传播舆图与经验反思:20世纪80年代香港电影的跨文化扩散

Communicating public opinion and reflecting on experience:The cross-cultural diffusion of Hong Kong cinema in the 1980s

20世纪80年代的中国香港电影盛极一时,在跨文化传播中取得了前所未有的成就,近乎形成某种意义上的“全球性”电影。这一时期,中国香港电影在亚洲与欧美等地区的传播上均有突破,以“邵氏”“嘉禾”“新艺城”为代表的电影公司在既有传播格局的基础上不断发展扩充,通过卖埠、合拍或参展等多种形式完成传播或行销任务,并以明星制与类型片成功实现了市场的巩固与拓展,涌现出如成龙、周润发、杨紫琼等世界级影星,亦创造出动作片、黑帮片、神怪片等颇具“港味”的电影类型。同时,中国香港电影自身强烈的大众属性、高效专业的录像带化以及影展影评的褒奖推介,共同促成了其海外影迷群体及迷影文化的生成,也建构起中国香港电影在各区域内部的传播结构与体系,不仅形成广泛的观影热潮,还体现出各区域电影对其经典段落的模仿或引用。此外,通过对中国香港电影跨文化传播进行总结与反思,应当肯定的是其在该时期获得的一系列足资借鉴的成果,即以浓郁的本土文化为支撑,通过多元电影类型的创新来避免路径依赖与市场疲劳;但亦应指出,未来的中国香港电影不宜为迎合外部市场而牺牲自我风格与技巧,而应当充分重视长期以来积累的制作传统,并在结合外部电影之优长的同时,灵活发扬自身制片优势,寻找与自身电影工业体系相匹配的生产模式。

In the 1980s,Hong Kong cinema was at its peak,achieving unprecedented success in cross-cultural diffusion and almost becoming a“global”film in a sense.During this period,Hong Kong films broke through in Asia,Europe and the United States,and the film companies represented by Shaw,Golden Harvest and New Art City continued to develop and expand based on the existing distribution pattern.They also successfully consolidated and expanded their market through the star system and genre films,producing such world-class stars as Jackie Chan,Chow Yun Fat and Michelle Yeoh,as well as creating action films,gangster films,mystery films and other“Hong Kong-style”film genres.At the same time,Hong Kong cinema has a strong popular appeal.At the same time,Hong Kong cinema’s strong mass appeal,its efficient and professional video production,and the critical acclaim of film festivals have all contributed to the creation of its overseas fan base and fan culture,as well as to the structure and system of dissemination of Hong Kong cinema in various regions,creating not only a widespread viewing craze,but also the imitation or quotation of its classic passages by films from various regions.In addition,a summary and reflection on the cross-cultural dissemination of Hong Kong cinema should acknowledge a series of achievements that can be drawn on during this period:supported by a strong local culture,avoiding path dependence and market fatigue through the innovation of diverse film genres.However,it should also be pointed out that Hong Kong films should not sacrifice their own style and skills to cater to external markets,but should fully value the long-standing production tradition,and flexibly develop their own production advantages while combining the strengths of external films,and find a production model that matches their own film industry system.