Influence Of Cultural Distance On Export Of Chinese Radio, Film And Television Industry

With the continuous development of international trade,cultural trade has gradually become an emerging area of international trade.As an important part of the cultural industry,China’s radio,film and television industry has been in a period of rapid development in recent years.Radio,film and television trade has the dual attributes of economy and culture.It can not only bring economic benefits,but also allow trading partners to understand and accept the culture of exporting countries,and to increase the cultural soft power of exporting countries.The cultural connotation of radio,film and television industry is its key.Therefore,its export is undoubtedly the largest influenced by cultural factors.Therefore,it is of great significance to study the influence of cultural factors on the export of radio,film and television.This article first analyzes the current situation of China’s radio,film and television export,and finds that the scale of China’s radio,film and television exports is small,and the trade deficit is serious.Moreover,the overseas market is relatively narrow,and the import countries or regions are concentrated in the Asian region or the European and American regions with relatively large economies of scale.What’s more,China’s radio,film and television products exports have single type,and the quality level is low.Finally,the production method is mainly in co-production,and marketing channels are relatively narrow.Based on the situation analysis above,this paper selects the radio,film and television export data of 50 importing countries(regions)from 2005 to 2015 of China,uses the gravity model,and uses Hofstede’s cultural distance to measure cultural differences,studying the cultural distance and the influence of each cultural dimension on China’s radio,film and television export.The study found that the total cultural distance has a negative impact on China’s radio,film and television exports,while each dimension has a different impact on China’s radio,film and television exports,but in general,in terms of significance,all dimensions are negative with China’s radio,film,and television exports.This shows that if the cultural distance between China and the importing country(region)is greater,the more it is not conducive to China’s exports of radio,film and television.In addition,considering whether the characteristics of different importing countries or regions will have a different effect on the influence of cultural distance on China’s radio,film and television exports,this paper also introduces the economic scale of the importing country(region)and whether it is in the Confucian cultural circle as the interaction variables.As a result,it found that the greater the scale of the economy of the importing country or region,the more beneficial it is to reduce the negative impact of cultural distance on China’s radio,film and television exports.If the importing country or region and China are all in the same cultural circle of Confucianism,it is beneficial to reduce the cultural distance.Based on the analysis of current situation and empirical analysis above,this article discusses the current status of China’s radio,film,and television export from the perspective of cultural distance: cultural distances bring cultural discounts,leading to trade deficits;cultural similarities of common cultural circles resulting export concentrated in specific area,but the economy scale of importing country or region has a bucking roles;cultural distance affects the overseas recognition of China’s radio,film and television products,resulting in a single type of export,and the level of quality is bad;cultural distance leads to asymmetric perception of the market by both parties.In order to reduce the negative impact of cultural distances and promote the development of China’s radio,film and television export,this paper proposes to implement the "going global"culture and increase the level of internationalization.Secondly,to subdivide the market and use a global way to express China’s theme,there is still a need to dig deeper into universal themes.To reduce language barriers,the final step is to deepen the form of co-production and expand export channels.