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近两年的国产动画中,出现了多部收视率高、话题性强的动画片,国产动画的发展及受众效应的形成,与多元文化环境密不可分。新媒体扩大和深化了国产动画的文化资源与受众联系的深广度,以《大圣归来》为例,如何在多元文化空间中准确找到自身定位、并不断协调与受众的关系,将决定中国传统动画作品是否能作为国产动画具有代表性的、成熟的类型,为其他类型动画的发展提供经验。
In the past two years of domestic animation, there have been many high ratings and highly-targeted animated films. The development of domestically produced animation and the formation of audience effects are inextricably linked with the multicultural environment. New Media has expanded and deepened the depth of domestic animation’s cultural resources and audiences’ contact. Taking “The Return of Great Gods” as an example, how to accurately find its own position in the multi-cultural space and constantly coordinate the relationship with the audience will determine the Chinese tradition Whether the animation works as a representative and mature type of domestic animation provides experience for the development of other types of animation.