新媒体环境下动漫产业的大众化转型与跨文化传播——以日本新海诚动画为例

Animation Industry in the New Media Environment : Mass-market-oriented Transformation and Cross-cultural Communication

新海诚是日本动画产业新生力量的代表人物之一,也是首位以独立动画制片人身份跻身日本顶尖行列的动画家。新媒体环境下,新海诚从小众文化转型为大众文化消费品,其在中国的跨文化传播也呈现出一个相应的转变过程。新海诚在中国的传播,是社会文化心理、个人使用与满足心理等多种因素作用的结果,更体现了网络时代粉丝和流量在跨文化传播中所起的关键作用,对我国动漫跨文化传播具有一定的参考价值。

Makoto Shinkai is one of the representatives of the new forces of Japanese animation industry and the first animator to rank among the top in Japan as an independent animation producer.In the new media environment,Makoto Shinkai’s animation has transformed itself from a niche culture to a mass culture consumer product.Its cross-cultural communication in China has also shown a corresponding transformation.The dissemination of Makoto Shinkai’s animation in China is the result of many factors such as social and cultural mentality,personal use and psychological satisfaction.It also embodies the key role of fans and online traffic in cross-cultural communication in the Internet era.It is of much value for cross-cultural communication of Chinese animation.