Research On The Coding And Decoding Of Domestic Animated Films In The New Century

In the context of globalization,cultural exchanges,collisions and integration become more frequent,and the position of cultural soft power in the competition of comprehensive national strength becomes more prominent.Since the Eighteenth National Congress of the CPC,General Secretary Xi Jinping has repeatedly mentioned that "culture is the soul of a country and a nation","to strengthen the self-confidence of socialist road with Chinese characteristics,theory and system,in the final analysis,is to strengthen cultural self-confidence,which is a more basic,deeper and lasting force".Culture is related to the goal of "two hundred years" struggle and to the goal of "two hundred years".The Chinese dream of the great rejuvenation of the Chinese nation concerns China's position and influence in international competition.As a cultural industry,as a mass media,domestic animated films have an inescapable responsibility and obligation to disseminate Chinese stories,inherit Chinese excellent traditional culture,carry forward the great spirit of China,establish Chinese image and strengthen cultural self-confidence.Domestic animated movies have made great achievements in the period of "Chinese School",but they began to falter around the 1990 s.It was not until the advent of the new century that they began to regain their vitality.However,audiences growing up in the new century are quite critical of the "revitalization" of domestic animated films.They place domestic animated films in the background of the global animated film market and demand it with higher standards.Therefore,it is inevitable that they are deeply responsible for love.In the same period,American animated films gained a large number of fans from all over the world by exploiting global cultural resources and endowing them with the cross-cultural communication strategy of changing American values.This means that a large number of American animated movies with Western culture and values are flooding into the domestic market,and their impact on domestic audiences is far beyond the scope of the economy.Faced with the cross-cultural communication strategy of American animated films,it is of great theoretical and practical significance to explore a way to develop the cultural self-confidence of domestic animated films.Based on the Golden Monkey Award-winning domestic animated films in the new century,this paper uses the theory of encoding and decoding.On the one hand,from the surface and deep analysis and interpretation of the construction of the film cultural code system by the coders,it is believed that the expression of Chinese elements in the new century domestic animated films can be divided into three parts,namely,the positive expression of Chinese elements in the form of expression and the positive expression of Chinese elements in the theme.In-depth expression of Chinese elements and nationalization of Chinese stories.On the other hand,from the decoder's interpretation of these cultural codes,the dissemination effect of domestic animated movies in the new century is analyzed from the audience's three decoding standpoints: public praise,surface and deep decoding of image symbols and audience's decoding.The author also tries to clarify that the coders of domestic animated movies in the new century edit cultural codes.This paper argues that the advantages and disadvantages of the construction of cultural code system lie in the accumulation of cultural elements,the lack of cultural connotation,the lack of innovative spirit and the low age of audience orientation.Four suggestions are put forward to overcome the shortcomings: the development of traditional cultural resources,the contemporary narration of traditional cultural resources,the world expression of Chinese cultural,and the growth and salvation of traditional cultural resources.Narrative strategy.In order to throw a brick to attract jade,explore a way to realize the cultural self-confidence of domestic animation film practice.