电影合拍片项目文化异质性的双面效应——基于“文化杂糅”的理论视角

The Double-sided Effect of Cultural Heterogeneity in Film Co-production Projects——From a Theoretical Perspective of“Cultural Hybridity”

本文从“文化杂糅”的理论视角出发,对合拍片项目文化异质性与市场绩效之间的影响机制进行实证研究。基于2008—2019年电影合拍片项目市场数据的莫兰指数分析与回归分析后发现:合拍对象来源地在文化空间中呈现为随机分布的特征,而合拍片项目文化异质性与市场绩效之间呈现U形的非线性关系,这说明文化异质性对市场绩效的产生同时发挥了冲突与创新的双面效应。与此同时,不对称的政策激励环境在合拍片项目文化异质性与市场绩效之间产生了负向的调节效应。在理论层面上,本研究在为理解跨文化合作中文化异质性的双面效应提供了系统性解释与重要案例;在实践应用层面,本研究的结论对于宏观层面的政策优化与微观企业层面的合拍策略制定均具有相应的指导意义。

This study empirically investigates the impact of cultural heterogeneity on the market performance of co-production projects from the theoretical perspective of“cultural heterogeneity”.Based on the Moran's index analysis and regression analysis of the market data of film co-production projects between 2008 and 2019,the study found that the origin of foreign co-producers showed a random distribution in the cultural space,while the level of cultural heterogeneity of co-production projects and market performance showed a U-shaped non-linear relationship,which indicates that cultural heterogeneity plays a double-sided effect of conflict and innovation at the same time.Meanwhile,the asymmetric policy incentive environment has a negative moderating effect between cultural heterogeneity and market performance.At the theoretical level,this study provides a systematic explanation and important cases for understanding the double-sided effect of cultural heterogeneity in cross-cultural cooperation;at the practical application level,the findings of this study have corresponding guiding implications for co-production strategy formulation and co-production policy optimization.