纪录片跨文化传播中的解码方式及其影响因素——基于美国大学生解码央视纪录片的研究

Decoding Mode and Its Influencing Factors of the Intercultural Communication in the Documentary——A Qualitative Research on Decoding CCTV Documentary by American College Students

本文试图分析跨文化传播语境下的纪录片解码方式及其影响因素。文章以霍尔模式为基本分析框架,并进一步将解码方式分析置于全球/本土文化比较的视野下。研究人员选择了中国中央电视台纪录频道海外累计销售总额和海外发行单价两项排名中均为前两名的《超级工程》和《舌尖上的中国》,为30位美国大学生进行单片放映,对观影过程进行了非参与式观察,并在观影结束之后进行了深度访谈。通过对所获质化数据进行深度挖掘,研究呈现了美国大学生受众中主导-霸权式解码、协商式解码以及反抗式解码对于包括时间观、个人主义-集体主义、性别分工等在内的世界观、价值观以及对中国形象等的具体解读意涵。研究进一步发现,异文化群体的纪录片解码方式会受到身份认同机制、编码策略以及媒介经验的共同作用,本文对其具体的作用机制进行了探索性的呈现。

This study attempts to analyze the decoding mode of the intercultural communication in documentary,and further explores the causes of different decoding modes.Researchers showed two original documentaries from the Documentary Channel of China Central Television to 30 American college students,observed how they viewing these documentaries,and conducted in-depth interviews with them after that.This article adopted Hall model as the basic theory,and revealing the specific decoding mode from the perspective of global/local culture comparative.Based on the qualitative data obtained through empirical investigation,this research gave specific interpretation of the worldview,values,and China＇s image in the documentary through hegemonic decoding,negotiated decoding,and oppositional decoding.The causes of intercultural decoding modes in the documentary had been found.Decoding mode would be influenced by identity mechanism,coding strategy and media experience together.This paper presents the specific influencing mechanism.