Research On University Publicity Film In Cross-cultural Context

Millions of colleges and universities are becoming more open-minded, tolerant and confident. It has become the trend and direction ofworldwide modern higher education. To spread and mold the university imagefrom the perspective of cross-cultural communication has become an inevitablechoice for any modern university with international vision. As one effectivemeans, publicity film helps to shape the image of the organization, expandorganizational impact, and spread organizational culture for enterprises, schoolsand other social organizations. As one unique image expression, the universitypublicity film conveys cultural spirit, ethos and material condition of a college oruniversity. For it is intuitive, flexible, comprehensive and replicable, it plays anincreasingly more important role in cross-cultural communication activities. Inthe face of increasingly fierce competition and cooperation between colleges anduniversities at home and abroad, how to speed up the upgrading of domesticuniversities publicity film? It is not only a serious question for the field of filmand television media, but also one further study of university image-building anddissemination in cross-cultural context.Research on university publicity film in cross-cultural communicationcontext involves studies in cross-cultural communication, film and television andmany other fields. This paper applies anthropology, cultural studies, psychologyand communication as well as the theory and technology of film science andother disciplines, and tries to organize a comprehensive research on the cross-cultural dissemination of university image. It aims at producing some theoriesand practices that is prospective, pertinent and feasible for the creation ofuniversity publicity film and university image building.Besides the introduction and conclusion, the text is divided into five parts. The first part discusses and analyses some basic concepts like image, universityimage, propaganda and university publicity film and so on. The second partbasically holds a comparative analysis in the type, function, main content andsome other characteristics between Chinese and western university publicityfilms. The third part, compares publicity films of Peking University and YaleUniversity, making comparative interpretation of the visual representation fordomestic and foreign university image, attempts to explore differences in culture,psychological reasons namely in the aesthetic differences between China and theWest. Based on the theory of cultural identity, culture fusion, cultural discountand cultural proximity, the fourth part discusses the creation of universitypublicity film in cross-cultural communication context. The fifth part develops astrategic thinking on creation and dissemination of universities publicity film in across-cultural angle. It tries to find cultural fit and similarity, scientificallyorientate image of colleges and universities, and study the psychology of targetaudience. The thesis also suggests when creating universities publicity film,producer or planner should notice the different visual expression between highand low context, cautiously use image or color that may cause cultural shock andmisunderstanding. Furthermore, there are some practical proposals about route oftransmission in this part.