好莱坞电影对华莱坞电影的启示-中国传媒报告.PDF

好莱坞电影对华莱坞电影的启示 ——一项传播学视角的考察 郭小春 （浙江大学 传播研究所, 浙江 杭州 310028） [摘 要] 放眼当下华语电影市场，走过了百年的中国电影不论是电影产量、电影票房、还是观影人 数都已跃居世界前列，成为不可忽视的市场力量。但与此等体量难以匹配的是华语电影在全球电影市场上 疲弱的市场竞争力。提高华语电影在全球电影市场上的市场竞争力需要一个过程。研究从媒介生态位、软 实力与国际文化传播等维度审视作为中国大陆、港澳、台湾以及海外各地区华人电影界共同体的华莱坞电 影，通过考察好莱坞电影的积极传播策略，思考提升华莱坞电影影响力并参与国际文化平等交流的一种可 能路径。 [关键词] 华莱坞电影 ; 好莱坞电影 ; 软实力; 媒介生态位 ; 积极传播 What Huallywood Cinema can learn from Hollywood Cinema ——from a Perspective of Communication Studies Shao Peiren Guo Xiaochun (Institute of Communication, Zhejiang University, Hangzhou 310028, China) Abstract : China’s entrance in the film industry has progressed in leaps and bounds. But the worldwide Chinese movies, which, as a whole, we describe as Huallywood in opposition to Hollywood, failed to compete in the global market. In order to develop its own unique features and competitiveness, the global cinematic circle in Chinese-speaking regions have to work together to attain our due status ，which takes both effort and time. This study looks into the topic from such perspectives of communication studies as media ecology, soft power and cross-cultural communication. Probing into the content of movies, this present study attempts to trace the popularity of Hollywood movies and find out a possible way out for Huallywood cinema as a whole. Keywords: Huallywood cinema; Hollywood cinema; soft power; media niche; positive communication 一、“华莱坞电影”：一个新理念 当电影作为文化，以强大的意义与符号系统潜移默化地影响着人类的思想与行为方式时， 它将人们从虚幻的电影意境推向真实的世界，并且提供了一个认识世界、理解不同民族间的 文化差异、参与文化互动的广阔空间。同时，随着信息时代的不断发展，文化的 “全球化” 也为电影提供了扩散与交流的机会，使其在跨文化传播中散发出独特的文化魅力。在中