从“粉丝”身份转变看泰剧在中国的传播

FROM THE IDENTITY CHANGE OF "FANS" TO SEE THE SPREAD OF THAI DRAMA IN CHINA

从2003年央视八套引进的由当前大红的泰星PONG主演的影视剧《俏女佣》初次试水中国市场的失败,到2009年安徽卫视引进播出的泰国偶像剧《天使之争》意外掀起一阵"泰风"。时隔六年,泰剧才能在中国市场立足,在中泰两国不同的文化背景之下,是什么在推动泰剧在中国的传播?从泰剧"粉丝"身份转变的角度解读泰剧在中国的传播规律,发现从被动型"粉丝"到"主动型"粉丝的转变是泰剧在中国流行的关键因素之一。播出平台的多样化、网络交互传播的便利、"明星脸谱化"扩大的粉丝认知、文化接近性增进的粉丝文化认同等方面则是粉丝身份转变的成因。

In 2003, CCTV8 introduced the Thai drama“Pretty Maid” starting by the Thai star PONG. However, the first test came to the failure in the Chinese market. Until 2009, Anhui Satellite TV broadcast “Battle of Angels” unexpected caused the wave of “Thai style”. After six years, Thai drama had a foothold in the Chinese market, under different cultural background between China and Thailand, what promoted the Thai drama＇s spread in China？ From interpreting the propagation of the Thai drama from the “fans” identity perspective in China, we found that one of the key factors is the “fans” identity change from“negative” to“active”. The reasons of the identity change are： the diversification of broadcasting platform, the facilitate spread of network interactions,“star profiling ”to expand the fan cognitive, cultural proximity to enhance the fan culture identity.