A Research On The Cross-cultural Communication Of Chinese TV Play In The Context Of Globalization

China is the largest producer and consumer of the TV play in the world. Due to the cultural differences, production strength and marketing ways, the international spreading and influence of Chinese TV play should be promoted gradually. With the promotion of cultural soft power, TV play is regarded as the most productive cultural carrier of national spirit. But the realistic and crucial proposition of TV play in China is that how to shift the focal point from producing to spreading. This paper mainly researches on the proposition by introducing the cross-cultural communication theory combined with the theoretical resource of science of culture and the cultural industries.This paper logically discusses the cross-cultural communication of Chinese TV play from the following five aspects:theory dimensions, historical evolution, content, industry mechanism and policy promotion. In the theory of dimensions, the paper first matches the TV play and cross-cultural communication theory, analyzes the features and contents of TV play in the context of globalization, the advantages and disadvantages of cross-cultural communication, the phenomenon and problems among the transmission. Then it discusses the general situation, opportunities and the challenges of Chinese TV play in details. In the historical evolution, this paper establishes the start and logos for cross-cultural communication of Chinese TV and divides the transmission process into four stages:germination, extension, test and development. It also seeks the historical experience of how to enter into the overseas market based on the reduction and summarizing the phenomena and characteristics of each period. In the content, this paper selects the TV play from "2009-2010annual national cultural export projects" as text interpretation, and investigates the contents of cross-cultural communication according to the following four categories:ancient, modern, contemporary and martial arts. It focuses on the values with content analysis, thinks about the values from different themes, and the way to solve the problems. In the industry mechanism, this paper argues that in order to enter into the overseas market, China should establish a complete chain from creativestrategics, content production, and circulation marketing to derivatives. Only this can enhance the ability of cross-cultural communication the ability of brand derivative and the ability of international competition. In the policy promotion, according to the problems appeared from the supporting policy in the cultural industry, this paper suggests establishing a national TV overseas promotion center and a national TV overseas promotion fund to promote Chinese TV play in overseas business. It emphasizes that the manufacturing reform of the current Chinese TV play should depend on the administrative power. The rights of the production organizations should get the essential protection in order to enhance their participation in international competition.Above all, with the promotion of China’s international position, the enhancement of Chinese cultural influence, the supporting of the relevant policies, the exploration of the practitioners, the guarantee of domestic abundant resources in production, Chinese TV play would continuously enter into overseas market with the opportunities and challenges, and, become the nucleus to propagate Chinese traditional cultural essence and show the features of contemporary Chinese spirit.