The Phenomenon of Cultural Discount and Its Reasons in the Cross-cultural Communication of Domestic TV Dramas--Taking The Legend of Zhenhuan as an Example

Abstract

In the perspective of the dynamic global landscape, individuals residing overseas have several misunderstandings and prejudices towards China, resulting in a range of obstacles limiting the promotion of Chinese perspectives. Utilizing the story of an attractive Chinese narrative and cultivating a positive perception of a nation's greatness can serve as a potent strategy for mitigating opposition towards Chinese culture. Nevertheless, the occurrence of "cultural discount" frequently arises in the context of cultural export, so significantly impacting the efficacy of cultural communication. The majority of these investigations about this phenomena mostly centre around the cross-cultural communication aspects of documentary films, with comparatively less emphasis placed on TV dramas and other forms of film and television that exhibit greater efficacy in communication. This study examines the phenomena of "cultural discount" and its underlying causes by taking the TV drama The Legend of Zhenhuan as an example. The Legend of Zhenhuan was popular in China but not in the United States. The research reveals that various issues, including disparities in textual comprehension, absence of translation artistic elements, and fragmented narrative structures, have an impact on the comprehension of Chinese television dramas among western viewers. Moreover, these factors contribute to the exacerbation of the phenomena known as "cultural discount". These variables serve as a theoretical foundation for domestic film and television productions to enhance their outreach efforts, thus facilitating the more efficient dissemination of Chinese culture and the establishment of China's image.