近年来中国商业大片跨文化传播的文本策略

Textual Strategy of Cross-Cultural Communication in Recent Chinese Commercial Blockbusters

中国商业大片是中国电影推广至海外的重要组成部分。其在制作发行时不仅针对国内市场设计相应的故事内容和宣传策略,而且兼顾国外受众的喜好。中国商业大片跨文化传播文本策略包括:叙事浅层化,降低“文化折扣”;视听奇观化,彰显技术实力;文化“他者化”,满足受众想象。

Chinese commercial blockbusters are an important part of the overseas promotion of Chinese films.When produced and distributed,such movies do not merely design their content and publicity strategies for the domestic market,but also take into account the tastes of foreign audiences.Chinese commercial blockbusters'cross-cultural textual strategies include:shallow narratives to reduce"cultural discounts”,audiovisual artistry to demonstrate technical proficiency,and cultural"altruism"to cater to audiences'imaginations.