Research On Communication Strategy Of Domestic Animation Films From The Perspective Of Cross-cultural Communication

In the digital age where everything is a medium,every institutional field of society and the actors in it are closely integrated with the medium.The media is not only regarded as the carrier and channel of information dissemination,but also gradually separated from other institutional fields and developed into a semi-independent social institution.In recent years,focusing on the media as an independent institutional force,the process and influence of the dynamic penetration of media into other social systems and cultural fields,that is,"mediatization" research has become an important turning point in communication studies.Since the Middle Ages,the development of media technology has been promoting the dissemination of fashion,and has produced an important connection with the production and consumption of fashion.From the rise of newspapers and magazines in the print age,to the boom in film and television in the electronic age,and now in the digital age—the medium is increasingly influencing the practice of fashion.At present,the representation of reality by the media has gradually become the dominant role in constructing people's cognition and triggering behavior,and fashion is more obvious as a modern "belief system" : our perception of fashion is influenced by the images and symbols presented by the medium.The birth and development of new media platforms or institutions has made the core functions of fashion rely more and more on the media,and the media logic has become the logic of postmodern fashion production and consumption.In other words,fashion is becoming more and more mediated.As a "overall social fact",fashion is a phenomenon that can link all fields of social life.The study of the development of fashion mediatization in the digital age provides us with an understanding of the digital trend of the whole society.Based on the theory of mediatization from the perspective of institutional research,this study re-examines the relationship between fashion and media in the digital age.The introduction part of this paper mainly explains the background,significance,methods and innovations of the research,and clarifies the research ideas of this research.The second chapter sorts out the core viewpoints,theoretical sources and important concepts of mediation theory,and expounds the research status of mediatization at home and abroad;At the same time,it retrospects the development of the relationship between fashion and media,introduces the current research status of fashion mediatization in foreign countries,and puts forward the problem hypothesis of this paper: the transformation of the relationship between fashion and media in the digital age—from symbiosis to media dominance.The key investigation part is: in the current digital age,how fashion is dominated by fashion media and its logic.The third and fourth chapters are the main part of this paper.Through the refinement of the dominant logic of fashion and media,this paper further analyzes the specific manifestations of the mediatization of fashion in the digital age.This paper argues that the media logic has increasingly penetrated into all aspects of fashion practice,affecting and changing the dominant logic of fashion itself,and reconstructing and shaping the development of the fashion industry.In the fourth chapter,this paper selects the fashion brand Balenciaga as the object of case analysis,and demonstrates the specific process of mediatization of fashion in the digital age through case analysis.The fifth chapter dialectically looks at the meaning and value of fashion mediatization in the digital age,and at the same time reflects on the problems that may be brought about by fashion mediatization.The conclusion and outlook part presents the conclusion of this paper,and the development prospect of the research topic "Fashion Mediatization in the Digital Age".