跨文化传播视域下的中国电影“走出去”路径研究——以印度电影国际化为借鉴的分析
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摘要
文化产业"走出去"是增强国家文化软实力、弘扬中国精神、传播中国价值、提高中国话语权的重大战略。作为文化产业重要组成部分的电影产业,是我国文化产业中最早实施"走出去"战略的领域。经过十多年的布局与发展,中国电影"走出去"取得了一定成效,在传播中国文化和价值、弘扬中国精、减少中国文化与异域文化冲突中发挥了重要作用,提升了中国的文化软实力、国际竞争力和影响力,但总体而言,由于在电影工业化生产能力、国际化经验、电影专业人才等方面的不足以及文化折扣的影响,中国电影的海外竞争力和影响力依然不高、在国际市场上的弱势地位还没有从根本上得到改变、"走出去"依然任重道远。本文以印度电影为参照系讨论中国电影"走出去"策略。以印度电影产业发展及国际化经验为借鉴,并结合中国实际进行研究后发现,发掘文化共通性,讲述直通人心好故事,提升本土化叙事能力,引发海外观众情感共鸣,以地缘文化为突破口,减少跨文化传播障碍,是中国电影"走出去"的现实路径。
"Going out"of the cultural industry is a major strategy to strengthen the country's cultural soft power,promote the Chinese spirit,spread Chinese values,and increase China's voice. As an important part of the cultural industry,the film industry is the first area in China's cultural industry to implement the"go out"strategy. After more than a decade of layout and development,Chinese films have made certain achievements in spreading Chinese culture and values,promoting Chinese essence and reducing conflicts between Chinese culture and foreign cultures. Chinese cultural soft power,international competitiveness and influence have been enhanced,but in general,due to the lack of production capacity in film industrialization,international experience,film professionals,and the impact of cultural discounts,etc.,the overseas competitiveness is not strong and influence of Chinese films is still not big,the disadvantaged position in the international market has not been fundamentally changed,and "going out"still has a long way to go. This paper discusses the strategy of "going out"in Chinese film with the reference to Indian film. Based on the experience of the development and internationalization of the Indian film industry,and based on China's actual research,it has been discovered that exploring cultural commonality,telling good stories that lead directly to the people's hearts,improving local narrative ability,triggering emotional resonance among overseas audiences,and using geopolitical culture as a breakthrough,reducing barriers to cross-cultural communication is a realistic way for Chinese films to "go out".
"Going out"of the cultural industry is a major strategy to strengthen the country's cultural soft power,promote the Chinese spirit,spread Chinese values,and increase China's voice. As an important part of the cultural industry,the film industry is the first area in China's cultural industry to implement the"go out"strategy. After more than a decade of layout and development,Chinese films have made certain achievements in spreading Chinese culture and values,promoting Chinese essence and reducing conflicts between Chinese culture and foreign cultures. Chinese cultural soft power,international competitiveness and influence have been enhanced,but in general,due to the lack of production capacity in film industrialization,international experience,film professionals,and the impact of cultural discounts,etc.,the overseas competitiveness is not strong and influence of Chinese films is still not big,the disadvantaged position in the international market has not been fundamentally changed,and "going out"still has a long way to go. This paper discusses the strategy of "going out"in Chinese film with the reference to Indian film. Based on the experience of the development and internationalization of the Indian film industry,and based on China's actual research,it has been discovered that exploring cultural commonality,telling good stories that lead directly to the people's hearts,improving local narrative ability,triggering emotional resonance among overseas audiences,and using geopolitical culture as a breakthrough,reducing barriers to cross-cultural communication is a realistic way for Chinese films to "go out".
引文
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[15]金涛,大象之舞:“宝莱坞”如何讲述“印度故事”.解放日报,2018-04-12.
[16]李美敏.百年印度电影.文艺报,2013-10-14.
[17] M. Lorenzen,F. A. Tube. Breakout from Bollywood? The Roles of Social Networks and Regulation in the Evolution of Indian Film Industry. Journal of International Management,2008,14(3):293.
[18]郑凡.震撼心灵的古旋律.成都:四川人民出版社,1987:54.
[2]张斌.文化产业与文化贸易的关系.艺术探索,2011,3:79-82; 144.
[3]唐榕.全球化与世界电影产业发展现状及趋势——电影产业化问题系列思考之一.中国电影市场,2006,5:4-6.
[4]张常珊.中国电影产业发展观察与思考.东南传播,2014,11:61-65.
[5]朱春阳.我国影视产业“走出去工程”10年的绩效反思.新闻大学,2012,2:110-117.
[6]陈海宁.入世后中国电影产业竞争力研究初探.文化产业研究,2008,3:143-153.
[7]王红星.我国电影产业的运营机制问题研究.西安:长安大学硕士学位论文. 2008.
[8]廖海波.中国电影国际化之路.当代电影,2011,4:121-124.
[9] T. Ganti. No Longer a Frivolous Singing and Dancing Nation of Movie-Makers:The Hindi Film Industry and Its Quest for Global Distinction. Visual Anthropology,2012,25(4):340-365.
[10] A. Akhar,P. Maclaran,L. Stevens. Bollywood Cinema’s Global Reach Consuming the“Diasporic Consciousness”.Journal of Macromarketing,2012,32(3):266-279.
[11]罗艳.印度电影业国际化的崛起与经验借鉴.对外经济实务,2014,6:83-86.
[12]庄廷江.印度电影的海外市场开拓策略探析.北京电影学院学报,2015,1:57-62.
[13]李鹏.印度马沙拉电影对中国商业电影的启示.出版广角,2018,5:72-74
[14]陆地,梁斐.宝莱坞影业集群:全球化浪潮的获益者,新闻与传播研究,2014,3:36-39.
[15]金涛,大象之舞:“宝莱坞”如何讲述“印度故事”.解放日报,2018-04-12.
[16]李美敏.百年印度电影.文艺报,2013-10-14.
[17] M. Lorenzen,F. A. Tube. Breakout from Bollywood? The Roles of Social Networks and Regulation in the Evolution of Indian Film Industry. Journal of International Management,2008,14(3):293.
[18]郑凡.震撼心灵的古旋律.成都:四川人民出版社,1987:54.