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激荡四十年:中国电视剧国际传播路径与结构变革

文章摘要

作为讲述中国故事、传播中国声音的具象载体,国产电视剧受众范围已经逐渐由华人圈、亚洲地区向多族群、全世界蔓延,成为推动中华文化走出去、促进中外民心相通的重要工具。中国电视剧的国际传播经历了20世纪八九十年代、21世纪初和2010年至今三个发展阶段,在传播规模、传播渠道、传播方式以及传播主体等层面产生了深刻变迁。在此过程中,中国影视企业也受到来自媒体技术、传播形态及内容生产等领域变革的影响,在开拓国际传播业务时做出了本土化、数字化、平台化等创新探索,也遭遇了一系列挑战。当前,中国电视剧国际传播方兴未艾,在传播规模、发行范围以及热播题材等层面都形成良好发展态势,但受制于地域文化、制作模式等差异,国产视听产品的对外传播仍未实现从“量”的飞跃到“质”的突破,在国际市场竞争力、国家社会影响力和国际价值引导力上尚显薄弱,亟须做好传播路径和受众研究,从渠道、内容等层面提高国际营销能力,利用多平台、多网络、多媒体提升中华文化海外自信。

Abstract

As a concrete medium for narrating Chinese stories and spreading the Chinese voice,domestic Chinese television dramas have gradually expanded their audience from the Chinese diaspora and Asia to a more diverse global audience,becoming an important tool for promoting Chinese culture abroad and fostering mutual understanding between China and other countries. The international dissemination of Chinese TV dramas has gone through three stages of development:the 1980s and 1990s,the early 21st century,and the period from 2010 to the present. It has undergone profound changes in terms of the scale,channels,methods,and subjects of dissemination. In this process,Chinese film and television enterprises have been influenced by transformations in media technology,dissemination forms,and content production. They have made innovative explorations in localization,digitalization,and platformization while expanding their international communication business,but have also encountered a series of challenges. At present,the international communication of Chinese TV dramas is in the ascendant and has formed a good development trend in terms of communication scale,distribution scope,and popular themes. However,due to differences in regional culture,production mode,and other factors,the external communication of domestic audio-visual products has not yet achieved a leap from “quantity” to “quality” breakthrough. It is still weak in terms of international market competitiveness,national social influence,and international value guidance. It is urgent to do a good job in communication path and audience research,improve international marketing capabilities from the aspects of channels and content,and use multi-platform,multi-network,and multimedia to enhance cultural confidence in Chinese culture.

作者简介
张晏慧:张晏慧,清华大学新闻与传播学院博士研究生,研究方向为视听传播及媒介文化研究。
景嘉伊:景嘉伊,中国社会科学院新闻与传播研究所助理研究员,研究方向为国际传播、企业传播。