The Different Presentations And Expressions Of Its Local Traditional Culture

Since the era of the new millennium of2000, Chinese domestic animation industry has experienced the process of exploration, and stepped into the stage of a rapid-development. At this stage domestic TV animation has succeed in many ways, but it also exposed many problems. Particularly, the most obvious problem is on how the domestic TV animation presents and expresses the Chinese traditional culture. Currently most of the domestic TV animations which aim at advocating traditional culture have actually failed in conveying local tradition. They have lost the audiences, as well as the appeal of Chinese traditional culture. However in the same time period, Japanese TV anime has been extremely successful worldwide. They have attracted many domestic and international audiences, and made anime an efficient tool of transmitting Japanese traditional culture overseas.Based on this fact, this study makes a comparison between Chinese TV animation and Japanese TV anime appeared since new millennium. The purpose is to compare the different ways of transmitting their local traditional culture through the animation/anime of the two countries, and the focus is mainly on discussing the existing problems of the way by which Chinese domestic animation presents and expresses its traditional culture.This study includes five parts:introduction, three chapters and conclusion. The introduction part introduces above mentioned phenomena, existing issues, purposes of this study, the literature review of the current studies around this issue and the methodology. First chapter summarizes the trail of the development of Chinese and Japanese TV animation/anime in the past years since the new millennium of2000; and points out the way how animation transmits culture: it presents the cultural image on the visual level, and expresses the cultural values on the mental level. Second chapter focuses on the cultural image on the visual level, comparing the different presentations of their traditional cultures respectively by Chinese TV animation and Japanese TV anime. This chapter concludes the characteristics of Japanese TV anime: selecting cultural image from ancient times to modern times; and blending cultural image with local and translocal elements. This chapter also concludes the characteristics of Chinese TV animation: selecting cultural image only limitedly from ancient times; and blending cultural image with local and translocal elements inappropriately. Third chapter focuses on the cultural values on the mental level, comparing the different expressions of their traditional cultures respectively by Chinese TV animation and Japanese TV anime. This chapter discusses the issue from two perspectives:one is the understanding of traditional cultural value; the other is the expressing of traditional cultural value. From the first perspective, this chapter first summarizes Japanese traditional cultural values and then concludes how the Japanese anime understands these values:it tries to preserve local identity and explore the translocal identity. At the same time, this chapter also summarizes Chinese traditional cultural values and then proposes the problem of Chinese animation’s understanding of these values: it has lost both local and translocal identity. From the second perspective, this chapter discusses the natural expression of the cultural values of Japanese TV anime, as well as the awkward education-oriented expression of the cultural values of Chinese TV animation. The conclusion part firstly summarizes the content, and then discusses and concludes the reasons of the problems of Chinese domestic TV animation in terms of its presentation and expression of Chinese local traditional culture.