论全球化语境下中国电影的跨文化传播策略

Discuss to Intercultural Communication Strategy of Chinese Film Under the Context of Globalization

在全球化浪潮的冲击下,跨文化传播日益频繁。作为大众传播媒介和意识形态载体的中国电影,必须以积极的姿态应对竞争,广泛参与世界范围内的跨文化传播。全球化语境对中国电影的跨文化传播既是一种挑战,也是一种机遇。中国电影要取得跨文化传播的成功,必须在“国际化”与“本土化”的结合中找到一个“契合点”,实行“国际化”与“本土化”的“双重编码”,在电影传播的文化策略、题材策略、艺术策略以及运作策略上广泛借鉴,大胆创新,以“和而不同”的目标作为跨国传播的文化诉求,开创中国电影新局面。

With the impaction of globalization waves, the intercultural communication becomes more and more frequent day by day. Chinese film, as the mass media and the cartier of ideology, must meet to challenge with active attitude and take part in intercultural communication worldwide extensively The context of globalization not only a challenge but an opportunity for Chinese film., and if Chinese film want to succeed in intercultural communication, it must find a conjoint point between globalization and location to implement dual-coding of them. With the objective of Consensus but Different for the cultural demand of intercultural communication, the communicational strategies in culture, subject, art and operation must extensive use for reference and boldly create to renew the situation of Chinese film.