A Study On The Decoding Of Chinese Web Novels Among Overseas Audiences

Since 2015,when Coiling Dragon became popular overseas,Chinese Web Novels have joined in the world's cultural export with their unique Oriental charm.More and more overseas readers come into contact with,read and love Chinese Web Novels.At the same time,the readers also reflect the translation,content,ideology and other problems of the novel texts.Reader stickiness is challenged.In this situation,how to correctly deal with the crisis,crack the decoding problem and change the oppositional position of overseas readers determines whether Chinese online novels can become a "cultural wonder" or just a "flash in the pan".Therefore,based on Stuart Hall's encoding/decoding theory and Eugene Nida's functional equivalence theory as the instruction,using text analysis and case study research method,with the largest navigation website Novel Updates network BBS plate as a platform,in Chinese Web Novel overseas audience as the research object,to an audience of Posting as sample,study overseas audience how to decode "Chinese Web Novels" and its related issues;What problems did they encounter in the process of decoding;The causes of these problems and how to solve them to promote the long-term development of Chinese online novels overseas.The author systematically sort out the overseas communication process,the main body of communication,the business model and the translation and introduction of Chinese Web Novels,as the background information below.In fact,overseas audiences of Chinese Web Novels can be divided into overseas translators and overseas netizens.And there is a causal relationship between their encoding/decoding.From the perspective of overseas translators,the "relative autonomy" of translators in encoding/decoding Chinese Web Novels,the lack of equivalence of Chinese high-context cultural elements and the translator's own level is limited cause information asymmetry between overseas translators and audiences and the problem of encoding irregularities.These problems further reduce the stickiness of Chinese network novel readers and lead to the emergence of oppositional decoding of overseas netizens.This paper presents the decoding problem of overseas audiences,and then provides an improvement scheme for Chinese Web Novels from the perspectives of encoders,coding strategies and decoders.The encoders can improve the novel scoring system,promote the feedback of derivative products of Chinese Web Novels,package ideology and pay attention to the construction of talent team.In terms of coding strategy,it is necessary to pay attention to the translation of text connotation,formulate unified code rules,and construct a dictionary of terms.Regularly comb the decoder feedback,play the decoder "opinion leader" guiding role.This study deepens and supplements the academic research on the overseas dissemination of Chinese Web Novels,and expands the scope of Hall's Encoding/Decoding theory to some extent.It will help to solve the problem of audience decoding and promote the long-term and healthy development of Chinese online novels overseas.