Hollywood's Cross-cultural Communication In China

Cultural communication has promoted the generation and development of multiculturalism, and meanwhile has pushed the process of globalization. The relationship Hollywood movies with Chinese movies have increasingly become a hotspot of humanities research in the new political economy of global capitalism communication order. This paper, from the viewpoint of intercultural communication of Hollywood movies in China, attempts to construct a whole theoretical framework of the movie intercultural communication, on the basis of Lass well’s "5W" of communication theory. In this dissertation, the interactive relationship between Hollywood movie culture and Chinese movie culture is discussed, based on the basic horizontal analysis of cultural hegemony of Hollywood movies obtaining in China and longitudinal analysis of the communication process of Hollywood movies in China. It emphasizes that the Hollywood film, directly or indirectly, displayed American culture, American experience and American dreams, through certain channels such as capital, technology, power and rules. It also analyses the failure case of Hollywood movies with Chinese theme and Sino-US co-production film, which employ the same operating mode of Hollywood in production, screenings and marketing, and finally points out that the lack of subject identity or split of cultural identity will lead to the failure of the movie communication in intercultural communication.Chinese society, influenced by Postmodernism, consumerism, postcolonial theory, feminist theory etc, has undergone significant social and cultural transformation from1980s to1990s. And in consumer society which has been gradually growing during the period, economic development is greatly controlled by hegemonic discourse and the power of the society. In the context of global communication Chinese film cultures must have significant international influence to ensure that the national identity of the Chinese culture and to enhance national cultural soft power. The film culture communication system is considered to be an integral part of the fundamental economic, political, social and cultural process.American spirit, consumerism culture, entertainmentalism and religious thoughts are the main content of the Hollywood mainstream movie culture communication. The Hollywood movie propagates personal heroism through entertainmentalism; explains the American belief and American dreams, which is based on western traditional religious thoughts and religious ideals, with liberalism, spirit of adventure and strong incentive etc; expands its impact with culture of consumerism. The culture of consumerism accelerates the overseas communication of American movie, which has had a significant impact on the consumer culture of the Chinese movie culture and Chinese daily behavior of movies-watching.The movie culture communication does not take place in a vacuum, Hollywood movie communication system, which based on market-oriented system and thoughts of aiming for profit, effectively maintains the present communication structure through the various effects of the strength and power of movie culture communication channels. Various factors, such as political, capital, market, technology, rules and practices, support the hegemony of the global communication of the Hollywood movie. That is, capital properties and unequal power relations makes the global prevalence of Hollywood movie.Commercial and cultural success of Hollywood movie in global communication provides an excellent reference experience for Chinese movie. However, not all Hollywood production can obtain good effect in intercultural communication of movie. That is the problem Chinese movie should pay more attention to.As a case of Sino-US co-production of the "Chinese Hollywood" movie "The Painted Veil",the paper indicates that, through audience analysis, the direct cause of the failure of the movie, which is seen as oriental spectacle or oriental landscape for American, is the lack of cultural identity for Chinese middle class to American values.The most basic factor of success of movie cultural communication, besides tangible perfect movie communication mechanism, is the cultural identity of the audience and satisfaction of the audience’s cultural expectations.Analysis of the different communication factors of Hollywood movie culture, such as main content, main channel and main audience, pointes out that it is essential for Chinese cultural industry to construct Chinese movie culture communication system of Chinese movies in the context of globalization.Chinese movie which expects a big success on the market relies on not just the capital, technology, even talent, but also the nationalized content. The expression of nationalized content should be constructed on the eventual realization of the dual demands of nationality and cosmopolitanization.Chinese movie cultural communication is an integral part of the global movie culture communication system. If Chinese movie culture wants to obtain their own position in the world communication system, it is necessary to go beyond the framework of nationalism, to actively absorb the fusion of different cultures, and to establish an international perspective, and to broaden the communication channels, and to achieve the fusion and symbiosis of national culture and world culture.