A Study On The Intercultural Communication Strategy Of Marvel Films In China

Nowadays,the world's film industry has ushered in a booming development.In 2018,the global box office and the North American box office have all achieved record highs.The development of the Chinese film industry has also developed with a rapid momentum.Domestic films are not performing at the box office and word of mouth.Vulgar,but the "Tiger Wolf 2",which has the highest record in the box office of Chinese movies,was released in North America.At the same time,a series of superhero films created by Marvel Films won a second high box office in China.It also formed a popular cultural phenomenon that is unique to Marvel.Based on Hofstede's cultural dimension theory,this paper conducts power distance,individualism and collectivism,masculine temperament and feminine temperament,uncertainty avoidance,long-term for 22 superhero films launched by Marvel Films in the past ten years.Textual analysis of orientation and short-term orientation and six dimensions of indulgence and restraint is aimed at finding out the cultural values contained in Marvel movies and breaking the cultural barriers,and exploring the cross-cultural communication strategies of Marvel movies in China.After research,Marvel has rationally integrated different cultural dimensions in the film,successfully crossed cultural barriers,and conducted effective cross-cultural communication in other countries.Marvel also used the means of cross-media narrative to jointly construct a grand Marvel universe through various forms such as film and television.Combining Hollywood's mature and mature film industry chain,it has created a global superhero pop culture.Through the research on Marvel's cross-cultural communication strategy,it is found that domestic films still have shortcomings in terms of external output.From the perspectives of building Chinese cultural brands,transcending national indigenous culture,creating multiple channels of communication,and perfecting the film laws and regulations system,China's movies are proposed.The countermeasures that can be borrowed from the external output,I hope that the results of this research can contribute to the overseas output of Chinese films.