Communication Status And Strategy Research Of Chinese Costume Drama In Southeast Asia

After the TV Play "Xia Qiu biography" produced by Guangdong TV Station was introduced to Southeast Asia in 1981,Chinese TV Plays started opening the door to the market of Southeast Asia.In the past 40 years,due to geographical proximity,historical and cultural ties closely,and the large number of overseas Chinese group,Southeast Asia have always been a larger market for Chinese TV Plays.Sorting out the international communication types of Chinese TV Plays,shows that costume dramas are the most popular type among Southeast Asian audiences.The popularity of Chinese Costume Drama in the Southeast Asian market is inseparable from diverse subjects of communication.With the combination of official departments,state-owned media companies,and private media companies,and the support of industry associations,film and television cultural exchange activities,the exports of Chinese Costume Drama to Southeast Asia has generally increased.In the filed of communication content,from the early "Princess Pearls","Journey to the West","Romance of the Three Kingdoms",to "Story of Yanxi Palace","Chen Qingling" and "Under the Jinyi" in the past two years,we can see that Southeast Asian audiences prefer Three types of Chinese Costume Drama content: costume chronicle dramas,costume palace dramas,and costume fairy dramas.The reasons for preference are inseparable from the attractiveness of historical culture,the rendering power of aesthetic pictures,and the glamour of well-known IP.It is worth noting that although the exports of Chinese Costume Drama in the Southeast Asian market has been increasing,there are still bottlenecks in the spread of Chinese Costume Drama in Southeast Asia.It's about inadequate production management system,delaying in overseas communication of copyright,lack of professional translation talents,culture discounts form barriers to communication,weak online promotion,and weak awareness of overseas communication.These deficiencies involve three major levels of policies and regulations,language and culture,and communication channels.Therefore,the corresponding strategic analysisneeds to be carried out from the corresponding aspects.By learning from the overseas communication strategies of Korean Drama,the spread of Chinese Costume Drama to Southeast Asia can use the relevant policies of the State Administration of Radio,Film and Television,“the Belt and Road” film and television cooperation project,to guide the spread of Costume Drama to Southeast Asia in policy level.At the same time,it is also necessary to strengthen the construction of overseas copyright laws and regulations from the aspects of legislation,law enforcement and compliance.In the filed of language and culture,it is necessary to build a think tank of professional talents to solve the problem of insufficient translation talents.And it's also need to strictly control the quality of output content and seek common theme to deepen the commmunication content and solve the problem of cultural discounts.In terms of communication channels,with increasing the utilization rate of online communication channels,combine offline teaching communication channels,and use the power of overseas Chinese groups to widen the communication channels and promote the spread of Chinese Costume Drama in the Southeast Asian market.