日本动漫的全球扩散与日本文化输出战略.pdfVIP

摘要 日本动漫在短短的几十年间崛起并与美国迪斯尼动画争锋，特别是在亚洲金 融危机的时候茁壮成长起来，更是让人惊讶不已。在日本政府的大力支持下，日 本动漫凭借其精彩的情节、风格独特的人物造型、精益求精的制作手法和先进的 数字媒体技术占据了世界的大部分市场，实现“出口超钢铁”的梦想。更重要的 是，日本动漫产业成功地运用了产官学模式，形成了颇具规模的产业链，成为日 本的富有生命力的重要产业之一。而日本动漫风靡全球的过程只是日本文化输出 战略成功实施的一个缩影。通过动漫等文化产品的方式输出日本的文化价值观， 不仅为日本树立良好的国际形象，而且扩大日本的政治、文化认同感。中国应该 从日本动漫发展的历程来认真反思国内的动漫产业现状和目前的文化政策，抓住 机遇完成无形资产的增值和打响中国的“文化牌”。 关键词： 日本动漫 文化输出 动漫产业 文化产业 I Abstract Japanese animation grew up and become evenly matched with American cartoon in the past few decades, and was favored especially when it erected vigorously during Asian financial crisis. With the help of Japanese government, Japanese animation took most of the world market and made the dream that its export overtakes the one of steel come true, to the advantage of animation’s wonderful plot, special character style, excelsior tailor and advanced digital media technology. Furthermore, the industry of Japanese animation successfully put the mode of combining industry, government and academy to application. Finally, it hit it big on the establishment of industry chain, and turned into one of the vital industry in Japan. The process of global spread of Japanese animation is the perfect type of its national cultural output strategy. That the content products, such as animation works, are the carrier for cultural values, not only build up a good image for Japan, but also enlarge the admit of Japanese politics and culture. At the course of the development of Japanese animation, we China should consider and self-question our status quo of animation industry and our cultural policy at present, to get hold of the challenge of mounting up immaterial capital and show our cultural cards. Key words ： Japanese animation, Culture output, Animation