| National image has influences on national interests in many ways, directly or indirectly, so figuring a positive national image has steadily become part of the national soft power strategy. Mediums link up the global village, which makes the culture of a nation have the chance to become the culture of the world. And yet, each country’s expanding of its culture is virtually a capture of the eyesights of global people. Therefore, those who can not be powerful enough will be falling down to the situation of being bullied. It has becomes an important research work and pursuit of all countries how to figure good national image following the positive laws of communication and regarding the psychological demand of audience.The influence of media is deep in mind, wide in geography and long in time. In shaping the national image, media is irremovable means. Among all media, film is the most powerful medium of intercultural communication, which has rich meanings and strong infections so as to seize the attraction of the audience by activating their visions, auditions and perceptions and leading their thinking trend. Film is a medium which potentially has the strongest influence power in the culture expansion, among which commercial film, driven by market profit, is the most popular sort. This paper analysis the issues of national image shaping in commercial films, focusing on China’s image shaping by the commercial films produced in China mainland(Chinese commercial film in the further discussing), by discussing the theories about shaping of the national image, communication effect of commercial film and some other relevant fields, from the aspects of the image of Chinese social life, the image of Chinese government, the propagation of Chinese values and Chinese human geography and so on. From the research, some problems are very clear and grievous:1.Among Chinese commercial films, more historical drama and martial arts drama are found, other than modern drama, and yet, Chinese modern society are less presented to the audience, which may misleading alien audience that Chinese people are all long haired and good at Gong Fu.2. Except the main-melody commercial films, Chinese commercial films are tending to weaken, even disgrace the image of Chinese government, not to mention that many producers are lack of shaping a good one.3. More or less, Chinese commercial films on historical drama do not stand firmly on the history. The producers often excessively interpret the historical events in their own way.4. On the modeling and propagating of values, Chinese commercial films are far fallen behind Hollywood films. Thus value expressed in a film endows it with soul, which is the key that the film affects the society. Chinese commercial film producers are not adept at modeling and propagating values. Therefore, the value expressions in many Chinese commercial films are blank or muddled so that the Chinese commercial films can not be the key advocates and propagators of the mainstream positive values.Pointing at the points listed above, this paper brings up tactics as follows in three different stages concerning commercial films, mainly through text analysis on the commercial films produced and shown in the Chinese mainland these years.1. Pre-text construction tactics on the market positioning of Chinese commercial films and the training of the film practitioners.2. Text construction tactics on two vital text factors of a film:figure and value.3. Pro-text construction tactics on film censorship and film transmission. |
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