Issue 2 2024
AUTHOR(S) LI Jing
Abstract: As a cultural product, films bear the mission and responsibility of shaping the national image and conveying the spirit of China in international cultural exchanges. However, since the proposal of the “Belt and Road” initiative in 2013, the dissemination of Chinese films in countries along the route has remained unsatisfactory, thereby underscoring the urgency of reconstructing the discourse system for the external communication of Chinese films. To address this issue, it is of the utmost importance to establish a creative orientation that is focused on reshaping China’s image, fully exploring Chinese stories and the essence of the Chinese spirit, and developing a discourse system that is centered on Chinese narratives and supported by the theoretical framework of community aesthetics. Moreover, it is vital to engage in comprehensive collaboration in cultural exchanges with countries along the Belt and Road. This necessitates the adaptation of Chinese film promotion and distribution strategies to align with the characteristics of the new media era. Leveraging the aggregating power of new media platforms and online communities is essential for the creation of a sustainable and Chinese-style industrial model for the global dissemination of Chinese films.
DOI: https://doi.org/10.62978/2410lj94100
PAGES : 94-100