| Nowadays,the relationship between countries is deepening,and the degree of globalization is also deepening.Soft power has increasingly become an important indicator to measure a country’s comprehensive national strength.Based on the perspective of cultural communication,this paper analyzes whether the national soft power will affect the export of film and television works to foreign countries.As a kind of film and television works,film is one of the forms of international cultural communication.Through film,we can convey ideas,values and other ideology related to soft power to the world.At the same time,the film is also a commodity.Generally speaking,the economic benefits of a film are mainly reflected by the box office revenue.For whether a film is favored in a foreign market,the box office data is the most intuitive quantitative standard for its market feedback and film revenue measurement.In the past,the literature on film trade and national soft power mostly carried out independent research on them,such as the research on the influence factors of local box office of films and the theoretical analysis of national soft power.Similar to this paper,the research mainly focused on the influence of culture,system and politics on International trade or the export of cultural products,There is no relevant literature from the perspective of the impact of national soft power on the export trade volume at the film level.Therefore,the main contributions of this paper are as follows: first,the explanatory variables are refined to the film level;second,the national soft power is taken as the main explanatory variable,and the public opinion survey results are used to quantify the national soft power,Explore its impact on the field of film export trade research gaps.This paper will try to explain the influence mechanism of national soft power on the overseas box office from the perspective of the economic and cultural attributes of the film,and discuss the specific transmission mechanism of the influence of national soft power on the overseas box office.Based on previous research results,this paper proposes that there is a positive correlation between national soft power and overseas box office,and constructs a trade gravity model.On this basis,this paper integrates the overseas box office data of 5461 films released in 103 host countries or regions from 115 home countries from 2000 to2017,a total of 179364 sets of data,and makes an empirical regression analysis by using the gravity model,This paper also makes an empirical analysis of the heterogeneity from the perspectives of film classification and bilateral country relations(colonial relations and regional trade partnership),and then makes a robustness test.The results show that: national soft power will affect the overseas box office of films,showing a significant positive correlation,that is,the stronger the soft power is,the higher the overseas box office is;Through the regression of film rating group,we find that the national soft power has a significant positive impact on the films rated as "R",and the impact is the largest;According to the grouping of bilateral country relations,the results show that national soft power has the most significant impact on the overseas box office of the films with no colonial relationship between the home country and the host country,which is consistent with the main regression,and has the most significant impact on the group with the same regional trade partnership between the home country and the host country,which is also consistent with the main regression.After replacing the measurement of explanatory variables with another kind of public opinion survey,the results are still consistent with the main regression.The more recognition of the home country,the higher the overseas box office.Finally,according to the research results of this paper,some suggestions are given for the government to promote the export of cultural products,the development of film industry and the film export of film manufacturers. |
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