Abstract: In the context of modernity， scientific and technological innovation of culture is not simply scientific and technological innovation; rather， it emphasizes the cultural orientation of scientific and technological innovation. With a highly motivated cultural concern， it aims at cultural prosperity and civilization construction by relieving the tension between historical imagination and technological imagination as well as the tension between instrumental reason and communicative reason. In a theoretical sense， scientific and technological innovation of culture should be based upon an in-depth integration of modern scientific and technological means and cultural ends. With an emphasis on significance rather than on function， scientific and technological innovation of culture represents a permanent pursuit for the quality rather than the quantity of cultural consumption.

Key words: scientific and technological innovation of culture, modernity, modern cultural industry, cultural consumption