Image Of The Country Communication In The New Century Of Chinese Film

As an important component part of the national cultural, the film, to a large extent, shoulders the historic mission of constructing and publicizing the national image to the outside world. After entering the 21st century, the Chinese film has stepped forward to the international world with its transformation of commercialization, which establishes its unique cultural self-esteem as well as shows the world-wide audience with a totally different image of China. However in the mean time, due to its process of starting stage, the Chinese film itself is still lack of self-consciousness and sense of responsibility to publicizing the image and culture of China. Moreover, the ideology of catering and surrender for the international trend and market also exerts a negative effect on the spread of Chinese film. After China's accession to WTO as well as sign of CEPA agreement, the Chinese film market has been widely open to the whole world, loosening requirements of film ideology and content due to lowering the standard of imported films. On the other hand, the integration of foreign capital operation with frequent international cooperation and exchange also enables China have better access to the various international film festivals and direct contact with foreign audience. Therefore, China has won a considerable growth in its film output, box ticket as well as world-wide awards. Due to its most significant influence in the spread of culture to the international world, the Chinese film, in order to mould a much real and vivid national image, should undertake its great responsibility of constructing and publicizing the national image and eliminate the immanent prejudice from the main stream of world mass communication aesthetics. This paper makes a detailed comparison and analysis of this responsibility based on the current situation of Chinese film and television communication. Also, this paper proposes reasonable solutions and suggestions to better development of film industry by integrating the influencing factors consisting in the process of national image spread.