国产电视剧跨文化传播中的“文化折扣”现象省思
Reflection on the Phenomenon of “Cultural Discount” in the Cross-Cultural Transmission of Domestic TV Dramas

随着我国电视剧制作水平的逐渐提升，国产电视剧逐渐在海外市场中占据一席之地。但值得注意的是，国产电视剧跨文化传播过程中不乏“文化折扣”现象，《甄嬛传》在国内声名大噪，热度经久不衰，但该剧引进到欧美后却遭遇了冷场。本文认为，国产电视剧在跨文化传播中产生“文化折扣”的原因有三个方面，一是国产电视剧信息传播“碎片化”，“万物皆媒”挤占传统主流媒体的“渠道霸权”地位，导致国产电视剧“信息触达”难以保证；二是中外语言及文化差异导致国产电视剧跨文化传播时出现“信息解码”偏差；三是文化传播一直处于“西强东弱”的局面，我国话语权缺失导致国产电视剧信息难以在海外实现文化认同。减小或消除国产电视剧跨文化传播中的“文化折扣”应从三方面入手，整合社交媒体、短视频平台等传播渠道，打造国产电视剧宣发传播矩阵；建构系统的国产电视剧外译话语体系；加快国产电视剧的现代化转型，提升文化自信，深研目标受众，适应国际化制播模式并加强国际合作。
With the gradual improvement of the production level of Chinese TV dramas, domestically produced TV dramas are gradually gaining a foothold in the overseas market. However, it is worth noting that in the process of cross-cultural transmission, there is often the phenomenon of “cultural discount” for domestic TV dramas. While “Empresses in the Palace” has gained great fame and enduring popularity domestically, it encountered a cold reception after being introduced to Europe and America. This article argues that there are three rea-sons for the occurrence of “cultural discount” in the cross-cultural transmission of domestic TV dramas. Firstly, the “fragmentation” of information dissemination in domestic TV dramas, where “everything is media” squeezes the traditional mainstream media’s “channel dominance”, making it difficult to ensure the “information reach” of domestic TV dramas. Secondly, the differences in language and culture between China and foreign countries lead to “information decoding” deviations in the cross-cultural transmission of domestic TV dramas. Thirdly, cultural communication has been in a situation of “Western dominance and Eastern weakness”, and the lack of discourse power in China results in the difficulty of achieving cultural identity for domestic TV dramas overseas. To reduce or eliminate the “cultural discount” in the cross-cultural transmission of domestic TV dramas, efforts should be made in three aspects: Integrating social media, short video platforms, and other communication channels to create a matrix for the promotion and dissemination of domestic TV dramas; constructing a systematic foreign translation discourse system for domestic TV dramas; accelerating the modernization transformation of domestic TV dramas, enhancing cultural confidence, conducting in-depth research on target audiences, adapting to international production and broad-casting models, and strengthening international cooperation.