Imaginative Constructs and the Devaluation of Cultural Production: The Case of Legend of the Condor Heroes

The film adaptation of Legend of the Condor Heroes serves as a compelling case study to explore how imaginative constructs—shaped by Edward Said’s concept of Orientalism—intersect with celebrity-driven media framing. With lead actor Xiao Zhan commanding over 100 million followers, pre-release discourse framed the film as “fan-service production,” overshadowing its artistic merits. This study examines how media criticism, digital discourse, and marketing strategies contributed to this reductive portrayal. By analyzing audience reception across domestic and international markets, this research reveals disparities in interpretation and the role of fandom-driven narratives. The findings suggest that dominant media frameworks often prioritize spectacle and celebrity influence over cultural and narrative depth. To address these challenges, this paper calls for a reassessment of promotional strategies and film criticism frameworks to ensure a more balanced evaluation of non-Western cinematic productions.