Research On The Spread Of Cultural Values Of Marvel Universe Films In China

Since its release in 2008,the Marvel Universe films has enjoyed a steady rise in box office and word of mouth.Marvel has three of the top 20 films at the global box office in2022.These films have sparked a global craze and attracted a large number of Chinese audiences.The worldwide big box office and good word of mouth of the Marvel Universe films is representative of the superhero film industry,which combines science fiction and action films.From the perspective of film community aesthetics in the new era and Hofstede’s cultural dimension theory,this thesis takes 23 representative Marvel Universe films that have been released in China as the research object,focuses on the investigation and research of the spread of Marvel Universe film cultural values in China,and expounds the enlightenment of the successful spread of Marvel Universe film cultural values in China from a realistic perspective.This thesis first expounds the definition of Marvel Universe films,and combs the development process and the box office achievements worth learning from.Secondly,using the research method of combination of questionnaire and in-depth interview,through the influence of the cultural values of Marvel University films on the cognition,attitude of Chinese audiences,the survey data of Marvel University films are sorted out and analyzed.Through the investigation and analysis of cultural values spread by the Marvel Universe films in China,the influence of the cultural values of the Marvel Universe films on the cognition,attitude and inclination of the Chinese audience is revealed.Thirdly,on the basis of questionnaires and in-depth interviews,the author combs out the sublation of the cultural values spread by the Marvel University films in China.Among them,the cultural values carried forward include the concept of fairness and justice of punishing evil and promotion good,colorful and diversified aesthetics and special effects present the view of pleasure;The abandoned cultural values include the narrow view of personal hero,the excessive indulgence of entertainment and optimism,and the racial discrimination view of white supremacy.Finally,it puts forward the enlightenment of the spread of Marvel Universe films on the cultural values introduced into Chinese films,including: caring to cater to the cultural values of Chinese audiences,taking into account localization and internationalization,pursuing to create a realm of common beauty while preserving differences,and maintaining the role of innovation "gatekeeper".