互联网时代,各种新媒介的不断出现为中国电影国际传播带来了较大机遇,从而敦促我们重新思考中国电影国际传播的思路与路径.从海外院线票房数据、网络媒介平台传播综合指数、受众网络平台反馈指数三个方面的数据可以看出,想象力消费类电影、军事/救援/反战主题类新主流电影和现实题材类电影在中国电影国际传播中占据重要席位.这几类电影表现出国际受众对中国电影的中国文化想象和新时代中国想象.在互联网新媒介时代背景下,中国电影国际传播可以从五个维度进行探索:类型样式方面,应重视想象力消费类电影、新主流电影与现实题材类电影的开发;故事设计方面,应多讲述共情性强的中国故事;人物塑造方面,应注重塑造可敬可爱可感的中国英雄人物;传播策略方面,应借助国际电影节或合拍片进行品牌传播;传播方式方面,应尽量利用多元流媒介平台进行传播.
In the Internet era,new media such as Douyin and Netflix constantly emerge,bringing great opportunities for the international communication of Chinese films.In this new situation,tremendous changes have taken place in the international communication of Chinese films.First,the diversification of communication media provides media support for the international communication of Chinese films.The fast development of Chinese domestic media in international communication,represented by TikTok,Douyin's international version,provides media support with Chinese discourse attributes for the international communication of Chinese films.This change provides a new"immediate feedback"mechanism for the international communication of Chinese films:audiences can freely speak out,choose,and freely combine into"tribes"on streaming platforms,which is completely different from foreign countries where overseas films are imported and then release them in theaters with a"top-down"method.This kind of immediate Internet communication does not go through theaters,bypassing the distribution stage,and targets the audience by the algorithms.The audiences also become communicators in the communication chain after watching films.Second,under the impact of Covid-19,the composition,psychology and viewing habits of the audiences for Chinese films have undergone great changes-young people have become an important target of current films;audiences tend to favor imagination consumption films and realism films,as well as online streaming.These two new changes let us rethink Chinese films'international communication in terms of concepts and paths.The data of overseas box office,the composite index of online media platform communication,and the feedback index of audience online platforms have shown that imagination consumption films,new mainstream films of military/rescue/anti-war themes,and realism films play significant roles in the international communication of Chinese films.These genres reflect the international audiences'"Chinese cultural imagination"and"new era Chinese imagination"of Chinese films.This paper has found that Chinese films with high communication power on international media platforms have a consistent pattern:in terms of content,those fantasy/magical imagination consumption films that show China's"mysterious subculture"and"marginalized folk culture"and those realism films that show contemporary Chinese society have great potential for international communication;in terms of genres,films with global and universal themes such as youth,love,and war,and films on fantasy and martial arts with Chinese local cultural attributes,as well as military/war-themed films that express the"imagination of China's military power"have great development potential.In the Internet new media era,the international communication of Chinese films can be explored from five dimensions.In terms of genres and styles,focus should be on the development of imagination consumption films,new mainstream films and realism films.In terms of the design of stories,more Chinese stories that can elicit strong empathy should be told.In terms of communication methods,multiple streaming media platforms for communication should be used.In terms of character development,emphasis should be on the development of more lovable and respectful Chinese heroes.In terms of communication strategy,we should explore"co-production"communication with the help of International film festivals,and create"brand communication".