Cross-cultural Communication Strategy Analysis Of The New Concept India Film

With the acceleration of globalization, countries rush to break the old pattern of "self-governance", converting to an opening policy by communicating and sharing common grounds with the other countries. As the most powerful carrier of Cross-cultural Communication, the film has been lauded as the ace card of various countries, which is due to its immense values in economy and cultural transmission. At the same time, rising in 2000, Bollywood not only keep the tradition and feature, but also conduct an all-around exploration and innovation on films’ artistic styles. Trying to explore the international market and launched a series of the new concept film, also known as "the New Concept of India film". Successfully opened up the international market, to the world, and quickly have established its prestigious position in the world, has become a rising star.With the research objective being the multi-cultural transmission strategy of new-concept Indian films, this paper aims to analyze the viable strategies new-concept Indian films adopt when tempting to go global from the perspectives of globalization and trans-cultural transmission. The gist of the paper is the attempt to explore how the New Concept Indian film successfully overcome trans-cultural transmission and opened its dissemination of national culture tour. The paper analyzes the present globalization trends by starting from the chances and challenges brought by it, then explore the birth and origin of the New concept Indian film, followed with an introduction of its concept and its initial successful promotion in the world. This paper generalizes three strategies of the cultural transmission of New concept Indian films basing on the analysis of specific New concept films’ texts through the whole process from the production of the film to its marketing. They are:the strategy of the subject which means the orientation of the trans-cultural transmission of the film influenced by national consciousness, the strategy of the content which is about the encoding at the core of traditional Indian culture and the strategy of the audience which is the second encoding of the artistic techniques of international films. The first strategy underlines the dominant position of the government, manifesting in the favorable macro environment for films’ trans-cultural transmission created by the government; the second strategy emphasizes the expression of content characteristic of the strong Indian national culture; the third one mainly illustrates India’s international transformation of films’ expressive forms in response to globalization.By efforts through the above-mentioned three, the New concept film is in an attempt to rejuvenate the Indian film. By seeing cultural transmission as the fundamental theme and proactively draw the essence from different world cultures, in the tide of globalization, the new-concept film actively absorb the essence of the different cultures of the world, not only reverses the shortcomings in traditional Indian patterns, but also successfully advertises Indian traditional culture through international artistic techniques, accomplishes the perfect integration of nationalism and globalism. And on this basis, achieves the construction of the positive national image and contributes to the rising of India. The aim of this paper is to research on India’s strategies of trans-cultural transmission in its new-concept films. This achievement not only pushes the Indian film to the globe, but also offers precious experience for the trans-cultural transmission of China’s films.