Analysis on the Influencing Factors of Cultural Discount of Chinese Films in Transcultural Communication: A Communication Perspective

With the development of globalization and the advancement of technology, the exchanges and communication within multiple cultures become increasingly close and frequent. However, the phenomenon of cultural discount still exists in the transcultural communication of media products, which is no exception to Chinese films. As for the factors that influence the cultural discount of Chinese films in transcultural communication, there are various points. In this study, the researcher mainly discussed this issue from the perspective of communication. Specifically, based on British scholar Stuart Hall’s “Encoding and Decoding” model, this study found that its influencing factors can be analyzed from the following four aspects: 1) from the Chinese film producers and their production, 2) from the film itself as a complex cultural product—cultural discounts vary from different types of films, 3) from the process of the transcultural communication of the film, 4) from the non-Chinese film audiences as information receivers. Through thorough analysis, this study expects to provide a reference for both academia and practical industry and let relevant people consider or rethink this phenomenon, so as to better improve the cultural discount of Chinese films. Meanwhile, it can also allow more people who read this study to examine such phenomenon further in a global vision based on a communication angle. Overall, this study aims to prompt transcultural communication, development, and prosperity of Chinese films in the future.