A Study On The Communication Of Disney Film Mulan Selling Back To China

With the deepening of international cultural exchanges and communication,cultural soft power has become an important indicator to measure the country’s comprehensive strength.Under the background of economic globalization,film,as a commodity,has also been sold back to China.Disney film Mulan is based on the story of Mulan,which contains rich Chinese cultural connotation.After localization and adaptation in the United States,it is sold back to China as an American film.It is a typical selling back film.The selling back of Disney animated film "Mulan","Mulan 2" and Disney live action film "Mulan" in China shows certain commonalities and their differences.Grasp the selling back communication of Disney film "Mulan" in China,It can provide enlightenment for the development of Chinese films,the adaptation of traditional folk stories,the recapture of the right to define cultural connotation,the communication of Chinese culture and the telling of Chinese stories.Since the Disney animated film Hua Mulan entered China in 1999,it has shown the linear selling back characteristics of wave development and the secondary communication characteristics of coexistence of proximity and discount in the communication process of more than 20 years,taking the changes of economic,cultural and film identity context as an observation.The phenomenon of Disney film Mulan selling back to China has emerged: first,the value orientation of personal heroism is sold back from three aspects: narrative theme,feminist image and painting language landscape;Second,expand the whole line of selling back path from offline to online,so as to realize the audience return and the economic effect of fans derived from real people under the IP operation mode;Third,take the communication area and audience age orientation as the coordinates to examine the phenomenon of urban film moving towards the global film era and the whole age turning to the audience over 13 years old.Communication effect of Disney film Mulan selling back to China: First,analyze the factors affecting audience acceptance through decoding theory;Second,it expounds the evaluation and attribution of the audience’s perception from four perspectives: use and satisfaction,the gap between China and the west,ritual viewing and fan economy.Finally,it explores the cultural resources of film creation from multiple angles and comprehensively optimizes the overall operation of the film industry,and discusses the Enlightenment of Disney film Mulan to Chinese films.