Research On Cultural Discounts In Cross-cultural Communication Of Chinese TV Dramas

As an important carrier of cross-cultural communication,TV dramas bear the important mission of spreading national culture,shaping the image of the country and improving the soft power of the country.Although China is already a big TV production country,it is not a production power.In the process of cross-cultural communication of TV dramas,because of the differences in language,thinking habits and values among audiences with different cultural backgrounds,their cognitive ability,comprehension ability and interest in watching TV drama works will be greatly reduced.The concept of“cultural discount”proposed by Canadian scholars Colin Hoskins and R.Mirus Cultural discounts have an important impact on the cross-cultural communication of Chinese TV dramas,mainly in the types of TV dramas,backgrounds,structures,lines,and themes.The root causes of these cultural discount problems are mainly from the three aspects of cultural differences,the characteristics of TV drama texts and TV drama audience differences.Among them,the cultural differences mainly focus on the three aspects of high and low cultural context,values,artistic spirit and aesthetic orientation.The characteristics of TV drama texts mainly include the complexity of text information,the lack of superiority of text information,and the compatibility of text information and local culture.The perspective of the TV series is mainly analyzed from the perspectives of audiences' cultural capital differences,audience self-identity differences and stereotypes.Finally,the paper discusses and summarizes the cultural discounts of Chinese TV dramas in terms of cultural differences,TV drama text characteristics and audience differences,and puts forward suggestions on communication strategies.