中文摘要： 在中国文化“走出去”的大环境下，中国电影的全球传播对于传播中国文化，建设对外话语体系发挥着重要作用。动画电影因其特殊魅力而在全球传播中占有优势，因此本文以动画电影《哪吒》为例，分析中国动画电影在全球传播中遭遇的困境和出路。

2019年中国票房冠军《哪吒》在国内获得了较好的口碑，但在海外遭受冷遇。所谓文化折扣，是指因文化背景差异等，国际市场中的文化产品不被其他地区受众认同或理解而导致其价值减低的现象。本文从文化折扣角度进行分析，可得以下三个维度的原因：宏观文化环境，产品内容特性和受众认知特性。针对分析得出的若干原因，本文相应地提出策略性的反思，旨在减少文化折扣，为中国动画电影的全球传播提供建议。

关键词：文化折扣；全球传播；电影

Contents

Abstract

中文摘要

1.-Introduction-1

2.-Literature Review-2

2.1-Intercultural Communication Research-2

2.1.1-The Research Status Abroad-2

2.1.2-The Research Status At home-2

2.2-Cultural Discount Research-3

2.2.1-The Research Status Abroad-3

2.2.2-The Research Status At home-4

3.-The Causes of Cultural Discount in the Global Communication of Ne Zha-7

3.1-Macro Cultural Environment-7

3.1.1-Barriers of Different Languages-7

3.1.2-Differences in Historical Tradition-8

3.1.3-Incommensurability of Cultural Values-8

3.2-Content Characteristics-9

3.2.1-Misinterpretation of Symbol Decoding-9

3.2.2-The Lack of Plot Logic and Character Design-9

3.3-Cognitive Characteristics-10

3.3.1-Audience’s Stereotypes-10

3.3.2-Audience’s Aesthetic Expectations-11

3.3.3-Power Intervention in the Cultural Field-11

4.-The Export Strategies of Animation Films from the Perspective of Cultural Discount-13

4.1-Improve Language Translation-13

4.2-Select Cultural Proximity Market-13

4.3-Combine Localization and Internationalization-13

4.4-Enhance the Quality of Content-14

4.5-Strengthen International Cultural Exchange-14

4.6-Take advantage of High Technology-14

5.-Conclusion-15

References-16