What can we learn from the analysis of American cultural trade?

(A) the United States strong cultural and trade policies

Influenced by the domestic political structure and process, American cultural trade policy has a relatively mature system, which will have a stronger impact on the world cultural market and Sino-American cultural trade in the course of its development. Therefore, we should combine the characteristics of the world cultural market and cultural trade with the actual situation of China's cultural development, formulate corresponding policies and strategic plans, develop and strengthen China's cultural industry, and promote the rapid and healthy development of China's cultural trade. Promote free competition in the domestic cultural market and protect the competitiveness of domestic cultural products abroad.

(2) Measures that China can take according to its national conditions:

1. Fully understand and apply international rules to protect cultural enterprises and improve their international competitiveness.

The value of cultural trade cannot be simply measured by its commercial value, because cultural products, that is, the objects of their trade, are special products with spiritual penetration. Cultural products such as book publishing, film and television, network services and education are directly related to sensitive issues such as national sovereignty and security, and have the characteristics of conveying ideas, values and lifestyles.

Different from other general commodity trade, it will exert a subtle influence on consumers in importing countries in spirit. Therefore, in the process of formulating China's cultural trade policy, we should fully consider the exception of cultural trade and advocate equal emphasis on cultural protection and cultural trade freedom. Because the development of China's cultural industry is still immature, the trade quality of cultural products is not high, and the international competitiveness of cultural products is not strong, we still need to make strategic plans for China's cultural industry, cultural security and even national security to avoid unnecessary losses.

2. Deeply understand the changes of domestic social structure, and encourage cultural products to reflect the interests of social structure and cultural consumption preferences.

When a large number of western cultural products flood in, popular cultural products are bound to be attached to western values and cultural psychology, which has a greater and greater impact on people's overall lifestyle-culture.

"We should accurately grasp the construction of socialist culture from the perspective of human cultural development and historical process".

Our cultural trade policy should encourage all sectors of society to innovate popular cultural works that conform to China's social structure and lifestyle, which not only embodies China's long civilization tradition, but also embodies advanced socialist culture. Through policy encouragement, support and adjustment, we will vigorously develop China's cultural industry and promote the development of cultural trade.

3. Investigate the operation of the world cultural market and the development of the international cultural industry pattern, and fully realize the national cultural strategy.

A perfect cultural industry policy system is an important guarantee for the smooth development of national cultural trade. The development time of China's cultural industry is short, which requires feasible and feasible policies and measures, especially specific protection and support policies aimed at the characteristics of various industries within the cultural industry. Therefore, it is necessary to learn and apply international rules. Through the investigation and experience analysis of the diversification of investment and management modes of cultural industries, we can master the operation of capital market, integrate domestic cultural resources, attract cultural talents and realize the transnational operation of cultural industries. Cultural trade is a manifestation and pursuit of the international development of cultural industry, which is often accompanied by national strategy and an important part of national strategy. At the same time, under the strategic planning, a series of policies are the direct driving force to promote the feasibility and operability of cultural trade. The policy system for promoting cultural trade should have a prominent focus at different stages, and the policy direction may be different. However, the common point of the policy system at each stage is to implement free market competition in China, provide a fair competitive environment, promote fair competition among market entities-enterprises, and provide cultural products for the domestic market. For the export of cultural products and international cultural and trade cooperation activities, the government needs to provide protective policies and measures to promote the formation of strong international competitiveness at home.

Second, the success of American film and television industry and its enlightenment to China

(A) the success of the American film and television industry

After the appearance of talking movies, language barriers once threatened the internationalization of American movies. However, Hollywood quickly adapted to this change in artistic and technical means and stabilized its dominant position. Nowadays, more and more non-English speaking countries and regions shoot English movies or use English subtitles more frequently. The reason why American movies are loved by people all over the world is also the accumulation and innovation of culture. As critic Mo Mao said, the success of Avatar is not a blockbuster, but a deep accumulation and precipitation rooted in the field of American cultural creativity. It has always been an important strategy for the internationalization of Hollywood films to enter the film market through capital investment and cooperative operation in the film industry of other countries, and to control the foreign film market through the establishment of film production, distribution and projection institutions. In Canada and other countries, the United States also controls the entire film market by establishing movie distribution and projection theaters. In addition, the themes of many American movies also come from different countries, cultures and history in the world. All these foreigners and foreign cultures have experienced commercial transformation in Hollywood, and sometimes even political transformation in the United States. On the one hand, they bring exoticism and cultural nutrition to mainstream American films, on the other hand, they also bring cultural resonance and cultural popularization to American films entering foreign markets.

(B) Enlightenment to China

1, content level: based on local conditions, integrating with the world.

China has a long history and cultural tradition of 5,000 years, and its national culture has a great influence. When creating film and television dramas, we should combine the flavor of the times, make more use of modern life scenes, and highlight the characteristics and habits of our national cultural life. While selling cultural products to the world, we should also spread Chinese traditional culture to all parts of the world, be familiar with and recognized by more people, and enhance the attraction and influence of Chinese culture. At the same time, there are differences among different nationalities and cultures in the world. In order to make more overseas audiences understand and accept the theme and content of film and television, China's film and television products must make it cosmopolitan when using China cultural elements, find the point of convergence between China's national cultural resources and human beings in the theme conception, and present China cultural elements in a way that is loved by the world audience.

2. Production level: international cooperation, co-production and win-win.

It is necessary to let China's films go to the international market and international film festivals, so as to enhance the strength of China's film and television culture. International cooperation may be a shortcut. China's film and television industry is rich in cultural resources. It is an inevitable choice for China's film and television products to quickly integrate into the world to actively participate in international cooperation and learn from the world's advanced film concepts and modes of operation.

3. Marketing level: market segmentation and channel diversification.

The particularity of film and television products requires that the export of film and television products should first consider cultural factors and geographical relations. Before China's film and television dramas "go global", China's film and television industry must conduct in-depth and detailed research on overseas markets.

In addition to defining the regional positioning of overseas markets, we should also establish a three-dimensional and multi-channel overseas communication pattern of film and television products. For example, through non-commercial screening, overseas landing of film and television channels and other measures, China's film image and China culture will be publicized to the world, so as to increase the affinity of overseas audiences for China culture, cultivate overseas audiences who appreciate China's films and TV series, and improve the cultural strength of China's film and television.

4. Language: Do a good job in film and television dubbing and eliminate language barriers.

In order to achieve a new breakthrough in overseas box office, China's film and television products must expand overseas target audiences, from overseas Chinese to major consumer groups in the United States, Britain, France and other countries, and form a wider consumer group. As an audio-visual product, the picture and sound are very important. Before the film and television products are exported to overseas markets, it is necessary to dub the film and television products in the main language of the destination according to the distribution area, so as to eliminate the audience's hearing impairment. According to the target market, several major languages can be selected for original localization dubbing. For example, in North America, English versions of film and television products will be released. In the European market, films and TV products are distributed in French, German, Spanish and English. In order to reduce the cost, it can also be dubbed in English only and then distributed in overseas markets.

5. Talents: Cultivate film and television talents with international vision and stars with international appeal, and reduce cultural discounts.

Facing the international market, cultivate more talents with international vision, such as screenwriters, directors, actors, photographers, cameramen and marketers. , the rich national cultural resources will be transformed into stories and themes of common concern all over the world, and the "cultural discount" will be reduced for China's film and television cultural products to enter the international market. We can take many forms in cultivating talents. International talent training courses for screenwriters (or directors) can be held, and excellent screenwriters in major target markets such as North America, Europe, Japan and South Korea can be invited to introduce the characteristics and script creation of domestic film and television consumers in depth, and analyze them with specific cases.

6. Brand: Establish film and television brands and cultivate large-scale film and television production and distribution enterprises.

Promote the distribution of books, comics and comics by establishing a brand of film and television products or image brands.

Theme park construction, cultural tourism, authorized development of toys, clothing accessories, etc. It will promote the development of the industrial chain of big film and television culture. Under the guidance of existing or future policies and regulations of the government and industry associations, through capital operation such as enterprise merger and reorganization, China film and television industry will develop healthily and rapidly in the fierce competition environment, and film and television production and distribution enterprises will become bigger and stronger, forming a number of transnational film and television production and distribution enterprises with international influence.