A Study On The Publication And Dissemination Of American Marvel Comics In CHINESE MAINLAND

Marvel Comics is a comic book publishing and distribution company founded by publisher Martin Goodman in 1939.In the 21st century,with the opening of China’s publishing market and the popularity of Marvel comic book adaptations,Marvel comics have entered the Chinese publishing market.Compared to the current situation in the US where Marvel comics are the best-selling in the popular publishing field,the introduction of Marvel comics in Chinese mainland has remained in the niche publishing field.It has not achieved fruitful economic benefits and positive social repercussions.The aim of this paper is to study the process of the introduction and dissemination of Marvel comics in Chinese mainland,analyse the history and current situation of its publication and dissemination in Chinese mainland,summarise the problems that have arisen in the introduction work of publishing institutions,and then propose thoughts and inspirations for optimising the path.The paper is divided into five chapters.Chapter 1 introduces the origin of the topic,the significance of the topic,the current situation of the topic,the research methodology and the main innovation points.Chapter 2 introduces the publication of American Marvel comics in Chinese mainland,firstly introducing the historical development of Marvel comics,then dividing the publication history of the introduction of Marvel comics in Chinese mainland into the nascent period(2002-2013),the active period(2014-2017)and the stable period(2018-2020),and sorting out the historical overview of its introduction and publication as well as its development characteristics.Chapter 3focuses on analysing the elements of the publication and dissemination of Marvel Comics in Chinese mainland,by examining the content of dissemination,the medium of dissemination,audience analysis and dissemination effects.Chapter 4 summarises the problems of confusion over the selection of titles,confusion over titles,translation defects,piracy and infringement,and marketing limitations in the publication and dissemination of American comic books in Chinese mainland.On the basis of the previous study,Chapter 5 proposes thoughts and inspirations on "adjusting the introduction strategy and cultivating readership ecology","transforming digital publishing and stimulating dissemination potential" and "raising political awareness and being wary of cultural invasion" for the introduction of publishing in China."The second chapter offers inspirations and suggestions on the introduction of publishing in China.