Study on the International Communication Strategy of Chinese Film and Television

Abstract

China has undoubtedly risen as a world power in recent decades, mainly by its constantly increasing economic strength and diplomatic importance worldwide. However, in terms of soft power, China has been lagging. Among all types of soft power apparatuses, the film and television (TV) industry in China is doing the worst on the world stage. In this paper, comprehensive research will be conducted around the problematic exportation of China's film and television works. Furthermore, there will be a strategic study of suitable communication tactics that would help the film and TV industry in China to better globalize its figure and impact, with careful reviews of excellent pre-existing examples from South Korea and Japan. After the research, researchers found that Chinese film and television industry is at a disadvantage compared to Japan and South Korea in terms of foreign exports due to the unique policies set by the Chinese government. To solve this problem, the industry needs to address the issues of limited distribution channels and lack of understanding of marketing localization to promote the spread of Chinese film and TV culture overseas.