A Comparative Audience Study Of Sino-US College Students Under Cultural Schema:as Shown In Marvel Movie Guardians Of The Galaxy

International communication sector is experiencing an institutional evolution, caused by continued process of globalization and industrial adjustments today. The film, normally seen as one typical culture carrier, has became an indispensable part of folk culture, as its consistent development of content and expressions methods. Within a cross-cultural communication process, one type of culture mixed with another, and the cultural schema of them both were restricted and promoted by each other. The cross-cultural communications between cultural contexts (i.e. races), to some extent, like injecting fresh blood into the old, which in turn limits the exchange within these processes. In this sense, a strong cultural schema more likely to win the game of such a dynamic propagation, and infiltrating into the targeted culture schema.2015, "Guardians of the Galaxy" caused a vie wing-frenzy across globe. In North America, it got massive success with great market performance and reputation among audience. In China, however, this went a totally different scenario, albeit with a good market performance as well. Some audience saw rich American humors when they were viewing this film, but others got completely confused. Moreover, the reason why ratings went two differential ends may lie in the fact that audience’psychology differs from cultures. Three aims of this study tried to reach.Firstly, it tends to investigate commons and differences between American and Chinese cultural schemas via questionnaires; And then, to describe new shifts of schema among young groups who are engaging the process of cross-cultural communications; finally, it tries to find out ways that lead ahead to barrier-free communications.In addition, this essay further compares the Sino-US science fiction market, on the basis of audience cultural schemas analysis (i.e. commons, differences, shifts). It also tries to fulfill gaps between audience schema and film, by combining a research of audience psychology, film making, molding and marketing. Furthermore, some theoretical supports provided for interpreting links between audience schema and film. After all, it puts forward some feasible recommendations for the future of Chinese science fictions.