The Strategy Of International Communications For Chinese Films

In recent years, Chinese central government has proposed in many highest-level meetings that one of the important tasks for China at the present stage is to deepen reform of the cultural system, promote vigorous development and enrichment of socialist culture and to construct China into socialist cultural power. It especially stresses that in addition to constructing China into socialist cultural power, it is necessary to further strengthen the international influence of Chinese culture and to improve the relatively weak status of cultural export at present. There is indeed certain gap regarding China’s present cultural export. It lacks enough influence on world opinions, which does not match with the nation’s rising international status. Currently, other than economic and technical strength, the capabilities and influences of media to conduct international communication has become a "soft power" that cannot be ignored, and it is an important component and embodiment of the comprehensive national strength of a nation. It requires that Chinese film and television industry must adapt itself to the development trend of world media and participate in international competitions to improve itself, expand its influence, enhance its competitiveness, attract more overseas audiences and establish modern communication systems that fit in China’s national status and comprehensive national strength. At the mention of international communication of culture, film and television culture would generally come into people’s mind first because films and television shows are mainly communicated through visual language, which is the most acceptable communication form and the most common entertainment form worldwide at present. Among film and television culture, films are particularly the most favorite art form by audiences of different countries, different races and different languages globally, which consequently take on the biggest anticipations in international communication of Chinese culture.Chinese films have seen remarkable developments and achievements in recent years. Every year it maintains a double-digit growth rate regarding both audience number and overall box office. However, despite these welcome developments, it is noticed that the overseas influence of Chinese films has not been enhanced proportionately.In the thesis, the author will analyze the importance and necessity for Chinese films to go out to the world under the current international and domestic political, economic and social environment. It also elaborates on the deficiencies related with choices and emphasis of communication media when Chinese films conduct publicity and promotions abroad, and the relevant preparations of fundamental researches and theories. Besides, it analyzes and discusses why Chinese theatrical films have not successfully entered the world market as anticipated even under such background that nowadays Chinese film industry has gained unprecedented developments inside the nation, off-trade capital pours into the trade, and industry administrative departments provides the maximum encouragement and supports. In the following sections it focuses on how to make Chinese films a channel to expand the international influence of Chinese culture under the present conditions. If the current target is to let the world have more understanding of Chinese films, TV platform, which at present still leads mass media worldwide, is more suitable to achieve this realistic target. It means showing Chinese films on TV platforms abroad in order to further enhance the audience’s awareness of Chinese film and television culture and promote its international influence. It is also explained that different operations should be taken with regard to different features of the actual environment and social and historical background of different countries and regions to achieve better communication effects, truly enhance the international communication performance of Chinese films, and ensure the harmony and unity of social and cultural benefits and industrial economic benefits for overseas publicity and promotions of Chinese films.