In 2013, President Xi Jinping proposed the co-construction of the "Silk Road Economic Belt" and the "21st Century Maritime Silk Road" initiative. Since then, the “Belt and Road” initiative has received extensive attention and active participation from the international community. From the perspective of cultural exchanges and mutual learning between China and foreign countries, the proposal of the “Belt and Road” initiative not only strengthens cultural exchanges and mutual learning and enhances complementary advantages among the countries along the route, but also transfers Chinese culture to the world. The cooperation platform realizes the connection between the people.
The joint construction of the “Belt and Road” has effectively promoted the spread of cultural heritage documentaries. For example, the "Materia Medica China" broadcast by Jiangsu Satellite TV successfully created a documentary IP for marketing at home and abroad. The recording and dissemination of Chinese cultural heritage not only enhances the cultural confidence of the people, but also showcases the style of world cultural treasures on overseas stages, telling the "Chinese story", and shaping a strong, positive and healthy culture National Image. In the new media era, with the continuous expansion of documentary market demand and consumer demand, and changes in audience consumption habits, we should seize the huge opportunities created by the “Belt and Road” construction and new media platforms, expand diversified channels, and use the “Internet + "Communication law and marketing strategy to increase its own market value and realize the transmission and operation mode of the Taiwan-China network linkage.
The characteristic content output is the decisive factor for the media to win in the competition. Chinese civilization is one of the oldest civilizations in the world. Whether it is tangible material civilization or intangible intangible civilization, it is comprehensive and profound. Ancient architecture, weaving and embroidery, calligraphy and painting, porcelain, tea, poetry, music, food ... These unique cultures show the unique charm of Chinese culture and are the magic weapon of Chinese cultural heritage documentaries in overseas media competition. Of course, the difficulties encountered in the dissemination of Chinese cultural heritage documentaries cannot be ignored. The author believes that in the context of co-construction of the "Belt and Road", expanding the overseas transmission path of Chinese cultural heritage documentaries needs to start from four levels.
At the government level, more investment support is needed. In China, cultural heritage documentaries still belong to high-investment, high-risk, and low-income industries. In order to achieve excellent production standards, the production team needs to spend a lot of cost to carry out a thorough exploration of cultural heritage. We can refer to the experience of Germany, Japan, South Korea and other countries to support the shooting and dissemination of cultural heritage documentaries through financial subsidies, tax reductions, and fund support.
At the technical level, multi-channel and diversified development is required. In the era of the mobile Internet, modern international communication fields require communicators to acquire more types of communication skills. Chinese cultural heritage documentaries need to use both traditional media and emerging media to spread to overseas audiences through multiple channels, on video websites, social platforms, professional channels, community forums, search engines, instant messaging and other online media Systematic and multi-level communication and marketing. Many precious cultural heritages can use virtual reality technology to present more complete and detailed images, enhance the interaction and appeal of cultural heritage content, and make them acceptable to overseas people, especially young audiences.
At the industry level, professional collaboration needs to be strengthened. Compared with mature industrialized operations in foreign countries, the development of China's cultural heritage documentary industry is still in its infancy, and has not yet formed a cyclical mode of production and operation, and has not yet formed brand competitiveness in the international market. In order to achieve better and better international communication results, domestic production teams can be encouraged to cooperate with well-known overseas documentary professional teams, and the areas that are not good at domestic teams such as publicity and distribution are temporarily outsourced to international professional teams for service outsourcing. Complementary advantages and win-win.
At the market level, we need to focus on marketing strategies. In the international multi-cultural pattern, the effect of the acceptance of Chinese excellent traditional culture in different cultural circles is quite different. Dongfeng travelling along the “Belt and Road” first spread to the group of countries along the route, and gradually expanded its influence, which should be an important consideration when positioning Chinese cultural heritage documentaries in the international market. You can choose celebrities and scholars who have certain influence internationally, especially the countries along the “Belt and Road”, to act as commentary dubbing and promotion ambassadors for documentaries, and expand their audiences through their popularity and credibility.
(The author is a professor in the School of Literature and Journalism of Hunan Technology and Business University)
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(Responsible editor: Wei Jinjin)