An Analysis Of International Road Of Chinese Films From The Perspective Of Cultural Discount

Films are key channel for international communication,as they play an important role in showing our culture and history.Due to the audience are influenced by different cultural background,they tend to have difficulty in understanding and accepting the connotation of other countries' movies,which is the so-called "cultural discount"phenomenon.This is also the reason why cultural value and economic value of these films are lost in international trade.In recent years,with the rise of the domestic film industry,domestic films have more opportunities to go abroad.But we have to recognize such a situation:First,the same film have opposite result and evaluation in domestic and overseas box.Second,comparing to co-production,films produced by mainland film production,have weaker competitiveness.In order to explore the international road of domestic film,this paper attempts to analyze the cultural discounts in the intercultural communication of films,trying to find the factors that affect the cultural discounts,and explore effective solutions,so as to eliminate as much as possible cultural barriers between overseas spectators and domestic films.The paper is divided into three parts.The first part is the introduction,trying to clarify the background,the concept and the influence of cultural discount,organizes the theoretical achievements of the existing literature and introduces the specific research methods and the theories.The second part focuses on the cultural discounts in the cross-cultural communication of Chinese films and analyzes them from the present situation,the causes and influences,and analyzes them with theoretical knowledge and concrete cases.The third part aims to use the content analysis method to find the relevant indicators of different levels of cultural discount films and try to find out some practical solutions to avoid the cultural discount.