国产影视剧海外文化传播问题的应对策略研究

A Study on the Countermeasures of Overseas Cultural Communication of Domestic Film and TV Dramas

摘要: 随着文化全球化深入，国产影视剧海外传播是提升作品国际传播效能的重要路径，但跨文化隔阂始终是制约其传播效果与国际影响力的核心瓶颈。本文以跨文化传播理论为核心，结合编码/解码理论、平台化理论与粉丝文化理论，以《甄嬛传》《琅琊榜》为研究案例，采用案例分析、文献研究、对比分析方法，系统探讨国产影视剧海外传播中因文化差异导致的价值损耗的表现、成因及应对策略。研究认为，要应对文化价值折损，必须兼顾文化传承与国际适配，通过多维度策略协同优化，可有效弱化跨文化传播障碍，提升海外传播实效，为中外影视文化交流提供理论参考与实践路径。

Abstract: With the deepening of cultural globalization, the overseas communication of domestic film and television dramas is an important path to improve the international communication effectiveness of works, but cross-cultural barriers have always been the core bottleneck restricting their communication effects and international influence. This paper takes cross-cultural communication theory as the core, combines encoding/decoding theory, platform theory and fan culture theory, takes “The Legend of Zhen Huan” and “Langya Bang” as research cases, and uses case analysis, literature research, and comparative analysis methods to systematically discuss domestic performance, causes and coping strategies of value loss caused by cultural differences in the overseas dissemination of film and television dramas. The study believes that in order to deal with the loss of cultural value, it is necessary to take into account both cultural inheritance and international adaptation. The coordinated optimization of the degree strategy can effectively weaken the barriers to cross-cultural communication, improve the effectiveness of overseas communication, and provide theoretical reference and practical paths for Chinese and foreign film and television cultural exchanges.