论文部分内容阅读
Just as Chinese tV viewers bid farewell to A Beautiful Daughter-in-Law Era， a 36-episode light comedy detailing the trials and challenges of a modern Chinese couple， African audiences are embracing a new era with the show dubbed in Swahili.
In 2011， A Beautiful Daughter-in-Law Era was dubbed in Swahili by China Radio International （CRI） and broadcast in Tanzania， Kenya and Uganda. Since then， its popularity has been surging in the African market， with President Xi Jinping praising the show as an example of how contemporary Chinese culture can be presented to foreign audiences. Xi made the remark during his visit to Africa in March this year.
“The show is a huge success and receives positive feedback from African audiences，” Liu Dong， Cultural Counselor of the Chinese Embassy to Tanzania， told ChinAfrica. Liu was a key contributor to the dubbing and broadcasting of the series in Tanzania.
Coming to Africa
It is no coincidence that a Chinese television show cracked into the African market. For at least 20 years， Chinese soap operas have expanded abroad， first airing in Southeast and East Asian countries that share cultural similarities with China. Perhaps the most successful of these soap operas was Expectation， which enamored Vietnamese viewers when it was aired in the country in 1993.
With the African television market still largely underdeveloped， Chinese producers saw potential.
“A Beautiful Daughter-in-Law Era is the first Chinese TV drama dubbed into a local language and broadcast in Africa，” Xie Yi， a Swahili-trained journalist reporting for CRI， told ChinAfrica. Xie participated in dubbing the drama， supplying the voice for the character Yang Shu.
“We receive positive feedback from local audiences，” Liu said， adding that the show resonates with local audiences as they experience the same emotional entanglements and relationship difficulties as depicted in the show.
On the heels of A Beautiful Daughter-in-Law Era’s success in Africa， China exported more TV shows to countries in Asia， Africa and Latin America. To date， CRI has signed 35 agreements with 30 mainstream media from 24 countries in the above-mentioned regions， promising to air Chinese film and television shows totaling about 5，000 hours.
Boosting cultural industry
As a cultural counselor， Liu Dong has devoted himself to the cultural exchanges between China and Tanzania. He is well aware of the importance of culture in helping Africans understand China. “Promoting Chinese TV shows in Africa can be an impetus for trades in the cultural industry between the two sides，” he said. In his eyes， spreading Chinese culture is more about teaching an abstract worldview than it is about selling material goods.“Africans will learn Chinese ways of thinking and interacting with others from TV shows like A Beautiful Daughter-in-Law Era，” he said.
“Trades in the cultural industry could also benefit both sides. Chinese soap operas help locals better understand Chinese people and strengthen friendship between the two peoples. Meanwhile， China is also doing something for Tanzanians in terms of cultural industry，” he said， noting that China is helping Tanzania commercialize local tingatinga-style paintings to gradually build brand reputation and boost demand for the paintings in the Chinese market. “I believe the distinctive but simple style of painting will be popular in China，” he said.
Liu is also considering introducing African chorus shows into China after being inspired by his working experience in Tanzania where he enjoyed the unscripted singing and dancing. Liu said the task would require a huge investment， and is unsure if it will come to fruition， but is willing to work with anyone who is interested.
Opportunities and challenges
When attempting to build a strong cultural exchange， many factors must be considered and several thorny barriers exist in Africa， Liu said. “The African consumers haven’t developed the sense of paying for cultural products. They will buy tickets for watching football games or visiting exhibitions. But when it comes to art shows or performances， they are not aware of paying，” he said. “It is also because of the weak economy in some African countries， as demands for cultural products arise when the economy is well developed.”Exporting Chinese TV shows is always a question of language， too. To make the dubbing acceptable and understandable to African audiences， Kenyan actress Josephine Moeni Waweru and actor Khamis Juma Swaleh were invited to take on the voice dubbing for the leading roles in the African version of A Beautiful Daughter-in-Law Era. Tanzanian actress Asha Nzunga Kiteme dubbed for the character of the mother-in-law. The voices of other characters in the series were supplied by Swahili-speaking Chinese employees at CRI.“We will keep inviting professional local actresses and actors to dub other shows that are going to overseas markets in the future，” Xie Yi said. “The popularity of A Beautiful Daughter-in-Law Era is largely attributed to perfect dubbing.”
In 2011， A Beautiful Daughter-in-Law Era was dubbed in Swahili by China Radio International （CRI） and broadcast in Tanzania， Kenya and Uganda. Since then， its popularity has been surging in the African market， with President Xi Jinping praising the show as an example of how contemporary Chinese culture can be presented to foreign audiences. Xi made the remark during his visit to Africa in March this year.
“The show is a huge success and receives positive feedback from African audiences，” Liu Dong， Cultural Counselor of the Chinese Embassy to Tanzania， told ChinAfrica. Liu was a key contributor to the dubbing and broadcasting of the series in Tanzania.
Coming to Africa
It is no coincidence that a Chinese television show cracked into the African market. For at least 20 years， Chinese soap operas have expanded abroad， first airing in Southeast and East Asian countries that share cultural similarities with China. Perhaps the most successful of these soap operas was Expectation， which enamored Vietnamese viewers when it was aired in the country in 1993.
With the African television market still largely underdeveloped， Chinese producers saw potential.
“A Beautiful Daughter-in-Law Era is the first Chinese TV drama dubbed into a local language and broadcast in Africa，” Xie Yi， a Swahili-trained journalist reporting for CRI， told ChinAfrica. Xie participated in dubbing the drama， supplying the voice for the character Yang Shu.
“We receive positive feedback from local audiences，” Liu said， adding that the show resonates with local audiences as they experience the same emotional entanglements and relationship difficulties as depicted in the show.
On the heels of A Beautiful Daughter-in-Law Era’s success in Africa， China exported more TV shows to countries in Asia， Africa and Latin America. To date， CRI has signed 35 agreements with 30 mainstream media from 24 countries in the above-mentioned regions， promising to air Chinese film and television shows totaling about 5，000 hours.
Boosting cultural industry
As a cultural counselor， Liu Dong has devoted himself to the cultural exchanges between China and Tanzania. He is well aware of the importance of culture in helping Africans understand China. “Promoting Chinese TV shows in Africa can be an impetus for trades in the cultural industry between the two sides，” he said. In his eyes， spreading Chinese culture is more about teaching an abstract worldview than it is about selling material goods.“Africans will learn Chinese ways of thinking and interacting with others from TV shows like A Beautiful Daughter-in-Law Era，” he said.
“Trades in the cultural industry could also benefit both sides. Chinese soap operas help locals better understand Chinese people and strengthen friendship between the two peoples. Meanwhile， China is also doing something for Tanzanians in terms of cultural industry，” he said， noting that China is helping Tanzania commercialize local tingatinga-style paintings to gradually build brand reputation and boost demand for the paintings in the Chinese market. “I believe the distinctive but simple style of painting will be popular in China，” he said.
Liu is also considering introducing African chorus shows into China after being inspired by his working experience in Tanzania where he enjoyed the unscripted singing and dancing. Liu said the task would require a huge investment， and is unsure if it will come to fruition， but is willing to work with anyone who is interested.
Opportunities and challenges
When attempting to build a strong cultural exchange， many factors must be considered and several thorny barriers exist in Africa， Liu said. “The African consumers haven’t developed the sense of paying for cultural products. They will buy tickets for watching football games or visiting exhibitions. But when it comes to art shows or performances， they are not aware of paying，” he said. “It is also because of the weak economy in some African countries， as demands for cultural products arise when the economy is well developed.”Exporting Chinese TV shows is always a question of language， too. To make the dubbing acceptable and understandable to African audiences， Kenyan actress Josephine Moeni Waweru and actor Khamis Juma Swaleh were invited to take on the voice dubbing for the leading roles in the African version of A Beautiful Daughter-in-Law Era. Tanzanian actress Asha Nzunga Kiteme dubbed for the character of the mother-in-law. The voices of other characters in the series were supplied by Swahili-speaking Chinese employees at CRI.“We will keep inviting professional local actresses and actors to dub other shows that are going to overseas markets in the future，” Xie Yi said. “The popularity of A Beautiful Daughter-in-Law Era is largely attributed to perfect dubbing.”