In this paper we put forward a "cultural agent" hypothesis, namely, what cultural producers seek are net revenue maximization and fame maximization. A multi-object decision model is developed to verify the hypothesis, showing that the hypothesis is tenable if it is satisfied by the following three theorems: the direct effect of audience variation derived from quality variation of cultural products should be less than the absolute value of the first indirect effect caused by the price of cultural products; the price of cultural products is not very susceptible to quantity variation of cultural products; the direct effect of audience variation derived from the price variation of cultural products should be less than the first indirect effect caused by the quantity of cultural products. Finally, this paper illustrates the "cultural agent" hypothesis with some cultural and social examples.
展开▼
