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2017年上半年,网台收视率均取得可观成绩的电视剧《三生三世十里桃花》开始出口海外,并在各大视频平台拿到了将近满分的点评(满分五分)。随后,起点中文网国际版上线,大量原创网文被翻译成多种语言文字,至2017年年底,起点国际预计翻译作品量将超300部,累计章节超7万章,向海外读者展现中国文学多元魅力。随着文化软实力的不断提升、跨文化传播活动日益频繁,我国原创网络文学作品及经典IP的“出海”步伐越快。与此同时,我国的文化输出问题,成为大家关注的焦点。本文从跨文化传播的角度出发,阐释了经典IP在文化输出及国家形象建设中发挥的重要作用,试图通过国内外经典IP传播策略的剖析,探索适合我国的文化产品输出的路子。
In the first half of 2017, the television series “SanShiss Shihuli Peach Blossom”, which achieved remarkable achievements in network station ratings, started to be exported overseas and got a near full score (out of five points) on major video platforms. Subsequently, the initial Chinese version of the international network on the line, a large number of original web is translated into multiple languages, by the end of 2017, the starting point of the international translation is expected to over 300 works, the cumulative chapter over 70,000 chapters to overseas readers to show the Chinese literature Multiple charm. With the continuous improvement of cultural soft power, intercultural communication activities are increasingly frequent. The faster the original network literary works and classic IP’s in China go overseas, the faster they are. At the same time, the problem of cultural output in our country has become the focus of everybody’s attention. From the perspective of intercultural communication, this paper illustrates the important role that classic IP plays in cultural output and national image building. It tries to explore the suitable way for the export of cultural products through the dissection of the classic IP communication strategies at home and abroad.