全球化理论动态视野下中国电视剧的国际互动与内容策略

International Interaction and Content Strategies of Chinese TV Series from the Dynamic Perspective of Globalization Theory

在全球化(Globalization)、全球在地化(Glocalization)和再全球化(Re-globalization)的理论更迭中,中国电视剧呈现出国际互动的不同历时景观,形成了特有的全球区域市场。通过将长期以来偏向产业侧的电视剧进出口研究引向"理论迭替-产业-内容"的观察视角,本文分析了中国电视剧参与国际互动的动态进路以及在此之中形成的内容策略,这一动态过程可被归纳为调试、定位和传通三个方面。

In the theory development of globalization,glocalization,and re-globalization,Chinese TV series present a different landscape of interaction with the world,forming a unique global regional market.This article analyzes the dynamic approaches of Chinese TV series participating in international interaction by shifting the long-standing tendency of emphasizing the industry-side import and export of TV series to the perspective of"theory iteration-industry-content".The dynamic process can be summarized into three aspects of debugging,positioning and communication.