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中国网络微短剧出海的现状与发展路径

文章摘要

中国网络微短剧,作为数字文化出口的佼佼者,与网络文学、游戏并肩构成了中国文化出海的强大动力。近年来,其国际化进程既迎来了前所未有的机遇,也面临着诸多挑战。机遇在于庞大的潜在用户基础、不断提升的付费意愿与留存率,以及向国际市场尤其是东南亚地区市场的迅速拓展,同时,ReelShort等平台的崛起也塑造了竞争新格局。然而,文化差异与观众需求的适配、文化冲突与文化挪用的风险、内容监管与知识产权壁垒、技术适配与平台运营瓶颈及市场竞争与品牌建设难题等,均为出海之路增添了复杂性。为应对挑战,需从内容创新多元化、技术驱动传播、国际合作与人才培养、强化法律与伦理意识等多方面着手,深入挖掘全球观众需求,依托平台与大数据分析,促进跨国合作,加强知识产权保护,促进中国微短剧国际传播的稳健发展。

Abstract

As a leader in digital cultural exports,Chinese online micro-dramas,together with online literature and games,constitute a powerful driving force for Chinese culture to go overseas. In recent years,its internationalization process has welcomed unprecedented opportunities and faced many challenges. The opportunities lie in the huge potential user base,increasing willingness to pay and retention rate,and rapid expansion into international markets,especially in Southeast Asia,while the rise of platforms such as ReelShort has also shaped a new competitive landscape. However,cultural differences,audience demand adaptation,culture clash risk,content regulation obstacles,technical bottlenecks and brand building problems have added complexity to the road to overseas. In order to cope with the challenges,it is necessary to start from the aspects of content innovation and diversification,technology-driven dissemination,international cooperation and talent cultivation,and strengthening the awareness of law and ethics,to deeply explore the needs of global audiences,to rely on platforms and big data analysis,to promote transnational cooperation,to strengthen the protection of intellectual property rights,and to promote the sound development of the international dissemination of China’s microshort dramas.

作者简介
王玉玮:王玉玮,暨南大学新闻与传播学院教授、博导,主要研究方向为电视理论与实务、城市形象传播及媒介文化等。
周志博:周志博,暨南大学新闻与传播学院,主要研究方向为电视理论与实务、城市形象传播及媒介文化等。