文化折扣视角下红色电影的跨文化传播  

The Cross-Cultural Communication of Red Films from the Perspective of Cultural Discount

作　　者：岳娜[1] 张静华 YUE Na;ZHANG Jinghua(Shaanxi Xueqian Normal University,Xi'an Shaanxi,710100,China)

机构地区：[1]陕西学前师范学院,陕西西安710100

出　　处：《文化创新比较研究》2025年第7期157-160,共4页Comparative Study of Cultural Innovation

基　　金：陕西学前师范学院科研项目“文化折扣视角下红色电影的跨文化传播研究”(项目编号:2022ZDRS07);陕西学前师范学院省级大学生创新创业训练计划项目“讲好中国故事推动影入人心—红色电影跨文化传播中的困境与突破”(项目编号:S202414390115);陕西学前师范学院教改项目“课程思政视角下大学英语融入陕西地域文化的实践与研究”(项目编号:23JG06ZS);陕西省“十四五”教育科学规划2024年度课题“数字赋能中华优秀传统文化融入大学英语课程思政教学模式研究及实践研究”(项目编号:SGH24Y2225)。

摘　　要：新时代红色电影是讲好中国故事、传播中国声音的生动载体,其海外传播具有重要意义和价值。然而很多在国内非常受欢迎的红色电影在海外上映遇冷,中国红色电影在海外的传播能力较弱。对红色电影海外传播进行价值梳理,发现其具有文化价值,能增强国家文化产业市场竞争力,塑造良好的国家形象,提升国家软实力。该文通过分析红色电影跨文化传播的文化折扣现象,进一步探究红色电影海外传播的文化折扣产生的原因,主要是由文化背景与语言不同而构成。最后从叙事形式和主题多元化、传播途径多样化、传播客体分众化三方面提出跨文化传播策略建议,助力红色电影海外传播。Red films in the new era are vivid carriers for telling Chinese stories and spreading Chinese voices,and their overseas dissemination is of great significance and value.However,many popular red films in China have encountered setbacks when released overseas,and the dissemination ability of Chinese red films overseas is relatively weak.A value analysis of the overseas dissemination of red films reveals their cultural value,which can enhance the competitiveness of the national cultural industry,shape a good national image,and enhance the country's soft power.By analyzing the cultural discount phenomenon in the cross-cultural communication of red films,this study further explores the reasons for the cultural discount in the overseas dissemination of red films,which are mainly composed of different cultural backgrounds and languages.Finally,suggestions for cross-cultural communication strategies are proposed from three aspects:diversification of narrative forms and themes,diversification of communication channels,and segmentation of communication objects,to assist in the overseas dissemination of red films.

关 键 词：红色电影 跨文化传播 文化折扣 价值梳理 传播能力 传播策略 

分 类 号：J60-4[艺术—音乐]