A Strategic Research On The Export Of Korean Variety Shows To China—From The Perspective Of Cultural Discount

In the process of exporting variety shows to the outside world,the audience in the target market will find it difficult to identify with the culture,language,beliefs,customs,values and other contents transmitted in the programs,resulting in the loss of the value of the programs,this is the widespread phenomenon of cultural discount in the foreign trade of variety shows.In the current wave of economic globalization and cultural globalization,South Korea recognized earlier than China that the variety shows can play as a carrier of cultural communication,it has seized the opportunity to do a good job in the export of programs,and gradually occupied a place in the international variety market.Also in the history of variety trade between China and South Korea for many years,Korean variety shows have always occupied a dominant position.With the export of many programs to China,it has won a good reputation in the Chinese cultural market.It can be said that this trade contest between China and South Korea variety shows is unbalanced,and the cultural discount is one of the important factors causing this imbalance.In this paper,the author takes the Korean variety show as the research content,analyzes the reasons for its successful export to China from the perspective of cultural discount and the methods to avoid the cultural discount.On the basis of comparing the failure cases,the author puts forward some thoughts on the export of Chinese cultural products.In the first part of the text,the author reveals the current situation of Korean variety's export to China through a brief exposition of the output forms,audience rating and the economic benefits achieved of Korean variety programs.The second part is from the aspects of culture,economy,politics etc.to show the reasons of the selection of the Chinese market in the Korean variety show.The third part as the key chapter of the thesis,makes a deep discussion on the theory of cultural discount,and selects five successful cases and three failure cases in the program output to analyze,and puts forward the means of avoiding cultural discount and the reasons for the formation of cultural discount.The last part is based on the above chapters toput forward the export strategy of Chinese cultural products,and points out that first we should choose the type of cultural products with high recognized degree,then make use of the cultural styles familiar to foreign audiences,and then combine the local culture with the universal culture,and finally take the cultural proximity market as the springboard to promote the spread of cultural products.Hope that it can make some inspiration for future research.