conception of merely serving politics，most art forms imitated and borrowed forms of expression from Western Modernism.During 1985-1989，at a time when China was continuing to open to the outside world，Chinese artists fully embraced Western contemporary art.However，there are a lot of false bubbles within contemporary art.This falsity cannot exist in traditional art，because traditional art requires technical exercising and has the objective quantifiable value.But contemporary art is difficult to quantify.Only when being hyped up，when the concept is alleged to be recognized to a certain extent，contemporary art is able to operate as attachment tools of capital.The essential difference between the two arts makes it impossible to reunite the commercial value and artistic value.

Contemporary art comes into China with fresh concepts and techniques，it has quickly become the new darling of the artists，and traditional art has been gradually neglected and replaced.With the accelerated process of globalization，the cultural interaction and communication between East and West is enhanced，the degree of internationalization is increasingly deepened，the interest of Chinese traditional art has been lost by artists.The intrinsic differences between contemporary and traditional art，together with the incompatibility of the attributes of contemporary and traditional art，decide the fact that the two types of art could not be combined naturally.At the same time，due to the ambitions of operators for drumming up business，798 flaunt the banner of modern art and fashion only，traditional art has not been mentioned a word.The deflection of the cultural choice of 798 results in the absence of the traditional national art in the Art Zone.

The lost of the city

789 Art Zone locates in Beijing，the Capital of China.It is the centre city of politics，economy，culture and communication，gathering the typical status and future development of current Chinese urban culture.Modernization and urbanization facilitate the prosperity of mass culture.The city is the symbol of the country，the Holy Land for the Chinese people.The city has thick and long history and various cultural monuments，as well as prosperous economy and modern buildings.Here lived the most rich and powerful class of society，as well as the most ordinary people.It has high buildings and large mansions，as well as quadrangles and bungalows.The old and the new，the imperial and the secular，the luxurious and the dirty，dream and reality，joy and frustration……All the scenes mingle together，creating the unique painting of today's Beijing.

Beijing，a city which has burdened too much mission and expectations，a city which is forced to yield for the internationalization.The original cultural features of Beijing have been blurred.It is classical but also avant-garde.It is inclusive but also messy.To develop the internationalization of Beijing，the national has to make room.To develop the modernization of Beijing，the traditional has to stay silent.In the process of rapid development，Beijing has been polished and tore by various external forces.Gradually the city becomes neither fish nor fowl.798 Art Zone as an imprint of the body of Beijing，the destiny is linked with the city.The absurd and the miscellaneousness of 798，is the lost of Beijing after all.

Analysis and Discussion

Comparisons among national clusters

798 is a typicalcase of post-modern，the post-modern dialogue could be critical to the rigid classical thinking mode.The diversity of situation is the needs of the process of modernization.Due to the infiltration of open-up and merchandise ideas，it appears to be open and mixed.In 798 Art Zone，surging of thoughts，meaning of the existence of art，dialogue with the outside world，which caused by the faultage of traditional culture due to the Cultural Revolution，have been revelatory reproduced.798 Art Zone is regarded as a leading cultural cluster in China，other Chinese cultural clusters have been followed the track of development of 798，such as the Moganshan cultural park in the city of Shanghai，the LOFT49 creative cluster in the city of Hangzhou，the Chuangku Art Zone in the city of Kunming，the Blue Roof art gallery in the city of Chengdu，the tanks contemporary art centre in the city of Chongqing and so on.The model of development of these clusters and Art Zones are very similar with 798 Art Zone.There is very little manifestation of traditional art and culture but very heavy traces of foreign cultures and very strong colors of commodity.

By contrast，the“doodle street”and the art exhibition of the Southwest School of Painting in province of Sichuan，has successful achieved the balance of defending traditional cultural heritage and producing creativity.The artists of the Southwest School of Painting focus on the works of local culture，emphasis more on the urban culture and the defamiliarization performance of personal survival experience（Luo Zhongli，2012）.The value of the Southwest School of Painting have witnessed the social process of China，reflecting the modernity of China's rural culture appeared when the economic reform taking place in the early 1980s.The art work of the Southwest School of Painting is discerning and novelty divergent.It represents China's own culture and creativity，making a perfect combination of form and content，fashion and traditional，appealing lots of attention from overseas as well.It is a really wonderful experience to develop cultural cluster and is worth learning.The creativity behind the miracle of the Southwest School of Painting is particularly beneficial to urban regeneration.

Of course，different cities have different historical and cultural backgrounds，different markets and levels of consumption.The basis of the development of creative industries differs among different cities.798 should treat the development in accordance with local conditions.It should reach a balance and focus on the future development.

Combiningthe remnant of the construction of the old industrial revolution and modern civilization，art and fashion，798 Art Zone has a lot of problems.How to resolve the issue between the cultural arts and business is the question for government，enterprises，cultural creativity industry companies，gallery owners，artists.The managers in government department should be clearly aware of the historical mission and the international status of 798 as the frontline position of Chinese contemporary art.It must not be turned into a square only for entertainment consumption or a market only for commodity.The aesthetic and intrinsic value of art works must be highlighted in urban regeneration.John Montgomery（2003）claims in the article of urban regeneration，that all successful urban places are comprised of three sets of elements：

·activity—economic，cultural，social；

·form—the relationship between buildings and spaces；

·meaning—sense of place，historical and cultural.

The last element shall be paid more attention by the manager of 798 Art Zone.798 should strive to create a rich cultural and artistic atmosphere，focusing more on the academic intension and innovation.The artistic value of 798 should be treasured by operators，managers，and government departments，preventing commerce overwhelming art and culture.

The initial legitimacyof 798 comes from its spontaneity and congenital.There has already been an industrial chain of Contemporary Art surrounding 798 areas，which allows 798 to become a world-class arts district.But to achieve the goal，relying on one or two agencies solely or a small number of people is not enough.A common view of 798 should be got.

The common view of 798 shouldnot be decided by a certain institution or a certain person，but should give full scope to the collective consciousness and artistic democracy，allowing all representatives of interest express their consideration，in order to form a maximum common divisor.The“me generation”should especially move a step forward，strengthening the communication and interaction with others，trying to co-operate a win-win situation.By this way，a systematic and effective program to solve problems will be able to establish，providing a rare sample and experience of spreading value of Chinese culture and life style，as well as making Chinese society more mature.

To develop steadily，798 Art Zone needs the government policy guidance，the operation of the owners of the industry，the sustainable development of the institutions，the security of the existence of artist，the caring from the media，and the support from all enthusiastic people.

Theleap from China to the world of 798 depends on its sustainability and inclusiveness.Only when the current existing drawbacks are corrected and removed，798 Art Zone can really get the long-term stability，prosperity and success.

Beingan art business card of Beijing，China，the positive influence of 798 is undoubtedly.However，if the sense of proportion is lost，if the self and the nation are forgotten completely in the wave of commercialization and globalization，then the original intention of 798 is deviated from the track.If one day it comes to vulgarity and westernization unfortunately，then the historical mission of 798 had been completed.As for art，no matter it is academic survival for a small minority，or market survival for mass consumption，it should never give up creativity and the traditional heritage.As in the context of urban regeneration，culture，after all，is meaning.A good cultural quarter shall be authentic but also innovative and changing.

（John Montgomery，2003）.

In the era of commercialization，it is difficult to split art and culture totally from business.How to balance the relationship between contemporary art，traditional culture and business，is not only the challenges for artists and businessmen，but also for the community and the whole society.

In the battle of defending the traditional against the international trend，comparing to the temporary popularity and profit，it is the orientation of mainstream values of the city and the country more important.At the same time，if 798 Art Zone wants to make itself as a Chinese creativity base，the traditional art and culture must be presented and always be at the heart of dominance.China's traditional cultural heritage must be developed and expanded.798 shall not follow the trend of the times blindly and be an exotic container only.

The development of 798 Art Zone should find a balance between short-term benefits and long-term interests，examining itself as well as listening and understanding other voices，to get a satisfactory solution for the problems.

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