从接受理论看中国纪录片的海外传播

从接受理论看中国纪录片的海外传播
A STUDY OF OVERSEAS POPULARITY OF
CHINESE DOCUMENTARY FROM THE PERSPECTIVE OF RECEPTION THEORY

Abstract: In recent years, with the drive of reform and opening-up, China’s comprehensive national power has achieved a steady increase. China has been in the spotlight all around the world. As an important part of mass communication, documentary has won increasing attention both at home and abroad. The documentary film, which reflects Chinese culture and its economic development, has been a special window for the foreigners to understand China and an important carrier to enhance the international influence of China. But based on the reception theory, there are many problems existing in the overseas popularity of Chinese documentary such as too many political subjects, monotonous subjects, immature marketing system and so on. This article tries to discuss the constructive strategies from Reception Theory in terms of subjects selecting, skills of telling and narration. Meanwhile, the paper takes The National Palace Museum as example to explore its successful experience of Chinese documentary’s overseas popularity.
Key words: Chinese documentary; overseas popularity; reception theory; Horizon of Expectations
从接受理论看中国纪录片的海外传播

摘要：近几年来，在中国改革开放和现代化进程的推动下，中国的综合国力稳步增长，中国已经成为世界的焦点。纪录片，作为大众传播的一个重要部分，以其纪实本性日益受到国内外观众的青睐。体现中国文化和经济发展的纪录片已经成为了解中国的特殊窗口，成为提升中国国际影响力的重要载体。但是从接受角度来看，中国纪录片为国外观众接受程度不高，在海外传播中存在很多问题，比如政治性主题过多、主题单一、市场机制不完善等等。本文从接受理论出发，结合观众的期待视野，从主题选择、叙事技巧和叙事角度等出发探索中国纪录片的海外传播策略。同时，以《故宫》为案例分析中国纪录片海外传播中的成功经验。
关键词：中国纪录片；海外传播；接受理论；期待视野

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