“文化走出去”背景下中国电影对外传播的困境及路径分析--以《哪吒》《大圣归来》等为例

An Analysis of Dilemma and Path of Chinese Movie External Communication under the Background of“Cultural Globalization”——Taking Ne Zha and Monkey King:Hero is Back as examples

电影是一种全球性的艺术形式,也是对外文化交流和文化传播的重要载体。以综合国力为支撑的文化输出是电影对外传播的基础,而电影对外传播则是实现“文化走出去”的重要环节。然而,目前中国电影对外传播面临诸多困境:缺乏全球化视野和战略思维,传播渠道相对落后;展示传统文化的主动性、自觉性不强;尚未形成高标准的电影产业流水线;创新意识和创新能力不足。为此,中国电影要想在国际市场站稳脚跟,在立足本土文化的同时,还应做到以下几点:准确把握国际市场需求,采取多渠道的宣传和推广策略;优选电影的题材和内容,增强文化自信;加强数字技术的应用,提升中国电影的创新能力;遵循电影产业海外运营规律,加强国际合作,推动中国电影的全球化传播。

Movies are not only global artistic form,but also an important carrier of the cultural exchange and transmission to foreign countries.Movies are one of the powerful tools for cultural communication.The cultural output supported by the comprehensive nation-al strength is the foundation of the external communication of movies,and the external movie communication is an important link in achieving“cultural globalization”.However,currently,Chinese movies face many difficulties in their external communication:the lack of a global perspective and strategic thinking,and relatively backward communication channels;the lack of initiative and conscious-ness in showcasing traditional culture;the failure of forming a high standard movie industry assembly line and the innovation awareness and ability are not enough.Therefore,if Chinese movies intend to establish a foothold in the international market,Chinese movies should not only be based on the local culture,but also meet the following needs:accurately grasping demands of overseas markets and adopting multi-channel promotion and promotion strategies;optimizing the theme and contents of movies to enhance the cultural confi-dence;strengthening the application of digital technologies to enhance the innovation ability of Chinese movies;following the overseas operation rules of the movie industry,strengthening international cooperation,and jointly promoting the global communication of Chi-nese movies.