Research On The Strategy Of Domestic Animation Hero's External Communication

Cultural communication is one of the important ways to expand a country's influence.General secretary Xi Jinping once pointed out at the Asian civilization conference that in the process of dealing with challenges in the future,we need both the power of science and technology and the power of culture.How to expand the cultural influence of our country and realize the mutual agitation of different thoughts and cultures is an important problem we are facing.There are many aspects of cultural communication,among which film cultural communication is one of the effective ways to let the overseas understand our culture.In terms of the domestic animation film "the devil child of Nezha" which was popular in 2019,the film has quickly become a black horse in the box office of domestic films in just a few months since it was broadcast,and has gained a high reputation and a wide range of communication power.Nezha's hero image is deeply rooted in the hearts of the people.This study aims at the problem of insufficient external communication of domestic films,especially domestic animation heroes.Based on the actual cases,it studies the bottleneck of overseas output and the general situation of domestic animation hero image communication by using the methods of literature research and caseanalysis,and puts forward the countermeasures and measures for the external communication of domestic animation hero image Recommendations.This paper is divided into five chapters.The first chapter is the introduction,which mainly analyzes the current situation and background of domestic animation,especially domestic animation heroes' external communication.On this basis,the research object,research method and innovation of this topic are determined.The second chapter focuses on the bottleneck of the overseas output of domestic films.This chapter focuses on the bottleneck of the overseas output of domestic films in terms of talents,industrial chain,intellectual property rights and values.The third and fourth chapters focus on the case of the recently popular "the devil of Nezha" to analyze the general situation and communication strategy of domestic animation hero image.At last,the fifth chapter puts forward some suggestions from the aspects of audience orientation,IP communication and culture construction.