中国电视剧出海困境与策略探究

Research on dilemma and strategy for Chinese TV dramas going global

电视剧是承载文化使命、展现时代风貌、传递价值观念的重要文化产品,也是讲好中国故事、传递好中国声音的重要文化载体。新时代背景下,中国电视剧在对外传播过程中面临新的机遇和挑战:一方面,中国电视剧的高质量发展和国家政策支持,为国剧出海“造船扬帆”,促进中外深度文化交流与互鉴;另一方面,由于文化语境差异和西方话语干扰,海外观众对中国电视剧常带有误解和偏见,形成跨文化传播壁垒,如何减少因误解、偏见而产生的发展阻力成为国剧出海议程中亟待解决的问题。笔者通过深入分析当前国产电视剧在出海过程中的文化折扣现象,并以非洲地区为例,从三个方面提出建设性意见:进行本土化译制和集束化传播,减少文化歧义,形成强大传播效能;发展合拍剧制作模式,将中国故事进行在地化表达,为中国电视剧出海构造丰富的非洲叙事;坚定中华文化立场,创新电视剧叙事手段,构建独具特色的叙事体系。以独特的影像符号系统促进跨文化叙事的展开,不断优化新时代国剧出海整体格局,为提升国产电视剧的传播力和影响力保驾护航。

Television dramas serve as vital cultural products that carry cultural missions,showcase contemporary societal trends,and convey values.They are also important vehicles for telling China’s stories and transmitting Chinese voices.In the context of the new era,Chinese TV dramas encounter both opportunities and challenges in international dissemination.On one hand,the high-quality development of Chinese dramas and supportive national policies are enabling their global reach,promoting deep cultural exchanges between China and other countries.On the other hand,cultural differences and Western discourse interference often lead overseas audiences to harbor misunderstandings and biases against Chinese dramas,creating barriers to cross-cultural communication.This paper analyzes the phenomenon of cultural discount in the internationalization of Chinese dramas,focusing on Africa as a case study.It proposes constructive suggestions from three perspectives:1)Implement localized dubbing and concentrated dissemination strategies to minimize cultural ambiguities and enhance communication effectiveness;2)Develop co-production models that localize Chinese narratives,enriching the representation of China in Africa;3)Uphold the position of Chinese culture while innovating narrative techniques to create a distinctive storytelling system.By fostering a unique visual symbol system,this approach aims to facilitate cross-cultural narratives and continuously optimize the overall landscape of Chinese dramas abroad,ensuring the enhanced dissemination and influence of Chinese TV dramas.