A Study On The Cultural Discount Of Chinese Movie In The Process Of Inter-Cultural Communication

In the background of globalization, movie, as a very important media, plays asignificant role in the process of inter-cultural communication. Many facts haveshown that because of the differences in cultural background, mode of thinking, lifestyle, and personal values, the movie audiences from different cultural backgroundmay be encountered with Cultural Discount.The prevailing explanation of Cultural Discount was brought up by Canadianscholars Colin Hoskins and R. Mirus. It means that some cultural products includingTV programs and movies that are rooted in a certain culture may be popular indomestic， but their cultural values may be encountered with a “discount” ininternational trade, because their cultural connotations are not identified orunderstood by audiences from a different cultural backgroundIn the long history of Chinese movies’ inter-cultural communication,unfortunately, we have been always in the status of in-out unbalance, and theexistence of cultural discount is one of the most important reasons. This thesis wantsto analyses the manifestation of “Cultural Discount” in movies, and then graduallyfinds the reasons of why this phenomenon happens. At last, some suggestions abouthow to reduce Cultural Discount will be given.This thesis is composed of five parts. In the first part, the background, currentsituation, aims, and methods might be used of the study will be briefly introduced.The second part introduces the concept of the cultural discount. The third partdemonstrates the history and current situation of the inter-cultural communication ofChinese movies and the cultural discount as a phenomena lying in it. The fourth partanalyses the reason how the cultural discount comes into being from the cultural andtheoretical aspects respectively. The last part gives some advices to Chinese moviesabout how to reduce Cultural Discount in the process of inter-culturalcommunication.