新世纪华语电影在国际传播中的 “文化折扣” 现象及其减少策略

Abstract

电影一方面作为经济产品，涉及企划、制作、发行、宣传、放映等多个环节，创下的票房收入可为影视创作者带来丰厚的经济利益。同时另一方面电影也是文化产品，是文化输出的载体。像美国的好莱坞、韩国的K-pop、日本的动画电影，都充分展示了各国的特有文化魅力，且算作是国际传播中的正面典范，我们称之为文化“软实力”（soft power）。但如今中国电影信心满满地进军世界舞台的同时也面临着两难的尴尬处境。2019年中国贺岁档的冠军，充满中国式想象的SF电影《流浪地球》横空出世，然而这样一部号称是“标志着中国SF电影的春天”的电影却在国外市场遭遇滑铁卢。无独有偶，华语电影《战狼2》至今为止仍以56.88亿稳坐中国内地票房排行榜top1的王座，但是全球排行榜却位列第72名。不同于九十年代末到本世纪初曾在国际舞台大受欢迎的古装武侠片、警匪功夫片，现在的华语电影似乎在国际舞台上的热度逐渐降温。 本文以华语电影为研究对象，试图分析电影跨文化传播时的“文化折扣”现象及影响因子，阐述华语电影在国际传播过程中的屏障和要素，并找到传播效果削弱的原因。思考今后华语电影在进军国际市场时，该如何消除和减少跨文化交流所存在的“文化折扣”现象的策略，为中国文化的“走出去”方针提供学术参考。

On the one hand, as an economic product, movies involves multiple links such as planning, production, distribution, publicity, and screening. The box office revenue generated can bring substantial economic benefits to film creators and producers. On the other hand, movies are also cultural products and carriers of cultural output. Whether it is Hollywood in the United States, K-Pop in South Korea, and the animation industry in Japan, they have fully demonstrated their own unique country's culture, attracted attention from around the world, and are regarded as positive models in international communication, which we call cultural “soft power”. But now that Chinese films are confidently entering the world stage, they are also facing an embarrassing dilemma. The champion of the Chinese New Year Festival in 2019, the SF movie <The Wandering Earth>, full of Chinese imagination. However, this film, which is known as “marking the spring of Chinese SF movie”, did not receive a very high rating in overseas markets. Coincidentally, there is also a Chinese movie <Wolf WarriorⅡ> that ranked the top-1-box office list in mainland China with 5.639 billion yuan, but it ranked 72nd in the global ranking list. Unlike the ancient costume martial arts films and police and criminal Kung-Fu films that have been popular on the international stage from the end of the 1990s to the beginning of this century, the popularity of Chinese films seems to be gradually cooling down on the international stage. This paper takes Chinese-language films as the research object, trying to analyze the phenomenon of “cultural discount” and influencing factors in film cross-cultural communication, expounding the barriers and elements of Chinese-language films in the process of international communication, and find the reasons for the weakening of the communication effect. Thinking about the strategy of how to eliminate and reduce the phenomenon of “Cultural discount” in cross-cultural communication when Chinese films enter the international market in the future and provide an academic reference for the “Globalization” policy of Chinese culture.