An Analysis Of Cross-cultural Communication Strategies Of Xinhaicheng’s Animation Films In China

Since 2016,excellent domestic animated films such as Ne Zha and the White Snake series have been emerging,with Ne Zha in particular earning a box office of5.035 billion yuan in China.However,these films with excellent domestic box office have suffered a failure in their overseas dissemination.Not only are the box office not ideal,but also many overseas audiences find it difficult to understand the content of the films due to cultural discount.On the other hand,Japanese animated films have achieved cross-cultural communication well.Your Name,an animated film released in Chinese mainland cinemas in 2016.It achieved a global box office of 281 million yuan,broke the global box office record of Spirited Away,an animated film directed by Miyazaki Hayao,became the highest grossing Japanese animated film in the world,realized the effective cross-cultural communication of Makoto Shinkai’s animated films in various countries,and laid a good communication foundation for the following Children of the Weather and The Journey of the Bell Shoots.Your Name.With a box office of 575 million yuan in the Chinese mainland,about30 percent of its global box office,the Shinkai team realized the importance of the Chinese market,so the animation team of Shinkai targeted the Chinese market in the Children of Weather,which will be released on November 1,2019,and the Journey to the Bell Bud,which will be released on March 24,2023.Targeted measures are made in text creation,publicity and promotion,so that it can be smooth in the cross-cultural communication of our country.Makoto Shinkai animation film can be regarded as a relatively successful case of cross-cultural communication.It has strong reference significance for Chinese animation film industry in terms of how to solve the problems of cultural discount and high and low context in cross-cultural communication and how to strengthen cultural closeness.Japan and China are both in the East Asian cultural circle and have relatively similar cultural backgrounds.Therefore,this paper chooses Makoto Shinkai,a Japanese animated film with successful cross-cultural communication,as the analysis target,uses Hofstede’s cultural dimension theory as the theoretical perspective,and combines analysis methods such as text analysis,questionnaire and in-depth interview.An in-depth study on the cross-cultural communication strategy of Makoto Shinkai’s animated films in China.Through analysis and research,the author finds that while basing on the national culture and maintaining the personal style,the animated films of Shinkai have made appropriate adjustments in different cultural dimensions according to the Chinese cultural tradition and the needs of the Chinese audience,such as paying more attention to the shaping of female roles,emphasizing the individual value while paying attention to the spirit of collectivism,weakening the social repression of individual character,etc.All of these make the values conveyed by his works more universal,and break the cultural barriers between China and Japan through the dissolution and purification of high-context culture and the reinterpretation of audio-visual language.Through the analysis of the cross-cultural communication strategy of Shinkai Maison’s animated films,it is hoped that Chinese animation filmmakers can learn from the successful experience of the cross-cultural communication of Shinkai Maison’s animated films in terms of content,users and local market,so that people in more countries can have a better understanding of China’s excellent traditional culture and boost the cross-cultural communication of Chinese animated films overseas.