Reception Of Vietnamese Internet Audiences In Chinese Costume Drama

In 1991,with the normalization of diplomatic relationship between China and Vietnam,two countries have conducted in-depth comprehensive cooperation in various fields,such as economic trade,social culture and other fields including trading of film and television series.Chinese TV dramas have been imported into Vietnam and have occupied the main market share of Vietnam's TV series for a long time.As a result,Vietnamese audiences are very impressed by dramas and films from Chinese mainland,especially costume films which are the most distinctive Chinese elements.In the era of Internet,the way Vietnamese audiences watch Chinese films has also been changed,the network platform is more fully utilized,and it has become the main channel for the Vietnamese audience to watch Chinese dramas,film and television series.According to the current situation of the popularization of Chinese TV dramas,the network platform is also one of the best solutions to solve the problem on popularizing Chinese TV dramas abroad,it is an important shortcut for Chinese TV dramas to enter the Vietnamese market.In order to study Vietnamese Internet audiences' acceptance of the Chinese costume drama,this thesis investigates three problems through a questionnaire survey: Firstly,the viewing status of the Vietnamese Internet audience on Chinese ancient costume drama;secondly,the main factors affecting to the acceptance of viewing Chinese costume dramas of Vietnamese Internet audience;and thirdly,the influence of Chinese costume drama to Vietnamese Internet audience.At the same time,I also used cultural proximity theory,usage and gratification approach,and refer some research on the psychology of the Internet audience to support the analysis.The conclusions of this thesis are as follows: Chinese level of the Vietnamese Internet audience has a direct impact on the frequency of watching Chinese costume drama of them.Vietnamese Internet audiences' motivation of watching Chinese costume drama is for entertainment.Secondly,the main factors affecting Vietnamese Internet audiences to accept Chinese costume drama are: the cultural proximity between China and Vietnam makes Vietnamese Internet audience have cultural identity easily.Under the support of Chinese and the Vietnamese government,these two countries have become more actively in exchanging and cooperating on the cultural aspects with more and more film and television series transactions.This thing has played an important role in creating and training the film and television market in Vietnam.The subjective factors that influence the audience's decision to watch the Chinese costume drama come from the desire of understanding Chinese culture of audience.The objective reason is that there are many beautiful actors and impressive scenes in Chinese costume drama.Finally,the influence of Chinese costume drama on Vietnamese Internet audience can be divided into cognitive level and attitude and behavioral orientation level.On the cognitive level,the Vietnamese Internet audience has a wide recognition and a good memory of Chinese costume drama.On the level of attitude and behavior orientation level,Vietnamese Internet audiences tend to discuss the content and plot with friends or relatives after watching,and recommend it to other people.Watching Chinese costume drama can drive Vietnamese audience to prefer traveling to China.It is hoped that this thesis will provide a reference for further improving and perfecting the research system of the overseas communication of Chinese dramas and series in general,and for exporting them to the Vietnamese market in particular.